Music producer Akihiro Tomita has fired a warning shot at anime financers with a comment about the decline of the anime theme song. Speaking at an event in Shinjuku on 9th September, Tomita observed that Netflix’s habit of chopping off the credits was a binge-watcher’s dream, but diminished the relevance of the traditional 90-second opening and ending songs.
Their purpose has been a matter of debate for generations. They used to be handy announcements that your show was starting, reinforcing the ritual of appointment television. But producers fretted that a long theme song might lure trigger-happy channel-hoppers to see what was on the other side. This was particularly an issue in the 1990s American market, where viewers might sit through the theme song to, say, Friends, only to have to then endure another commercial break before the show began. Will & Grace saw its theme tune squashed and occasionally reduced to nothing but a musical sting if the action overran in in an episode. Frasier’s opening was just a few bars on a vibraphone – lasting just seven seconds. Anime themes, however, have remained notably long, turning into a veritable juke box of tie-ins and product placement.
Tomita’s comments quietly assert the bargaining power that Netflix is enjoying behind the scenes. The online behemoth’s ability to call the shots threatens the delicate balance of many an anime production committee, most of which feature a record company among investors. So they’ll chip in 10% of the budget, but they want their new pop idol singing the theme song. And the animators don’t mind, because 90 seconds off the top and tail of every episode means they only have to make those bits once, giving them a week off every season.
Since record companies are still substantial players in the Japanese market, they are liable to want their airtime some other way. Godzilla: Planet of Monsters, for example, on which Tomita was musical director, was made by Polygon Pictures, which is part-owned by King Records. If theme songs phase out, get ready for excuses for musical interludes elsewhere within anime shows, possibly even anime musicals that make watching the songs part of the action, and animators complaining that they have to work even harder to fill up the time. But I, for one, hope the old style of theme tune stays, because I still like that ritual quality. I might even sing along, occasionally with my own made-up lyrics. You should hear me do Evangelion. “Lots of robots / And people in misery / There’s a penguin but please don’t ask me what for…” [That’s enough – Ed.]
Jonathan Clements is the author of An Armchair Traveller’s History of Tokyo. This article first appeared in NEO #181, 2018.
Having been a teen in the 90’s and watching the slow death of theme songs on American television, I kind of like that anime has defeated this trend so far. As a family, one of the best parts of watching a show together was everyone singing the theme song loudly and off-key and it got everyone in the mood for the show. Then we got the 2000’s where we get a bar at best of music and a name thrown across the screen and the show started. Doesn’t exactly get you hyped.
I’ll feel really sad if anime ends up losing its OP’s as it is part of what makes the viewing experience. I’m less attached to the ED’s but at the same time, some of these have been used brilliantly by some series.
Still, I guess we’ll get what we get. You can’t really stop a trend.
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