After watching “World’s Hottest Music Show” half a million times, the weekend finally started Saturday night when Tokyo Fashion began spreading the word about the remarkable promo video for “PONPONPON”.
This is the first single by blogger, model, and all-around Harajuku Cinderella story Kyary Pamyu Pamyu. The song was produced by Yasutaka Nakata, he of Perfume and capsule, for Warner Music Japan.
I know I gave the Mirror Shaded One a hard time in my recent piece on Perfume + Cars 2 + Polyrhythm, but I think this track ranks as some kind of return to form. “PONPONPON” is exquisitely pitched right on on the razor’s edge between catchy and annoying; where real pop music resides. Half will love it, half will hate it. Either way, it sure makes an impression and that PON PON WAY WAY WAY PON PON WAY PON WAY PON PON chorus will probably take over your brain for at least a little while. So mission accomplished.
Kyary Pamyu Pamyu welcomes you to the doll house. Aren't girls weird?
A lot of the charm comes from the sharply-edited music video; which looks like one of those hallucinogenic everything-but-the-kitchen-sink KERA magazine photo spreads come to life (it also reminds me a little bit of Ayaya Matsuraa's 2003 clip for "N~e?", although I reckon that's my problem). The balancing act between really kawaii and really grotesque should come as no surprise. My friend Sebastian Masuda designed the set. I recognize at least half the toys and junk food wrappers from his "sensational-lovey" Harajuku boutique 6%DOKIDOKI. He also has a background in avant garde theater which leads to a certain kind of asthetic best typified by:
6%DOKIDOKI shopgirls Yuka and Vani contemplating modern life in a room filled with Popples.
How powerfully surreal and strange girl's lives can be via their fancy goods and accessory littered rooms! I always felt that Sebastian should create a mutant kid’s show of some sort, maybe featuring 6% shop girls Yuka and Vani carrying on the torch from Kure Kure Takora to Pee-Wee’s Playhouse. While “PONPONPON” isn’t quite a breakthrough on that level, I sincerely hope that it’s a jumping off point for more adventures from all involved.
Pamyu Pamyu appears to be farting patterns from the Spinns Harajuku summer collection out of her butt.
If anyone deserves a shot at the big time, it's the ne0-Harajuku mafia of Cute Model x Nakata x 6%DOKIDOKI (and Big Record Label would probably like it, too). They've even titled Pamyu Pamyu's debut mini-album -- due later this summer -- “Moshi Moshi Harajuku” to make things real easy. I don't have figures about the current health of the Harajuku consumer market (I did see that FRUiTS magazine came with penny-saving coupons for local shops last issue) but if they keep their aim on the 136,210 Facebook followers of Tokyo Fashion and co., then maybe it could fly. After all, it's been seven long years since Gwen Steffani's Harajuku Girls' first tried to co-opt whatever scene there was back then. I'd like to think that we're all smarter and more connected now and that a new local hero like Kyary Pamyu Pamyu could be appreciated outside of a few square blocks in Shibuya-ku.
Maybe you'd like something more “slick” or “adult”, but I'd prefer to overdose on eye candy in a "sensational-lovely" world where PONPONPON gets 8 million hits instead of the humorless gyrations of HYUNA's “Bubble Pop”.
Now how about you?
UPDATE
Submitted for your approval: an English translation of the lyrics to “PONPONPON” via WonkyTranslation. She implores me to tell you that she reckons it's about "90% accurate". More cavets at her site.
What if everyone skipped
through that intersection
What if in the middle of the city
we held hands and looked up at the sky
What if we wanted to seize a chance
somewhere in that city
It's too early to cry more [2]
Until you come all I can do is carry on, I hate it I hate it [3]
Clap clap it'd be great if you put it all out there [4]
Not doing it is lame, right?
Yeah, clap! [5]
To the beat [6]
Way way! Open it, my path
Clap clap make progress with various things
Here they come, your feelings
Boy Boy throw away, who's the bad one?
Yeah yeah, good boy, ahh you make me so happy [7]
Every day clap every time is clap
like a merry go round
every day clap every time is clap
but maybe it's pointless... [8]
Clap clap it'd be great if you put it all out there
Not doing it is lame, right?
Yeah, clap!
To the beat
Way way! Open it, my path
Clap clap way way way
clap clap way clap way clap clap
way way clap clap clap
way way clap way clap way way x2
What if everyone skipped
through that intersection
What if in the middle of the city
we held hands and looked up at the sky
What if we wanted to seize a chance
somewhere in that city
It's too early to cry more
Until you come all I can do is carry on, I hate it I hate it
Clap clap make progress with various things
Here they come, your feelings
Boy Boy throw away, who's the bad one?
Yeah yeah, good boy, ahh you make me so happy
Every day clap every time is clap
like a merry go round
every day clap every time is clap
but maybe it's pointless...
Clap clap way way way
clap clap way clap way clap clap
way way clap clap clap
way way clap way clap way way x4
Why of Capsule and Perfume "infamy"? Those are really nice acts and they aren't extremely annoying and don't pretend to be sexualized versions of little girls.
Posted by: Chris | July 17, 2011 at 01:40 PM
It's such a weird coincidence that my great-grandmother was also named Kyary Pamyu Pamyu.
Posted by: Marxy | July 17, 2011 at 03:20 PM
The other thing that gets me on this is how much gyaru style has influenced a "pure Harajuku" talent like Kyary. Her hair and makeup actually look straight out of PopTeen, whereas her clothing style is more 6% Doki Doki. She might as well be gyaru icon Tsubasa Masuwaka: http://ec2.images-amazon.com/images/I/61TeK0ntIAL._SL500_AA300_.jpg
Posted by: Marxy | July 17, 2011 at 07:33 PM
Spinns might be is the missing link here. The stuff they carry at their web store and retail shop can run the gamut from Popteen to Zipper and KERA. Their roots with Nakata run deep (he provides the music for the Harajuku store) and Tokyo Fashion seems to think they may have played a hand in the video styling.
Also, one thing I did not want to go near in the main piece, but will just throw out here: are those shorts sporting Takashi Murakami eyeball designs? Fuck, I hope not...
Posted by: Patrick | July 17, 2011 at 07:37 PM
I've heard about Kyary Pamyu Pamyu before, but this video is extremely awesome... is not annoying at all, in fact I believe this song is great, is loaded with happiness and yes, is like being on a 70's trip to the land of mushrooms. The dancing and the freedom of this video makes me wonder what is like to be on her brain and see life the way she does... I love this video and I kept singing it inside my head since yesterday when I saw it here in tokyofashion.com. keep it up little girl.
Posted by: Ronald Cruz | July 17, 2011 at 08:03 PM
I am currently bending all my friends minds with this song. I love it. Absolutely brilliant.
Posted by: Stevie | July 20, 2011 at 09:56 AM