What a difference a year makes. As with last year’s Summer Sonic, Tokyo edition, I started the festival Saturday morning with the first act on the Sonic Stage, which this year happened to be Kyary Pamyu Pamyu, the mostly self-invented fashion-idol fixture of Harajuku, whose musical efforts are just one aspect of a personal brand best explained by her first entrepreneurial success, a line of fake eyelashes. It’s pointless to talk about irony because she’s as genuine as marketing gets and fools absolutely no one, including her millions of fans. I’m not going to say a lot of people bought tickets to SS this year, which, again, was said to be sold out, just to see her, but it was really crowded in the dungeon of the Makuhari Messe convention center for an 11:30 show, and the mostly female audience knew the songs and boogied vigorously. As dance-pop goes it was sufficiently entertaining and certainly superior to your average idol-related J-pop. Or, at least, the beats were. Everything else was conventional, from the cartoony backup dancers (all dressed like acid flashback hallucinations of junior high schoolgirls) to the Simon Says choreography and the requisite stage patter. It probably says more about Kyary’s status as a successful businesswoman than about her qualifications as a musician that she didn’t seem to enjoy herself too much, and I’m cool with that. In the space of a year she’s become a superstar performer and announced from the stage that she will be playing the Budokan in November. I assume she’ll have a larger repertoire by then; or, she can simply talk more.
But why was she at Summer Sonic? Ostensibly it’s a rock festival, though in recent years, for reasons lost on no one, it’s become more and more pop-directed. Kyary only played for 30 minutes, so her real purpose at the festival wasn’t to get her fans to show up, but rather to show her stuff to anyone who probably knew about her and was curious to find out more. As I mentioned above, many of the people in the hall obviously were already familiar with her songs, and that says more about cross-platform media exposure than any single appeal she may possess. “Fans” used to be defined by the artists they adored, but the term seems so fluid now. And as a friend pointed out to me the next day, a lot of the young women at the festival were if not Kyary acolytes then at least adherent to the same childish style parameters she champions so effectively, in particular those big false eyelashes, which were ubiquitous. Continue reading









