Music video: Ayumi Hamasaki - Zutto


It's nice to see that Ayumi Hamasaki managed to secure a decent enough budget for a music video, with visuals somewhat hearkening back to when Ayu was running Japan like a pimp runs its corner and a sound which her fans would deem 'classic'. But after putting one foot in a new direction with her album Colours and delivering above expectations (which were already low) for her contribution to Utada Hikaru no uta, "Zutto" feels regressive. Sit this video and song alongside Ayu's countless other ballads which share this sound and sport similar visuals, and you won't remember "Zutto" for shit by new year's. Especially if its chart performance follows Ayu's recent release trends.

I also do not get how she can look so nice in this video, yet managed to look like a ghoul on the single cover. After coming so correct with her look on the album cover and the inlay for Colours - which was the best Ayu had looked since Guilty, I'm stunned that she reverted back to this doll faced, unlife-like, Miliyah Kato looking mess for her covers. But this is Ayu all over. One step forward, two steps back. Not being able to hold on, see sense and run with what genuinely works for her.

15 comments:

  1. The productions on the new single are absolutely horrendous and seriously dated. She needs to let RedOne start producing her ballads. Western producers + Japanese songwriters, now that would be interesting.

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  2. I love the covers, I love the single, and I'm liking the music video though she kinda looks like Conchita Wurst without the beard. I highly disagree with what you say about the covers, I think the photoshoot is amazing. Even though many try to suggest that she's doll-like and whatever she's not unlife-like as much as Namie Amuro nowadays. Now that woman is nothing but a creepy doll with a dated porcelain smile..

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  3. I like everything about this single so far. She looks pretty on the single covers. I heard all three snippets of the songs, I like them in this order: 1. 'Walk'. 2. 'Zutto...'. 3. 'Last Minute'. Ayu gave me some Spice Girls 'Goodbye' vibes with this vid, which I like. I can't wait for the other two mv previews. I just hope she doesn't do anything ''crazy'' AFTER the release of this single, as in... going in a completely different direction, because honestly, I like all three the songs.

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  4. "CL long had us question why she bothers continuing to carry the dead weights that are Dara and Bom in 2NE1, when she could go solo, or break-off and form a bombastic duo with Minzy"


    2NE1 stans have been saying this shit for ages. Especially since Minzy has decided that she is, indeed, the shit and started twerking everywhere in thigh high boots.

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  5. I'm sorry but all three songs sound dated to me. Typical ayu and nothing adventurous. I don't mind her doing ballads but I just can't digest her recycling similar
    compositions for most of them. The last ballad I actually liked from her
    was "Fated".

    I've said this before but I don't understand why Ayu incessantly goes into a state of regression every time she goes outside of her comfort zone music wise.

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  6. The song is disposable and so is the MV. *yawn*

    I feel Minzy is ready for a solo, especially since CL is debuting in America next year. This is a great opportunity for her to show the world what she is capable of without the other members. #MinzySolo2015

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  7. I wasn't even gonna watch this from the reviews that I read >.>
    I wish they GD and CL would stop acting like they are black rappers.
    And they got black ppl in the video that's a first I've seen for YG.

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  8. There better be videos for the other two songs because this was an utter dissapointment. This little "preview" is pretty much the height of the video itself -- and that's SAD!

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  9. Boys and girls this betch looks terrible. She looked like a man in a wig with that frost on her face and I can't even remember what the song sounds like.

    When a hot mess tries. lol

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  10. Bitch bye, you wish you looked that good ib a wig but your dollar store wig and crusty cum on your face don't match up πŸ˜‚πŸ˜…πŸ˜‚

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  11. Did you just compare that stuff on ayumeh's face to crusty semen? MAAAH MAAAN! LOOL!

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  12. Basically you're admitting that you suck dirty cock daily and have crusty cum on your face. πŸ˜‚ Oh InnerRise

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  13. lmao πŸ˜‚πŸ˜…πŸ˜‚

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  14. I think zutto single is better than her latest music, sad she didn't wait and make it and kept making unnecessary songs

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