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.