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Inoo Kei x Yamada Ryosuke - TV Guide Alpha Vol. 46
"Trend" is an inseparable part of entertainment.
It's something you can't ignore, but you can also lose your individuality if you're too influenced by it.
The perfect balance between trend and your own style is created by mixing the two together and making something interesting.
JUMP's true value as a group is now being tested as they enter their "mid-career" period, and they are going even more on the offensive.
Hey! Say! JUMP have been taking on interesting challenges over the last few years: chemistry with distinctive songwriters, conceptual albums and concerts, unique performances. They follow the mainstream, but they read the era, and if a trend or something in current culture creeps up on them, they transmit it through their filter as idols. Ryosuke Yamada, who uses his sense of smell and intuition to find the right answer and Inoo Kei, who uses his clever mind to read the present and bring something new to the table. Both of their talents are now the main pillars of JUMP's creativity.
This time we would like to talk to you about the theme of "Trend"... First of all, are you aware of trends on a daily basis?
Yamada: It's something I don't do nearly as much as I should (laughs). Partly because I'm not interested in trends, but I also feel that I'm getting to an age where it's interesting to not know what's going on.
Inoo: That's true. On "Itadaki High Jump", we had a proficiency test about young people's vocab and we failed miserably.
Yamada: Right. There are sometimes scenes that play out on variety shows, so I thought I would rather accept what comes to me naturally, instead of trying to obtain information for the sake of work. I guess it's important for people working on an information show like Inoo-chan to know [information], so it's hard to say which is better. I'm fine with being an idiot (laughs).
Inoo: It's not that Yamada is an idiot, it's simply that I'm in an environment where information is easily accessible. I see a corner on Mezamashi TV where they introduce trends. Also, if the main people who share information on the Internet are from their teens to their 40s... I've recently been wondering about what the trends are for the older generations, like those in their 70s and 80s, and where those trends come from.
Yamada: I'll tell you. According to Yamada's research, the trends for people in their 70s and 80s are... cats, mandarins and kotatsu!
Inoo: It's Yamada's research though, so it's not very credible (laughs).
Do you consider it important in your work for you to "trend" on the internet?
Inoo: Personally, I think so. I look at trends on SNS as a tool to find out what's going on in the world. Of course, I check TV and newspapers too, and there are some things you can only find out from there, but I think trends are the quickest way to find out what's being talked about at the current moment. Also, I think a strength of trending is that people who don't know about something can take notice of it and get interested in what it is.
We saw this phenomenon with the newly released "Gunjo Runaway". You're making good use of the characteristics of social networking sites, where doubtful things can easily spread.
Inoo: This promotion was special. I think it's been a great opportunity for us to reach people who don't know us, because our fans have been so excited and words related to us have been trending, so we've been exposed to a large number of people.
Yamada: Inoo-chan has strategised a lot of things for us this time, including the promotion using social media. We actually released the music video on YouTube and opened a website while watching the reaction on the internet, and I felt our intention was coming through a bit.
Inoo: In the run-up to the single launch, the big intention was to get people excited on social media by speculating the culprit lurking within Hey! Say! JUMP.
Yamada: Being on the side of strategising, the first thing we wanted was our audience to be absorbed in the search, so we were happy when we saw that there was a guessing game and people were saying, "That person in that scene is suspicious" or "This person is actually the killer". And of course, the strategy, the video and the music show a side of JUMP that has never been seen before, so I feel like we were able to take on a new challenge.
Inoo: Recently, we've been trying to collaborate with different artists and try different genres for our albums and coupling songs, but amongst these, "Gunjou Runaway" feels quite new for us. When we first listened to the demo, we were nervous because we couldn't predict how it would turn out when we would do it, but after arranging and recording it, I think we found a good chemistry.
It's really cool and there's a good mix of idol culture in it. And now that it was released the other day, everyone is just at the stage of knowing who the culprit is!
Inoo: That's right. Since we tried to make sure the mystery was complete when it came to the CD package. This time we've included eight videos as extras, which I think will help you understand the story and clear up any questions.
Yamada: (In the style of a promotion) If you still haven't got a copy of this 'Gunjo Runaway', which is full of Inoo Kei's thoughts, please buy it!
Inoo: Buy it for real (laughs).
