True to form, You’ll Melt More! have continued their prolific effort to create an MV for every single song they record, which is a custom I totally endorse and encourage. And so here’s the third and final chapter of their “Never Give Up Drunk Monkeys” EP release, a lovely and positive set of sound vibrations and rhythmic vocalizations that they’ve provided with the translated title “Where There’s Life, There’s Hope”….
I love a lot of things about You’ll Melt More!, and one of those things is their sheer prolificness. While other groups take months to release a single with two songs on it, YLMM! release singles and EPs like a 24-hour factory of goodness, hardly even slowing down to catch a breath. But what’s important to mention here, is that this continuing flow of output is consistently high-quality and always a sure-fire crowd pleaser.
10月10日発売「NEVER GIVE UP DRUNK MONKEYS EP」
— ゆるめるモ！@1/26ゼップなんば (@ylmlm_staff) October 4, 2018
And then there’s the music videos! The group has gone through the effort to make MVs for practically every song on their recent EP releases. I like the way they’ll produce a couple of videos that show off a somewhat considerable (but still fairly modest) budget, and then knock out some quick ones with hardly any money spent at all, relying strictly on lo-fi charm and hooks to get the point across. The videos often present themselves as labors of love by a group of girls who are clearly enjoying what they do, and that’s far more valuable than a lavish budget shot at some fancy location.
So right now we’re basking in the hangover left behind after the rollicking fun of “Never Give Up Drunk Monkeys” with a follow-up video for their song “Dahlia”. The song itself is a nice, upbeat number giving off a positive glow, accompanied by a kinda dark, but also kinda hopeful MV with idol-zombies, existential late-night wandering, gardening, and Younapi behind the wheel of an early model Ford T-Bird: Continue reading
When you’re basically living media figures* the way that You’ll Melt More! is, you don’t let the usual pre-during-post-release schedule for your albums and whatnot dictate what you’re going to do to promote the thing — you do what you want, because you can, and it’s going to work.
Take for example!
It’s so stupid fun. Imagine being in the pitch meeting for this MV: Continue reading
Because there isn’t a single time of the year when You’ll Melt More! isn’t in the process of releasing an album, EP or double B-side acoustic remix or something, it can sometimes take a little bit of extra effort to follow up when THE promo spot for whatever release is next has its imminence announced. Hell, they released an outtake from the CM for their 5th anniversary(!) yesterday, and I immediately wanted to skip it because, while it was funny, it was also boring in its way. You just get worn down by the constant media churn, is what I’m saying.
And, for as good as what YMM puts out usually is, it’s also a homicidol hit or miss — for every mind-blowing epic or dark fantasy or straight-up rock song, they have at least as many twee alt-pop numbers that I IRL like but (that damned brand identity!) don’t always want to be a-bloggin’ about — and I acknowledge that said twee alt-pop numbers are often the very best things on any given album!
I get that fans complaining about getting anything from the objects of their fandom, even if it isn’t exactly what they want, is one of the worst behaviors that can be directed at artists and performers, but what I’m really trying to say is, if I am choosing to feature a new YMM MV or whatever, it’s because it’s really dang impressive. Continue reading
Also hello probably in some cases!
Sorry, team. That’s my version of “screw ’em if they can’t take a joke,” because while I am kind of a jerk, I’m the charming, roguish kind who still gets invited to parties, not the kind who everybody only tolerates because we all went to high school together and that one time back in ’99 still carries a lot of weight to those who survived.
Anyway, a song happened! Continue reading
TALKING HITS EP is just a week away now, friends, and those of you who hold up You’ll Melt More! as all that is good and right in idol (and are therefore not wrong in the least) have no doubt been clamoring to get a listen to their 138th studio release since 2014.
It’s You’ll Melt More! — literally no matter the tenor of the song, you know that the video’s going to take you for some kind of ride. And, in this case, to some theme park called Little World and a chance to finally imagine Ano visiting your home:
One of the more enjoyable and exciting things in the bold new world of non-traditional idols is the continuing openness of personal self-expression nurtured into the performers. While there’s always been a creative streak within the scene even in it’s more “commercial” days, I really started to take notice of this new emergence of experimentation with the debut of Maison book girl in 2014…
Those first press photos of Koshouji Megumi’s post-BiS group, with their modernist fashion style and aesthetic, seized my attention immediately, and I’ve never gotten that impression out of my mind since. With MBG and other bold new groups taking the stage, the “alt” prefix started being applied to this emerging trend, but to me, I saw their efforts as being more about personal expression and a desire to take idol from a product market into high art. To this day, I refer to Maison book girl as an art project, and their genre as being “Art-Idol.” Continue reading
Today’s a light one, team — not that there isn’t/wasn’t plenty going on, just that there’s a lot of organize and wade through, and I got other stuff to do because Sunday — so I’m just going to catch up on an item from last week that I skipped over for want of time.
You’ll Melt More! We like them; smart people usually do. TGU did this really nice report of their Akasaka BLITZ performance:
— Tokyo Girls' Update (@TGU_JAPAN) August 2, 2017
Which isn’t notable (and I swear that I’m not becoming Just Re-reports from TGU Like a jerk Guy) in itself — it’s a show report, you wouldn’t have written it if
the label hadn’t seen to it that you would it wasn’t great, etc. — but because of details announced thereabouts! Continue reading
I don’t want to say too much about this one because of a related, but different, piece that’s schedule to go live very shortly, but: Because this is how YMM rolls and discopsychedelica is out (and getting good reviews!) and why even bother putting out a CD if you aren’t going to promote the crap out of it, here’s yet another video:
Cute title, too
Now, last time out, I was all “this is exactly my favorite kind of YMM song and I love when they do this even though it’s not their most typical move.” This right here? This is where I feel like their realest, truest core lies. Continue reading
I wasn’t paying too much of attention to You’ll Melt More! over the past couple of weeks — they put out more dance videos and Mannequin Challenge stuff probably, and even dropped a live video yesterday, all of which eventually just kind of becoming this miasma of YMM that I didn’t have the energy to invest in too much. I thought they were done with the real-deal video promos for discopsychedelica, and I’d generally been underwhelmed.
Underwhelmed to the point that I mentioned in the chat around the podcast last weekend that YMM is still good and cool, but I’m still waiting to get anything from them that’s anywhere near the level of “ONLY YOU.”
Oh, good morning, You’ll Melt More!(!) What’s this you’ve brung me? Continue reading