There’s a lot of image and appearance-based marketing in the Japanese pop music industry, and there’s perhaps no clearer example of that than “handshake events.” Despite often not including any live musical performance, these meet-and-greet promotions are extremely popular with fans for giving them the chance to shake hands with their favorite artist and bask in their presence.
Yet when Universal Music Japan announced that it’ll be holding a handshake event for J-pop vocalist Ado, it was a pretty big surprise. Not because Ado isn’t popular – she’s the singer behind the phenomenally successful “Usseewa,” and her songs are also the driving force behind "One Piece Film: Red," which was a smash hit even by the lofty standards of the anime franchise.
No, what makes Ado doing a handshake event surprising is that even though it’s been four years since she made her professional debut, she’s never shown her face, as Ado, in public. So how do you have a handshake event for a huge recording star while still keeping her identity a secret?
Like this.
During the event, Ado will be positioned inside a giant box made of opaque material. Fans will step forward one by one and insert their forearm into a hole in one of the walls, after which Ado will clasp it and give it a shake.
The hole appears to be surrounded by protrusions calculated to eliminate lines of sight, so that fans can’t peek in and catch a glimpse of Ado, not even her hand. It’s unclear whether or not the singer will be able to see the people she’s shaking hands with, perhaps through a video relay and monitor inside the box, or if she remains as effectively blind as the fans whose hands she’s shaking.
The handshake event is part of the promotion for Ado’s upcoming second album, titled "Zanmu," meaning “Remaining Dream.” The album is scheduled for release on July 10, and fans who purchase it will receive a serial number which can be used to enter a lottery to win one of three prizes, including tickets to the singer’s October concerts in Yokohama and personalized autographed posters.
A total of 1,000 handshake tickets are up for grabs, to be split between a two-day event to be held in Tokyo in October, with the exact location to be revealed to ticket winners only at a later date. Full entry details can be found on the Universal Music Japan website here.
Source: Universal Music Japan via Otakomu
Images: Universal Music Japan
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Garthgoyle
Who doesn't love a good ol' glory hole?
Antiquesaving
Some may see this as a gimmick, but there are so many advantages to her anonymity!
First people focus less in her, less in her appearance and her personal life and far more on her music and singing, of which she is phenomenal.
Next she started at 17 online and is now 21, she can still walk the streets, go shopping, be with friends and family like other teens and young adults without being constantly under scrutiny or having meals, events, etc...interupted by people that often think celebrities owe them and must interact with fans anywhere at any time!
But in my opinion the best part of this is we focus on her signing and the music!
sakurasuki
Simple meet and greet in Japan can become complicated.
shogun36
I don’t understand, how does she have a concert and NOT show her face? Does she wear a mask the entire time?
so, it could be any random person, or even a mechanical hand/arm for all anyone knows?
then what is anyone actually paying for? Talk about a scam for suckers.
Toblerone
And she doesn’t have to perform in her underwear or a bathing suit!
owzer
Weird, but I understand why she's doing it.
Well hopefully nobody pulls her hand and makes her smash her face against the wall.
Antiquesaving
Look up Ado live on YouTube.
Backlit stage, special "cage" that can go dark if someone tries taking pictures!
But the shows are live band and elaborate!
Futaro Gamagori
This is actually possible
Checkout the group GREEEEN
Antiquesaving
Calling Ado a J-pop singer isn't quite accurate!
She may do many J-pop covers in her repertoire but if anything she is a vocal gymnast that even confuses and surprises some of the top vocal coaches around the world.
A little background to explain how and why she is anonymous, would have helped the article.
Ado was a 16~17 year old highschool student that posted covers and vocaloid songs on Nico Nico and YouTube with animations with her own unique vocals.
She became very popular and had a large following.
Her off the wall vocals with "screams" mixed with soft beautiful voice just captivates the listener!
The remaining anonymous was just an extension of this as she continued her education without the problems associated with being a famous signer.
The true power of her talent shines as few are focused on her appearance or stage/Music video performance and focus on her music and vocal talent!
No need fir her to have skimpy clothing, 100+ cosmetic surgeries, etc.... just incredible vocal talent!
Antiquesaving
The real scam are those paying really big bucks to see some of the most popular singers in the west and popular boy and girl groups that the instant the auto tune cuts out they sound like a dying cat!
Ado's style means auto tune isn't an option because going off key, screams, vocal flips random sounds are all part of her singing, auto tune would actually be a detriment!
itsonlyrocknroll
The Japanese music industry, Jpop powerhouse the “idols”, monolithic money making machine, Japanese subjective "music" market has come up with a "teenager" in a box with a hatch for hand to shake.