Yamada: After all, no matter how hard we work to make something good, it's meaningless if people don't pick it up.
Inoo: That's right. This time we created it as we consulted in meetings, so we really want many people to listen to it!
That's straightforward and refreshing (laughs). I think all the members were able to reconfirm Inoo-kun's producing ability, but what do you think, Yamada-kun?
Yamada: I thought once again that he is someone who properly draws up a blueprint in his head and carries forward with it step by step. And because there was a clear reason behind everything, we were genuinely able to enjoy expressing ourselves as performers.
Inoo: In my mindset, I tend to focus on the reason why I want to do something since I want to reach this goal so I want to follow this process, and I want to do this with this intention. But I'm also concerned that if I concentrate on theorising, it will be difficult to create artistry and sensibility, and the fun will disappear. It's a prerequisite to have a reason and an idea, but to be honest, I envy people like Yamada who can judge "this is good" just with his intuition. I don't have that sense, so I guess I'm looking for a reason. Also, Yamada doesn't hesitate when he makes a decision.
Yamada: It's true that I don't have any hesitation, but the problem is that I can only say "This is good" (laughs). I have my reasons, but when I'm asked "Why?", it's difficult to put into words what I feel. (laughs). As a result, I would ask, "Do you have another suggestion?" and if I don't get an answer, I'll just say, "Right? That's how it is" (laughs). There's a difference in the way we approach things, me being more intuitive and Inoo-chan being more theoretical, but we're actually pretty close in our senses.
Inoo: I feel we have similar tastes too. The paths we take are different, but our goals are the same.
It's interesting how close you are when you seem to be complete opposites. Also, you mentioned the use of social networking services earlier, Yamada-kun, has your work on Jyanino Channel made you more aware of the power of the internet and social networking services?
Yamada: That's right. I feel that people who didn't know the members of "Jyanino" very well suddenly get to know each character much faster. It's just that... maybe I can't say this [as I put myself out there] (laughs), but originally I wasn't positive about the internet. It's difficult to put it into words, but... if you look at what was mentioned earlier about the spread of information that may or may not be true, people who are out in the public tend to become easy targets of bad treatment, right? I'd be lying if I said I didn't feel a bit uncertain and uncomfortable about that. However, you can also make them your allies like with this promotion. I think it's about understanding it properly and how to use it.
Inoo: I guess the internet is very much about balance. However, more and more groups and talents from our agency, including "Janino", have started official YouTube and social networking sites, so I'm looking forward to seeing how this movement will fit with the rest of the world.
Yamada: I see. In terms of responding to the needs and era, the internet is a part of the world we can't ignore. After all, it's only on the internet that you can find interesting things that light up unexpectedly, isn't it? It's like all of a sudden, one day, something goes viral that makes someone popular.
It's true that the explosive power is different. It's a world where no one can know you, but one second later you're very famous.
Yamada: Yes, yes. The 'next moment' we're talking about now, something like a fire could be exploded for Hey! Say! JUMP. Not so long ago, I think popularity and familiarity followed in an order. For example, someone became popular through a drama, got more exposure, and people became interested in the group activities because they heard that this person was topical, which led to the group's popularity. But nowadays, it's impossible to predict who will become popular and when. I feel the strength of the internet in that aspect. On the other hand, it's also fleeting, so I guess it's really a two-sided thing.
Inoo: Yes, that's right. Johnny's is a culture that has grown up in a Galapagosized world, for better or worse, isn't it? (T/N: This is a Japanese business term that refers to the isolated nature of the Japanese economy, such as appealing to the domestic Japanese market even though the product is international). This is my very personal opinion, but... I think it would be nice to capitalise on that and have the option of distributing on our own platform. But we're very mid-career people (T/N: In a Japanese context, usually referred to people who have finished learning what they need to learn in their field and are now demonstrating and applying it, usually the first 10-15 years of a career) who've grown up in a Galapagosized world (laughs), so I think the relationship between real life and the internet is far apart.
Yamada: I understand. I think "Janino" is an exceptional project. It's a project that transcends the boundaries of groups, which is why it works in some aspects, but when I imagine Hey! Say! JUMP doing it, I think it won't work unless we think properly about what direction we should go in and how we open up a new way. It's true that I actually do YouTube and find it interesting, so I can see the point in doing it. But on the other hand, I also think that there is some justification in the Johnny's office for not doing it.
