ART OF LIFE
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CHAPTER 3 |
Yoshiki The Strategist
I would consider myself unfit for anything if I had not been able to release a million copies of the album "JAELOUSY" Yoshiki strategist I told the record company: "We want the biggest promotion!" Q: It seems that the easiest way to imagine the nature of Yoshiki strategist on the example of the events connected with the release of the album Jealousy, though, of course, this also applies to Yoshiki-artist. Q: Yes, however, this can not be avoided! (laugh) Q: The record company has set release date at this time, which is physically impossible to have time to even finish the recording, not to mention the promotion. How Yoshiki strategist was able to implement their plans in such a situation? Q: I feel great anxiety when he himself had made a compromise with the company, which has appointed a completely unrealistic deadlines, to the point that I had to cut one song. For a "quick turnover" of the Japanese scene and so it was an unprecedented period for recording (only for recording in LA group was six months, but did not appear on stage one year and one month), and it was anxious not to be seen whether it is fatal. And then we made the Film GIG .. After he received a warm response, you can calm down a little. However, due to my illness during recording timing has lengthened, and we were in a difficult position. I decided a month before returning to Japan to hold a press conference. After all, the media and did not have any information, do not you? And: It is a strategy remarkably consistent environment. Q: In fact, Yoshiki-artist wanted to concentrate on working on the record. But the situation was serious, so they had to explain to him that at least one day should be set aside for the press conference. And Yoshiki strategist came up to advertise in magazines ten pages. It would be seen by the fans, and at the same time, it caused a sensation, thus created the forerunner of what X's return. Q: But after you have returned home, after the release was announced, the press continued to haunt you crazy way! Q: On the eve of the ad sales were only sports channel TV and two music magazines, including yours, Ichikawa-san. All paper edition came out after the start of sales. So there we did what we could. And: If you now think about it, it was the flip side of the critical situation. Q: I did have a sense of crisis. That's why I insisted that the record company conducted a large-scale promotion, it was one of the conditions for the negotiations, which I agreed to unrealistic deadlines. But when we returned, the system did not work, so we had to do everything myself. For example, to choose the magazine, which will give an interview? Or give interviews to those who want? If I have to come to an interview, it will take a few days. In addition, if collect all five together, it will not be effective, so it was decided to give each interview separately, as time had gone. Q: So that's why there was a group photograph for promotion, where they were to stay together? And in the magazines also had no pictures from the album cover. I thought it was done intentionally. Q: Something that was really planned. If you talk to Yoshiki strategy, it can be seen all over the strategic plans. Q: That's the book we get here! (laugh) Q: I'm not perfect, so it's all good! (laugh). I think that the overall picture is not interesting. If accidentally got lucky, but misses. So I think that it was better to split up to show the individuality of each. And: This great strategy allowed you to survive in the turbulent waves of the media world and to achieve effective advertising. After you made it to the Kohaku Uta Gassen, showing a bright appearance on TV at the end of the year. And in fact, these were real achievements. And sales of the album, the growth of which stood a short while due to the new year once again increased sharply. And the albums and singles, all entered the Oricon charts. Sales of the new album came close to a million copies. Q: ... Q: But it is often said that such a cruel burden as a result of intensive promotion is the cause of exhaustion. Q: But I think that such a promotion - a good thing. It is often said that the promotion marinating artist, is not it? For example, if too often appear on television. Q: To you this is not true (laughs). Q: (laughs) The artist, feeling the critical situation, should think. But we, on the contrary, said the company that want the biggest promotions. Because only by the artist himself dependent, marinate or not. And we are constantly asked for more, because it made us satisfied. We wanted to get the excessive promotion, let alone whether or not we zamarinuemsya, it depended on our own strength.And I think we were able to confirm it in practice. And: Oo! It sounds immodest. Besides, if to think well, this album caused a great scandal, and Yoshiki-actor tearfully recalls the humiliation, while Yoshiki strategist skillfully exploited the situation and remove the pluses for promotion. Q: It was necessary. If I had not found the pros, then Yoshiki-actor would not be silent. The only argument to explain something to him, were the results of sales. And: If you think Yoshiki strategist - a very crafty man. It can pretend to be a victim, cleverly using this image. Q: Yes, it came out good. But I really felt like a victim. Otherwise, it would be strange? I really sacrifice! Q: When did you feel the ability to strategy? Q: Recently, I finally realized, though, I may be beginning to understand before. For what you need to do all that is associated with the business? For what you need to think about all this? I've been thinking about it and finally realized: "Because I want to focus on the music!" For example, in recent years, many say, "It does not matter majors or indies, we want to deal only with the music, and the rest do not want to have anything to do!" But, in fact, take place two or three years after the start of popularity, and then they emerge questions: "Why not have the money?" And then they gradually start to think. It happens very often. Therefore it is better from the outset to understand all these issues. And knowing all this, free to play music. All the same, there are problems with the label, and with the record company. And in any case, we as musicians still liable even if all do not know. And: And considerable! Q: And the producers and record companies, too, have a responsibility, I do not want to say anything bad about them, but lately I strongly urge that all you need to know yourself, and only then free to pursue music. And: Do the Japanese rock musicians often happens that the album release, be happy that there is income, buy yourself a foreign car and think that everything is OK. Just as professional athletes buy their Mercedes, considering it a sign of their status, it is the same kind of madness. And no one wants to look forward. Those who have achieved some success, content to meet their needs philistine who has not achieved the success, on the contrary, endlessly complain about the poor conditions, lack of understanding and stupidity listeners, and they gradually lose their contracts with record companies. I think that is the case in Japan. Maybe because in Japan there is a prejudice "for artists to think about money, sales - is unforgivable!". Q: But precisely in order to deal with that pure creativity, and it is necessary to some extent to know all these things. Q: Probably because of all the artists only Yoshiki and