Menukidori (or The Main Street), the theme song for new high end luxury mall GINZA SIX, is the latest single from Shiina Ringo. This time she’s teamed up with Tortoise Matsumoto, the end result being one of her trademark showtunes, apparently riding the ass of the La La Land craze now hitting Japan. That’s about all there is to say about the tune- it’s a jingle. As far as Ringo showtunes go, it’s totally run-of-the-mill. We’ve been hearing the same thing for a decade now and this one is likely the messiest- due to it being a hodgepodge effort of extending a one and half minute jingle to a three-minute single. There’s no heart to be found here- it’s all for the money. Vocal performances are fine but limp, there’s hardly any real harmony between Ringo and Matsumoto, they just plod along for the tracks duration. Casual listeners are bound to be wooed by it’s ‘classy’ charm, older fans depending on their tolerance for Ringo ponce, will at most, find it pleasant but unexciting, Saito Neko giving another shoehorned-in backing track that we’ve heard a thousand times before.
But I have more to say about Ringo in general. I’m sure most people who follow me will no doubt know of my current… disillusion with Shiina Ringo and her choice of career direction. I would like to take this opportunity to best as possible explain the exact issue, and why I feel it should be addressed.
I’ve been a Shiina Ringo fan for a long, long time. I’ve seen it all. The fall at Expo 14, that terrible NIPPON peformance, the fart sounding BB Queen, the goofy Tokyo Jihen moments, Ukigumo’s sloppy guitar work, the delayed single cause of a certain drunken drummer, the Variety controversies, the showtunes, the change in sound, the terrible mastering, everything. I’ve defended her through most of this. But the current thing, her new ‘direction’, is the thing that I, and others are finding very hard to ignore or look over is impossible to defend. I talk of course, of this (now ridiculous) period of doing solely tie in tracks.
One thing people who show disdain for the constant tie ins are accused of are hating them because they are tie ins, that we’re just being ‘snobs’ or ‘just don’t understand how the industry works’. Sure, not everyone is an industry expert, but we do understand the need to make some money. ON THE SIDE. Let’s have a look back to how it used to be. Not too far, just a couple of years.
In the days of Tokyo Jihen (particularly latter era phase 2), there were many tie ins too, but the key difference was that Jihen’s song inspired the CM, rather than the song being ordered for the CM. The songs of Jihen still felt like they were coming from a genuine place, even if the songs themselves weren’t always their strongest efforts. Most importantly, Jihen released much more material alongside these releases too, it never felt exhausting or a major focus of their career.
Today, Shiina Ringo fans patiently wait 7 months between studio singles- only to be treated to- you guessed it, another tie in.
Our cross to bear for being less-than-positive long-term Shiina Ringo fans is this underlying idea that we were unable to adapt to change- where the fact of the matter is that Ringo’s music has not changed whatsoever in a decade. It’s just become more dispassionate, detached from any kind of warmth. There’s a sense that she’s now this ‘classy’ product; when really all she’s doing is making sketchy pop songs half baked with lazy, entry level jazz. Nothing she has released in the last three years has been for the sake of being a musician, everything has to be a tie in of some kind. The desire to stay relevant is important and understandable, but at the cost of becoming a joke to the people that got her to where she is in the first place? It’s such a shame.
For someone trying her hardest to appear so dignified, she’s doing it with absolutely no dignity. Sure she might not be flashing her tits from the rafters, but this is Shiina Ringo we’re talking about. If you can sit by and watch her become a soulless product, that’s fine. But never did I once imagine that someone so amazing would one day end up selling us a fucking shopping mall.
To end on a lighter note- there is still one hope though- her live shows, which, sans Expo ’14, seem to be holding strong. Fingers crossed she doesn’t let that go next.