"Primal.2" by Brand-new Idol Society (2014)
The most recent and most definitely NSFW music video by Brand-New Idol Society might actually be their very best. It’s halfway between video diary and homemade pornography — apparently shot at a love hotel, no less — but at this point the coexistence of the outrageous and the emotional is par for the course for this band. There’s a distinct sense of sadness and desolation that predominates the video, which as usual for the bad, skims the line between emancipating, clever and exploitative.
This being BiS, the assumption that they are directly equating the idol industry to prostitution is easily made — and not even that far-fetched — but there is more than just a provocative statement being made here. Alongside the group members, a bunch of other twentysomething women appear as well. They may or may not actually engage in the sort of compensated dating that these sorts of hotels are for, but the point is that it doesn’t really matter. The aim of the video — criticizing the dream-shattering objectification women have to deal with every day — becomes evident immediately as the girls start simply talking into the camera about their deepest hopes and fears. It’s easy to see the vulnerability and sense of disclosure expressed by the unsettling and distinctly unsexy nudity on display.
Yet aside from being a rather harsh slamming of the traditional idol music video — amateurish, rough, provocative and anything but cute or pure — I think there’s an even more intriguing undercurrent to be found here. BiS is rarely this subtle, but by having their members talk truth to the camera, they have, in my opinion, finally managed to get to the core of what they have always wanted to do. They show they’re not afraid to wonder what it’d be like to be normal — whether that’s normal as opposed to being an idol, or as opposed to being as bonkers as they are. They show they’re not afraid to talk or act bluntly about their lives, their sexuality, or their relationship with each other. Everything they do, whether it’s running a 100 km marathon, crashing a Momoiro Clover Z concert or doing nude pictorials for gravure magazines, they do for no other reason than because they like it.
After all the shenanigans BiS have been up to throughout their career, it is with this complete honesty that the group that exists to demolish every idol taboo in the book has finally managed to crush the biggest taboo of them all: They’ve proven they’re entirely genuine. They’ve proven that they don’t churn out all this nudity, violence and chaos just to get your attention, or because their intentions force them to. They’ve proven that they do the things they do because they are who they are: Sleazy, maybe. Completely fucked up, maybe. But real, most definitely.