Tetsuya Komuro - two musicians who know how to think strategically in relation to business. I believe that for the Japanese rock musicians unacceptable conduct of affairs rests solely on the label and record company, and to remain within the narrow confines and nothing is no longer thinking, caring only to satisfy their personal interests, or lost in dreams. But it just does not convince. When you begin to raise this issue, some are beginning to say that artists should form unions. But it's not about that. I believe that it is important that every musician just was aware of these things. Of course, there are some talented people who work seriously - do not belong to some labels are not under pressure from record companies and freely engaged in creative work. You know about this? Q: No, I almost did not know, although I very often think so. I just always start with their own issues. Book on the establishment of the company, I read from cover to cover Q: Now you said that only recently became aware of a strategy, but because from the beginning in the work of the X felt strategy or a system. Q: Maybe, because we started with, that created their own record company (indisovsky label "Ecstasy").When we decided to release their records, I thought, "How can we release the album?" Maybe you can do it yourself, I thought, and went deep into the study of plants. Sam, one found appropriate plants and began to find out how many copies should be ordered. They told me everything and gave the price list, which indicated how many thousands of copies you need to order and how much it will cost. And I realized how much you need to have some money. But then I had to think about making the cover for the album. I began to search for publishers. And here I was given a price-lists, which indicated the number of copies and prices. Then I left the question of how to make a beautiful cover, and I began to look fotomasterskie. After studying all this, I realized that we ourselves will be able to publish your album. First you need to make the record itself, and then you can go to the factory in publishing and print shop. Then I asked myself: "How can we sell our album?" The music magazines were given a lot of shops that sold albums indisovskih groups. This is where you can sell our goods. That's how all this started. Q: What have you opened a company only so? It's like a school trip on "How to publish an album" (laughter). Q: For me it was all a mystery, because I did not know (laughs). Q: But why did you decide to do it yourself? After all, if to trust the professionals, I would not have to spend so much time! Q: In fact, at that time were companies that worked with indisovskimi groups. I was told that the cost of entry will be about 150 thousand yen, but I did not realize what it was. I would like to work more, spend more money. We already had the experience of recording demo tapes, and I already knew that over 50,000 yen is possible to make only eight-channel recording. And I wanted to do something big. But if I said I wanted to make a record on 1000 000 yen, such indisovskoy company was not found. But I did not want to compromise for the money. I've got the idea to do the job themselves. Since this all started.And it worked out. Q: So initially it was not his idea to create a record company, but simply a desire to release an album? Q: Yes. In addition, at the beginning I had a question: "How best to advertise in magazines?" It could act through an advertising agency, you can work directly with publishers. I began to study this issue, addressed in the magazines. It was found that in a magazine rates higher than in the other. Why is that?It turned out that there is circulation of more. So, it is better to advertise in it. Maybe it was the beginning. And: This is a grand story of learning! (laugh) Q: Because I did everything himself. Everywhere I was wondering what to do, and everywhere received tips. But if I did not recognize it all, nothing to understand, and therefore came to manufacturing (laughter). Q: And when you have decided to organize a company Ecstasy, which has now become a famous label? Q: Since we have decided to release their records and selling them, then you need to organize your company. I found a book about the organization of the firm, and read it from cover to cover. I learn what you need to do to create a company to make a profit, and then opened his own. Q: And what, for example, you need to do to be profitable company? Q: I was immediately opposed to breaking the law, so it was important to organize the cash flow. And of course, remember the tax. If the sales of the album to pay taxes and go into the negative, it would be strange, is not it? So I organized a company, and now I wanted to record an album to spend more money. In fact, at this time we have invited other record companies. But when I found out how much money they allocate to the production costs, it replied that such a sum we can find ourselves. It was a strong desire to do everything themselves. Besides, it was interesting to organize themselves and the sales process. Q: I see that you have at that time there was admiration meydzherskimi labels. However, you do want to enter into the overall system when in music stores at the same time sound and popular music and rock music? Is not it easier to refer to a serious label? Q: No, at that time it was important to conclude a major agreement, rather than sales, as such. There are many shops that work is not known with whom. I would like to conclude a contract and to sell their products only in major stores. Q: So you want something to compete with meydzherskimi labels? It was close to you this feeling? Q: Maybe. At this time of indisovskih groups have already started to talk. But in fact, in all groups, who said: "Because we are debuting as the indies majors!" Was a special manager. It was a shame, and we decided to do everything yourself. Q: But in fact there are many people who have the main goal - to fill their own pockets. Q: With regard to the goods we sell wholesale. Still, faced with a problem. With our original recordings were randomly printed additional copies of, the sale of which we have not received any income. Q: So, in a superior strategy Yoshiki revealed a gap, it happens rarely. Q: I just did not know it was possible. I believe it is always the people. How did this happen? Is this not a violation of the law? Frankly speaking, it is a violation, but I realized that I need to protect copyrights.Usually when it comes to indisovskih releases, sales of small, so no one registers the copyright to them in JASRAC (Society for the Protection of copyrights to music in Japan - approx. Trans.), Because if you will record, flying at a loss. But if there is a situation, it was necessary to register. It is precisely because we were not registered, and made possible such actions against our interests. I decided to join, but it can only be done on behalf of music publishers, which we were not. "Then do it!" - I decided, and opened a music publishing. After that, I began the process of registration in JASRAC, but then could not pass it up to the end. For indisovskoy firm it was impossible, regardless of whether it is at the actual success or not. Now, of course, everything is in order. Although there are still issues and challenges, but I still made progress. Yes, you could say that I'm in the business of moving forward with a force that is greater than 10 times than then. In an effort to be creative, I wanted to create a reliable system Q: After