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Originally Posted by Toniayu123
Hello, I have to write my degree project this year and I'm considering analyzing Namie's success. I became a fan a little bit latter than when 60s70s80s was released when I was in high school and that inspired me to study advertising later in university. For me that single and the vidal sasson ads remains one of the best campaigns ever.
I do think Namie's career was not so good in the past but after so much effort, change in image and good advertising contracts her career went up and make her one of the most successful artist in japan.
I wanted to know more about it, what was exactly what made her career become stronger? Was the Vidal Sasson's campaign in 2008 with 60s70s80s new single really that impactful?
Any information about her career is more than welcome as well as anything regarding to music/music video role in advertising.
Thanks in advance!
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She was already experiencing her resurgence before 60s70s80s and the Vidal Sassoon campaign, although that helped cement it.
The real turning point was the Queen of Hip Pop singles and album. Those singles were where you see her popularity start to rise again, though sales wise it was still comparatively low to other popular artists at the time, but you could see it really starting to take hold. Then the album came out and that album charted FOREVER. I think she was a bit ahead of the trend at the time and tapped into it really nicely. Every album after that just continued to build on that success.
Also, after her "scandal" of getting married, having a kid, etc., she managed to stay extremely low key and as a result gained an aura of mystery around her. That helped tremendously. Staying out of the tabloids in a negative light in Japan is huge for your popularity.
I really just scratched the surface, but those are some things you could look into. btw, I became a Namie fan around 2004, so just prior to this era.