generasia:Featured article for 2010 week 34

Perfume

Perfume is a Japanese electropop trio who debuted in 2001. Ever since, Perfume has been fighting to get to the top. They are most famous for the NHK recycling campaign song, Polyrhythm. Since Polyrhythm, Perfume has been consistenly charting among the top artists and their popularity continues to grow. On August 11, 2010, Perfume will celebrate their 10th anniversary together with the release of their new single, "VOICE".

Perfume was formed in 2000 by three young girls. They were Ayaka Nishiwaki (A-chan), Yuka Kashino (Kashiyuka), and Yūka Kawashima (Kawayuka). Because all three members had the Japanese character for fragrance in their names (香), they named the group Perfume. However, before the group could even debut, Kawashima decided to leave the group to focus on studies. Ayano Ōmoto (Nocchi) joined as the third member.

In 2001, Perfume debuted in Hiroshima with the single OMAJINAI★Perori. They followed up the release with Kareshi Boshuuchuu. They did not become a hit but they met a very important person named Mikiko who has been their choreographer since their debut.

In 2003, the trio moved to Tokyo. There, they became a part of BEE-HIVE (an idol group similar to Hello! Project) and signed with the management office Amuse Inc.. In Tokyo, they also met another person who would become a crucial aspect of their success, capsule's Nakata Yasutaka. He would become their main producer.In 2003 and 2004, Perfume released "Sweet Donuts", "Monochrome Effect", and "Vitamin Drop" under the indies label BEE-HIVE RECORDS. It was also during this time that they had their first 3 live performances. Because the girls were so energetic, fans acquired an appreciation for them. Still, none of their releases became a hit. Though they were in danger of being dropped, their management office made the choice to give Perfume a major debut.

On September 21, 2005, Perfume made its major label debut under the label, Tokuma Japan Communications. Two singles, Computer City and Electro World followed. Around this time, more people began to notice Perfume through rumors on the internet as well as through YouTube videos. Nakata's unique style led to Perfume being crowned as a "near future technopop unit". However, none of the three releases was a solid hit. On August 2, 2006, Perfume released Perfume ~Complete Best~. The release of this compilation caused fans to worry that their disbandment was near.

Nonetheless, Perfume was given the opportunity to release another single. In February 2007, they released Fan Service (sweet) featuring the fun dance track Chocolate Disco. Chocolate Disco (and its PV) caught the attention of a well-established artist in the Jpop industry, Kimura Kaela. Kimura then played Perfume's music on her radio show consistently. While listening to Kimura's radio show, a commercial director named Akira Tomotsugi noticed Perfume and decided to use the three girls in an upcoming TV ad. On July 1, 2007, the commercial for NHK's national recycling campaigned aired, featuring Perfume and a new song, Polyrhythm. They became an overnight hit. Subsequently, their next live show sold out, Perfume ~Complete Best~ reached #1 on the Amazon CD charts, and Perfume became the first idol group to perfume at the Summer Sonic music festival. On September 12, 2007, Perfume released their 10th single Polyrhythm. It reached #4 on the Oricon daily single charts and climbed as high as #7 on the weekly charts. This is noted as the beginning of Perfume's national fame.

In 2008, the group followed up the success of Polyrhythm with Baby cruising Love / Macaroni. The single reached #3 on the Oricon weekly charts and sold 50,000 copies. On April 16, 2008, Perfume released their first orignal album, GAME. GAME reached #1 on the Oricon charts upon its release, making Perfume the first technopop group to achieve this since Yellow Magic Orchestra in 1983. The album went on to sell over 450,000 copies and is certified double platinum. After the album's release, Perfume First Tour "GAME" was announced. The group toured 10 cities and sold out all tickets. On the final date of the tour, Perfume announced that they would be doing a 2-day show at the prestigous Nippon Budokan in November 2008 as well as the release date of their next single, love the world. love the world was released on July 9, 2008. It became the first technopop song to ever reach #1 on the Oricon charts. In October 2008, the Perfume First Tour "GAME" DVD was announced. Upon its release, it reached the #1 spot. Perfume then performed at Budokan for 2 days , November 6th and 7th. On the second show, titled "Budōkaaaaaaaaaan!!!!!", they announced a show at yet another famous venue, Yoyogi National Gymnasium titled "Disco!Disco!Disco!". The year 2008 ended with the release of their 13th single, Dream Fighter which reached #2 on the charts. They were also chosen to sing at NHK’s 59th Kouhaku Utagassen, the prestigious end of the year live TV program.

On March 25, 2009, Perfume released their 14th single, One Room Disco. The single reached #1 on the charts. On July 8, 2009, the group released its 3rd album, ⊿. The album was another #1 hit for Perfume, selling over 300,000 copies. Perfume then went on their 2nd nationwide tour.

In 2010, Perfume released Fushizen na Girl / Natural ni Koishite, which reached #2 on the charts. They went on a fanclub tour and also announced that they would be having a show at Tokyo Dome. On August 11, 2010, Perfume will celebrate their 10th anniversary with the release of their 16th single, VOICE.