the Ecstasy was organized by company, you began to publish not only the music of X, but also the music of other young bands - Zi: KILL, Ladies Room, Luna Sea. Q: Initially, I was about this and did not think, in fact I discovered only company to publish Vanishing Vision, because I'm a musician first and foremost. However, the guys from the Ladies Room and began to ask for their release, and we released a single. Then they were asked to release an album, and we released because they are friends. And after the album sells well, I started to contact other people. And then I thought that it will be possible to cooperate with them. With this began. Q: So you did not think about such common things as expand the business and make more profit? Q: It is not thought. In fact, when I had to participate in the trial, but then I opened my eyes, "That's what the system at large companies!" In the end, we just artists who publish their music. It was a shame to look at how large firms unfairly treated us. And besides, this time wrongly published our album. I was very angry. "We create our music, thinking about the work, why it was necessary to ruin everything !!" At first, I was ready for anything, but then I realized that the force will not achieve anything here. And I realized that you need to create music, thinking about the work, but closely match the system. And he began to try to act that way. Q: What have you found that you need to act properly to protect the freedom to make music not for himself, but also for other artists? Q: I understand that. Q: And the group felt the friendly nature of Ecstasy. Q: Could it be because we have behaved (laughs). "If someone is displeased ..." (laughter) And: Togo Yoshiki can beat? (laugh)? But in the end, only a musician can well understand the musician.After all, from the more visible. Q: It lasted for several years. But because I am a person who lives making music, playing in a group, sometimes I was a burden to deal with all these matters. It was for me a burden. Q: At what time? Q: It has always been. I say, "You can publish?" I say, "You can." But then I have to consider myself completely, how much money must be expended and all other details. And: It is necessary to entrust to someone else. Q: Since I'm not chasing profit, I decided to gradually take firm employees. However, staff were ordinary people, and many did not know. In the end, all this has become a burden for me. There have been several incidents, and I began to think that all this is due to the fact that I was too lenient. It's a shame, but at this time I opened my eyes. So now Yoshiki strategist is not engaged in business. All I really want to - it's free to play music. And I think that is to create a place where I myself, and other artists were able to create music freely. Q: That is, to create the conditions? Q: Yes, and now I'm acting, thinking that in any case should not be allowed to interfere with the artist some small and silly things. I was told: "This is a hard rock, nothing can be done, 'and at that moment I understood everything Q: So, staying indie band, you could create at least some such conditions, what they wanted. But, nevertheless, still you need to become the majors? After all, you still meydzhersky then entered into a contract? Q: Yes, very. But Ecstasy record for me has become a burden. Although I'm an artist, but I had to do all sorts of things. As for X, I did everything - and rented rooms, and a timetable, and even had a chauffeur. I wanted to get rid of it and deal only with making music, playing drums. The main reason why I signed the contract meydzhersky, there was a desire to learn. Q: So you wanted to devote himself full of creative activity? Q: Yes. And I think that although a lot has happened, but the two or three years after the conclusion of the contract meydzherskogo I really could learn. And what's more, I think it's very good that after we become majors, a lot of problems and issues. Indeed, many things become clear only when visiting another skin. Although I already had a lot of experience as an indie. So it was very interesting, because I'm having indisovsky label, worked as majors. And: It is very rare opportunity to gain experience at the same time as the development and indie, and how their major. Typically, the group struggling to conclude meydzhersky contract, considering the time of completion of the whole. In fact, the debut as majors - is not the goal of life, but rather a turning point. But I think that you do not expect something special from the contract. Q: Yes, almost nothing is expected. If I just wanted to get more money, I would have stayed in the indies, released to record and sell them, because I already knew the whole system, and by and large, there was all the same. But I have often said: "X - a band because indies." While the most successful band of hard rock were Loudness, which sold 100 thousand copies. While in an interview with music magazine, I said, "Why BARBEE BOYS Rebecca or sell 600-700 thousand copies, and the hard rock band so little?" And I said, "So it's hard rock, nothing can be done ! '. And here in me, something happened!And I said, "That's not true!" Q: That is, if you really try, then 70-80 thousand - it is a great joy? Q: In the past, we did not say anything, but then I said: "Let's make 200 thousand copies!" Q: Is it not enough for you to say it was of so many? (laugh). Q: No, in fact, at that time still did not have any preconditions, to name a crazy figure. This current I could say, "Selling 10 million copies!" (Laughter). But even then, we all thought, "What is he talking about!" At that time, just debuted in the majors as a group sold for only 20-30 thousand copies. And: Yes, indeed, groups that play heavy metal, sales have been good, perhaps the only Loudness, and SHOW-YA. Q: I just do not like the fact that it's only about 100 thousand copies. And besides, even if they do not talk about business, then I think that good music, no matter to what it refers to a style or genre, whatever the conditions, can still find their way to the audience. I still think so. Q: What is your strategy was to understand how the system works meydzherskih labels which there are ideas and know-how to promote what sales opportunities, and make yourself whether so dramatically increase sales if becoming part of the system? Q: No, at that time I just wanted to learn music. Until then I had to go into all the financial details, and I would not do it more, and to devote all the time music. I guess I have several times repeat the same thing. Q: In short, the rest is passed on to others? Q: Yes. But when we started, there was a lot of questions. For example, on the costs of promotions.Usually artists such things do not speak. During the debut of our manager is very pleased: "We have allocated 10 million yen, despite the fact that the new group!" And when I asked how many isolated usual, I was told that many groups give all one million yen. But at the time I knew how much advertising in magazines can be placed on that amount, and said that this is absolutely not enough. And when I saw how pleased the manager that managed to get 10 million yen, I thought: "And what's the point to become the majors?" After all, the sum was enough only for advertising in magazines and everything.But of course, the whole system had a lot of other opportunities, including in terms of the office, and more, so we can not say that it all comes down to money only. So then I worked with them, realizing it. Q: Of course, it has