Hey guys! Happy Monday! Sorry I took an unscheduled week off. Partly, I desperately needed to get some sleep (work has been a doozy for a few weeks), and partly because I spent the last week perfecting my book proposal for the 33 1/3 series (333sound.com).
Dempagumi.inc is at this point the most consistently excellent idol group, in terms of both music and PVs. They might not be my overall favorite group, but I’ve gotten to expecting a certain level of quality from Dempagumi.inc. So here’s my review of their latest!
I feel like there are two types of Dempagumi.inc songs. The songs I love immediately on first listen (i.e. W.W.D) and the songs I love more after taking some time to listen (i.e. Fuyu e to Hashiridasuo). Sakura Appareshon is part of the second category. The first listen I didn’t know quite what to make of it, but after a few listens (mainly facilitated by how much I adore this PV!) I think I got a hang of this song.
The thing is, it’s not the sweeping orchestral epic of W.W.D II. But it’s not trying to be. It’s also not one of Dempagumi.inc’s quieter, sweet songs like Fuyu e to Hashiridasuo. But again, it’s not trying to be that. It’s one of the more middle of the road songs like Den Den Passion and Demparade Japan. It’s the type of song that is really excellent, and deserves a lot of praise, but ultimately doesn’t quite get up there in terms of top 10 lists. Which is kind of a shame.
Sakura Appareshon adds a level of traditional themes to the normal level of Dempagumi eccentricity. In fact, there is one section that is very reminiscent of matsuri songs; or at least the poppy version that I know from idol music. My favorite thing about Dempagumi.inc trying new things is that there is a very distinct sense of self in Dempagumi.inc’s music.
My first thought with both the song and the PV is that this is what I wish Momoiro Clover was doing now. Remember when Momoiro Clover was originally a group intended to have a traditional influence? They wore modified yukata for their first three PVs? When I first became a MomoClo fan, I was really excited for a group that would blend some of that traditional Japanese image with idol pop. Ultimately they went for something different, but Sakura Appareshon fulfills that desire I had.
Like I said, this doesn’t fit the dramatic highs of W.W.D, but this is still a memorable, fun Dempagumi.inc song that is more than worthy of an idol group of this caliber. 8/10
PV: I love this PV. Let’s get this out there right off the bat.
I have a particular fondness for PVs that have long takes. Limitations encourage creativity, and limiting cuts and visual effects does that. While Sakura Appareshon isn’t as extreme of an example as Shiritsu Ebisu Chuugaku’s Te wo Tsunagou, it still has a fair amount of practical effects and most of the PV is comprised of long takes.
Even if this isn’t the completely long take PV of Te wo Tsunagou or AKB48’s Dakishimecha Ikenai, this still really exemplifies why I have a fondness for this type of PV: it’s because it shows off idols almost better than any PV.
The reason being is that, more than almost any other music genre, idols are dependent on personality. Sure, some idols survive on being strong singers or dancers, but personality is key to most idols’ successes. I’d say that having a strong personality to an idol group is one of the most important facets of a group’s success.
PVs like Sakura Appareshon, that take place in one setting and are generally without many special effects, are dependent on the creativity of the team behind the group as well as the girls themselves. In the hands of another group Sakura Appareshon would be boring and uninteresting. It’s the girls of dempagumi.inc (and the creative team!) who make Sakura Appareshon fun to watch and rewatch. Dempagumi.inc is a personality driven group (in addition to their really high production values and fantastic music/PVs) and this type of thing suits them.
That isn’t to say this couldn’t be improved; some of the stop motion speeding things up was unnecessarily added to make the PV more fast paced, I assume, but it made a friend of mine’s eyes hurt, which is a shame. It wasn’t a very necessary addition, either. I also think that the close-ups, while handled well, weren’t particularly necessary, and were in there a few too many times.
Ultimately these aren’t huge complaints, and Sakura Appareshon is one of the most successful PVs of the year so far. 9/10
Fancy Hoppe U Fu Fu
Song: You know the song is a CM tie-in for candy because the word “flavor” is heavily included!
This song is pretty retro sounding, in JPop terms. I want this to be the opening of a late 80s/early 90s shoujo anime. Which is, from the PV, what I think they’re going for.
I have a feeling that this song is going to be hit and miss for a lot of people, but I like this song a lot. The first time I listened to it I was unsure of how I felt, but then the chorus stuck in my head and wouldn’t let go.
It’s not particularly Dempagumi.inc of a song but it’s pleasant and retro. While I want Dempagumi.inc to stick with a lot of what they’ve done in the past, this song represents the type of group I’d like more of. Stuff like Vanilla Beans and early Nogizaka46; groups that have that retro type of appeal.
Still, this is really pleasant, and a song I have been enjoying. 7/10
This is a much more standard PV than Sakura Appareshon. Again, the word I would use is pleasant. Which does seem to be what they’re going for; this isn’t going to blow anyone’s mind, but it is nice to watch.
What people are going to notice more than anything is the low-contrast, soft focus filter that’s on everything. I have a feeling that this is going to be contentious; people may dislike this a lot. However, it feels to me like it’s keeping with the late 80s/early 90s shoujo manga aesthetic. They only needed to add bubbles or twinkles and the effect would be complete.
It feels like a bit much at times, but, really, it feels like this is intentional.
Beyond this, the PV is pretty unremarkable. This is an exercise in adorableness. The cheerleading scenes are cute, and all the group scenes work nicely together. I do like when they write wktk on the screen; it’s a nice touch.
This PV isn’t remarkable. It’s made well (as expected) and nothing is bad, but it’s just pleasant. Like the song. 7/10
Overall, this is a strong single. It might not be anyone’s favorite Dempagumi.inc single (especially with last year having W.W.D/Fuyu e to Hashiridasuo and W.W.D II/Not Bocchi… Natsu) but this is hardly a misstep for the group. If anything, it’s nice to have a mellower Dempagumi.inc single, to show that they can excel at this too.