2011: The Year in Anime Books

For the last few years, it has been my mission to read through as many Japanese books about anime as possible, with special concentration on personal testimonies from the animators themselves. And I have been annotating as I go. For some reason, many of the people who write books about anime are allergic to indices, so I have been writing my own, of dozens upon dozens of memoirs and biographies, in order to build up a picture of the way the anime business looks to the people who actually work in it. The concordance is currently at 230 typed pages, although I think it will hit 300 before I am done. The work has functioned as a sort of audit of what people think they know about the business they work in, and has allowed me to chart several memes and misconceptions from their birth through to their establishment as industry lore.

And so my neck-deep wade through Japanese-language books on anime has continued, most recently with the NTT collection of scholarly essays Anime in Transition (or Anime Across Borders? or Anime Transnational?). The book is something of a landmark, forming an entire volume of the eight-part Japanese Film is Alive series from Iwanami Shoten, and hence perhaps redeeming anime as just as reasonable a field of study as, say, documentary, performance or audience. Notably, however, five of the eleven chapters in the book are written by foreign authors, with the likes of Marc Steinberg, Thomas Lamarre and Hu Tze-yue providing commentary and perspectives that the Japanese seem unwilling or unable to provide themselves. Is Japanese academia on animation really that lacking in local heroes, or is this a form of auto-orientalism, with the Japanese lapping up foreign attention as a means of validating their own interests in such an unlikely, unloved field as animation studies?

I’d believe it if NTT Shuppan had not answered within the year with an all-Japanese collection. There is no question about the anime book of the year 2011 — that award surely goes to Anime Studies, edited by Mitsuteru Takahashi and the omnipresent Nobuyuki Tsugata. Anime Studies contains ten chapters of detailed commentary on many interesting areas in the anime field, including education, intellectual property and national animation policy. The authors include academics, but also producers and directors, most notably with a chunky section from Ryosuke Takahashi about Tezuka’s anime “revolution”. Anime Studies is the book to which I wish every Western scholar had access, laden with charts and diagrams explaining the way that modern anime works, but also with informed references to peripheral areas, and, that greatest rarity in books on anime, a functional index.

Anime directors continued to be feted with studies and analysis, notably in books about Kenji Kamiyama and the journeyman director Keiichi Hara, now enjoying a new-found fame thanks to his breakout feature Colorful. This has also been a good year for books that analyse anime from the perspective of a producer or manager. Six years after he penned a guide to the anime business, Hiromichi Masuda writes an all-new account of the same subject, incorporating the wild ride of changes since the 2006 production peak. Meanwhile, Kinema Junpo jumps on the bandwagon with books on the below-the-line squabbles that get anime made in the first place including How to Make a Hit “Mundane” Anime and On the Job of the Anime Producer. Meanwhile, Yuichiro Oguro publishes the long-awaited second volume of his Anime Creator Interviews, collating material originally run in Animage at the beginning of the last decade.

You’ll notice, perhaps, that many of the books have dully typographical covers. In a country where Japanese studios will often charge magazines even for illustrations used to accompany rave reviews, the studios are often their own worst enemies when it comes to picture sourcing. I am pleased to note that the current crop of Japanese academics and scholars have simply given up playing the studios’ game, and instead published the texts that they want to publish, without bending over for outrageous fees or assenting to textual tampering — here’s a hello to the idiot who tried to get us to lie about the production details of his company’s movie in the Anime Encyclopedia, and who tried to use image access as the lure to make us cooperate. Anime is, assuredly, a visual medium, but I would much rather have good books published without pictures than see compromised picture-books, defanged of all their interesting content.

There is still a good deal of pretension awash in the anime field. Ani Kuri 15 DVD x Material is an infuriatingly packaged book of interviews and storyboards from the short series of NHK commercials made to order by creatives including the late Satoshi Kon, as well as Yasufumi Soejima and Shinji Kimura. Which is all very well, but it comes with a tight yet flimsy paper wraparound that is sure to tear after a single use, and includes an origami robot by way of apology.

Other books I’ve read this year have included Yuka Minakawa’s two-volume account of the “rise and fall” of Tezuka’s Mushi Production, although the fall is bundled into the final few pages. Like Eiichi Yamamoto’s much-cited 1989 Rise & Fall of Mushi Pro, the book is presented in fictionalised form, although Minakawa presents detailed references, usually to DVD sleeve-note interviews and other ephemera that might elude the more traditional scholar. I also found much of interest in Makoto Misono’s 1999 Complete Book of TV Animation, a forerunner of the Anime Studies collection that diligently attempted to create an institutional memory for television cartoons more than a decade ago. I think I bought it when working on the first edition of the Anime Encyclopedia, but I haven’t properly gone through it till now. I also stumbled across Masaki Tsuji’s long out-of-print The Youth of TV Anime, a memoir of the 1960s and 1970s by the scriptwriter of, among other things, Astro Boy, Star of the Giants and Sazae-san. It’s the last that interests me in particular, since the studio that made Sazae-san has never really had to try since. Go on: see if you can name it without opening a book or another window. It’s not all that famous, despite making Japan’s highest-rated and longest-running cartoon. Whereas other studios have to push and flash and bluster to get attention, the studio that makes Sazae-san just motors along on a job that is essentially below-the-line… certainly below the notice of many foreign fans.

In this periodic round-up, which I have previously run in 2010 and 2009, it’s usually my habit to talk about the English-language books on anime that come my way. In many cases this year, I have already reviewed them elsewhere, such as this piece on the excellent Ladd and Deneroff memoir of early anime in America. I’ve also written a glowing review of Iwao Takamoto’s autobiography, but that won’t appear until later in 2012. In others, I simply haven’t got round to them, since the Japanese-language books are prioritised ahead of them. In a couple of others, I have read them, although they were so awful that I cannot bring myself to even name them. One was an academic account so up itself as to be entirely impenetrable, including an interview with a Japanese creator who actually tells the author to piss off and talk to someone else. The other was a seemingly self-published witter about divinity in anime, by a man who couldn’t even spell Wikipedia, even as he cited it.

