So I recently downloaded “LOVEマシーン”. For the kana-impaired out there, that’s Morning Musume’s (arguably) most famous single “LOVE Machine”. Usually when I listen to a song a few times on headphones, I start to like it, because with my decrepit dial-up plan, I have no such access to PVs.

No wonder this song was so popular back in 1999. It’s addictive as a frozen hell. I bet the first release went something like this…

CRAZY WOTA GUY #1: Oh man, this is an awesome single! I’ve gotta buy the rest of Morning Musume’s discography! THEY HAVE TWO ALBUMS OUT? WHY DID NOBODY TELL ME OF THIS? *runs to call friend, Crazy Wota Guy #2* Hey, Crazy Wota Guy #2?

CRAZY WOTA GUY #2: Yo man, wtf you callin’ me up at one o’clock in the morning for, you son of a—

CRAZY WOTA GUY #1: No, seriously, listen to me for a second! I just bought this single. It’s a-freaking-mazing. By a really cute group called “Morning Musume”. They’re just adorable, I love them already. Seriously, listen. *plays “LOVE Machine” extremely loud*

CRAZY WOTA GUY #2: Holy— I gotta buy me that single! That’s totally catchy! Listen, bro, I’m putting my pants on and going out to get it right now. Catch you later.

CRAZY WOTA GUY #1: Bye, Crazy Wota Guy #2. Spread the message.

…well, okay, that’s only my sketchy idea of what occurred, but isn’t it close enough to the truth? Most things in this world, whether it’s a best-selling book or (in this case) a best-selling single, they’re usually purchased because word-of-mouth says that it’s really good, and if you don’t buy it, you are missing out, totes. It’s basically a main component of the economy.

Not saying that Morning Musume’s sales are fueled solely on this word-of-mouth, but it’s probably a major factor. Besides, if they weren’t good, who would be telling their friends and family that they’re worth spending the yen, or the US dollars, or the euros, or the pounds, or the whatever-the-hell-your-currency-is, on them?

But I have noticed a sharp decline in Momusu’s sales over the years. They’ve steadily dropped from the 100,000s to the 10,000s. It isn’t quite so bad that they’ve gotten seriously low, like 1,000s or even hundreds, but it’s still something of interest to me. The girls of Momusu are no less marketable than the girls of the “LOVE Machine” era now. The only thing that has obviously changed about the group is its lineup, but we know how that rolls. Sooner or later, Tsunku is going to turn the Jpop idol group into a Jrock idol group, by the way the singles “Kanashimi TWILIGHT” and “Onna ni Sachi Are” are going, but that’s far off in the future. (And he could just be experimenting with their sound a little bit. Or he’s totally fed up with composing cutesy pop sounds and wants to go back to his genre.)

Point is, I think Japan has just about had it with “Musume Mania”. Just as America has its 70’s disco period (which fizzled out with the decade), I believe Japan as a whole is evolving past idolpop being extremely “pop”ular (excuse the pun). It’s moving on. Sure, there will always be the legions of devoted wota and even casual fans who go to a concert or two — though in that case I’d like to know who they slept with to get tickets — but when you think about the entirety of Japan, and how the mainstream media works…

Now, I’m no professional. Not many bloggers out there are, no less bloggers who blog about Japanese pop music. All I’m saying is, Japan may be past Morning Musume’s popularity, and is now moving onto a different genre other than pop music. And considering that Tsunku is choosing now to experiment with Momusu’s sound… I’d say he realizes this as well and is trying to find a new genre for Momusu. Recreating the image of the group as a whole.

Though even I see the illogic in that. Why would he be so desperate to keep Momusu alive? It brought in the cash, maybe, but is it still a profitable group? Does he want it to continue for some grand, noble reason? Is managing an idol group just been Tsunku’s childhood dream?

Now I’m listening to “恋せよ女の子”. Try figuring that one out.