Introducing...Ayumi Hamasaki

You know in the Britney episode of Glee, where Kurt gets his knickers in a twist and proclaims ‘Britney Spears IS pop culture!’? That’s me trying to explain the breadth and depth of Ayu’s career and impact to people around me. Dubbed the ‘Empress of Jpop’, Ms. Hamasaki is nothing short of a hit making machine, churning out more albums, singles, concert tours, music videos, remix albums and greatest hits collections than you can shake a stick at. Most prolific for her poetic, insightful and honest song writing, discussing mainly themes of isolation, love, heartbreak and the state of the world around her (she is the sole lyricist of all of her original songs) Ayu is the best selling solo artist and one of the most iconic superstars Japan has ever seen- although she now exists in a different, more niche stage of her career, between 2002 and 2010 every single one of her singles hit the number one spot on the Oricon charts. That’s 25 singles. Back to back. A performer, a trailblazer and an icon, Ayu was my very first JPop discovery so it feels only right to start my introducing series with her. I’ve selected ten of her singles that I feel are the most accessible to the Western listener, whilst also giving an indication into her, her music and her life.

Startin’- (2006)

The first Ayu song I liked. The outfit being a total rip off of Britneys overprotected wardrobe certainly helped. This is one of Ayu’s most ‘Americanised’ songs, from the composition to the vocals to the styling. A stomping, enthusiastic anthem about the power of self belief this song isn’t Ayu at her most vulnerable or poetic but it is a damn good pop song and the perfect jumping off point (also the random graveyard scenes give just a lil hint at the weirdness to come).

Sparkle- (2009)

So I nearly turned this video off the first time I watched it until THAT switch. Honestly give me a high pony and I’m there for whatever it is. This electro pop banger is controversial amongst Ayus Japanese fan base I’ve heard, as it marked the turning point in her career that marked her decline in popularity with the general public, but I love it. Lyrically this song is an ode...well it’s about sex basically. Delivered with an aggressiveness as opposed to a sensuality it shows Ayu knows what she wants and she’s not afraid to go get it.

Real Me- (2002)

Whilst I was making this list I completely forgot about this song until I randomly though ‘hey can Ayu dance’ and searched through performances to see if she did and happened upon this one. So yes, she can, but I also realised this song sounds a lot like the peppier younger sister of TLC’s Waterfalls. Written at a time when Ayu was becoming increasingly unhappy with the commodification of her soul by the music industry, ‘Real Me’ shows her questioning what it is to be a woman- written in her early 20s I can imagine she was also wondering what a ‘normal’ 20 something felt like- a world removed from the glitz and glamour of superstardom. Ultimately the song ends with Ayu resolving to be strong and kind within herself, to keep on living knowing she may not always be perfect but that’s just a part of life, and the most important thing is she remains the ‘Real Her’. Oh and after looking up the live performances, the real her isn’t a dancer. But at least that mic stays on.

To Be- (1999)

I find this song one of the most beautiful, calming pieces of music I know. I listened to a lot last year when I was coming to terms with things not going how I wanted in my own life and it really helped. Like the rest of it’s parent album, her sophomore effort ‘Loveppears’, ‘To Be’ is written entirely in the third person- allegedly about her off again on again affair with her discoverer/producer/creep Max Matsuura, Ayu sings her way through the mantra of what will be will be and that although things hurt, and we carry things around with us for far too long, there is always a path, even if it seems hard, and we always retain our memories. Slowly building from a lullaby start to a slick electric guitar climax. The first song on this list to feature Ayu’s signature incredibly sharp ‘ee’ vocalisation this is a song to walk in the sunset to, with a manageable sadness in your heart, to comfort and sway to.

Feel The Love- (2014)

A complete 180 from the previous entires, this is also the newest song on this list. If you like club music this is basically Ayu’s take on Ibiza. I think. My trip got cancelled. Thanks COVID. One of the weirdest and dare I say problematic music videos aside, this is a club banger, done Ayu style. Her signature hit pitched vocals match the energy she’s going for well, where they would potentially fall flat on another artist. Definitely a running playlist staple, this song embodies all of Ayu’s positive, cute and campy style in the best possible way.

Step You- (2006)

The kinda song that have Avril Lavigne probably wishes she’d written. The angsty pop rock production belies lyrics that are actually quite sweet- a realisation upon meeting someone that touches your heart that love is more important than the material. This has become a firm favourite of mine over the years- it’s a clean cut perfect example of Ayu’s fraught production and high budget, fashion yet creepy style. Although the outfit in that last scene is something I want burned from history.

Evolution- (2001)

After the 9/11 attacks, Ayu changed the direction of what would become her fourth studio album ‘I Am...’.. Instead of writing songs focusing on loneliness and social isolation, Ayu felt she wanted to make music that focused outward, and gave hope to a world that needed it. Evolution is an example of one of those songs. Seguing from a light piano intro, it goes from 0-60 in 0.5 seconds, with a wicked synth build up. The rap sung chorus is always fun to try and imitate in the car, though I do feel for Ayu- it’s hard to do live. One of her signature hits, it’s always one to get the crowd going- one of those rare pieces of music that transcends culture to bring joy.

Ourselves- (2003)

Oh you wanted creepy? The masks in this videos will stay with you long after that final shot. One of the easier to grasps concepts in Ayu’s repertoire, the song and the video encapsulate a feeling on entrapment within her own public persona- her retaliation to the hate she was receiving as Japan’s biggest superstar at the time, when no one really knew her at all. It’s very evanescence ‘everybody’s fool’ with the darker, rockier, hard edged production to boot. A vocal performance that builds up to a climax of desperation in the chorus links the entire product together with a chilling final effect.

Inspire- (2004)

This song actually reminds me of Britney’s ‘Toxic’- it takes traditional Middle Eastern instrumentals and mixes them with pop music elements to create a pop bop with an otherworldly, mystical feel. Featuring Ayu’s standard drums and electric guitars to accompany the strings, ‘Inspire’ sees Ayu discuss breaking down the walls of what is around her to reach newer and more exciting heights. She’s unafraid, confident and well, inspiring. In a video that is both hypnotising and visually alluring, Ayu delivers the song with such sensuality that she hadn’t as of yet delivered in her career.

Vogue- (2000)

No, it’s not a cover of the Madonna song. Considered one of Ayu’s staple hits and one of the quintessential Jpop standards. Latin inspired strings infuse with lyrics about the fleeting nature of fame- although Ayu was at the apex of her career, she already knew that it wouldn’t last forever- and that however famous she may be at that moment, it could go at any moment. Given the scope of Ayu’s career and view in the public eye, this is retrospectively one of her most poetically insightful songs, and the final part of this first step into a rich discography that defines a period in Japanese pop culture with a dominance few other artists can claim.

If you got this far, I commend you, I hope you enjoyed and learned something new and will see you next week for another introduction!