links with magazines, TV, radio, with all the media. Of course, indies also have weaknesses. Q: Yes, but the connection - it's just due. I still think so. That's yours, Ichikawa-san, magazine Rockin 'On still will interview and indisovskoy group, if it becomes known, is not it? Conversely, there are groups that do not want to interview, regardless of any connection. This reflects the soul of the journalists, journalistic principles, is not it? Therefore themselves are not due a powerful weapon, so I do not feel in front of this enthusiastic. But, of course, if there is any connection, then it's not bad. Q: However, the vast number of groups who are listening - this meydzherskie group. Indisovskie groups do not listen simply because they do not know about their existence. Q: But if you will indisovsky label, Ichikawa-san, persistently offer something to listen to, because you will hear it? And: Then listen. The main thing - that was a good promotion. Then we can find out about the existence of a group, listen to music and make up their minds. But if such a case not be presented, it can not be helped. Q: Yes, it all begins. When we signed the contract meydzhersky, then my next question was: "Why do not we stand on television?" We just went on tour, so the interview was more than usual. At this time I was talking to one of the leaders of the record company. He said: "From the very beginning of rock groups were not accepted to speak on television. Otherwise, to label, and the image will be ruined. " I said, "It can not be that was the only negative. Maybe in the beginning, some of us will not understand, but it will increase the number of people who can get acquainted with our music! If we are stopped by fear, we would not have to sign a contract meydzhersky! "But at that time in the negotiations nevertheless concluded that while it is better not to speak. However, we then performed in many rock festivals, where we happened to see a television program producer «Music Station" and invited to perform in this show. I agreed, and we were. The response was amazing, especially from people who were not familiar with rock music. And negative opinions were very much: "What are you doing here acted ??" And then I said: "You have to think about the importance of appearances on television. If we want to move forward, we must stand on the same stage with artists of other musical genres. No need to suck up to anyone, but if we want somewhere to speak - we must act. " And in fact, if we had not gone on TV, it is possible that the current sales would not have happened. And not only the TV, I think you need to use all the media. Use all channels possible. Nor groups which leave only on this, and these will remain. The border is always visible. Q: So, becoming the majors, you rediscovered useful features media. Q: Yes, although groups like ours, largely perceived wrong. You can not avoid what will pay attention and admire is not what we wanted to express themselves. But I agreed to it at the outset. And now we can not deny it. Type "X? And these .. "Of course, the increase in the number of people who really love our music, but there are many people who are wrong. But I believe that it will take five or ten years, and we will truly understand. It will happen. Q: You are not afraid to take risks. Q: Yes. If thousands of rock fans look on TV, and half of them will say, 'What are they doing on TV ?? "will be many people who previously did not know about rock music, and now say," Watch TV, I found good band as well! ". In such a risk, I agree. That's why we stand there. Q: If we have reached so far, it certainly could make it clear that such a strategy. And I think that keeps you in the first place is not so much confidence in his music, as absolute faith in yourself. I would call this "fighting spirit." Q: That's what I think. After all, there are many groups that have entered into a contract meydzherskty, but nevertheless avoid television, is not it? If these are their principles, and it is fine, but I do not like it.You have entered into a contract meydzhersky? Then we entered into the system of show business? I have a friend punk band, although that did not become majors, but they do not have such guidelines. Q: That is meydzhersky concluded contract, and did not appear on television, this is a contradiction. Q: Yes, it's something small. I thought the most important thing in selling discs - to ensure that the cover imprinted in memory of people Q: So, for study or for that whatsoever, Yoshiki entered the meydzherskuyu system. But in the end, he broke his own will set the record company on the order of cases, for example, when it came to performances on television broadcasts, even though it required the courage. Thus, although indisovskie days are gone and now signed a contract meydzhersky, but still is the basis of its own strategy Yoshiki.You do realize that the most important thing for you - own strategy? Q: Well, everything is done very often the mood (laughs). I do not want to think twice: "Let's reserve rooms for those numbers!" - Like that. Q: But why all this had to do everything myself? Q: It's really just a group knows best. Many people talk about it, and probably because it is. If you need to - it does everything himself. And: "There is a need" - that is something that can not be assigned to another? Maybe this is the vision strategy Yoshiki? Q: If the stuff understand the meaning of our appearance on television, then I probably would have ordered it to them. But there is a reverse situation. For example, we've performed in many programs, right? And one of the old manager says he would like to use in the transfer of the old videos. But I believe that it is impossible to ride, because these materials are very valuable to us. There are times when you need to make a decision ... I always think, is we do not communicate directly with channels?And there is no need to wedge the manager as our representative. But sometimes it is better to communicate with the managers of television, for example, when it comes to "convince the group."Then you better manager to express our point of view. Although sometimes during negotiations with the television, when they try something to convince our side, there can be chaos. Well, there's nothing you can do, because we are all humans. I myself, being in this place, could make a mess of something. Q: So, Yoshiki strategist comes to the conclusion that it is better to do everything myself. Q: Yet we are now in the business of record companies. Q: Nevertheless, you are free to decide not only with respect to appearances on television, but also regarding the placement of advertisements in print media, publishing photographs. If you take the album «Jealousy», then, from the cover design, advertising on TV before the show, which would have reproduced the album cover, it was all your own ideas. Yoshiki strategist goes from the beginning to the end. Q: Excuse me, Ichikawa-san! (laugh). This view, which reproduces the album cover, was to have a slightly different meaning! Early on in LA, I thought over the cover of the disc. And I had the idea to cover that would immediately remember the people who came to buy CDs. In fact, when I myself am going to buy CDs, they often buy what I've already seen at least once. So it all started with the fact that I wanted to make a memorable cover. Q: That's around the world and called the "strategy". Q: (laughs) That's about. But because I am a person who does not like to finish the case as it should