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The reason they don't like her anymore is that the image Ayu adopted somewhere around (miss)understood does not appeal to them anymore. Until then they liked her because of her rawness, her lyrical talent and themes and her down to earth girl next door image. None of them was a really big fan but a lot of them liked to listen to her and also bought some singles/albums. They said that they simply stopped to like her at some point. I tried to figure out when and why this was. The longer we talked about it it became clear they think she became like everyone else in the industry. They think of her today as a stuck up diva surrounded by a bunch of dogs and fancy stuff and so they aren't able to relate to her anymore.
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You are pointing something really interesting here !! The changes in her image have started with the single Bold & Delicious and unfortunately this song had a really strong impact in her japanese fanbase and the japanese listener in general but in a BAD way I don't know if you know the "Bold & Deli
shock" ? I assume that the change in image and sound was too much for them even though it was bold lol
That's why I said earlier that her biggest problem is her image she and her team really need to do something about it ...It would be something difficult but it's not impossible ! Only if she cares... I wonder ? she seems to be the kind of person who wants to be accepted the way she is instead of adapting her to what people think !
Namie's case is more complex her image have been completely revamped once idol of the mid 90's never again she will be called this way by the Japanese medias once she stopped to work with TK while fundamentally nothing really changed ! She makes a lot concerts in smaller scale and never cease to appear at TV which allow people to accept her new image etc... but I still think the comparison is useless ... Namie was the best exemple of a fashion trend in the 90's ! Her solo activities started in 1995 and her 1st album released in 1996 was a HUGE success but she faced the decline right after while Ayumi began slowly from 1998 and started to become increasingly important years after years until 2002 ...they can't be compared it was easier for Namie !