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I think sometimes as fans we over-read some of these things. It is true that Ayu sends messages to her fans through her videos but often she isn't sending a direct message, we will never know if what is in her PVs is actually happening we can only guess with opinions. From my personal experience and opinion Ayu mixes truth and fiction, most of her PVs portray some truth and some fiction. As for snowy kiss, maybe she had a violent fight with a partner in the past but maybe it's not Mario. Maybe Ayu has gone through domestic violence or maybe she hasn't. One thing is for sure there are plenty of musicians that have exposed their personal life much more through their music and like Ayu's fans they respect these musicians for their honest opinions, we like them because they expose their life in artistic form. Chihiro Onitsuka is/was clinically depressed (really bad) and she tried to commit suicide and had domestic violence and a dark past, she sings openly about it and thats why her fans love her. Ayu sings in two different ways she either sings/acts about her personal life metaphorically or literally (No Way to Say PV / Microphone PV/song) or she sings/acts about universal issues or subjects (snowy kiss PV / Lady Dynamite PV)
As for ruining her image, Ayu doesn't care and yet she does. She does as she pleases and listens to her fans. Every move she makes is thought out well and she hopes her fans will follow only when we stop being her fan will she either stop singing or change what she is doing. As long as Ayu does what she thinks is best and what we would like, we will like it and from the looks of it we still do. Will she satisfy everyone every time? No, that's impossible.
On the issue of what I think of the PVs I can't stop watching snowy kiss it maybe simple, violent and sad but it is very intense and it's a PV I think that was long due for Ayu. I like this "real person" direction Ayu is doing it's more personal to each fan and it's much more relatable in subject and video. I haven't gone through domestic violence (and I hope I never do) but the PV was very well directed (I think) and fits the song well. Whenever the slow motion fight scenes come I think of two eagles fighting each other (especially when the feathers start to come out of the pillow) it's really emotional and you can feel the anger through the song and video combined, my favorite Ayu PV since BRILLANTE (although how beautiful you are was wonderful too)
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