be, then I wanted to do something unrelated to music. Of course, in relation to the music I most clear feelings. But I would like, on the contrary, to do something very strange that all thinking, "What did he mean by that?" As if I had the chance to again roll the fool. I really wanted to do something stupid (laughs). And: It is a very skillful use of its own forces. Or is it just self-flagellation? Q: It's all in mood (laughs). For example, when all sorts of people say to me: "Why are you doing these stupid things?", For me it is proof of the success. Of course, when you have to stop in order not to damage the random people, it is very disappointing and inexcusable towards the fans. But it is an integral part of the art. However, it is not associated with the strategy. Q: And can there is an element of embellishment? That is, "I can achieve something, not only in music but also in other kinds of art!". However, it seems to me that even in this case, you have the main goal - skillfully using the media, to ensure that more people get acquainted with the music of «Jealousy». Q: Well, it can not be called embellishment. In fact, I do not know whether this is good or bad, but no matter what I did, no matter what variety of actions or made, all this leads to an increase in sales. When I was in LA, I decided that would be required to sell a million copies of «Jealousy». There was a feeling that finally we will reach this figure (laughter). Q: (laughs) Finally! Q: (laughs) Yes, finally! Yes, that was our goal. For this, we sometimes do not choose the means. And: As already mentioned, this time there were many problems, so Yoshiki strategist burned 150 times stronger. Q: Yes, it is. Q: It seems that after returning from LA Yoshiki strategist went to the end (laughs). Q: It was great. Often I do not know what I'm doing. And: For example, in some aspects? Q: First of all, when, during the shooting for the cover of the single Standing Sex I stood completely naked with a painted tattoo on his back. I thought, "What am I doing !?" (laughs). And then: "Who is better than nothing thinking!" (Laughter). And during the filming of the cover for the single Say Anything. I then had a fever, but I stood naked under running water and thought, "What am I doing !?" (laughs). The next day, during a concert in Yokohama (October 24-25, 1991 - approx.'s), I lost consciousness. I had to interrupt the presentation. And this kind of accidents were numerous. I thought: "Why am I doing this ?!" (laughs). Q: It must have Yoshiki strategist pushing for such actions. Although it had been thought, "What could I do?", But, in the end, he came up with the idea, and performed them himself: and shooting with a tattoo on the back, and shooting under a waterfall. Q: Yes, yes, yes (laughs). Q: Maybe it's the position of the victim? Q: (laughs) Yeah. And: "Do not think for a long time, do it!" Q: (laughs) But if you do right, then it is necessary to regret (laughter). And: Ha ha ha. Yes, it is, perhaps, the main feature is not only Yoshiki strategy, and Yoshiki himself, right? Please try to do, and it does not matter, then you will have to regret it! Q: Yes. No hesitation! «Jealousy» - this is an album that is worth it to listen to it a million people Q: So, while you want to sell a million copies of the album «Jealousy», but after the previous album sold about 600 million copies, is not it? And if you talk in a simple way, it is essential that the new album has bought 400 thousand more or nothing will happen. Even if all those who bought the previous album, buy and «Jealousy», you still will not get another 400 thousand people. What do you think in this situation in the first place? Q: First of all, I thought, how many people listen to rock music in Japan? If you think of other artists who were able to sell a million copies, it is clear that it will not turn dial million people only rock fans. But what to do to hear the music and the people who are not interested in rock music? Since then I started thinking. Of course, it was necessary to use the TV, and it was important to use not only the magazines that write about rock music, but also to popular press. And use it for any moment. Ultimately, through magazines, we managed to touch more than 400 thousand people, I wonder how many of them actually bought the album. And: Yes, that's correct analysis. After all, in fact, the effectiveness of advertising is about 5 percent. Q: I see ... but I just want to say that the main prerequisite for the overall strategy to sell a million copies have been what I thought, and whether we have created an album «Jealousy» is a drive that can buy a million people. And just because I realized that this is an album, I decided to sell as many copies.If I did not think so, it would not engage in promotions. For me the most important thing - it is the content, so I would not think of promotion, if he was not sure of the music. But this album was worthy to be heard one million people. Q: Since this is a frank conversation, tell, you were really convinced that sell a million copies? Q: No, I think that they need to sell, if not selling, it'll just be human garbage (laughter). I thought that if I can not sell it, then none at all good for nothing. Q: When you came back to Japan, it took the management of promotion in their hands? Starting from the selection of magazines and ending selection of companies for cooperation. And though it was a lot of action, but the effect was not sufficient to get started. First, it is selling out 600 thousand, but it was not enough. You do not worry about it? Q: Yes, I think (laughs). Q: And what do you do when you suddenly feel weak? (laugh) Q: (laughter). But I was very glad when he sold 600 thousand copies of «BLUE BLOOD». So all these people are required to buy the new album. Q: Perhaps it is because this number managed in accordance with the plan to add another 400 thousand copies, need to thank the fans. Q: That's right! After all, I had not engaged in promotion and thought that 600 thousand - it's an awful lot! Q: And what was the effect of the tour, which took place after the release of the album? Q: But our tours in this regard are not effective. And why? Q: Tickets in all rooms sold out immediately at the time of sale, so new people to get impossible. And: Here's how! That is, these 600 thousand that have long been fond of X JAPAN, and make the Soldiers out? Q: Yes, but of course it cheerfully. Almost all the people who waited for «Jealousy», necessarily want to see and live performance. But common among those who bought the CD, many people do not go to concerts. So I, of course, very happy, but the new people could not get to the concert, although I had hoped that the number of fans increases. And: Yes, everything is going well, but the connection with the promotion are not allowed. Q: All tickets are sold out in half an hour early, so many people who want to see the show, but do not call directly to book tickets, can no longer get to the show. And there are a lot of people. Q: That is, the growth was too fast, and it too had its influence. Q: Yes, that's why we decided to play three days in Tokyo Dome (5,6,7 January 1992 years- prim.avtora). It was one of the reasons why I wanted to play in the Tokyo Dome. Even if the room is not full. I was thinking about what is good, if left free space. For tickets to the previous concerts were sold out immediately, in the early hours of the sale. But this time, I spoke several times on television that there are still tickets, placed ads, but