Flashback Friday: Kumi Koda - So into You | Black face at the shrine

Seeing Kumi walk on a treadmill in front of a green screen, and strike poses on the set of Ayu’s “Dreamed a Dream” with two different wigs for her latest music videos; it made me cast my mind back to Kumi Koda’s humble beginnings as a pop star. The olden days, before Avex gave her budgets for music videos. And it’s beautiful how Kumi has come full circle. Starting with no budgets for music videos, and then 21 years later, still getting no budgets for music videos.

After seeing the music video for Mariah Carey’s “Loverboy”, Kumi went to Avex with and said ‘I wanna make a video like this’. They laughed and said ‘Bitch, we ain’t renting out a race track and some cars for you. But the scene with Mariah and the two flag men on the side of the road, we can budget for something like that. But don’t do it near the road. We ain’t got insurance coverage for that.’

So, Kumi called up two of her ganguro homegirls, told them to meet her at the local shrine and to bring the darkest foundation shade that they have. Then she set that flip phone on a suitcase and pressed record. And the rest is history.

I have to commend Kumi Koda for maintaining consistency when it comes to pop modernised takes on traditional Japanese clothing. Slidey doors, a light beat with red lipstick and a red kimono / yukata is a common look for women in Japanese music, and understandably so. Crystal Kay did it with “Kirakuni”. Ayu did it with “Part of Me”. Ringo Sheena did it with “Stem (Daimyō Asobi-hen)”. Kyary did it with “Yume no Hajima Ring Ring”. Mad Onna did it in “Matters ja nai”. But Kumi has been more consistent with it than most. Again. Understandably so.

There is a nice charm that “So Into You” has. And this is not purely retrospective. Kumi’s entire energy in this video is very much ‘I’m new to all of this, but I’ve studied for ALL OF THIS’ and it really carries the whole thing. Kumi came to set to sell us a Britney fantasy, and she did just that. Even down to the clockable hair extensions.

There are many music videos from 2002 which haven’t aged too well, but “So into You” isn’t one of them. It still holds. Sloppy choreo and all. Kumi looks great. The dancers have a bit of a fetish thing going on with their attire, which is very forward thinking for 2003. And even the song doesn’t sound super dated.

Nothing about this video really tells you anything about who Kumi Koda is. Then again it was only her fourth music video. Also, who is Kumi Koda anyway!? Kumi Koda has always been the Mystique of J-pop, and still kinda is.

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💿 Kumi album reviews: Heart | angeL + monsteR [My Name Is...] | re(CORD) | DNA | AND | W Face | Walk Of My Life | Bon Voyage | Japonesque | Color the Cover | Dejavu | Eternity ~Love & Songs~ | Universe | Trick | Kingdom | Black Cherry | Secret | Grow Into One | Feel My Mind | Affection