Sometimes all it takes to jump-start a music career is one viral video. Japanese acts such as Kyary Pamyu Pamyu and Babymetal attracted attention domestically and abroad thanks to memorable clips uploaded to YouTube, earning millions of views in the process.
Natsume Mito, a Nara model turned popstar, realizes this. And for her debut single "Maegami Kirisugita" ("I Cut My Bangs Too Short"), her team has released 11 different music videos featuring 11 different directors for the coiffure-centered song since February. The results have been good for the young performer. Each video has pulled in tens of thousands of views. The most popular, made to look like a children's TV show, has more than 155,000.
"My favorite to film was the 'Suspect' version," Mito says via email, referring to a take revolving around a police interrogation. "I played seven different characters, and we got really into it. It was fun for everyone to film."