Whose hand?
It could a succession of volunteers on minimum wage
Antiquesaving, clearly you are a fan, and it would be a travesty to rain on your parade .
Please explain, maybe I am missing something, it would not be the first time , I feel a few pages stuck together here.
rcch
No, what makes Ado doing a handshake event surprising is that even though it’s been four years since she made her professional debut, she’s never shown her face, as Ado, in public. So how do you have a handshake event for a huge recording star while still keeping her identity a secret?
Well, she was a high school girl at the time (she started at 17, right?) so I believe that’s the reason why she (and her family) wanted to keep her identity a secret, which is perfectly understandable (worth noting that this type of situation can only be normalized, accepted and respected in a country like Japan), but, she’s 21 now, right? Still young but… she’s not a baby anymore, but yes, let’s focus on her amazing voice and incredible talent.
Yes, weird, different, awkward(?), but again, this is Japan… (… a special moment for those fans, that’s for sure :)).
itsonlyrocknroll
rcch, that would make sense, if it wasn't for Ado parents desire to push promote monetize their daughter.
Nothing here is remotely supportive of Ado needs, privacy wellbeing as a high school student, it points to a blatant cynical attempt to leverage a financial opportunity.
kohakuebisu
Nothing wrong with musicians, even adult male ones not likely to be stalked, wanting to be anonymous. It's why Daft Punk wear the masks. They are certainly not the first techno band to do this. Other people have DJed from behind a curtain or issued records under aliases so that noone knows who made the tune. This includes some of the greatest techno tunes ever made.
The issue in this case is people wanting to meet the person who wants to remain anonymous. The fan loves the artist but craves the contact that the artist presumably does not want. The attempts, probably at record company behest, reported here to square this circle venture into the Absurd.
USNinJapan2
I'm all for artists maintaining their privacy and anonymity, but isn't this particular event rather pointless? As a fan, you'd really have to hit the "I Believe" button to walk away thinking that you actually shook hands with Ado. Isn't the whole point of a meet-and-greet event like this to actually personally interact with the artist? IMO this just doesn't cut it.
Moonraker
How dumb. Literally.
Jeremiah
Hmm…people are paying to shake Ado’s hand but they do not know if the she is ACTUALLY Ado!?!
MilesTeg
Her choice to not show her face and be private but how do we know it’s really her singing. Could be anyone. Daft Punk are techno; they’re voices are altered.
if you want to remain private and not show your face, agreeing to a ¥ paid in-person Meet & Greet is not only hypocritical but sounds like your taking advantage of your fans. But there’s a fool who’ll dish out ¥ for a pseudo kind of Meet & Greet.
Antiquesaving
Clearly you didn't read or understand what I wrote or did any checking before posting.
Ado wasn't a creation of the industry! She was already popular by her own hand long before the industry even found her!
Yes I am a minor fan, but both my adult children have been fans since her early days of Nico Nico (if you don't know what Nico Nico is look it up)!
As for the "monolithic Japanese......" Please tell us how "divers" the western industry is! Lukasz Gottwald and Max Martin have written nearly every top hit in the past 20 years, so much for being different!
And as usual:
Not a teenager and had you read, you would know.
Like the west, like south Korea, the Japanese music industry has its "smap" type made up groups with auto tune etc.. its hit makers with formula songwriters like a Lukasz Gottwald and Max Martin behind them.
But because you don't know, doesn't mean Japan doesn't have others not part of these production lines.
The Waggaki Band, another group that originated on Nico Nico that created their own sound using koto, shamisen, Taiko, Shakuhachi mixed with rock instruments, One OK Rock, Band Maid all created their own sound all top musicians all create and write their own music.
You do seem to have a low view and stereotype view of Japan and Japanese artists.
Antiquesaving
Give her a listen, especially live! Hard to create those sounds and breaths even with the best tech.
But it is sad that so many here are so negative and jump straight to the idea "someone else" could be in the box. What would be the point? Will it save them millions to put someone other than her?
Antiquesaving
Is it any weirder than Sia that at the start did show her face and once she became popular, now runs around wearing stranger and stranger things to hide her face in public on TV and has asked that the industry not show her face including past older material?
People her say "how do they know it is actually Ado"
Well we could ask the same about Sia, on stage in public performances, she covers her face with strangers things each time!
Antiquesaving
So you know Ado's parents, right?
You write like you know everything about her but obviously don't!
