New Perfume: “FAKE IT”

There is a very real chance the above video will appear only as a black background. The leak-sniffers seem to be on their A-game for this one, so just keep an open eye if you can’t hear the above.

Yasutaka Nakata deserves a lot of credit for his production work, especially the work he’s done crafting the sounds of Perfume. His sonic blend – clattering electro-dance meets disco but never forgetting he’s making pop hits – truly stands out in the mainstream J-Pop world, and hell even the world pop stage…honestly the only non-Japanese act of recent memory resembling Perfume would be Passion Pit, and even that isn’t really true. And Nakata isn’t just some hit-making infomercial host – he also, especially as of late, capable of interesting twists on his formula. The two B-sides to the most recent Perfume singles stand as some of the trio’s best songs and most forward-thinking jams. He’s reliable and mind-bending.

“FAKE IT,” B-side to “ねぇ,” misses jussssssssst outside. For all his cluttered frames and left-field styles, Nakata always makes sure his production melds nicely with the song itself. The huge pop-boom of “Natural ni Koishite” and sensual minimalism of “575” weren’t just flashy new features to the Perfume sound – they were absolutely essential for the greatness of those tracks. “FAKE IT” opens with borderline-glitchy electronics before segueing into a brief “here’s Perfume” bit then swinging back into manic spazz-out mode. It’s after this bit where things go south a bit, because what emerges out of the scrambled ether is a very straightforward pop jam, the noises that Nakata made so prominent at first suddenly ducking out of the way so Perfume can sing over a follow-the-bouncing-ball beat. Separate either one of these portions could be interesting, but everything seems forced on “FAKE IT,” Nakata’s “crazy” production more of a headache-inducing way of making an otherwise OK pop song be “more Perfume-ish.” Plus, the actual “edgy” part of this song just sounds grating – it’s reminiscent of a DJ trick that usually signals “time to hit the bar.” Nakata’s had a banner year in 2010 – maybe he should sit back for a second instead of faking it (zing!).

3 responses to “New Perfume: “FAKE IT”

  1. Hmm, are we listening to the same song? I happen to love FAKE IT, but that’s probably because I’m choreographing an awesome dance to the tune in my mind, with lots of headbanging a-la-Capsule’s EDIT where the screechy parts come up.

    A lot of Perfume fans actually are freaking out over this gem of a song, which combines lovey-dovey pouty lyrics and a hard-edged beat. I translated the lyrics (a bit half-ass) but read’em here if you’re interested:

  2. Pingback: Station To Station: Music Station For November 19, 2010 Featuring Perfume, KARA And Taylor Swift | Make Believe Melodies

  3. I disagree. this song is awesome. the beginning attracts you, or surprises you at least, but it doesn’t get annoying because it is short. the rest feels upbeat and the end brings it full circle. that’s straight up, this song will surely be a hit. 😛

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