So I make no secret that I had been a fan of Jay Chou. The operative word here is 'had'.
Over the last few years, ever since his ego got the better of him and he decided to deviate from what he does best (his music) to have a go in the movies (in Taiwan, China, Hong Kong and of course, Hollywood), hosting his own talk show, or even his shenanigans with an 18-year-old. I was forced to question (more than once, I might add) whether has he lost his plot.
But with every album release in the past, he reminds us of his musical brilliance, and with his increasingly extravagant world tours, he reminds us of his creative genius. His 超時代 World Tour was the best concert I've ever attended. And that's mainly because it was billed as his 10th Anniversary concert and he performed mainly his old hits, which were incidentally his best works.
But I'm not here to talk about all that. I'm here to talk about his latest music creation, Exclamation Point (驚嘆號), being his 11th studio album.
In the past, I've always been one of the few who bothered to pre-order his album the day it was available for pre-order, and several occasions, I've even brought the special editions which comes with lots of useless memorabilia which I will probably never (and still have yet to) use. Yet, there was still this excitement I feel every time a new album is impending from him.
In recent years, I find myself getting increasingly underwhelmed about the media hoohah over his album releases, though I still pre-order, it was largely because I happen to pass by a CD shop and thought, 'oh well, there's no queue, so what the hell.' The change of attitude did not caught me by surprise.
Until now.
For me, his 11th album is the biggest disaster that he has EVER came up with.
Let's count the ways this is a complete disaster, shall we?
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1. Album release schedule
The official release date announced, and printed in the album booklet was 11.11.2011, which in itself was a publicity stunt.
Nothing wrong there, being the hype around how special 11 November 2011 is to the whole friggin' world (but it was in fact, just another day on the 365-day calendar).
The release date was advertised as Asia-wide release. However, as 11.11.11 draws closer, it was announced (at least in Singapore) that the album release will be pushed back by a week to 18.11.2011 due to production issues. Which again was fine, a similar thing happened in his 8th Studio release, 我很忙. The album release was delayed as the production of the album memorabilia was delayed.
So why am I taking issue with this?
Well, besides the fact that any delay in album release will force eager fans to turn to the internet to download leaked copies of his album, a problem that has been prevalent ever since he came to fame, but it also seems to punish fans who bothered to pre-order his album. This was especially obvious this time around.
The album was still released on schedule on 11th November 2011 in Taiwan, which is understandable because that was his primary market and home.
Much to my dismay the regular edition of the album (with no memorabilia whatsoever) was released in Singapore a few days after 11th November, before the pre-ordered versions arrived on 18th November. And that was when I found out that there are actually THREE editions:
1. Regular edition w/o memorabilia
2. Regular edition w/ memorabilia, and
3. Premier edition w/ memorabilia & a 'special' USB thumbdrive (a poor excuse to charge fans over S$90 for an album)
This was not what I expected, or from what I bothered to find out, given that they were only taking pre-orders for two editions. In the past, the regular album release has ALWAYS been the same with the pre-ordered edition (with the exception of his 5th album 七里香). This was mistake number 1.
Mistake number 2? Releasing the damn album to the mass market BEFORE the pre-ordered version arrives. Why the hell would they want to punish fans who bother to pay a premium to purchase the album earlier, by delaying the album from reaching the fans' hands? What the hell are the coffers in JVR Music and Sony Music thinking?
If they are working on the assumption that 'oh well, fans will always be there to support and are willing to wait since they pre-ordered,' they are greatly and gravely mistaken. Yet another sign that the regular CD format business is not evolving with the changing times of legal digital downloads. This is especially prevalent in Asia with piracy often eating away a big, unestimated earnings from artistes.
2. Uncreative Music Video Concepts
The album comes with a 'Bonus' DVD containing two 'exclusive' music videos. Why the sarcasm? Because almost all of Jay's albums (since he became a big star) came with 'exclusive and bonus' DVDs.
This shows the lack of understanding the changing market. With the social media boom now, people are sharing media and information at unprecedented speed. This tactic worked in the past because of the limited avenues people can get their first look at exclusive MVs and behind-the-scenes materials. And with Jay's team maintaining his own Facebook page, they are sharing new MVs and media on FB and STILL using such obsolete marketing tactics.
But back to my criticism over his music video concepts.
He had in the past came up with some pretty brilliant MV concepts. Such as having his 楓 MV showing part 1 of a continuing storyline:
and showing part 2 in his good friend, 刘畊宏's song and MV 彩虹天堂:
This was just one of his many creative ideas, both conceptually and just plain mind-blowingly brilliant.
So what went wrong here?
Let's look at his first MV in the album, his first single off his new album - 驚嘆號
Let's just leave the music aside (I will review the disastrous music in a separate post), the concept of this MV is... shit.
You know what that concept reminded me of? Final Fantasy VII: Crisis Core. Without saying too much, take a look:
See the resemblance? The trains, the blade and gun fights and so much more.
And what the hell, Jay? You call this an MV? You didn't even star in it? It's just a CG rendition of your image with a nonexistent storyline.
Even the explosion at the end mimicked the explosion of the Shinra company HQ in Final Fantasy VII. FFVII fans will know what I'm talking about.
So MV number 1. Fail.
What about MV number 2 - 迷魂曲 ?
Again, the terrible music aside. Less than a minute into the video, right where the 'bad guy' falls asleep, I already knew what the plot was about and where the idea came from.
It so obviously came from this movie:
Noticed the similarities once again? Shared dreams VIA A PAIR OF HEADPHONES? Really?! Zero creativity. Filming in a posh location such as Vegas doesn't change the fact that very little thought and dare I say, effort, was put into this MV. Go Hollywood means can steal Hollywood ideas issit?
So MV number 2. Fail.
And don't even get me started on his third MV - Mine Mine.
Waddafark Jay? What's with the Auto-tunes throughout the ENTIRE SONG? He is a renowned singer with great musical and singing abilities, can somebody tell me why he must resort to using auto-farking-tunes?
And the cheesy dance moves? Trying to be Justin-blardy-Bieber issit? And the only reason why I am not posting a video of Justin is because I can't stand Justin and his World (2.0) of music. 'd rather spare the pain to anyone who happens reads this as well.
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I am unfortunate (or fortunate) enough to catch only three of his MVs thus far. But you get the idea. I am afraid and saddened to think that my idol has lost his plot :( I want the old Jay back!
杰倫, 你去哪了?