Ado herself made a Goal to perform at Tokyo Budokan long before she joined any agency, this was when she had a few hundred followers on Nico Nico, even before her parents even knew about her singing.
She is self-taught, had her parents wanted an idol daughter then they as the rest do, would have put her in an agency at far younger than 16 had regular vocal training etc....this is how the system actually goes, and what she and her parents didn't do!
Antiquesaving
I am quite surprised at the negativity towards young lady that prefers to concentrate on her music instead of going the South Korean and other country's route of heavy makeup, cosmetic surgery and factory music that seems so pervasive today.
Look at Beyonce, Mariah Carey, etc... the instant they got slightly physically "imperfect" like put a few kilos on or had a bad hair day, this because news, their looks are so much part of their identity and act that it has become an industry in itself trying to keep these people looking like they were when they first started out!
I am not criticizing them or shaming them, I am pointing out a good reason not to be seen in many cases and held to an impossible standard.
MilesTeg
@antiquesaving
Are you an audio technician? Do you sing or play an instrument? Playing an instrument I’ve used effect pedals, sound processors, and MIDI and the tech and possibilities now are mind boggling. What knowledge or experience do you have that says otherwise?
Having an AI voice as a singer is already everywhere. A lot of anime music is AI. Having an AI singer with a masked ‘performer’ and backups can not only eliminate many of the headaches of dealing with artists as well as significantly increase profits. Trouble free and cost efficiency. It is a business after all. And I have listened to ‘her’ music. Not impressed.
So what if there’s negativity surrounding this. How is it any different from your liking her. LOL. More of your typical my opinion carries more weight BS.
But the important point is why someone or something who supposedly wishes to be private would agree to a ¥ paid in person meet and greet and gouge ‘her’ fans.
itsonlyrocknroll
Antiquesaving, you are quite right.
I have never heard of Ado until reading this article.
I hope you don't think I am having a giggle at your expense, I am not.
Thank you for the insight
.
carpslidy
I feel old
wallace
I find the "handshaking" bizarre. I thought groupies were usually teenagers.
Antiquesaving
If you actually have listened and not impressed then you are in a tiny tiny club.
Famous audio engineers have listened as have too vocal coaches.
These people dissected her music bit by bit and were all impressed!
Gauge!!!
You obviously didn't read the article!
There is no charge for the event! Anyone that buys her album can enter regardless of the type or cost to if they preorder the basic CD then they can enter the contest and the event is free if they win!
Antiquesaving
There is an entire new movement in Japan's music industry, the advent of sites like Nico Nico has changed the dynamics, Groups like One OK Rock, that refused to accept the industry rules and became massively popular, opened the door to many others to do the same, yes some have gimmicks like Band Maid in their maid outfits but this was their choice and they are highly talented (but KISS had their gimmick), groups like Maximum the Hormone, wouldn't have had a chance in the old days ( if you haven't seen them look them up you will understand why I say this).
Many nasty rumours are floated about Ado not showing her face and yes one of the main one is that she is not pretty!
Which doesn't matter if her music is good, but as we all know of the talent industry in Japan and elsewhere, they wouldn't have given her a second glance if she wasn't pretty under normal circumstances.
But at the time she became a professional, she was already very popular so looks or no looks it didn't matter anymore.
She created her own persona long before becoming a professional, now let's hope the industry doesn't destroy her creativity.
Antiquesaving
You are not alone!
I may on occasion listen to Ado and others because my children introduced them to me, but I am sitting here listening to Bob Seger, which is more my age and style!
Jonathan Prin
It is impossible to hide if performing physically, especially in Japan, the land where individuality and personal rights are not preserved.
Never heard of her/him/it.
Could be easily an AI.
Greed has no limit and dumbness too, about shaking a hand that could be anyone's.
itsonlyrocknroll
Antiquesaving
I have always been of the opinion pop/jpop music to be fun, subjective.
During the event, Ado will be positioned inside a giant box made of opaque material. Fans will step forward one by one and insert their forearm into a hole in one of the walls, after which Ado will clasp it and give it a shake.
The hole appears to be surrounded by protrusions calculated to eliminate lines of sight, so that fans can’t peek in and catch a glimpse of Ado, not even her hand. It’s unclear whether or not the singer will be able to see the people she’s shaking hands with, perhaps through a video relay and monitor inside the box, or if she remains as effectively blind as the fans whose hands she’s shaking.
This stretches an artists eccentricity to a new level for a 21 year old girl .
Does this not came over as rather strange?
