“If you’re #1, you’re the best?”
“Oricon”, a word which we are all familiar with. During this period of time where idol groups are becoming increasingly active in breaking into the Japanese market, the torrents of news relating to Oricon have been pouring out just like floodwaters. Recently, news articles reporting on “○○ is #1 on the Oricon Charts” can also be frequently seen. This is all because many artistes have been inking formal contracts with Japanese agencies to make their strategic attempts to foray into the Japanese market.
On September 29, 3 teams of Korean idols have risen to the top on the respective Japanese Oricon charts — T-ara on the Singles Album Chart, Tohoshinki on the Daily Album Chart and 2NE1 on the Weekly Album Chart, beating out Japanese singers to take over the #1 spot.
However, at first glance, it is difficult to merely accept, without more, the fact of being “#1″ on Oricon. The reason for this being, even though they are all #1, there are differences behind that reality. A media worker from the music industry pointed out, “The idols who are advancing into Japan are all adopting Oricon marketing. Oricon is a chart which counts album sales. It’s not the ranking that is important, but the quantity of album sales that is paramount”.
In reality, in the last week of October, the #1 position on Oricon seems to be just a formality, but in substance, there are differences. We are not just looking at the absolute numbers of copies sold, but also at the evident gap with the #2 spot. Behind the number “1″, we have also analyzed the value hidden behind the Oricon charts. From this, we are also able to compare the actual popularity of the artistes in Japan.
“The Same #1 Position? But The Values Of That Position Are Different”
Last month, Tohoshinki, T-ara and 2NE1 all seized the Oricon charts. The rankings beside their group names read “#1″. Regardless of whether they’re full-length albums or single albums, or whether they are daily or weekly charts, they have all taken over the #1 spots on the respective charts. However, the reality behind that fact were different. While there are artistes with overwhelming album sales winning the #1 spot, there are also figurehead #1 artistes who have coincidentally become successful with their wait-and-see approach.
The team with the highest value was Tohoshinki. Their full-length album “TONE” sold a record-setting number of 105,486 copies. From the time they advanced into Japan, this is the first time that their full-lenth album has made broken the 100,000 barrier on the day of release. The gap they left between the #2 position was also considerable. Tohoshinki’s album sales is a number which is approximately 9 times that of group Sakanaction, who sold 17,957 copies. This is also a number which is on par with the first-day album sales of top Japanese singers such as Hamasaki Ayumi and V6.
T-ara’s results are also surprising. Through their debut single album “Bo Peep Bo Peep”, they have also swept the Daily and Weekly Charts. On the first day of their debut, their album sales was 20,068 copies. This is a number which is similar to that of the average album sales of Japanese singers who have set #1 records on the Oricon Singles Chart. It is surprising that they beat out one of the hottest artistes in Japan this year, “SID”. On the same day, SID remained at the #2 spot by selling 6,851 copies of their album.
As for 2NE1′s #1 spot, one can see that there was luck involved. The weekly sales for “Nolza” from September 19 to September 25 was 26,334 copies, beating out modern rock group “Every Little Thing” by a difference of 5,149 copies, narrowly taking over the #1 spot. However, the weekly sales of 2NE1 is similar to the daily sales of T-ara’s single album on September 21, and their sales cannot be compared to that of Tohoshinki’s. In the face of slightly easier competition, this is a sum which luckily attained the #1 spot.
“The Future Values Compared To Previous Successful Hallyu Idols”
One can use the album sales of previous successful Hallyu-dols as a main yardstick to estimate the substantive reality behind the idols who have recently taken over the #1 position. Tohoshinki’s activities cannot be compared to other different idols. T-ara is keeping up with the results of SNSD and Kara when they debuted. 2NE1, although being the first girl group with a debut full-length album which won the #1 spot on the Daily Charts, seems to be just about gimmicks.
First, Tohoshinki lives up to its name as #1. Their album sales are definitely superior, making everybody proud. Further, they have also broken their own records. For example, this is the first time that they have sold more than 100,000 copies of their album on the first day of release to create another record. The withdrawal of JYJ did not have any impact on them in the very least. They have proven that their ability to sell so much has not changed, nor has that ability been affected by their long absence.
When one compares T-ara, who rose up with their album sales of 20,000 copies on the first day, with other groups who debuted during the same period of time, such as Rainbow (10,141) and After School (9,060), it can be seen that they are superior. Even if compared to SNSD or Kara, they are also not lacking. The weekly sales of the debut single albums of both of those groups were about 40,000 copies. In the first week, T-ara sold 49,712 copies.
2NE1′s official album sales for the first week was 26,334 copies. Although they won the #1 position during the sales period, the response seems to be “sneak thievery”. The evaluation is that there is almost not much substance. In reality, their album sales is not even half of half of that of the first official albums of Kara and SNSD. Kara’s “Girl’s Talk” posted weekly sales of 107,403 copies. SNSD’s “Girls’ Generation” sold 232,000 copies in 1 week.
“Oricon Marketing, The Reality Compared To The Rankings”
Oricon carries the most prestige in the Japanese music industry. Is it because of this reason that agencies have recently embarked on Oricon marketing, catching much attention? These are ways to show off the fruits of Hallyu activities. However, even if they are all similarly #1, there are major differences in the content and value behind that #1 spot. As an example, in 2NE1′s case, although they were #1 as soon as they debuted and created much buzz, their actual sales is of an embarrassing standard.
An expert in Japan’s music industry pointed out this regarding the myth of the #1 position, “One has to analyze how the #1 position is attained by looking at the time period and the competitors. New groups who are pitted against SMAP and who have to compete with them will see a huge gap. Compared to rankings, the most important thing is the album sales. It’s difficult to explain the popularity within Japan simply based on a group’s #1 ranking on the respective Oricon charts.”
Even so, in the viciously competitive music industry within Korea, Oricon marketing is still as prevalent as the past. This is because success in Japan will have much impact on their activities within Korea. In reality, in the case of BoA, the first generation of Hallyu, after she rose up as a top-class act in Japan, her popularity in Korea also increased. Hallyu stars can also gain more for their image as well. The reason for this being, everybody is making use of Oricon marketing.
Of course, there is no need to vigorously devalue the importance of rankings. Regardless of whether there was intense competition, or whether it was an easy path, there is always significance behind winning the #1 spot. The problem lies with exaggeration. Compared to rankings, the important thing is the substance. The paramount consideration is to develop the competitive ability to remain in the Japanese industry in the long run. As a media worker in the music industry advised, “This is a bubble industry where numbers are changing every day and every week. The yardstick for measuring popularity is ultimately, the album sales. Rather than being obsessed with numbers, it is important to first develop substantive abilities.”
source= ContinueTVXQ
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