That's true. But your own platform sounds interesting. It's a way to make use of the internet, but also to make use of the culture of Johnny's.
Inoo: I think that the music of Johnny's that has been around for a long time is an asset, and I personally feel that it would be a shame if it were to be hidden. For example, the music and existence of V6, who are almost finished with their activities, are also a huge asset! That's why I want people other than their fans to listen to them, and I hope that one day there will be an environment where they can do that. Really!
Yamada: But I really understand what you mean.
Inoo: Of course, it's important to leave something tangible for the fans, but I also would like it to remain as an entertainment asset! (said enthusiastically)
Yamada: I'm sorry to everyone who is reading this magazine. Inoo is getting passionate right now (laughs).
Depending on the era, it will probably be necessary to choose which parts to go along with and which parts you don't. By the way... what do you see as trends in entertainment nowadays? I have the impression that there is an increase in short dramas and easy to understand content that can be interpreted by the viewer.
Inoo: It's true that music is becoming more and more compact. I think it's because the way people listen to music and the emotional attachment they have about it are changing. You don't really have the chance to go out physically and buy a CD, put it in a device that can play it back, and wait excitedly for it to play like you used to, right? Because it's free and easy to get, you can easily listen to one song and skip it, or listen to [the CD] once and be done with it. If we follow this trend, the intro could be short, or in an extreme case, it would be enough to make just one song, so the way of making songs would become more compact. To be honest, that makes me feel sad.
Yamada: That's true. That's why the videos we post on social media are so short.
It's said that young people's concentration span when watching videos is less than 6 seconds, so I guess it's a result of thinking about how to draw them in from the beginning.
Inoo: I guess that's why there's more addictive stuff around.
Yamada: That's true. That would make it difficult to produce a big star, wouldn't it? For example, we have a big star in our office, Kimura Takuya-san. People who have been watching Kimura-san for a long time can watch him for hundreds of hours and never get bored. I don't mean to be against social media culture, and I understand its merits, but as someone who grew up with TV, I honestly feel sad. That's why I feel strongly that I don't want to neglect TV. Hey! Hey! I'm well aware of the fact that you're saying, "You're doing 'Janino', so don't say it" (laughs).
Inoo: Hahaha. But Yamada is right, in the past, it was very difficult to create a star, but now everyone can be a creator, and everyone has the possibility to become a star immediately. I can understand why you feel sad there. On the other hand, that's one of the interesting things about our current time.
Yamada: Yes, you're right. It's simple in the end... but I think the best way to do both is to give it your all.
Inoo: Just as TV has its own merits, I think the free, off-the-record feeling of 'Janino' will resonate with the younger generation.
Yamada: I see. I think I'm able to differentiate between TV and YouTube in my mind. When I'm on YouTube, I'm pretty much just being myself, but when I'm on TV I'm carrying the group on my back, so I'm aware that I need to be a performer. I think people will think Yamada Ryosuke's way of existence is different. That's what I realised after doing it. Another thing that surprised me was the number of viewers by country.
Inoo: Normally you would think that there would be a lot of Asian countries.
Yamada: We thought so too, but after Japan, we had the most viewers from America!
Inoo: What... that's amazing!
We feel that the world is connected. By the way, do you ever think about sending messages to the world within your activities in JUMP?
Yamada: At the moment, we might be thinking about how to resonate with the people who see JUMP for the first time rather than countries. At the same time, I also think it will be a new JUMP for the people who support us and as a result, I think we'll be lucky if people overseas see it too. If we wanted to go global from the start, we'd sing all our songs in English.
Inoo: Right, but don't you feel it's becoming a world where you don't have to sing in English to have a global reach? This is what we were talking about with the internet and society, but no matter where you are or what language you sing in, people can find you on social media or YouTube and enjoy your music. It doesn't matter what language a popular video is in when you watch it, right? Thinking of it like that, I think it's nice to have the option to sing in Japanese.
Yamada: It's true that the videos that are said to be buzzing are not about that. In the end, if we make something simple and good, it will spread, so we want to keep making what we think is good... That said, "Gunjou Runaway" is a very good one, so please buy it!
