BE:FIRST explains the challenge to the new music business “Success as per the script”[Serialized by Takanori Sakaguchi]“Oricon Entertainment Biz” | ORICON NEWS

Entertainment news, which is a hot topic every day, becomes more interesting if you understand it from an economic perspective. Therefore, “ORICON NEWS” is serializing “Oricon Entertainment Biz,” a project in which Takanori Sakaguchi, a management consultant who loves entertainment, explains entertainment-related news from an economic perspective. This time, we asked them to explain the background behind the hit of BE:FIRST, a seven-member dance and vocal group. ■“Sustainable business” that artists are also aware of

The other day, a statement released by BE:FIRST’s general director and agency representative SKY-HI became a hot topic. Specifically, it was a departure from a business model unique to Japan that still relies on CD sales.

He said that a problem in Japan’s industry is that there are “a large number of CDs that have been thrown away unopened for more than 10 years.” That’s a brave point. In other words, we have been wasting unnecessary CDs (≒ plastic) in order to “make” people buy bonuses. That is nothing but an anti-environmental act. We decided to develop a sustainable business in order to fulfill our social responsibility, rather than making people purchase items or Atom = CDs more than necessary. This can be said to be in keeping with the SDGs, and it can also be said to have ensured consistency with the song. After all, it would be a contradiction if an artist were to sing about peace, love, and the environment, but still adopt an unsustainable business model.

You can’t survive as an artist just by talking nonsense. If we are to abandon the old business model, we must build a new business model. In their new song “Masterplan” released on the 24th, BE:FIRST said, “Rather than attaching various benefits to CDs, we will introduce a system on a trial basis to directly sell goods worthy of those benefits.”

From here, when you listen to “Masterplan” and watch the MV, you will discover various things.

■New figure shown by new song “Masterplan”

In conclusion, “Masterplan” is a masterpiece. The title song “Masterplan” has a Japanese-style intro, followed by cutting-edge beats and rhymes. The tension is so high that blood splatters no matter where you cut it. And fearless lyrics.

Although the explanation may be vague, “Masterplan” means “basic plan,” and the lyrics include, “It’s a natural bet that I’ve never seen anything but success,” “If it’s not what I expected, it’s not enough,” and “It’s natural that it’s more than I expected.” It declares that every success is scripted and even the current success is just a trajectory.

and “I know, it is our fate.” I can’t help but pay attention to this word usage. Fate instead of destiny. If anything, this word has a negative meaning, and in a sense it also has sadness. In the context of the above, I feel that they are determined to continue fighting against the conventional wisdom of the music industry.

And, as anyone who listens to the song “Masterplan” first listens to the music, will surely agree, it is created as a comprehensive piece of art. It is designed to be enjoyed not only with music, but also with music videos and live performances. I also listen to it while imagining myself cheering.

There are two memorable scenes in the music video for the song “Masterplan.” The first scene is where the members dance in front of people wearing suits. Again, it would be clumsy to explain, but the suit is a metaphor for vested interests, and even more so for existing industry players. It’s impressive that the members are dynamic while the guys in suits are static. It shows an industry that won’t change and a group that wants change.

The effective use of sunglasses is also symbolic. There is no need to use the example of the movie “The Matrix”, but this is a scene that takes an ironic view of the current situation by saying, “What appears on the surface may not be true.” The consistency with the lyrics is interesting.

And the second one. In the second half, the members dance with weeping cherry blossoms in the background. In the past, cherry blossoms were a symbol of beginnings (admission), but now, due to global warming, they have a double meaning: they are images of farewell (graduation). In other words, it should sound like BE:FIRST is a declaration of creating a new world, or a farewell song that will destroy the traditional music business.

Then, with this Japanese-style scenery in the background, the members work on leveling the ground. Of course, it can’t be said that it is an earth-shaking production of Godzilla due to the Japanese connection. However, this is probably a metaphor for the ancient ritual of making a vow by tapping your foot on the ground. Of course, this is nothing but a declaration that we will conquer the world from now on. Biblically speaking, it can also be seen as a prayer that expresses supplication to God in times of suffering. Furthermore, “Masterplan” monitors even that on the display.

The group’s philosophy is consistent. And the way they are trying to establish a new business style through consistency of thought is even revolutionary.

■The trajectory of Shonen Jump’s sweat that sublimated into MARVEL’s professionalism

How do you meet miraculous artists? Miraculously, of course.

2021. It happened when I was in the staff room of “Sukkiri” (Nippon TV), which I was appearing in. I noticed the flip of the boy group audition that is about to start next. Its name is “THE FIRST”.

I remember the female director excitedly telling me, “It’s getting very heated on set, and something amazing is about to happen.” From then on, the more times I did this project, the more I became obsessed with the people I saw at the auditions. And BE:FIRST was born.

After that, one year after her debut in November 2021, she participated in the NHK Kohaku Uta Gassen, and from there she got a big break. The Japanese Dream may not need any further explanation, as they recently completed a successful national arena tour and dome performance that attracted 400,000 people nationwide.

I have interpreted BE:FIRST from a business perspective, but if you were a typical business writer, you would easily summarize BE:FIRST as a “successful example of process economy.” This exposes the process from birth to completion of a product and increases its appeal. You can also coolly explain highly complete songs from the perspective of product economy.

However, what I saw at the program site was not like that. There’s a reason I mentioned the staff room episode above. The program staff, the agency, and the candidates were all enthusiastic. Far beyond boring discussions about what marketing is, there was only passion and seriousness. I feel it would be pointless to talk about it without mentioning it.

We live in a world where success is not as simple as having an audition program and marketing. Music all over the world is now flat. If you have a smartphone, you can instantly listen to new releases and old ones. Furthermore, the AI ​​can now create songs with vocals based on prompts. So why would you want to listen to fake, cheap music? I want to see idiots who are real and serious.

As a dance and vocal artist, I called BE:FIRST a miracle because the sweat of Shonen Jump was sublimated to the professionalism of MARVEL, a trajectory that can only be described as a miracle.

By the way, BE:FIRST has masterpieces such as “Shining One” and “Brave Generation.” I even performed a cover on X. In these songs, there is only the life of a last-minute struggle to create something new. Its strength overwhelms anyone. And it goes beyond business theory and marketing.

In other words, this time it was nothing but an anti-business argument in the form of a BE:FIRST business argument. Of course, what more can I say? What if the target is a group of miracles?

■Profile

Takanori Sakaguchi

Born in 1978. She has appeared on Fukuoka Broadcasting’s “Mentai Wide” (every other week) and TBS Radio’s “Japan Realize presents Mariko Shinoda’s GOOD LIFE LAB!”. She was also a commentator on Nippon Television’s “Sukkiri” on Thursdays. Her hobby is going to metal concerts, and she is a procurement/purchasing consultant and lecturer who loves music. She is affiliated with Mirai Procurement Research Institute Co., Ltd. After she graduated from the Faculty of Economics at Osaka University, he worked for an electrical manufacturer and an automobile manufacturer. She works in cost planning, procurement and purchasing. Currently engaged in consulting mainly for the manufacturing industry. His books include “You can make 9 yen from a bowl of beef bowl”, “Between sales and fraud”, “How to make money in the future”, “A book that teaches you the basics of procurement and purchasing power taught by on-site buyers in the manufacturing industry”, and “Procurement and purchasing skills”. Textbooks, etc. He recently released “Buy Lose Japan” (published by Gentosha).

■Explaining entertainment news from an “economic perspective”[Oricon Entertainment Biz]
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