On January 28, the latest Oricon Weekly Singles ranking was released, and the debut singles of Johnny's office idol group SixTONES (Stones) and Snow Man (Snowman) recorded sales of 1.328 million copies in the first week and won first place, "The first debut single in history million achievement".
On January 28, the oricon Singles Weekly Chart was announced, and the debut double A single "Imitation Rain/D.D" by the two groups of Genius Studios SixtonES and Snow Man set a record of 1.328 million copies sold in the first week, ranking first. "Unprecedented - debut song reached million sales in the first week" was widely reported by the media.
Left: SixtonES Right: Snow Man
In the past few weeks, if you turn on tv day or night, a single song commercial will be played, members of both groups will appear as guests on each program, and articles have been mass-produced on the net, so there are many people who say ,"I don't know them well but have seen them".
In recent weeks, as long as the TV is turned on, no matter what time period can see the two debut single ads, the group members participate in various TV programs, the network news is also overwhelming, passers-by most of their impressions are: "I don't know but the face seems to have seen somewhere." ”
However, in the comments section of SNS and news, instead of praised the feat of "achieving millions in the first week of the debut single in history", critical comments are in the situation.
However, a little attention will find that in the comment column of SNS and network news, most of them are not praising its "debut single week to break millions" grand event, but many critical words.
Moreover, most of them are not members, but voices criticizing the management side. The public is surprised that they are criticizing for firm reasons, not "because they are Johnny's idols."
And most of the feedback is not directed at members, but at the criticism of business managers. To my surprise, people are not criticizing them for being "J-family idols," but for stronger reasons.
SixTONES
6-person group, from left: Shu Tanaka, Yugo Takachi, Jesse, Daimi Kyomoto, Hokuto Matsumura, Shintaro Morimoto
Snow Man
9-person group, starting from left: Ryohei Abe, Ryohiru Meguro, Tatsuya Fukasawa, Yasuji Xiangjing, Raul, Shota Watanabe, Teru Iwamoto, Daisuke Sakuma, Ryota Miyakan
Why did criticism cast behind the feat? In addition, we will delve into the pros and cons of a business strategy, including the media's attitude to report on a series of trends.
Why is there so much criticism in such a grand event? With a series of media reports taking on the posture, the merits of its business strategy are explored in depth.
Count sales by two groups
The total sales of the two regiments are calculated
SixTONES and Snow Man made their simultaneous debuts on August 8 last year. It was the first time in history to make two simultaneous CD debuts, with the former debuting from Sony Music and the latter from Avex Entertainment. At this time, even if you are not a fan, the view that "Simultaneous debut is amazing, which sales will exceed" was spreading.
On August 8, 2019, SixtonES and Snow Man announced their simultaneous debut, which was also "the first time in the history of the J family that two sets of simultaneous CDs debuted", the former (the record label) signed Sony Music, the latter for Avex Entertainment, and the debut was hyped up. At this time, not only fans, but also Japanese passers-by have speculated that "the two combinations that debut at the same time, which one will have higher sales?" ”
Later, on October 23, the birthday of the late Janie Kitakawa, it was announced that their debut date was January 22, 2020. The other thing revealed was the name of the CD. SixTONES is under the name "SixTONES vs Snow Man", and Snow Man releases a single under the name "Snow Man vs. SixTONES".
Later, on October 23, the late Kitagawa-sa's eternal life day, the debut date was announced as January 22, 2020. And revealed the theme of the debut CD, that is, SixtonES for "SixtonES vs Snow Man", and Snow Man for "Snow Man vs SixTONES", respectively, released CD singles.
In other words, you can listen to both singles regardless of which CD you buy. The number of sales and rankings this time is a combination of two pairs, and criticism has gathered for the method.
In other words, "no matter whose CD you buy, you can hear the two sets of their own main songs." However, after the release of the single, its sales and charts combined with the data of the two groups, and this business method has been criticized a lot.
It is no wonder that voices such as "It does not make sense why the sum is allowed even though the group and the record company are different", "The way of making it to purchase in large quantities with a high-touch ticket won by lottery is terrible", "If you buy it, it is more eg than AKB48" that requires a handshake ticket.
Criticisms such as "They are not the same record label, which add up to a few meanings", "The way people buy high-five coupons by lottery is too much[Note 1]", and "The practice of lottery selection is more excessive than buying AKB48 with handshake coupons".
[Note 1]: Purchase a single for a chance to get a high-five coupon with the members.
In the name, it is said"vs", but it is practically the sum of "and". In addition, the application period for "Special Event + High Five Association" was from 12:00 on January 21 to 23:59 on January 26, and it was a setting that I thought only to make a large purchase in the first week.
Nominally vs, essentially and. Moreover, the time period for signing up for the "special event + high-five party" is from 12:00 on January 21 to 23:59 on January 26, which is a sales method to let fans buy cDs in large quantities in the first week.
Of course, what the members have been making efforts should be praised, and people who are not fans have expressed advocacy that "the people themselves are not bad" and "Will the two groups be released together for a long time in the future?" That's why criticism of management will overheat.
