Music video: Kyary Pamyu Pamyu - Kimi ga ii ne kuretara

Kyary Pamyu Pamyu is back with a new single. And whilst Kyary hasn't been off-brand with anything that she's released over the past 2 years, there's definitely been some attempts to try and 'grow her up' or repackage the crazy. But "Kimi ga ii ne kuretara" is a return to Kyary doing Kyary in her purest of forms.

The wildest thing about this video isn't seeing Kyary with a moustache and a beard. It's the usage of popular brand logos. A bitch is about to get sued by SEGA, Pizza hut, Instagram and Coca-Cola.

"Kimi ga ii ne kuretara" is a far better single than anything we got from Japamyu or even Pikapika fantajin. But it highlights one of the biggest problems when it comes to J-Pop's format of releasing singles; which is that it carries the theme and vibe of the album that the artist had last released, as opposed to something new and indicative of what the next album will sound like. "Kimi ga ii ne kuretara" sounds like a Japamyu song. The same way that Perfume's "Tokyo girl" sounded like a Cosmic explorer song. The same way that Hikaru Utada's "Forevermore" sounded like a Fantôme song. By the time Kyardi P's next album comes out, this song will either sound old or won't fit whatever concept Yasutaka Nakata decides he wants to go with. This doesn't affect Kyary Pamyu Pamyu as much as it did say, Perfume for their last 2 albums. Pussy Pam's music tends to stay within a set style. But even so, the Japan-centric theme of her last album wasn't conveyed in the singles that preceded it.

I know there's nothing that Kyary can do about this, but it is a shame. Especially given that had this been a single from Japamyu, the album may have fared better. But Pussy Pam's career is past that point of her ever being 'big' or catching major hits again. But good on her for still being in the game and cashing those cheques. When I first heard Nanda collection, I honestly didn't think she'd still be releasing music 6 years later.