Music video: Superfly comes for the Japanese gays with her Eurodisco jam, “Voice”

When Superfly posted the teaser of her upcoming single “Voice”, I fell for it big time. But was fully prepared for the full song to drop and for it to be underwhelming as hell. *Looks over at Charli XCX’s “Baby”*. But thankfully, this did not turn out to be the case. And Superfly not only has a potential hit on her hands, but something that could cross her right the way over into pop, Western audiences, as well as  giving the Tokyo gays a Superfly song to run up in Shinjuku Ni-chōme.

Not only did we get a really good song, but we got an equally good music video. Something that I feel has been common with so many music videos these days (with the exception of maybe K-pop), is that music videos don’t really go anywhere. We get one or two setups, and no real build to anything. So it’s nice to see a music video which starts strong and makes you feel that you’re going to get one thing, just for it to shift and switch up, even if it’s only in the smallest of ways. 

I figured that this style of music video was to work around Shiho’s pregnancy, and therefore figured that she would be wholly separate from the dancers and everything else. So it was a nice surprise to see her with them at the end of the song looking like a pagan Eurodisco queen, and to see that the microphone motif was part of her shots too. This truly was a really beautifully shot music video which managed to capture the sentiment and energy of song. So kudos to director Takuro Okubo, who has also directed music videos for Beni, TVXQ, Radwimps, NMB48, and AI to name a few.

💿 Album review: Superfly’s sixth studio album, Zero