generasia:Featured article for 2010 week 32

Perfume

Perfume is a Japanese electropop trio that debuted in 2001. They are most famous for singing the 2007 NHK recycling campaign song, "Polyrhythm". Since then, Perfume's popularity has grown substantially. On August 11, 2010, Perfume will celebrate their 10th anniversary together with the release of their new single, "VOICE".

In 2001, Perfume debuted locally in Hiroshima with the single "OMAJINAI★Perori". They followed up the release with "Kareshi Boshuuchuu". They did not become a hit, but they met two important people: Mikiko (their choreographer) and Nakata Yasutaka (their producer).

On September 21, 2005, Perfume made their 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 word-of-mouth as well as through YouTube videos; however, none of the three releases was a solid hit. On August 2, 2006, Perfume released Perfume ~Complete Best~. There were rumors that the group was to disband.

Nonetheless, Perfume was given the opportunity to release another single. In February 2007, they released "Fan Service [sweet]". The lead track, "Chocolate Disco" (and its PV) caught the attention of a well-established artist in the J-pop industry, Kimura Kaela. Kimura 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". The group became an overnight hit. 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. They released their 11th single, "Baby cruising Love / Macaroni" in January 2008.

On April 16, 2008, Perfume released their first studio album, GAME. It 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. Their next single, "love the world" was released on July 9, 2008. It became the first technopop song to ever reach #1 on the Oricon charts. 2008 ended with the release of their 13th single, "Dream Fighter", which reached #2 on the charts.

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 second album, ⊿. The album was another #1 hit for Perfume, selling over 300,000 copies. Perfume then embarked on their second 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".