no one believed. "It can not be! Tickets for X must be sold at once! " Q: That's what happened prejudice! Q: Yes, that's why the concerts were not the promotion of the album. No, to some extent still are, but not more. Q: So, in addition to the House of Tokyo that was the main factors? Q: Television, magazines. Q: So you are aggressively promoting itself in the media? Q: Yes, but also the people who attended the concert, telling the others. I sometimes give read profiles.To the question: "How did you hear about this album when it bought?" Is often say: "I advise such a person." And if you think about it, it turns out that the concerts have different meanings, including for the promotion. Q: After the release of the album, you released three consecutive singles ("Silent Jealousy", "Standing Sex", "Say Anything"), it has brought results? Besides, you probably definitely wanted to release a song that is not included on the album and live versions. Q: However, in the publication of "Silent Jealousy" was not much point. Q: In fact, if you do not release the first single before the album as an announcement, it is not much point. But you do it after the album released? Q: Yes, I really wanted to publish it before the album's release. And: It is really a shame. Q: Yes, but depending on whether or not there is a single, promotion is different as heaven and earth.But we do not even tie-in (agreement on the use of the song as the theme song in teleperedachah.-prim.perev) was. But then he was stopped (laughs). Q: Currently, tie-in is recognized as one of the most important tools in the entertainment business. It's actually a powerful thing. Q: Yes, but the actor has his pride. For example, in the composition of "Say Anything" I was confident in the work of art, so initially rejected all proposals, although in the end agreed. From the outset, it was suggested to make it the theme song to the TV drama «Lullaby Keiji», but when I was asked, I refused.Staff surprised several times approached me with this: "This is a good offer, so rarely get!" I replied, "Yes, I know." "The party really wants to take that song!" I replied, "and can take the other." Ultimately, however, their enthusiasm convinced me, and I agreed. Who it is rarely? Q: Really rare. Q: But I thought it was a good thing that many people will be able to hear this song, and therefore agreed. Q: But in the past, when the single «Endless Rain» became a hit, it very strongly advanced the group, is not it? And the reason was that the song became so popular, has played its role and the fact that a lot of people watched the film ZIPANG and especially the fact that this song was played constantly on television as an advertising film. Q: Yes, it is. The promotion of the film advertising plays a very important role. And: And if audio is, X may still not be concluded meydzhersky contract. Q: ... And so at the conclusion of a contract for the tie-in is very important to have confidence. I am confident in his music, and wrote it in order not only to make it the main theme somewhere. So actually it is very difficult, keeping the main line, to expose his work. Sometimes, already occupies the position of "Do what you want!" But still remain points where necessary rigor, so completely to this I could not walk. Q: That is, there is a certain line that you want to save. Q: Yes, I intend to keep it. Optional convey it to the people, it's just a matter of my pride as an artist. Q: (laughter). The main thing is to feel that line. Q: Yes. Q: But it is, to some extent transmitted to humans. Q: It does not matter (laughs). Q: But what public opinion says that you are taking part in such programs as «Monomane Chinbo", "Naruhodo! The World "," Yamada Katsutenai Terebi "? (Laughs) (Listed comedy TV shows in which Yoshiki participated. - Prim.per). Q: In fact, there were a lot of different circumstances. It was planned promotion V2, but Komuro-kun, who was supposed to participate in it, got sick, so if I did not act alone there, it would have been really bad. So I took part in these programs to bail out the man. But if no one finds out, then okay! (laugh). In fact, besides Yoshiki strategist there Yoshiki-man. Q: So what is your explosive appearance on television at the end of last year - it was a plan Yoshiki strategy? Q: Well, is not so and explosive. And: No, just the same way, there were a lot of suicidal! Q: Well, first of all, I would definitely speak to Kohaku. The rest fell down by itself. But still, a rehearsal for a concert in Tokyo Dome were in the first place, the rest is planned to not disturb them. Q: Wow - not to interfere! (laugh) Q: In the end ... it is. Late last - earlier this year, we could not find a studio for rehearsals. Studios were not working due to holidays. And if so, we took part in television programs. And: It's an excuse? (laugh). Q: (laughs) I really wanted to rehearse, but the place was not. It's all interconnected. Yoshiki Yoshiki creative strategist, said the person, who will work, even if he is killed Q: It's been six months since you came back from LA and released the album «Jealousy». And all this time you had the overvoltage schedule. Because of this, many interviews were canceled, bringing some journalists almost to tears (laughter). Q: On this occasion, I apologize to all the journalists! (laugh) And: Ha ha ha! No, if things move according to this schedule, perhaps everything would turn out, but because of strong overwork you started cold, and the entire schedule was disrupted. Still, you have agreed to participate in programs and interviews. But you know, all that is physically impossible to fulfill? Q: No, I was going to do it all. Q: Is it true? Q: First of all, when I came back from LA, I was scheduled to work until about January and I wanted to make it. This «X with Orchestra" (Speech Orchestra December 8, 1991 at NHK Hall -prim.'s), Video concert at Budokan (20 December 1991), "Three Days Shinjuku Power Station" (17,18,19 October 1991). And then there was Ecstasy Summit (29 October 1991 at Budokan), and was scheduled to tour the clubs, but eventually managed to speak only Eggman (17 November 1991.). (By mistake, some journals have published the schedule of the tour, and club owners vetoed - prim.avtora). We ourselves have been a shame to tears ... And after all, the project V2 - (Concert December 5, 1991 and the release of the single January 18, 1992 - approx.'s). In fact, it was still a lot of proposals to participate in the sessions. But it turns out that the meeting with this person agree to do something together, and meet for the second time is not enough time (laughter). So many projects have not progressed beyond talk. Q: But this flurry of activity is associated primarily with the creative Yoshiki? And performances with the orchestra, and the project V2. Q: It's all happened thanks to the existence of creative Yoshiki. For example, on the eve of the concert «X with Orchestra» was unable to rehearse. That is almost immediately had to speak to the audience.And the day before I got angry and said that in general will not act. And again? Q: Yes, in general, on the day I quit drinking. Q: But why? Q: I thought that the concert would not be drinking up to eight o'clock in the morning. And all the day before to say that I will not serve. After all, I wanted to be sure to spend at least one rehearsal, even though he knew it would be difficult at such a busy schedule. In general, I decided to act and do not drink before 8am. But then I woke up in the kindness and sense of