Last week, Business Journal reported that Namie Amuro has purchased a house in Los Angeles in anticipation of her American debut. While no official statements have been made, Amuro’s last two studio albums, FEEL and Uncontrolled, heavily featured many all-English tracks. If she were to debut in America, Amuro would join a long line of Jpop stars including Utada Hikaru, BoA (who is also a Kpop star), Jin Akanishi (of KAT-TUN) and Crystal Kay. All of these artists attempted to establish American careers, but unfortunately, they have not yet emerged as household names among the general American population. According to an anonymous music industry official, Amuro is trying a different approach.
“Namie is well aware of Utada’s experiences [in the US]. She has begun intense English-language lessons,” the source said. “Concerning her music, she is fully satisfied with the type of music she releases being on par with the status quo. She’s not in a ‘I want to break America and be successful at all costs’ mindset, but rather ‘I want to step up my game.'”
Before determining whether or not Amuro can make it in America, let’s look at what her “game” in Japan has been.
Amuro debuted in 1992 under the group Super Monkey’s, but went solo in 1995 with the single “TRY ME~Watashi wo Shinjite~.” She quickly became known as an “it girl” who inspired the ganguro trend.
Of course, all trends fade and this is especially the case in Japan. The early 2000’s was a period of decline for Amuro. Between her shotgun marriage, the brutal murder of her mother at the hands of her uncle, and her divorce after three years of marriage, Amuro’s popularity took a major hit in Japan and it was reflected in her sales numbers.
But just as the 90’s trend came back, so did Amuro. First, she adopted a more mature, hip-hop inspired image. She even titled her sixth album The Queen of Hip-Pop. Finally in 2008, her seventh album Play hit number one for the first time in over seven years. Since then, all of Amuro’s albums have hit number one and have landed somewhere comfortably in the Top 10 Best-Selling Album Charts of whatever year it was released in.
While Amuro has stopped making television show appearances since 2009, her face is everywhere on fashion magazines across Japan. Although she is 37-years-old (don’t let the pictures fool you), she is a fashion icon for Japanese women in their 20’s, 30’s and 40’s. In a climate where idol groups reign and Japanese solo artists have declined, Namie Amuro is back on top.
After successfully emerging from a 22-year-old career full of ups and downs, it makes sense why a move to America would step up Amuro’s game. But will she be able to succeed? We think so.
It’s true that Amuro is significantly older than other Jpop and even Kpop artists trying to break into the American market. However, her age and experience might actually give her an upper hand. Unlike Kpop girl groups such as the Wonder Girls, Amuro won’t be mistaken as an Asian Disney Channel-esque teenybopper. Amuro’s mature, confident image breaks the stereotypical image of Jpop as sugary, high-pitched, novelty act girl groups such as AKB48.
As important as image is in the music industry, Amuro’s success will mainly rely on her music. Luckily, Amuro’s distinctive, low pitched voice will definitely help her there. It isn’t hard to imagine songs like “ALIVE” being played in any sort of club in America. Or even songs such as “BRIGHTER DAY,” which doesn’t sound like anything currently heard on Top 40 radio, shows potential to bring new sound to American ears.
If Amuro keeps to her image and music, it is more than possible that she will “make it” in America. After all, Amuro’s 22-year-comeback is unprecedented both in the Japanese and American music market. Who’s to say that America is an insurmountable obstacle for her?
I’d say it’s wise to not underestimate Namie Amuro.