Of course, the efforts of the members should be appreciated, not Aunt Snow Tube's melon-eating people also think that "the idol has not done anything wrong", and some people have raised questions and expressed concern: "Is it difficult for these two combinations to be bundled all the time?" "(It is precisely because of these voices from the outside world) that there are many objections to the practices of the operators.
■ There is also a voice called "number operation, not to impression operation"
Some people also said that "it is not just an impression operation, it is simply a data operation"
As long as the management side is also a professional, I think that I was prepared to receive some criticism. Nevertheless, it is hard to imagine that the aim of embarking on a forcey method is "Let's foil them" and "I want to give them a good-selling image".
As a professional business manager, I have more or less the consciousness to accept criticism. Nevertheless, it is not difficult to imagine using tough means to point out the practice of "gilding them" and "adding a big impression".
In fact, on the 23rd, "773,000 copies of the first day sales were the first place in history", on the 24th "million breakthrough in three days of release", and on the 28th "Oricon weekly ranking no. 1, first week million achievement for the first time debut single in history", etc., their feats were repeatedly reported in a short period of time. You can see how they are trying to put foil on them and give the public the image of "selling".
In fact, "773,000 copies on the first day became the first in history", "exceeded one million sales in 3 days of release", "won the first place in the oricon weekly list, and the first debut single in history achieved the first week of sales", and the media news for three consecutive days made them continue to be blasted with amazing good news in a short period of time. Do you all understand that this is to let them wear gold clothes in order to leave the impression of "popularity" on the public.
Looking at another industry, in the book world, a strategy of quickly gaining the top of the Amazon rankings with the mass purchase of stakeholders and "ranking no. 1" in PR phrases has been adopted for many years. In this way, one of the business theories is a strategy that makes use of the human psychology of "worrying about what is selling and trying to buy".
From the perspective of other industries, in the field of books, it is also a strategic policy that has been adopted for many years to obtain the top position of Amazon's ranking list with a rapid and unconcealed momentum through the large purchase of relevant people, and to play the slogan of "ranking top 1" to attract people's attention. Similarly, the psychological strategy of "selling so well, then I will buy one" is also one of the business theories.
However, this time, as the harsh voice of "number manipulation rather than impression manipulation" can be seen, by adopting the form of the two groups combined, it may have been accepted as "good way", and "I will not be deceived by such a way"I guess that I gave birth to resistance.
However, this time there was a bitter criticism of "it is not only an impression operation, it is simply a data operation", and the use of two groups of aggregates did not make people feel that "the marketing method is very powerful", but produced a resistance psychology that "consumers will not be deceived by this practice".
Hideaki Takizawa turned to the production behind the scenes and focused on the development of Janis JR. newcomers, and is now the vice president of The Janis Office and the president of the subsidiary Johnnys Island, known as the "father" of the Rokuoka and Snowman Regiment. After Takizawa took office, his strength was indeed obvious to all, and the opportunities for Jr. to appear increased, and his popularity also increased a lot. But on the other hand, there are also many fans who express dissatisfaction with the "Takizawa Commercial Law".
With the spread of the Internet, various information is flying around, and even business strategies have been visualized, but the reason why everyone like this has adopted a form that seems to be understood even if anyone sees it is probably because they were watching the world with "this much will sell" and "This will be okay".
In today's Internet age, all kinds of news can be simply started, and in the case that the business strategy is also clear at a glance, like this time using a simple and rude way to push artists, I have to say that the public is not put in the eyes at all. Ideas like "this means can always sell well" and "it feels almost okay to push so wildly" are also too small to look at people.
With SMAP disbanding in December 2016 and the storm being inactive in December this year, there may be pressure to "definitely succeed In SixTONES and Snow Man", but it is still undeniable that it was counterproductive at this stage.
The heavy blow of the dissolution of SMAP in December 2016, and the end of this year, Arashi will also stop activities, this juncture may have the pressure of "absolutely making SixtonES and Snow Man successful", but at this stage, it is undeniable that there is only the opposite effect.
■The story of "How did you sell?" is important
"How did it go viral?" Storytelling matters
We still don't know what strategies the management is drawing up, such as "I want to make SixTONES and Snow Man a national idol" or "I want to hit the world". However, if they were to become a national group, this production aimed at a rocket start would not always be effective.
It is not yet clear what kind of strategic approach the management company wants to "make SixtonES and Snow Man a national idol" and "rush out of Japan to the world." But if they aim to become a national idol, like this time, they want to be a hit, and it really doesn't have an effect.
Speaking of the national idol of Johnny's office, which is their senior, there should be no objection to the aforementioned SMAP and Arashi. SMAP was unable to win the ranking no. 1 in a row from its debut single, and found a way out in a variety of competitions such as conte in the adversity continuation, such as the music program of the reliable line ended one after another and achieved success. Arashi also often missed the single ranking no. 1 in the years after his debut, and I spent a time of medusa with few live visitors and TV appearances, but I gained support based on my personality and good relationship.