MilesTeg
I’m of a tiny tiny club that’s not impressed by her? And so? Is that supposed to mean something to me. Maybe that affects you but not me. If this affects you then you have issues. I like who I like and vice versa.
Engineers and ‘people’ vouch for her do they. Again…why would this affect me. It’s music which is an art and completely subjective. Sounds like you’re talking about yourself.
And you do need to pay. You have to buy her new album to gain access as it’s a…..promotion. Did you read the article.?
And it’s gouge….you’re paying to shake the hand if an artist who doesn’t want to look at you and doesn’t want you to look at her.
itsonlyrocknroll
Couldn't Ado simply wear a mask to protect her identity?
No one would be any the wiser, would they?
I suppose this whole charade, is to inject some extreme wow factor element/aura of mystique.
Correct me if I misunderstood to be eligible for this unique handshake event one must pre-order new album "Zanmu" ?
That's a minimum - Regular Edition (First Press)] TYCT-69310 3,520 yen (tax included
That's the hook. $22
itsonlyrocknroll
You do seem to have a low view and stereotype view of Japan and Japanese artists.
Appearances as assumptions Antiquesaving can be deceptive, I admire immensely J musicians of all genres, as much the enjoyment of the J community I have learnt to cherish.
Zaphod
The handshake event is weird, but I can see her wish to hide her face. There are other artists who doing this to avoid the constant media hounding, like "Green" and "Sekai Owarimade".
Antiquesaving
Define strange?
Sia with all her strange headgear to hide her face, Strange?
KISS for years not letting on their real identity and faces, strange?
A Graffiti artist defacing other people's and public property hides his identity becomes a millionaire doing so, and is still hiding his identity, strange?
An artist that creates only art works in the form of female genitals and is internationally praised, strange?
The list of far stranger than Ado is a very very long one, but I don't see such negativity towards these people as the "conspiracies" of "she could be AI", " Anyone could be on stage or in the box"
Etc...
How do we know Sia is actually on stage? It could be anyone with a wig and AI or her recording!
How do we actually know Banksy actually did the art he claims to have, seeing no one has ever seen him do it!
You see how it is if we put the same scrutiny on all the other artists and singers!
We know for a fact that several very very very big American artists were lip sinking, when the track stopped or they sang the wrong song, we know these same singers sounded horrible when the auto tune cut out!
Not hiding their faces didn't change anything, they were still lip sinking and still using auto tune.
Apply the same criteria many here are doing to this young lady to all the rest and you won't be able to enjoy anything!
Antiquesaving
And you haven't explain what is the "gouge"!
You mean people actually having to pay for her album?
You mean it should be free?
Sorry I own an extensive record collection (yes vinyl) and I clearly remember paying for every single one of those records!
I didn't know today music was free!
You do realize that in most events you have to pay, right?
To win meet and greet in the west you have to buy a ticket to the show, to get an autograph you pay to get into the event, wether it is a music artist or a Sci-Fi convention, etc...
I don't understand your very apparent loathing of her. Is it because she's successful? Perhaps someone isn't that wanted to be?
rcch
shogun36Today 08:29 am JST “ so, it could be any random person, or even a mechanical hand/arm for all anyone knows?
then what is anyone actually paying for? Talk about a scam for suckers. “
USNinJapan2Today 11:14 am JST “ I'm all for artists maintaining their privacy and anonymity, but isn't this particular event rather pointless? As a fan, you'd really have to hit the "I Believe" button to walk away thinking that you actually shook hands with Ado. Isn't the whole point of a meet-and-greet event like this to actually personally interact with the artist? IMO this just doesn't cut it. “
JeremiahToday 12:12 pm JST “ Hmm…people are paying to shake Ado’s hand but they do not know if the she is ACTUALLY Ado!?! “
MilesTegToday 01:28 pm JST “ Her choice to not show her face and be private but how do we know it’s really her singing. Could be anyone. Daft Punk are techno; they’re voices are altered.
if you want to remain private and not show your face, agreeing to a ¥ paid in-person Meet & Greet is not only hypocritical but sounds like your taking advantage of your fans. But there’s a fool who’ll dish out ¥ for a pseudo kind of Meet & Greet. “
Jonathan PrinToday 03:49 pm JST “ Never heard of her/him/it.
Could be easily an AI.
