On the 1st of April, Japan announced the name for the new imperial era, and so far we’ve seen debates, articles and a lot of merchandise surrounding it. The name is Reiwa「令和」and could be considered hopeful thinking during these times of uncertainty we are facing in the world since 令means auspiciousness and 和, harmony.
Golden Bomber have released Reiwa just a few hours after the reveal. In the past years, Golden Bomber have edified themselves by distancing themselves, on different occasions, from their parodic style to some more serious topics. Having said this, Reiwa is in no way near their best work, but it has an appeal that makes it stand out. But this is not just this writer’s opinion. In a classic Golden Bomber fashion, we have been presented with a music video most fabulous and sometimes nonsensical.
It is contemplative in lyrics, but most importantly a lot of fun. What made this song, in this writer’s opinion, a true Golden Bomber style song is the way it was produced. It was most probably shot and edited in advance and on the day of the reveal only added the actual name in the final song and video. This can only mean that no matter the name, the lyrics would have been the same. It gives for some good philosophical contemplation, if you have nothing better to do.
The video is colourful and electric. We see the band moving through space and time using a console, courtesy of the Heisei era, into the new age. The video aesthetics focus on the Japanese traditional culture, but in a more flamboyant and less modest fashion than it would usually be presented. The easiest elements to spot are the rising sun, the Shiba Inu shadows, kimono, sake, and even a dragon snuck its way into the set.
Overall the song is upbeat, the video sparkling and colourful, the sets, somewhat overwhelming, but all of it in a well-known Golden Bomber fashion. But the answer to the question as to whether this was a commemoration/immortalising the moment or a marketing ploy rests with each individual’s opinion. Either way, at the end of the day, it does not really matter since Golden Bomber are not here to make us contemplate the great questions of existence, but to help us have fun.