New single「Summer Again」(1.7.22)

[Katsuyuki012]

Originally Posted by Irish_Ayu_Fan

Yeah PV delayed till tomorrow at 10am Japan time

If the translation is correct, the new release time will be announced at 10am. We might get it tomorrow evening but it could take longer than that.

I want them to take their time instead of rushing it, of course, but I can't believe they didn't manage to finish editing the video in the span of one month. Things like this shouldn't be happening. Also wondering why they announced it for today when they probably knew they wouldn't / would barely make it.

Don't get me wrong, I'm happy to wait for a good PV but her team is a mess.

[YuraiNamida]

Originally Posted by Irish_Ayu_Fan

Yeah PV delayed till tomorrow at 10am Japan time

Actually tomorrow at 10am she will announce the new release time of the MV.

The insta story says something like this:
"Regarding the MV of "Summer Again" that was supposed to be released tonight, please wait until tomorrow!

Since the whole team is working hard to complete the final touches in the studio, we will let you know the new release time tomorrow at 10am.

We are sure that the result will exceed the expectation of everyone waiting."

[Aisha_Angel]

This will be the first time that I say I don’t believe her. And I only say that because recently, several big stars in the West have been pulling that card. “Oh, technical difficulties,” and “it’s delayed because we need special permissions.” Then it’s released on a later date. I think it’s tactics to build anticipation or something. And of course, the delay gets the project additional press because it was late.

[Toniayu123]

I am so eager to watch it that I read it wrong. Thought I was being released tomorrow.
Seriously, her team is a complete mess. And I also believe is a tactic to build hype. Like, an announcement of the announcement of the announcement lol It’s ridiculous imo. Of course the video is done, they had enough time for editing and the announcement of yesterday clearly implied that it was the PV being released.
Anyways, it’s probably her best video of the last 10 years so I get they want to hype the fans, but please stop the LIEEES.

[Katsuyuki012]

I just hope they release it in the next few days

[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

[JinHamasaki]

Japan and especially Tokyo is still in the middle of a record heat wave. I saw on NHK news offices are shutting off lights and setting thermostats to 82F (28C?) in order to prevent a power outage.

I wouldn’t be surprised if there was decreased productivity due to the heat wave and not being able to finish on time. If that’s true (or even not!) I’m NOT surprised her team didn’t say anything relatable about the heat wave, aka everyone stay cool and stay safe while we finalize our production!

[Aderianu]

Originally Posted by YuraiNamida

We are sure that the result will exceed the expectation of everyone waiting."

I am sure it will not

[tenshi no hane]

I think it's definitely catchy and I'm happy it's not some lukewarm ballad, but the lyrics are so basic, and the engrish... ugh. I probably won't listen to it again, but I'm happy it's being received so well here.

[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

[Aderianu]

Photo from TA blog

Spoiler:

She has more accessories, wonder what will be the point

[kotora]

We already listened the song. The delay of the PV is ok.

We experienced that before.. had the song out on the radio first and then we watch the PV few weeks after. Not big deal.

[Toniayu123]

^
^LOL whoever took that picture clearly had malicious intentions against Ayumi

[brener]

i'm so satisfied about this song i even bought the thing on itunes <3

[CeReSu]

I have mixed feelings about the song, I was expecting something like Blue Bird ou Inspire, and this one reminds me of the album Colours... It is catchy but not my cup of tea.
I don't really want to listen to the song, it doesn't appeal to me, like it was with 23rd monster and non fiction
I'm waiting for the PV, maybe it will add something to the song... (or not xD)

[kotora]

Originally Posted by CeReSu

I have mixed feelings about the song, I was expecting something like Blue Bird ou Inspire, and this one reminds me of the album Colours... It is catchy but not my cup of tea.
I don't really want to listen to the song, it doesn't appeal to me, like it was with 23rd monster and non fiction
I'm waiting for the PV, maybe it will add something to the song... (or not xD)

yes, the music is weirdly good, but the lyrics:

Boy Boy, dont be shy
Boy Boy, dont be shy
Girl girl like a sunshine
Girl girl like a sunshine


is embarrassing.

[Zeke.]

Originally Posted by Aderianu

Photo from TA blog

Spoiler:

She has more accessories, wonder what will be the point

I think it’s just to emulate summer being the “extreme”, the “peak”… “dazzling.” So they went extreme, and dazzling, with the accessories. She is trying to be the embodiment of summer here. Perhaps the sun itself.

[jyujiw]

I just love it. Been on repeat since the release. Idk, it's nice to have a ray of sunshine after these 2 years, it's like a warming welcome to start all over again

[brener]

^ i feel you

[Katsuyuki012]

Originally Posted by Aderianu

Photo from TA blog

Spoiler:

She has more accessories, wonder what will be the point

She might use this look with more accessories for beauty shots, while using less accessories for the dance scenes.