Thank you. I had thought the quote I wanted was in the Time article too but it's not quite the one I thought I wanted. I'm writing an article about people creating their own brands and the extent to which you are your brand so I am still searching for one where she has explained how she views 'Ayu' and 'Ayumi Hamasaki' are different people- one is the singer and brand while the other is the person. I'm sure I've seen her say this, I just can't find the exact quote 
Edit: I think I just found it in the 2000 NTV interview
"When I’m singing, I’m the artist Ayumi Hamasaki
When I’m making songs, I’m Ayu
Because, you know, Ayumi Hamasaki is a product"