Greed has no limit and dumbness too, about shaking a hand that could be anyone's. “
If (that’s a big if) this wasn’t Japan, I’d agree with my fellow JT readers on this one. Typical western negativity, always expecting the worst from people, smh. a) She will be there. b) This is the country where women spend their whole salaries(!)(!)(!) to buy stupid (and when I say stupid, I mean stupid, stupid) merchandise from their favorite idols so—why the outrage over this harmless event? Smdh.
ushosh123
Pretty sure other vocalist has done these meet and greets like this before, as well as hologram lives as mentioned and such.
The greets still confuse me, as it's not a meet and greet if you are unwilling to meet people.
wallace
His identity has been known for several years and videos of him doing his artworks.
kaimycahl
@Antiquesaving If she doesn't like being in the light, then she should turn it off, and not perform at all. There is a price you pay for fame and fortune when you become a star you have no private life it becomes public!
Some may see this as a gimmick, but there are so many advantages to her anonymity!
First people focus less in her, less in her appearance and her personal life and far more on her music and singing, of which she is phenomenal.
Next she started at 17 online and is now 21, she can still walk the streets, go shopping, be with friends and family like other teens and young adults without being constantly under scrutiny or having meals, events, etc...interupted by people that often think celebrities owe them and must interact with fans anywhere at any time!
But in my opinion the best part of this is we focus on her signing and the music!
Antiquesaving
Well if you know then update Wikipedia.
It seems no one told them!
https://en.m.wikipedia.org/wiki/Banksy
As for Ado, plenty of people know who she is and most of the artists, especially the ones that have been doing the animation on her videos before and since she became a professional!
MilesTeg
You can look the word gouge up and it'll explain what should be obvious. If you think a meet & greet where you shake someone's hand through a hole in the wall (LOL!!) and the artist doesn't want to look at you and she doesn't want you to look at her is a meet & greet event, then you don't understand what a meet & greet is.
I said that you have to pay for the event which you took offense with. Why I don't know. The article clearly states you have to pay and buy her new album else you can't attend the event. Whether you pay at the door or beforehand through merchandise you're still paying for the ability to attend.
Now you're going off in a completely different tangent about your paying to buy albums in the past which has nothing to do with this article and her event which you insisted was free. You just divert and switch to a different subject desperate to make a point yet utterly fail.
kaimycahl
Let's say Artificial Intelligence was years into making and has finally arrived. Perhaps, this is nothing but a foreseeable project that is now coming to light being that its so dark and under cover. People have been talking about Artificial Intelligence re-crafting artist who have past and now recreating songs with their vocal abilities and writing songs. Let's just say Ado is nothing but Artificial Intelligence project where the creators are now trying to get audience to accept.
Strangerland
Daft Punk don't sing or use their voices in their music.
2 Year Old
Something so silly gets so many responses.
If you like her music, great. Enjoy the ride, enjoy the fantasy/thrill of shaking her hand.
If you don’t, why bother posting at all? Do you think you get some kind of big D energy by being negative?
if you think you can do better.. go out there and be a huge J-pop star.
blue in green
Ado sounds like a hologram-
A created mixture of many voice fonts.
Even the breathing does not feel "real".
The music is interesting, though.
I just don't think this is a real person singing it.
TokyoLiving
Why the whiny comments against her..
Live and let live..
She has a great voice..
Like it or not..
itsonlyrocknroll
Antiquesaving
My concept, I consider “strange” is related as “out-of-the-ordinary” I personally find it rather rude to refer a person’s demeanour or in the manner of dress/appearance.
During the event, Ado will be positioned inside a giant box made of opaque material. Fans will step forward one by one and insert their forearm into a hole in one of the walls, after which Ado will clasp it and give it a shake.
I find this form of marketing “mildly strange”, not disconcerting, certainly not a personal judgement of Ado as an artist or a person.
Just the occasion.
Now, also as another example is the “cult” surrounding Taylor Swift “strange”.
And in the cases I read from time to time of the hysterical “Swiftie” fandom harassing other artists, seemly, subconsciously encouraged by Taylor Swift and the entourage that hangs with her.
I have a bone-dry sense of humour, Fathers fault, when I foolishly open my month and cause upset. I am working on it.
J pop, its business model, the Svengali like management structures, the scandals, no relationship contractual clauses ,whip up ever more bizarre publicity stunts. Public head shavin? "Strange"
This is my definition of “strange”, troubling even, the act not the person
Toblerone
I checked out her music and though it definitely isn’t for me ( it may sound odd but there’s a bland Taylor Swift thing to the songs) I recognize she has a great vocal talent. Hopefully the music will evolve. In the meantime no performances in underwear and related bs that female performers seem forced to degrade themselves with. Top marks for that!
lostrune2
She could be a male