I think it’s about time that I stopped avoiding this and finally faced it headfirst. I of course mean Morning Musume ’14’s PV for What Is Love. If you can call it that that is. It’s their 2nd PV from their upcoming triple A-side single Egao no Kimi wa Taiyou sa/Kimi no Kawari wa Iyashinai/What Is Love. Though if you ask me it should have stayed a double A-side and What is Love should have just been a B-side.
Don’t get me wrong, I absolutely love What is Love. I didn’t love it initially, but after a few listens it became one of those songs I couldn’t get enough. And I actually started to get angry that the song had been out for a while and there was no conformation about it being a new single. Tsunku did say that it may become a single. But whenever Tsunku is vague about things it usually means they are going to happen. Just like when he blogged about thinking about starting Mini Moni again and boom Shin Mini Moni and the other revamped units were formed. And I’m sure he’s done this many times since.
Though after watching the PV for What is Love I almost regret wanting it to be an A-side. While I do appreciate there being a studio recorded version of the song I’m not so sure I appreciate the PV. But I honestly should have seen it coming. Literally the day before the PV came out I was talking to Kiana about the covers for the single and I asked her something along the lines of, “They are only wearing 2 outfits on the covers, so what outfits are they going to use for the What is Love PV?” We both came to the conclusion that we had no idea but hoped they didn’t pull another One Two Three/The Matenrou Show fiasco and use one of the outfits twice.
And to our horror the PV turned out to be worse than we had feared. Instead of a proper PV, or even an extremely cheap PV that is just a dance shot, we were given one of the least creative and worse PVs know to man. The concert footage video. Now, I’m sure everyone is familiar with this type of PV. But in the US artists only have videos like this when they are either extremely busy or have no idea what to do for a video but still want a new single. And I gotta tell you, they are usually more interesting. In the US it’s usually concert footage mixed with behind the scenes footage and sometimes they’re not completely awful because you see the artist being natural and having fun. Why weren’t we given that? I mean, H!P films all of that stuff anyway for DVD Magazines anyway. I would seriously love to see the girls getting ready for a concert as well. Or something like driving to the venue, eating food, messing around back stage, or practicing their choreography. Even doing their hair and make-up would be more interesting than this!
I really think it’s time to stop blogging and start the career I was destined to have: H!P music video director. I mean seriously, I could do a way better job than whoever is in charge now. This PV is literally nothing more than the girls dancing to the song at a concert. Now where have I seen the exact same thing before? Oh that’s right, that’s exactly what the J-MELO performance of the song was. Except in this they are wearing different outfits and are actually on a concert stage. I’m sorry there is just nothing interesting about this PV. I’m not Chii, different camera angles don’t do anything for me.
Remember the last time Momusu had a live PV? That’s right it was Chokkan 2. Remember what that PV was like? That’s right, it was a mix of live performances. A mix! And they had to make the PV quickly. Remember because Chokkan 2 was supposed to be the B-side, but everyone hated Koi wa Hassou so much that Chokkan 2 became the A-side? Which means they only had days to put this PV together. Which is why it’s fine that it had live footage. But the worst part is, Momusu didn’t have to put the What is Love PV together in a short amount of time, so there’s really no reason for how the PV is. I mean, Chokkan 2 was put together quickly and we still have a PV with close-up shots. And it has 2 different horrible CG backgrounds. And the concert footage they used was from the entire concert! Not just the performance of the song!
I don’t know, maybe there are people out there who are ok with having concert footage as a PV. I, however, am not one of them.
I have to laugh that font is prettier than the entire PV.
Look at all the fans though.
I never really liked these outfits.
Momusu’s formation dances are the best.
Oh look another view of the fans. There’s so much going on in this PV I can’t take it.
Harunan does look cute in this hat I must admit.
Maa-chan’s hat is a good reminder that it looks like everyone is wearing shiny tennis outfits.
Riho looks super cute.
I could do without this part of the dance to be honest.
Mizuki is super pretty.
Oh wow now it’s the audience from this angle.
Look how in sync they are.
I never noticed before, but they are making a heart.
There is seriously not enough Zukki in this PV.
But she still manages to smile. And also, possessed Sakura on the right.
Haruka is sweating so much her bangs have almost disappeared completely.
Eripon is only shown for a split moment but she still manages to look gorgeous.
That Mizuki smile.
Riho is just incredible at dancing.
I love how it looks like Haruka is photobombing Sayumi.
What an odd ending pose.