There are some things in life that come along that are such a shock you simply cannot comprehend what has actually happened. Something so tragic you are knocked backwards in disbelief. Something so inconceivable you’re at loss for words. You rub your eyes but it’s still there, you shake your head but there’s no stopping it. There’s no escaping it anymore. You run from it but it catches up to you. It’s useless to fight it now, Morning Musume has decided to change their name
In, what were they possibly thinking news, Morning Musume has in fact decided to change their name. Come January 1st the Morning Musume you know and love will now become Morning Musume ’14. But don’t worry it gets worse from there. Not only are they changing their name now they are going to change their name every. single. year. So come January 1, 2015 they will be Morning Musume ’15 and so forth. Just awe inspiring I tell you.
With such a genius idea surely there’s some genius level thinking behind it. The logic is as follows: Tsunku doesn’t think your memory is good enough to actually keep up with the group that you’re following. He knows how rough it must be to actually remember which girl was in which generation or what era a single came out. So, he’s making it easier for you by doing the smart thing and renaming the group entirely to reflect this. Remember he’s doing this for you.
Gosh now I’ll never forget that Love Machine was released in 1999. Oh wait that’s not right at all. But that’s impossible, it’s almost as if changing the group name to Morning Musume ’14 won’t tell me when past singles were released at all. And that changing the group name isn’t going to actually do the main thing it’s supposed to do. Because it’s not like he’s stating that all past eras are now being changed to Morning Musume ’02, etc. That would obviously be impossible to do. And if that is impossible now why change the name at all?
I mean to me it seems like one gigantic publicity stunt to really capitalize on the Ima no Morning Musume marketing campaign. He said himself that if it becomes too confusing he’ll just give up. It seems that H!P wants to really separate the present Morning Musume even further from the past one. And I get it, I totally do. The majority of Japanese people know nothing about the present Morning Musume and only know the Morning Musume of the past that was actually relevant. But just because they are separating themselves from the past to became a brand new entity doesn’t necessarily mean people will suddenly know who they are now. It actually doesn’t mean that at all. People aren’t going to know who the present members are until they are popular and relevant enough to know of them. Simple as that. Just like the general public didn’t know the past members so easily. It’ll take another Love Machine moment for the current members to be known.
And I wholeheartedly believe that once Morning Musume achieves their second wind they are going to bring up the past so quickly. Mark my words. And they’d honestly be foolish not to. I can see them now saying things like, Morning Musume has regained their former glory. Or they have become national idols again. Or something like Morning Musume is picking up where they left off so many years ago.
The Ima no Morning Musume campaign is sweet and cute for now. It gets the point across, “Hey even if you’re stuck in the past just give the current era a chance. You might like what you see.” But that kind of marketing only works because they are irrelevant. If they were actually popular it would seem almost disrespectful to discard the past so easily. They would just be this bratty group that’s only in it to be famous and doesn’t care about the members in the past that worked so hard to get them to the level they are at now. The group that built up the name in the fist place. That they don’t appreciate that effort at all. Oh wait never mind, that’s no different than the Ima no Morning Musume campaign. Do I sound too bitter about it?
I have to admit I usually am 100% behind whatever Tsunku does. Well, the things that he is actually in control of. Such as lyrics, music direction, and auditions. (I firmly believe he has a majority say in which girls get added) I usually get where’s he’s going when he adds a girl I would have never chosen, or writes a song that seems like it wouldn’t work. But this is one derision I can’t 100% get behind. Assuming the decision was even up to him. But for the sake of this argument let’s say it was. If we didn’t have to blindly put our faith in him and the agency I’d say he was losing his touch. But it is pretty silly to give on stupid decision that much credit when you think about it.
The only good news that came out of this was at the same time he announced Morning Musume’s 55th single. The single is currently untitled and will be released on January 29th. It’s up in the air now whether What Is Love is going to be included or is going to be an A-side. It’s a great song and I’m really looking forward to a proper recorded version of the song. So, I’d honestly settle for t being just a B-side. But people have been saying a PV for What Is Love has been played during their Chance concert tour. So, it’s starting to look like it might become an A-side after all. But it’s obviously too early to tell.
I think I speak for the entire fandom though when I say it’s about time. Morning Musume has not released a single since August. Now, that doesn’t seem long for a single for a normal group but when H!P usually released singles every 3-4 months 5 months feels like an eternity. But then again maybe that’s just me.