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Yet I have a feeling, if Ayu left the limelight and slowed her releases down even more, her sales still wouldn't recover. It's a lose-lose situation really. I think in a Japanese performer's case it would be better to be known and somewhat disliked than completely forgotten.
I think Ayu's success involved many different factors, the same that apply to most successful pop acts.
I think timing was key in Ayu's case. They define that particular era of Japanese pop music. She wrote her own lyrics.. very well might I add. Her melodies were top-notch. I believe that DAI is the most important composer in her career, and possibly one of the largest contributors to her success. It's pretty safe to say that without DAI she would not be at the same level she's at today. He was responsible for a large amount of the 'classics' like Boys & Girls, SEASONS, Trauma, Fly high - plus all the songs worked on with CREA - independent, Dearest, HANABI, July 1st. Lyrics by Ayu and melody by DAI is a powerhouse combination. BLUE BIRD, arguably her last 'successful' single further proves that.
Charisma and fashion sense, like others have said definitely contributed a lot. Charisma in particular, I think is something she may lack lately. She seems a little more reserved in most TV appearances, as opposed to when she had her own show. Also, I'm not sure about the whole idea of being marketed as Japan's 'diva'. While I agree, there's nobody else in Japan that can quite pull it off, it's getting to be a bit much for my personal tastes. The big 20 kg dresses, $2 million PV's, glitzy/glammy album covers... Lately, I'd rather have a single cover of her dressed like a homeless person sitting on a street corner with graffiti in the background. And I swear, I probably wouldn't complain. I just kind of need something from her to reassure me that she's a human being, if that makes any sense.
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