Inoo: You've returned there (laughs). Please pick it up!
It's something you can't ignore, but you can also lose your individuality if you're too influenced by it.
The perfect balance between trend and your own style is created by mixing the two together and making something interesting.
JUMP's true value as a group is now being tested as they enter their "mid-career" period, and they are going even more on the offensive.
Hey! Say! JUMP have been taking on interesting challenges over the last few years: chemistry with distinctive songwriters, conceptual albums and concerts, unique performances. They follow the mainstream, but they read the era, and if a trend or something in current culture creeps up on them, they transmit it through their filter as idols. Ryosuke Yamada, who uses his sense of smell and intuition to find the right answer and Inoo Kei, who uses his clever mind to read the present and bring something new to the table. Both of their talents are now the main pillars of JUMP's creativity.
This time we would like to talk to you about the theme of "Trend"... First of all, are you aware of trends on a daily basis?
Yamada: It's something I don't do nearly as much as I should (laughs). Partly because I'm not interested in trends, but I also feel that I'm getting to an age where it's interesting to not know what's going on.
Inoo: That's true. On "Itadaki High Jump", we had a proficiency test about young people's vocab and we failed miserably.
Yamada: Right. There are sometimes scenes that play out on variety shows, so I thought I would rather accept what comes to me naturally, instead of trying to obtain information for the sake of work. I guess it's important for people working on an information show like Inoo-chan to know [information], so it's hard to say which is better. I'm fine with being an idiot (laughs).
Inoo: It's not that Yamada is an idiot, it's simply that I'm in an environment where information is easily accessible. I see a corner on Mezamashi TV where they introduce trends. Also, if the main people who share information on the Internet are from their teens to their 40s... I've recently been wondering about what the trends are for the older generations, like those in their 70s and 80s, and where those trends come from.
Yamada: I'll tell you. According to Yamada's research, the trends for people in their 70s and 80s are... cats, mandarins and kotatsu!
Inoo: It's Yamada's research though, so it's not very credible (laughs).
Do you consider it important in your work for you to "trend" on the internet?
Inoo: Personally, I think so. I look at trends on SNS as a tool to find out what's going on in the world. Of course, I check TV and newspapers too, and there are some things you can only find out from there, but I think trends are the quickest way to find out what's being talked about at the current moment. Also, I think a strength of trending is that people who don't know about something can take notice of it and get interested in what it is.
We saw this phenomenon with the newly released "Gunjo Runaway". You're making good use of the characteristics of social networking sites, where doubtful things can easily spread.
Inoo: This promotion was special. I think it's been a great opportunity for us to reach people who don't know us, because our fans have been so excited and words related to us have been trending, so we've been exposed to a large number of people.
Yamada: Inoo-chan has strategised a lot of things for us this time, including the promotion using social media. We actually released the music video on YouTube and opened a website while watching the reaction on the internet, and I felt our intention was coming through a bit.
Inoo: In the run-up to the single launch, the big intention was to get people excited on social media by speculating the culprit lurking within Hey! Say! JUMP.
Yamada: Being on the side of strategising, the first thing we wanted was our audience to be absorbed in the search, so we were happy when we saw that there was a guessing game and people were saying, "That person in that scene is suspicious" or "This person is actually the killer". And of course, the strategy, the video and the music show a side of JUMP that has never been seen before, so I feel like we were able to take on a new challenge.
Inoo: Recently, we've been trying to collaborate with different artists and try different genres for our albums and coupling songs, but amongst these, "Gunjou Runaway" feels quite new for us. When we first listened to the demo, we were nervous because we couldn't predict how it would turn out when we would do it, but after arranging and recording it, I think we found a good chemistry.
It's really cool and there's a good mix of idol culture in it. And now that it was released the other day, everyone is just at the stage of knowing who the culprit is!
Inoo: That's right. Since we tried to make sure the mystery was complete when it came to the CD package. This time we've included eight videos as extras, which I think will help you understand the story and clear up any questions.
Yamada: (In the style of a promotion) If you still haven't got a copy of this 'Gunjo Runaway', which is full of Inoo Kei's thoughts, please buy it!
Inoo: Buy it for real (laughs).
Yamada: After all, no matter how hard we work to make something good, it's meaningless if people don't pick it up.