responsibility. I realized I needed to make sure, no matter what it takes. And I think we've got a good idea. Q: But then the concert began with a strong late? About two hours? Q: Because I had to do a rehearsal before the show longer. Q: And what do you feel about the audience? Q: Of course, this is unforgivable! Q: What kind of person do you say? (laugh) Q: (laughter) But, in the end, everything turned out well. Rather than play a concert only to how I wanted to perform well, albeit belatedly. I wanted to show a serious statement. So I did not want to act like something just because we have not been able to rehearse. But in fact I still feel guilty. The most bitter, there were spectators, who had to withdraw from the concert directly during the songs, because they did not have a train later. I really beg their forgiveness. Q: But Yoshiki strategist exists only to the creative Yoshiki could deal only with the music, is not it? On this basis, we can assume that Yoshiki strategist at times defeated? For example, the fact that the concert began two hours later, delivered viewers difficulties. It's an obvious minus. Yoshiki strategy that around strives for perfection, never would admit this. Q: Yes, sometimes Yoshiki creativity manifests itself. If I was the only Yoshiki strategy, then this would have happened. But sometimes manifest creative Yoshiki: "I was born not for the fact that to do it!".Then I jump up and go away, or I go to have a drink. And Yoshiki strategist thinks about the creative Yoshiki something like this: "A man who will work, even if it will be killed." But this is a mistake, have the creative Yoshiki also have weaknesses: "Oh, then I did not understand anything!" (Laughter). And: Ha ha ha! Q: (laughs) I do not know that, and I tell you! Q: But do not forget that at the same time somewhere quietly crying people. Q: But I'm really sorry! Q: That is no problem with the apology. Q: I recently gave an interview to a music magazine, it came to Ecstasy. That's how it was. Before that there was a general discussion with groups working on Ecstasy, without me. After reading the record of this conversation, I thought that this publication must be rejected and told this to the editor. However, the day of going to press was already assigned. "Then let's redo with me!" It was the day before yesterday, and I'm late again for two hours (laughs). He came, he decided to have a drink, and the interview aside. So we have fun, and everything ended great disarray. Representatives of the magazine no longer knew what to do, but I have to show good faith and said he will do my a separate interview (laughs). Q: You are too cruel! (laugh). Q: No, actually I while almost did not want to talk about Ecstasy. It's hard psychologically, because at that time there was a lot of bad. But I would like that to everyone understood that Ecstasy summits began with the desire to act. It was not an event aimed at increasing profits. I wanted this concert watched by more people, so tried to make tickets cheaper. Not that very much cheaper, do not let pride of artists. But still a loss. In this case the needed help. If the loss is small, it's okay, but there is too large a loss. That is to hold the summit did not succeed. But once it all started with the desire to act, then found support in the face of TV Tokyo and the magazine «rockin f". Instead, I allowed them to collect the material, even take place in the dressing room. All went well, and now I responsibly approach the appearance of magazines. Under the influence of cooperation Esktazi Summit. And: a sort of compensation? Q: Yes, compensation. In meydzherskoy system is really a lot of mysteries Q: Perhaps the most ideal for Yoshiki strategist is to exist as a support for creative Yoshiki? Whatever he was free to be creative. In this regard, the story of Ecstasy summit seems symbolic. Q: Yes, but at Yoshiki strategist has other abilities. We are now inside meydzherskoy system in the world music industry - and since I have a "record of Ecstasy", it applies to her. And because this is the reality, I have a lot of questions, in this world there are many mysteries. For example, if the copyrights belong to the company or artists, there are many nuances, and we do not yet understand how to do better. But mostly, I believe that copyright should belong to us, net of production costs. What happens if we have a copyright? The price of each disc includes tax. Usually the price drive around 3,000 yen.Subtracting the consumption tax, subtract the cost of the cover - even 10 percent of the retail price.Balance multiply by 10-15 percent - it will be royalties. Thus, the (3000 yen minus tax) multiplied by (1-0.1) multiply by 10-15 percent, and again multiply by 0.8 (warranty returns) and subtract it, and thus it turns out about 250 yen to one disk is owner copyright. Q: So, how much concrete is obtained from one disk? Q: Of course, there is a lot of nuances, but if the price of 3000 yen disc, as in this case, is about 250 yen. However, contracts between different artists and different record companies vary, so it is impossible to speak about a unified numbers. But very often the copyrights owned not by the artists, and the record company, which manufactures wheels. That is, they often are not only operating costs, but also have the copyright. The artists also pay the first advance, and then the fee. And if the ratio is usually leave from the warehouse is 80 percent, then the world record this proportion is determined separately. Usually this percentage is determined during the negotiations, but 10-15 per cent on the cover - a set rules. If we reject the tax, the retail price of 3,000 yen drive, then turns on the cover of 300-450 yen. But I'll let drives, so I know that does not cover costs 300 yen. Although representatives of the company say, "working on it several thousand employees." There are also questions about how true the firm identified and cost-back guarantee, but 80 - it is very strange. However, after long negotiations, we are now able to take our current position, and because young artists nobody will tell. Most often, they shoved under the nose of unilateral agreements, "That's right." But if you get to the true meaning, ask lots of questions, you will eventually need to change some items. And ... I see. That is, you first need to know everything, starting with the basics. Probably in Japan first appeared actor who asks so many questions. Q: And still publishing. Previously, it was common when the publisher has received 50 per cent and 50 per cent of the actor. But three years ago, I heard that the artists that worked 10 years, may receive 66 percent. I asked why there was such a rule? I said, "Because these people contribute to our company, no matter how many songs they are written."At the time, I knew next to nothing, and said: "I had plenty of success in the indie scene, and I can not pay you 66 percent?" But I was told that it needs to work 10 years. But now some people from my environment there are publishers. 