To talk about the two group predecessors, the national idol of the Janis office, there is no doubt that it is SMAP and Arashi. However, SMAP has not been able to win the first place in 11 consecutive shots since the debut list, and in the adversity of its own music programs being cut continuously, it has achieved success in killing a way to survive in variety shows such as sketches. Arashi is the same, after a few years of debut, the single has not won the first place, through the concert field dissatisfaction, tv appearance opportunities are less low tide, but in the end based on personality charm and group love, received more and more support.
Even if she looks at the female idol group during this time, Morning Musume has risen to the national idol. both AKB48 have experienced times of adversity and fality. In that sense, in order for SixTONES and Snow Man to become national idols, it may be better to experience the time of adversity and fushi, rather than rocket start. For example, it may be better to compete for the sales of SixTONES and Snow Man with gachinko and regret losing, which may lead to the first step of the national idol group.
Looking at the Japanese girl group, the good morning girl who reached the top of the national idol position, AKB48, has also experienced adversity and has a female ambush. In this sense, In order to become national idols, Sixtones and Snow Man should not take the route of becoming popular, and it may be better for them to experience adversity and female ambush. For example, the two groups fight for sales with strength, and even if they lose, that remorse is also their first step towards national idols.
Originally, a business that deals with idol-like idols is important to tell the story leading up to success. "How did you sell?" can be a point for people other than enthusiastic fans to separate "like or dislike" and "whether to support or not". If "How Did You Sell?", it would be very difficult to overturn a once-in-a-time image, and it could be said that both groups were rather carried heavy crosses.
The original business model of Japanese idols, from zero to successful storytelling, is extremely important. "How are they red?" This issue, for people other than core fans, is an important point of disagreement between "like it or not" and "support it or not". Will "How to become popular?" "If you deliberately carry out publicity and promotion, once you leave a stereotype on people, it is very difficult to subvert, but it will make these two combinations carry a heavy cross."
Management is not the only one who has been criticized by the public. The media, which reports the debut of SixTONES and Snow Man, has also received harsh voices.
It is not only the management that has been criticized by the world, but also the media that reported the debut of SixtonES and Snow Man.
No media mentioned the sum of the two groups or high-touch tickets, sports newspapers and internet media wrote only praises such as "achievement of achievement", "super flashy simultaneous debut" and "fastest millions of certainty in history", and even there was an article that "the best sales of the year" even though it had just just started.
No matter which media, did not mention the total sales of the two combinations and high-five coupons, sports newspapers, online media are vigorously praising its "achieved greatness", "very gorgeous debut at the same time", "the fastest million sales in history", etc., and even ignored the beginning of the year, wrote the "highest sales of the year" news report.
■There is a sudden feeling in the general audience
It's a bit abrupt for the general audience
Among them, you can often see full-course appearances such as "self-introduction that pushed out characters", "hardship stories so far", "one-shot art and monomane", and "debut single presentation". For general viewers, it is not surprising that there is a sudden feeling that there is a sudden feeling that talents that are not known to the usual program are mixed, so there are people who think that "it is entertainment to Johnny's office", "Even so, it is too bad", and consequently "I am making fun of the viewer".
The most common TV full-length performances are, "Self-introduction to self-positioning", "Hard experience so far", "One-shot performance and imitation" and "debut single disclosure". For the general audience, in the frequently watched programs suddenly appeared in the unknown artists, there must be a rushed feeling, if there is something similar to "Is this a reception of J's artists", "Even so, it is too speculative", "Is it to treat our audience as fools?" The view is not surprising.
While the three former SMAP members who left Johnny's Office are still limited in program appearances, those who have seen this mass appearance may feel the bad business practices of the TV industry again. Ironically, the more members of SixTONES and Snow Man appear on TV shows, the more they feel the forceful management of Johnny's Office and the degree of television stations that take it to the fullest.
The three members of the original SMAP who separated from Janis Affairs can still only star in limited programs, and people see a large number of new people on TV, I am afraid that they have once again felt the bad business practices of the TV industry. Ironically, the world has sensed the strong push of ThextonES and Snow Man members to appear in tv shows, as well as speculation about the TV station aspects of the TV station that they have accepted the most.
Fans of both groups who read this may be angry that "I was able to make my debut, but what an article they wrote", and there is also an understanding that "Considering their future, it is better to clearly point out the poorness of management". The debut is a joy for both the person himself and the fans, and SixTONES and Snow Man show a fresh figure.
The snow tube rice people who read this may have the indignation of "it is not easy to survive the debut, what is written about this", and there will also be an understanding of "considering the future of the two groups, it is better to clearly point out the shortcomings of operation and management". Debuting to the members themselves and fans, it was originally a gratifying thing, and Sixtones and Snow Man also showed their own flourishing and energetic side.
I myself, who wrote it, wanted to watch the success and growth of young people, and that's why I felt that management and the media should not narrow their potential in a way that underestimated the public.
As the author of this article, I also hope to witness the growth and active performance of this group of young people. Because of this, business managers and the media can no longer use these small means to stifle the sustainable development path of these young men.
This translation is original in Hujiang Japanese, please indicate the source when reprinting.