Inoo: That's right. This time we created it as we consulted in meetings, so we really want many people to listen to it!
That's straightforward and refreshing (laughs). I think all the members were able to reconfirm Inoo-kun's producing ability, but what do you think, Yamada-kun?
Yamada: I thought once again that he is someone who properly draws up a blueprint in his head and carries forward with it step by step. And because there was a clear reason behind everything, we were genuinely able to enjoy expressing ourselves as performers.
Inoo: In my mindset, I tend to focus on the reason why I want to do something since I want to reach this goal so I want to follow this process, and I want to do this with this intention. But I'm also concerned that if I concentrate on theorising, it will be difficult to create artistry and sensibility, and the fun will disappear. It's a prerequisite to have a reason and an idea, but to be honest, I envy people like Yamada who can judge "this is good" just with his intuition. I don't have that sense, so I guess I'm looking for a reason. Also, Yamada doesn't hesitate when he makes a decision.
Yamada: It's true that I don't have any hesitation, but the problem is that I can only say "This is good" (laughs). I have my reasons, but when I'm asked "Why?", it's difficult to put into words what I feel. (laughs). As a result, I would ask, "Do you have another suggestion?" and if I don't get an answer, I'll just say, "Right? That's how it is" (laughs). There's a difference in the way we approach things, me being more intuitive and Inoo-chan being more theoretical, but we're actually pretty close in our senses.
Inoo: I feel we have similar tastes too. The paths we take are different, but our goals are the same.
It's interesting how close you are when you seem to be complete opposites. Also, you mentioned the use of social networking services earlier, Yamada-kun, has your work on Jyanino Channel made you more aware of the power of the internet and social networking services?
Yamada: That's right. I feel that people who didn't know the members of "Jyanino" very well suddenly get to know each character much faster. It's just that... maybe I can't say this [as I put myself out there] (laughs), but originally I wasn't positive about the internet. It's difficult to put it into words, but... if you look at what was mentioned earlier about the spread of information that may or may not be true, people who are out in the public tend to become easy targets of bad treatment, right? I'd be lying if I said I didn't feel a bit uncertain and uncomfortable about that. However, you can also make them your allies like with this promotion. I think it's about understanding it properly and how to use it.
Inoo: I guess the internet is very much about balance. However, more and more groups and talents from our agency, including "Janino", have started official YouTube and social networking sites, so I'm looking forward to seeing how this movement will fit with the rest of the world.
Yamada: I see. In terms of responding to the needs and era, the internet is a part of the world we can't ignore. After all, it's only on the internet that you can find interesting things that light up unexpectedly, isn't it? It's like all of a sudden, one day, something goes viral that makes someone popular.
It's true that the explosive power is different. It's a world where no one can know you, but one second later you're very famous.
Yamada: Yes, yes. The 'next moment' we're talking about now, something like a fire could be exploded for Hey! Say! JUMP. Not so long ago, I think popularity and familiarity followed in an order. For example, someone became popular through a drama, got more exposure, and people became interested in the group activities because they heard that this person was topical, which led to the group's popularity. But nowadays, it's impossible to predict who will become popular and when. I feel the strength of the internet in that aspect. On the other hand, it's also fleeting, so I guess it's really a two-sided thing.
Inoo: Yes, that's right. Johnny's is a culture that has grown up in a Galapagosized world, for better or worse, isn't it? (T/N: This is a Japanese business term that refers to the isolated nature of the Japanese economy, such as appealing to the domestic Japanese market even though the product is international). This is my very personal opinion, but... I think it would be nice to capitalise on that and have the option of distributing on our own platform. But we're very mid-career people (T/N: In a Japanese context, usually referred to people who have finished learning what they need to learn in their field and are now demonstrating and applying it, usually the first 10-15 years of a career) who've grown up in a Galapagosized world (laughs), so I think the relationship between real life and the internet is far apart.
Yamada: I understand. I think "Janino" is an exceptional project. It's a project that transcends the boundaries of groups, which is why it works in some aspects, but when I imagine Hey! Say! JUMP doing it, I think it won't work unless we think properly about what direction we should go in and how we open up a new way. It's true that I actually do YouTube and find it interesting, so I can see the point in doing it. But on the other hand, I also think that there is some justification in the Johnny's office for not doing it.
