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Well... It's her 10th anniversary and she is turning 30... that not only means she is a long running artist in Japan, but also that she is getting old to japanese public... We have to keep in mind that in jpop, a female solist tends to have sucess for... 2, 3 years before starting selling like crap. It's note about music, it's about teen girls with kawaii sex appeal (with japanese like) in a country where a 29 year popstar is called "grandma"
Ayumi has a huge fanbase and a huge anti-fanbase also... Her image is getting old and she is already near from over-exposition because of her constant promotion everytime in everywhere over the years. I think the smartest thing she can do right now, in a amazing yet dangerous 10th year (in the same time it promotes the time she keeps making music, it remembers she is "too old" by japanese standards), it's to promote herself only when needed and to slow down her releases... or she may finish like Seiko Matsuda: sell out all her concerts, but nobody care about her recent songs.
And Ayu's singing never was very brilliant... she only found her diaphragm in 2005 xD
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