[brener]

Originally Posted by koumori

I doubt it's a decision made to build hype. Personally, I just don't think Avex PR personnel take digital/social media releases as seriously as physical ones, and we see that also through the lackluster rollout through June as well. It was really promising with the initial insights into the filming progress and some footage/outfit shots, but then it was silence for almost two full weeks until it was the release date itself... it's half-baked.

It's such a shame because it's clear that Ayu, the troupe, and the other personnel involved in filming put a lot of work in to prepare, and then bad communication and poor timing like this can really sour a whole release. Avex doesn't have enough good will, nor Ayu have enough attention in the mainstream, to pull off delaying new content last-minute.

At the end of the day though, whatever the delay is down to, it shows something is very screwed-up in the release pipeline and they need to get on that. I feel Summer Again and its MV deserve all the hype - not whatever this is

Completely agree with u