That's true. But your own platform sounds interesting. It's a way to make use of the internet, but also to make use of the culture of Johnny's.
Inoo: I think that the music of Johnny's that has been around for a long time is an asset, and I personally feel that it would be a shame if it were to be hidden. For example, the music and existence of V6, who are almost finished with their activities, are also a huge asset! That's why I want people other than their fans to listen to them, and I hope that one day there will be an environment where they can do that. Really!
Yamada: But I really understand what you mean.
Inoo: Of course, it's important to leave something tangible for the fans, but I also would like it to remain as an entertainment asset! (said enthusiastically)
Yamada: I'm sorry to everyone who is reading this magazine. Inoo is getting passionate right now (laughs).
Depending on the era, it will probably be necessary to choose which parts to go along with and which parts you don't. By the way... what do you see as trends in entertainment nowadays? I have the impression that there is an increase in short dramas and easy to understand content that can be interpreted by the viewer.
Inoo: It's true that music is becoming more and more compact. I think it's because the way people listen to music and the emotional attachment they have about it are changing. You don't really have the chance to go out physically and buy a CD, put it in a device that can play it back, and wait excitedly for it to play like you used to, right? Because it's free and easy to get, you can easily listen to one song and skip it, or listen to [the CD] once and be done with it. If we follow this trend, the intro could be short, or in an extreme case, it would be enough to make just one song, so the way of making songs would become more compact. To be honest, that makes me feel sad.
Yamada: That's true. That's why the videos we post on social media are so short.
It's said that young people's concentration span when watching videos is less than 6 seconds, so I guess it's a result of thinking about how to draw them in from the beginning.
Inoo: I guess that's why there's more addictive stuff around.
Yamada: That's true. That would make it difficult to produce a big star, wouldn't it? For example, we have a big star in our office, Kimura Takuya-san. People who have been watching Kimura-san for a long time can watch him for hundreds of hours and never get bored. I don't mean to be against social media culture, and I understand its merits, but as someone who grew up with TV, I honestly feel sad. That's why I feel strongly that I don't want to neglect TV. Hey! Hey! I'm well aware of the fact that you're saying, "You're doing 'Janino', so don't say it" (laughs).
Inoo: Hahaha. But Yamada is right, in the past, it was very difficult to create a star, but now everyone can be a creator, and everyone has the possibility to become a star immediately. I can understand why you feel sad there. On the other hand, that's one of the interesting things about our current time.
Yamada: Yes, you're right. It's simple in the end... but I think the best way to do both is to give it your all.
Inoo: Just as TV has its own merits, I think the free, off-the-record feeling of 'Janino' will resonate with the younger generation.
Yamada: I see. I think I'm able to differentiate between TV and YouTube in my mind. When I'm on YouTube, I'm pretty much just being myself, but when I'm on TV I'm carrying the group on my back, so I'm aware that I need to be a performer. I think people will think Yamada Ryosuke's way of existence is different. That's what I realised after doing it. Another thing that surprised me was the number of viewers by country.
Inoo: Normally you would think that there would be a lot of Asian countries.
Yamada: We thought so too, but after Japan, we had the most viewers from America!
Inoo: What... that's amazing!
We feel that the world is connected. By the way, do you ever think about sending messages to the world within your activities in JUMP?
Yamada: At the moment, we might be thinking about how to resonate with the people who see JUMP for the first time rather than countries. At the same time, I also think it will be a new JUMP for the people who support us and as a result, I think we'll be lucky if people overseas see it too. If we wanted to go global from the start, we'd sing all our songs in English.
Inoo: Right, but don't you feel it's becoming a world where you don't have to sing in English to have a global reach? This is what we were talking about with the internet and society, but no matter where you are or what language you sing in, people can find you on social media or YouTube and enjoy your music. It doesn't matter what language a popular video is in when you watch it, right? Thinking of it like that, I think it's nice to have the option to sing in Japanese.
Yamada: It's true that the videos that are said to be buzzing are not about that. In the end, if we make something simple and good, it will spread, so we want to keep making what we think is good... That said, "Gunjou Runaway" is a very good one, so please buy it!
Inoo: You've returned there (laughs). Please pick it up!