The Evolution of the 'Avex Idol'

Anyone reading a Jpop focused blog is sure to have at least heard of Avex. Being home to several giant labels and other entertainment related thingymebobs they have presented us with various idol groups over the years. I would think that despite 'Avex Idol' not really being a proper term, many people would associate it certain groups, performance styles of even just a certain quality. As far as actual groups are concerned, it could mean anything from SPEED to SweetS to Tokyo Girls' Style.

Me? I think of two groups. Those are the short lived trio Earth and the previously mentioned Tokyo Girls' Style. I could also say SPEED and Fairies but for some reason I associate these groups with their agency Vision Factory as opposed to their record label. (Both now release on 'Sonic Groove')

Introducing Earth

As I have already said, Earth sadly didn't last long. However, while it did, it was fantastic. They released 6 singles and an album over the course of 2000-2001 and showed a RnB/pop sound that is very typical of the time.

The three members Tomonaga Maya, Setoyama Sayaka and Togo Yuka were, in my opinion, strong performers and developed remarkably over such a short space of time.

The Earth girls on the cover of their album 'Bright Tomorrow'

Earth's debut single 'Time after Time' was their most successful reaching number 13 on the Oricon chart when it was released back in February 2000. The music video is nothing to write home about but it always strikes me how young the girls look here (they are all 13 in this video). And hey, who doesn't like random people dancing in an empty warehouse-y building!

A year later comes my personal favourite 'Is this love' (SNAP!!). This song just doesn't stop and I love that about it. Also, check out how grown up they all look in comparison to 'Time after Time'.

Earth's final single was 'Color of Seasons' released in October 2001. It has a different sound from the other two songs I have featured but is just as enjoyable. The music is good fun in a way only early 00s music videos can be. (Also, fairly unsuccessful group in lots of decent locations. Hello!Project take note.)

Fast Forward 10 years and we have Tokyo Girls' Style

Tokyo Girls' Style is a five member group that was formed in 2010 and have a pretty much stellar discography to their name already. The group consists of Yamabe Miyu, Nakae Yuri, Shoji Mei, Konishi Ayano and Arai Hitomi. Ayano and Hitomi lead the group vocally and pretty much hold the title of 'Lead Singers'. It's not quite a 'SPEED' style divide but there is clearly a formula.

Tokyo Girls' Style during the shoot for their third album 'Yakusoku'

Tokyo Girls' Style's debut single was the very slick sounding and slick looking 'Kirari' released in May 2010. The girl's showed great promise from the start, pulling of the song and choreography excellently.

Limited Addiction. I would go as far to it was definitely one of the best songs of 2011. The riff is great, the melody is perfect, the solo is fun, the arrangement is crisp sounding. . . . Trust me, I could go on forever.

Tokyo Girls' Style's brilliant, uber-funky new track 'Unmei' due out at the beginning of next month. The song is similar in style to last year's 'Bad Flower'. I wonder if this is TGS's style for the time being? I guess only time will tell?

Two groups. One who's tenure was disappointingly short and the other who are at three years and counting. I pray that Avex will not pull the plug on TGS as they have so much to offer and I cannot wait to see them in a few years time. Go girls! The world is your oyster!