generasia:Featured article for 2010 week 32

Perfume

Perfume is a Japanese electropop trio that debuted in 2002. They are most famous for singing the 2007 NHK recycling campaign song, "Polyrhythm". Since then, Perfume's popularity has grown substantially.

In 2002, 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; however, none of their following singles were successful. 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. The song was released as their 10th single, which debuted at #7 on the Oricon weekly charts and had a long chart run of 58 weeks.

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.

On August 11, 2010, Perfume will celebrate their 10th anniversary with the release of their 16th single, "VOICE".