alterna
 

I was just browsing articles on Wikipedia, until I came across this.

http://en.wikipedia.org/wiki/Fairyland_c/w_alterna

Okay... what did they do to her in the first place? I thought it was just because of other people always using her and seeing as her as just a mindless machine that just... sings and sings. Avex didn't do this... did they? O_o

I'd be very appreciative if anyone could clear this up for me.

It's a fan-theory. As far as I know Ayu hasn't discussed the meaning of the PV in interview.

Well maybe there's something going on behind-the-scenes that we don't know much about, but I always thought it had to do with the media and stuff. ..Maybe perhaps because Ayu doesn't have as much control over Avex as she once did? Something having to do with that?

Hopefully the PV isn't pointing to Ayu as someone that just sings and looks pretty. I'm sure many fans know her more than that. :yes

This PV is pretty much subject to speculation. Obviously she's directing this message towards the people who are blinded by the glamour of being a star. Anyhow speculations think that it's a direct message towards her record company and the media. But she never plainly confirmed it.

I agree, i think it's more of a "if you wanna become a star, this is what happens" kind of thing. You lose privacy, and the company employing you watches every move you make, and also rides you like a horse in Texas.

^ Exactly! Couldn't have said it better.

Wow, I always thought it was just a meaningless PV with random bits stuck together.

... What does a fan with ribbons stuck inside it have to do with the glamour of being a star?

There seem to be two possible meanings for the PV that fans have come up with:
1. She's lashing out at Avex
2. She's lashing out at the press/paparazzi

Wikipedia is made up of submissions by different people, so the info is not 100% correct. I haven't seen Ayumi mention 'alterna' in any interviews yet, so I don't know what to think.

I would rather agree to option no° 2, as first of all I dont know whether Avex would approve the production of a PV that is set against them ;)
and secondly its not like they bind their artists in contracts on lifetime, so I guess if they would force Ayu into anything (except for the normal extends which come with a contract, that is doing commercials etc.), she could cancel the contract and continue on her own or under a different label.
dont bash me though if I'm totally wrong :P its just a guess

She is angry with Avex because it has been said that Avex asked Max Matsura to find a new star because she is losing her fame.

very interesting theory... maybe they did treat here badly at one time or another... i mean, aren't most pretty pony~pretty pony~pretty pony~. artist controlled by their record labels?