66 percent paid actor, then the publisher is about 33 percent. I wondered what it means? Publisher obtains the amount and distributes them among the actors, and then the remaining 33 percent. But to keep this work enough computer 1 and 2-3 persons with a salary of 1 million yen per month. These publishers could also participate in the promotion. For example, to negotiate with the TV programs on advertising, on the tie-in. I think it's a natural thing. However, publishers often owned by record companies, so that it is charging does not make sense. And: Yes, indeed, it makes no sense. Q: As far as my own publisher, I use the ratio, which is now said - 66 percent and 33 percent. The remaining 33 percent is distributed between the I and the publisher Ecstasy another publisher. The part that depart publishers Ecstasy, I said that the forest completely to promotion, except for the payment of staff. But in response to me from another publisher sent other terms: "Such in Japan has not been, for the first time." I asked, "But what's the special role your publisher?" But in general I can not say that is not particularly pleased with the conditions had been sent. Those amounts they receive, they are for the organization of promotion. A supervision of the copyright - it is their direct work. Q: Does it mean that the cost of control of copyright constitute 25-33 percent? Q: Yes, it's a good question. When I talked with representatives of the publishing house and asking questions, I answered: "It is the case", and eventually said that it knows only director. And this time, I spoke with the director. But in the end we came to an agreement. And because there was no precedent.Once there is a problem in the system, it will break and X, there is a precedent for other artists, and it is the publishing house do not want. So record companies are very conservative. I believe on the contrary that he must create a precedent. And if the artists will immediately know what the law of the jungle, it's good. And I believe that by artists who can publish only the first 5000 copies, for example, can not demand all at once, but just explain to them the conditions of production costs and promotion. On preliminary promotion, you can use the standard budget, and although the actor did not agree, he said that it should be. But when in the final part of the promotion say that we need the same amount, then it is possible to disagree. Because now the actor understands how sales go. Production costs at drives X comes to the absurd, and sometimes concerts bring a loss ... But I think that the artists also can not say: "Although usually we all get, but now we can not sell." You can not say: "We can not pay the costs of promotion and production costs, because our discs are not for sale." Although sometimes some reason and ...... So that's ... I do not understand what I say (laughs). So far everything is going slowly. I'd like to be the first in Japan Q: In short, the actors have a responsibility to themselves and the record companies need to publish their works. Q: Yes. But it would like to see in this system, the music business is looked at artists as artists. It is understood that the products look from an economic point of view, that is, from the standpoint of sales.But it would like to see all the artists treated the same as people's creativity. The representatives of the record company and so angry with us that even if someone has one of their artists will break the system, it is completely destroyed. In fact, I have many destroyed. For example, I published a collection of classical music («YOSHIKI SELECTION"). From the beginning, it was, and the remuneration for the selection of music. I wanted to publish a collection, we were on the same wavelength, so we decided to do. But then I said, "Because I'm the producer of the project, do not want to receive the award as the invited person. I want to get royalties! "But I was told:" At our company can not be that the producer of the collection received royalties. " But I replied that I did not just want to make a collection of money, I want to make it, putting the soul, as in their previous albums. And the whole month I was negotiating with the company lawyer. In the end, the lawyer said, "Well, will release an album with the fee of so much yen per copy." But if I agreed to the usual remuneration, it would amount to about a quarter of that amount, even if it sold 50 million copies, so I certainly felt satisfaction. And I understand, of course, all these arguments, but how is it that every time Yoshiki creates so many difficulties? Q: (laughs) No, no. In fact, I talked to people who are engaged in classical music, and they said that selling classical album of 5000 copies - is a success, and if will sell 20 thousand - this is a very big success, especially when it comes to the collection. Initially, therefore, we decided to print a total of 30 thousand copies. Since there were other questions, I did not sign the option contract. During the negotiations I was told that such information available to the company. But it has promised to pay a separate fee in addition to the amount of the fee. But in reality, this album won the "Golden Disc", and now it has exceeded the barrier of 80 thousand copies, and came in first place among the classic albums. So the record company would get angry at me because she did not want to violate the established order. Q: That is for Yoshiki problem is not money, but in relation to the artist? Q: Exactly. I would like to move forward while maintaining the pride of the artist. Not just doing some work. The day before, I met with the head of the record company, and he said: "You always something to destroy. What do you want to achieve? "I replied," I do not destroy because they just want to destroy. The artist is always free. It all started with the idea that an artist should look exactly as the artist. And in the future, I have no intention of breaking something, I just want to achieve a decent contract. " Q: I guess this is the driving force behind Yoshiki strategy. Q: What do I do - it's like that one to come up with a lance against China. Japanese record company were derived from the production of ideas, they have emerged as a division of electrical appliances.Therefore, their weakness is that they are controlled by higher, and therefore, they are very conservative. Q: That is, they only see the goods. They are equally treated with a refrigerator or microwave the latest model and with a new group. Q: If it were so, if considered for the product, the product is needed because the advertising? But while it is not so! They are not treated as a commodity. But I have not yet understood all the way up, so more can not say anything ... Against whale with a sewing needle ... No, somehow it's very sad (laughter). I like go out against China with a katana, and sometimes just need to do it. So if you do not increase security, someday I probably secretly kill (laughter). Q: (laughs) But if anyone does not move forward, the future of the industry would be bleak. It will turn into a bunch of second-rate music. Q: I am sometimes asked if I wanted to become a businessman, but I say, "No, not true. I want to firmly prepare to ensure that during the recording did not have any problems to be free in the creation of music. " Of course, now when I say as an artist with the record company, sometimes it comes down to the number of copies. If I was in Japan at the forefront, then the weight of my words would have been different, but for now everything is going rather slowly. Sometimes I think it would be good to be the first. So I want to sell more CDs, it is important in different ways. And: Creative Yoshiki is sincere in his work, but if you think about it, perhaps the most sincere just Yoshiki strategist. Q: Yes. Therefore, the current Yoshiki strategist very sincere. But there is a chaotic Yoshiki strategist who nitpick can break a promise, as has happened in recent speeches. Do you understand, must have a dual nature Yoshiki strategy? (laugh) |