Today's “Reiwa era” (beginning May 1, 2019) is not only about fashion but also a time when the "Y2K Boom" is spreading once again within music videos.
The unstoppable momentum of K-POP is so pronounced that it is sometimes referred to as the fourth boom of the Korean Wave, with K-POP idols' music videos always being a hot topic. Recent developments include the emergence of NewJeans.
While their high-level singing and dancing are highly acclaimed, from around 2017, idols like BLACKPINK and TWICE have been garnering attention for their style of singing in music videos, mixing fashions from the late 1990s to the early 2000s. The Y2K style worn by K-POP idols is always talked about, but NewJeans, in particular, stands out.
In relation to NewJeans, not only the word "Y2K" but also the name of iconic J-POP group "SPEED" are often seen together. Why does NewJeans remind people of SPEED?
For those like the author who spent their youth in Japan in the late 90s, the popularity of SPEED is well-known. However, there are also many people from different generations who do not know SPEED.
Therefore, this time I would like to delve into their 90s fashion that attracted the younger generation, using SPEED as a reference.
SPEED: The Aspiration of Teens in the 90s
SPEED is a dance and vocal group that debuted from Okinawa Actors School in 1996.The music scene in the 90s was a time when artists from Okinawa Actors School were standing out. While there are many artists from the Okinawa Actors School that are currently active, such as Namie Amuro, MAX, and DA PUMP, SPEED was a group that attracted a lot of attention, as their average age was 13.5, which included junior high and elementary school students.
SPEED was formed by Hiroko Shimabukuro, Eriko Imai, Takako Uehara, and Hitoe Arakaki and made their major debut in 1996 with the single "Body&Soul."
In 1996, the year SPEED made their debut, Namie Amuro led the era until the triggering of a societal phenomenon, and following her, MAX, also from the same school, was popular among high school girls and younger generations.
Compared to other artists who debuted earlier, SPEED was initially likely to be categorized as "idols" due to their young average age. However, their high-level performances and singing voices certainly captured the hearts of listeners.
Music producer Hiromasa Ijichi was at the helm, and the debut song "Body&Soul" recorded sales exceeding 600,000 copies. The second single "STEADY" was their first to reach a million sales, and they won the newcomer award at the "38th Japan Record Awards" for "Body & Soul."
The song "STEADY," which was released in the same year, was used as the theme song for the TV Asahi drama "イタズラなKISS (Playful Kiss)." It might hold special memories for many readers.
Even after their consistent appearances in commercials, radio, and dramas, the SPEED's momentum did not stop. Regrettably, they disbanded in March 2000, but their impact during a brief 4-year period remains etched in our hearts as a symbol of our "youth." Their successful run proves they were pivotal figures of their time.
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