The avandoned fans among us have certainly known about the new six-member incarnation of the group for a few months now, enjoying their activity on social media along with bits of live footage, but also eager to get an official release, so now at last we have an honest-to-goodness MV of the unit together to promote their new (and yet also first) single, “Margaret”! The song is written by singer/songwriter Hana Tsuruuchi , who also wrote “Hello” and “Vadittsu!!” for avandoned previously. ..
I think that Tsuruuchi is a perfect contributor to this group. Her songs have that uplifting positive-vibe feeling that blends nicely with the group’s can-do spirit, and yet and are unique and quirky* enough that they never feel like sentimental cliches. This song is rich and wonderful, and no, I don’t really know who “Margaret” is, but I’m sure she’s a fine young lady who makes cool arts and crafts, owns a lot of hip records, plays a nice piano, and besides, if avandoned like her, that’s all I need to know anyway…
I think this new passage for the group sparks some interesting thoughts as well. It’s a fascinating thing about idol groups, the way they can be a seemingly inseperable unit only day, and then in a very short course of time, can reboot into something new and fresh. When I think about it, making a major departure from the established image of a group is probably the best move in a business that demands keeping the fans on board and constantly working to bring new ones into the fold.
Beni Usakura, who is the leader, producer and primary creative force of avandoned, commented about the challenges of expanding into a larger group, such as finding songs that work for a six-person group as opposed to a duo, the changes in vocal distribution in previous songs, and the new choreography requirements that come with more people on stage. It’s really not much different than launching an entirely new group, even if the name on the marquee is the same.
マーガレット / avandoned
03.AFTER SCHOOL(New Ver.)
03.爆発するロマンス(New Ver.) pic.twitter.com/NTh4wbLZwW
— avandoned (@avandoned_idol) May 25, 2019
“Margaret” will be released this month on the 26th, and in true idol form, will have two versions available. Also included is a coupling song that translates to “Prescription Warfare” and the two versions will include new line-up recordings of “After School” and “Exploding Romance”, each pressed to one of the variants.
Extra bonus video: Here’s the avandoned girls performing “Hello” with with Hana Tsuruuchi!
6/16@ 新宿Marble 愛の反逆
つるうちはなさん と avandoned
— name_モリ (@name_mori_5) June 16, 2019
*I’m pretty sure every single article I’ve written about avandoned utilized the word “quirky”. I see no reason to stop that!