I have to be honest, it’s nearly been a full year since APOKALIPPPS made their debut and I’m still not really sure what to make of this group. When their promo photo was first posted with those cool-looking steampunkish outfits, I thought we were getting an idol supergroup with a bit of (small to medium) financial pull behind them. At the time I anticipated a high-concept media push to go with the group’s name and the costumes. Shoot, I’ll admit I even secretly worried a little bit about Chiffon and Beni leaving two of my personal favorite groups in the event this new group should take of. (Talk about an apocalypse!) But instead the group actually seems to be a pretty casual gathering of idols moon-lighting to have some fun when not at their main gigs.
— ぱいぱいでか美 (@paipaidekami) August 27, 2017
Adding to the confounding nature of the group, recordings and videos of the group are scant, and in the case of their live show, I myself have yet to see anything at all. (Maybe I’m looking in the wrong place?) Their singles have little accessible distribution, so I don’t have those either, but I really do dig those Kiss solo-style album covers and covet eventually getting those for the artwork alone.
— APOKALIPPPS official (@APOKALIPPPS_NOW) July 9, 2018
So as I mentioned, it’s been almost a year to the date of when the APOKALIPPPS was heralded, and lo and behold here’s a new MV for us to enjoy!
I love low-budget videos! They’re often way more interesting and fun than big-time over-done opuses. (You’ll Melt More! perfected this art.) It looks like they rented that room for most of the day, and had some time after practice to throw an MV together, and that’s totally okay! When you don’t have a pile of money, you rely on personality and creativity to sell your product, and there’s personality for miles in this thing. There’s Beni in all her royal twee-ness, Chiffon’s utterly spot-on wotagei impression, and one-half of the legendary (and greatly missed) Namahamu, Miss Nishi herself, killing us with that wink at the end. Everybody is bursting with playful vibes here. It’s good wholesome, fun stuff that isn’t too heavy, but there’s never anything wrong with some delightfully earnest fluff.
A year ago, I greeted the coming of the APOKALIPPPS with a mix of curious enthusiasm and mild trepidation, but today this MV has sealed the deal for me. I’m going on record as now being fully on board for the APOKALIPPPS, and now is as good a time as any.
PS: As I was writing this, I played the video multiple times, and I realized this song is totally Yurumerumo! material. I know nothing about the behind the scenes of this group, but I’m thinking that a YMM! producer/songwriter is helping out musically? (Which would make sense with Chiffon, plus the name and the costumes.) By all means, if you have further information, feel free to share in the comments. I’d appreciate it!