I’ve been doing a bit of work for MTV lately, helping out with some stuff for their new English language site, MTV 81 (81 is the international dialling code for Japan, geddit?), aimed at promoting Japanese music overseas. The first thing I did for them was this interview with BiS (Brand-new Idol Society) that was published the other week and which I duly forgot about. When they say the idol group they’d most like to kill is “○○○○8”, I’ll leave you to guess which mass idol group they’re talking about.
One other thing that came through strongly in parts of the interview (although not really in the bits that were cut together to make the MTV 81 feature) was that their manager seemed to be pitching them quite specifically towards audiences, like himself, who grew up listening to indie music in the 90s. There are references to British groups like Primal Scream (often just abbreviated to “Primal” in Japan) and Ash, Radiohead and others in their song titles, all groups most members would have been too young to know in real time (Radiohead are still very popular, but the BiS reference is from a line from a 90s song).
Of course what they’re saying with the whole anti-idol schtick is a facade like any idol group does, but by speaking directly about some of the fakery like the way idols all pretend to be friends when really it’s just business, even if it’s being used to build up a kind of fakery of their own, I think it reflects a need on the part of many fans of this most artificial of genres for an authentic voice. It’s not just because BiS are courting indie and rock fans, because Momoiro Cover Z’s popularity stems in part from their perceived genuineness, and Dempa Gumi inc.’s whole ex-“hikikomori” social shut-in status appeals to the need of otaku to feel the group is somehow genuine and one of their own. Part of this might be a reaction to AKB48’s overt manipulation of fans and the postmodern (and frankly cynical) way Yasushi Akimoto lays his whole marketing technique out in the open, although even there, part of what hooks AKB48 fans in is the idea that they can go to the theatre in Akihabara and watch the new members make mistakes, practice and mature. In this sense, K-pop might be seen as more firmly opposed in that it makes no pretense of sincerity and practically basks in its own artificiality. In any case, it’s curious that such an obviously artificial genre of music as idol pop seems to engender such a passionate desire for authenticity and sincerity in fans.