158. Official Rivalry

Nogizaka46 on Where is Nogizaka?
Very often, when something great comes out and gains a massive following, a competing entity would show up. And, very often, that competing entity belongs to another organization. Examples of this include Coca-Cola vs. Pepsi, or Toyota vs. Honda. However, there are times when both rivals are controlled by the same person. This is the case in the Japanese idol groups, AKB48 and Nogizaka46, which are both under executive producer Yasushi Akimoto (秋元康). Below, I examine their career paths to see why this rivalry is a smart move by Akimoto.
AKB48 took around 5 years to reach nation-wide status. It was conceived by Akimoto in mid-2005. The group made its first live show in December 2005, released its first single in 2006, had its first dedicated TV variety show in 2008, and had a first #1 ranked single in 2009. In 2011, it set a J-pop record for 5 consecutive 1-million-sold singles in one year. The TV commercials featuring AKB48 girls are endless. Each year since 2010, the AKB general election (選抜総選挙) event becomes major news headline, where hundreds of thousands of fans battle each other to raise the internal ranking of their favorite girl. To cast a vote, a CD single purchase is necessary. Some fans are known to buy over one hundred copies of a CD for the chance to cast 100 votes. Although this blatant commercialism is often criticized, AKB48 has given many Japanese youth a hobby to pursue in the post-Earthquake times, and have further sparked the domestic economy.

Nogizaka46 practice dancing.
Competing with the group is Nogizaka46 (乃木坂46), a group formed only in the Summer of 2011, consisting of 33 girls. Their official name is not even in alphabets, but in Japanese kanji. Furthermore, the number is not "48", a trademark number of the AKB48 franchise. According to the official slogan of the group given by producer Akimoto, "Although they are fewer in number, they will not lose." The 33 girls are chosen from over 39,000 applicants, and the overall quality are very high compared with the original members of AKB48. Akimoto also made a claim on TV that the group will equal what AKB48 has done (in 6 years) in only 6 months. The group is releasing its first single, "The curtains spin round and round" (ぐるぐるカーテン) on February 22, one week after AKB48's new single, "Give Me Five". In the Nogizaka46 single, the group performs a inverted AKB48 song, "Always Wanted to Meet you" (会いたかった), as a parody. Many Japanese news stations have been buzzing about "copyright issues" for a couple of weeks.
What is there to buzz about, really? It doesn't matter which CD we buy, when the money will end up in the pocket of Yasushi Akimoto. In fact, supporting the underdog Nogizaka46 will only serve to raise the popularity of AKB48, and increase both of their CD sales. You will be a sucker if you believe in a "defeat of AKB" in the hands of their official rivals.
But the Nogizaka46 girls have almost completely won me over with their charm. Their regular TV show, Where is Nogizaka? (乃木坂って、どこ?) is one of the only shows that I regularly watch. My comments litter the personal blogs of the Nogizaka46 idols. I realize that I have been tricked into believing yet another phenomenon made by the producers. But, I cannot turn away... It is so shiny... Oh my, shininess... When I see AKB48 and their 200+ members, I have to hold back my vomit.

AKB48 on 62nd NHK Kouhaku Uta Gassen
Back to my point: Producer Akimoto is smart. The AKB girls have gotten stale. The public have seen an overload of their faces, and are tired of their image. In order to give the AKB girls a break, as well as refresh his own agenda, Akimoto brings out the "official rival group", to distract us. We forget that even though the 33 are selected from 39,000, each person is still a young girl who does not offer anything more than any other female idol. But having a rivalry established before commercial enemies appear is a truly clever move. Similar to African Americans feeling empowered by the in-group usage of the N-word, having a rival within the family keeps all the business within the family. Public attention never goes beyond Akimoto's power, and so, the groups gain longevity.
I still predict a massive fall from grace for all idols by the end of this year.
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Written by micr0q, copyright 2012. Images found during search, no infringement intended. This blog is not for profit.



