[WORLD GROOVE] Listening to sifow – “RULE”

July 22, 2007 by Dennis Amith 

ARTIST: sifow
CD SINGLE TITLE: RULE
CATALOG #: AVCD-31144
LABEL: avex trax
DURATION: 18:50
RELEASED ON: May 16, 2007
OFFICIAL WEBSITE: www.avexnet.or.jp/sifow

TRACKS:
1. RULE
2. love regrets
3. RULE -instrumental-
4. love regrets -instrumental-

sifow (Fujita Shiho) is an interesting individual outside of her career as a singer. For a young talent, her history of being a ganguro, a model, a writer and an entrepreneur and creator of “G-Revo” is known. Most of all is her work promoting a positive image for “gyaru” and her work towards establishing a music career has earned her own set of fans in Japan and around the world.

Since signing with Avex, I’ve listened to her music and although quite enjoyable, sifow has not really become a hit in terms of sales on the Oricon charts. This is a bit of a surprise to me and when I asked Japanese friends, some have an image of another Koda Kumi/R&B Japanese pop singer or “gyaru”.

And because of the “gyaru” aspect of her music and possibly the image, it is probably one of the reasons why some Japanese have a disdain to give her music a try. Possibly with her collaborative efforts for Tsunku’s “Gyaruru” project that sifow is involved in, might generate some excitement but it remains to be seen.

With her fourth CD single “RULE”, her latest CD single is a very catchy, upbeat pop track. I have to admit that it reminded me of an old school Amuro Namie song (which I’m trying to ponder which song it was) but nevertheless, it’s a fun song.

But for this CD single, as much as I enjoyed “RULE”, I enjoyed “love regrets” much more. The song has a touch of that underground dance club sound that made me interested in her music in the first place (from EROCAWA TRANCE). sifow has an interesting singsong style approach when combined with digital beat features an enjoyable sound.

The foldout cover is interesting single cover as it features sifow in a telephone booth sitting on a mound of “REVROSSA CLARITY” bags and merchandise as she is talking on the phone. Included is a little flyer with discography, info on her book “Gal Revolution” and REVROSSA CLARITY (check out her products a www.re-cla.com)

All in all, “RULE” is a fun, enjoyable CD single. Unfortunately, in an industry where there are so many female pop R&B artists, sometimes artists get lost in the shuffle (especially if there is not enough marketing behind the artist) and I have admired the works of artists such as sifow and mink and with sifow’s work outside of her music career, you can only be proud for what she has accomplished. And I hold hope that she gets the recognition for her music.