Are You Experienced?

Big corporations are introducing a new job title, the Customer Experience Officer or CXO. His or her job? To understand the “journey” that customers make to buy a product. One suspects that the acronym came first, with some bright young marketer wanting to spiff up his business card with something that looked a bit like “Chief Executive” to the uninformed. If I were feeling cynical, I might even suggest that the entire position is little more than a rebranding exercise to keep companies spending on a particular kind of consultant that doesn’t necessarily do anything. The duties of a CXO, at least on paper, are the sort of thing that any company worth its salt really ought to be filing under “competent marketing.”

But it’s an interesting set of questions for the anime business. What is an anime customer’s “journey”? Where does it take you? Which shops, which town centres, what websites? What snags are there that inhibit your enjoyment – customs fees, posties who don’t bother to ring your doorbell before leaving a “You Were Out” card, or perhaps parents who won’t put Sekirei or Dance in the Vampire Bund on their Visa card on your behalf? These are all variables that a CXO might look at in search of ways of creating happier anime fans, and when explained in that fashion, it seems like a persuasive profession.

One question keeps leaping out at me when I consider the Customer Experience of anime fans, and that’s just how much effort some companies seem to expend appealing to people who are not their customers. One industry insider, who wished to remain anonymous, notes that he had given up offering cosplay prizes, because the amount of costumes for certain shows pre-UK release implied that the cosplayers were too busy torrenting his product to actually fork out for it. His suspicion was confirmed by the alacrity with which one competition winner greeted the receipt of a prize DVD she should, by rights, already have owned.

The question of who is actually buying anime, and who is surprisingly not buying it, is the sort of thing a CXO would answer…

Jonathan Clements is the author of Schoolgirl Milky Crisis: Adventures in the Anime and Manga Trade. This article first appeared in NEO #92, 2011.

Operation Yashima

And so, as the nights grow longer and the need for air conditioning reduces, the Japanese government has finally relaxed its emergency power-saving measures. Put in place after the March quake/tsunami and Fukushima shut-down severely compromised the power grid for Tokyo and all points north, these directives urged factories to reduce their electricity usage by 15%.

Some people are still wondering how the loss of a single power station can cause such upheaval. It’s not just about the accident at Fukushima, it’s about the fact that the super-modern nation of Japan has two different power grids, running on different frequencies. Back in the days of Japan’s rapid modernisation, a French company installed the grid in one part of the country, and an American company installed the rest, one on 50Hz, and the other on 60Hz. As a result, diverting power from the south to the north is not so simple.

Although the directives only applied to big corporations, the rest of the Japanese soon rolled up their sleeves and muscled in. Aircon thermostats were cranked up so that they only cut in when the heat was truly unbearable. Office dress codes were relaxed to allow men to take off those jackets and ties. Meanwhile, all over Japan, a grass-roots economy drive began to tweet ideas for saving energy.

Meetings were held outdoors, if a park was nearby. Someone reminded people that it was hot enough to dry clothes on lines instead of in tumble dryers. And so on. And if you’re wondering what this has to do with Japanese cartoons, it is another example of the far-reaching power of the anime image. The hash-tag for all these suggestions, presumably kicked off by an anime fan with a sense of humour, was #yashimasakusen, a reference to episode six of Neon Genesis Evangelion. The titular Operation Yashima, for those that haven’t remembered their Gainax lore, is a military action in which the entire electricity grid of Japan is diverted to power up a massive sniper rifle. This wasn’t played up all too much in the recent Rebuild movie, so whoever came up with it was an old-school fan of the original TV series. And their little joke was the best bit of PR Gainax have had in a decade.


Jonathan Clements is the author of Schoolgirl Milky Crisis: Adventures in the Anime and Manga Trade. This article first appeared in NEO #91, 2011.

London Loot

On the night of 8th August, youths ran through the streets of London, throwing petrol bombs at the police, setting fire to stuff, and stealing things. That’s the best I can do for you, as I don’t particularly trust the original protestors, the police, or the press in their reporting of what happened.

One of the casualties was the Sony DADC distribution facility in Enfield, which burned to the ground, taking with it the bulk of the Beez Entertainment DVD backlist, the entire UK print run of the Arrietty soundtrack CD, and the entire stock of Lace Digital Media Sales, which includes the backlists of Revelation, ADV and 4Digital Asia.

One wonders what this tells us about the tastes of the average looter. Were masked hoodies with baseball bats smashing their way into Sony DADC, intent on burning the UK supply of the Dogtanian box set in fiery vengeance for the lack of extras? Were selfish savages taking the torrenting/piracy ethic to its logical conclusion, by “borrowing” Arrietty CDs by the box-load, and then setting fire to the warehouse to hide the evidence?

Although I don’t own a PlayStation or a cell phone, the name “Sony” conjures up images of such things in the mind of thugs who have grown up thinking that they can steal whatever they want from its rightful owners. I imagine that’s why “protestors” happened to set fire to the Sony building, but not before gutting it in search of the latest models. How disappointed must they have been if all they came away with was a box of Overfiend III DVDs?

But ironically, this could prove to be the most lucrative trading week in the history of UK anime. Insurers will have to pay out for those ruined or stolen DVDs. Anime fans might have displayed no interest in paying for Shadow Skill or King of Bandit Jing, but in an odd form of entertainment seppuku, these titles may have finally monetised through the act of being destroyed. A silver lining, perhaps, for some distributors, but what if they can’t be bothered to replace them? Worse news for the real fans.

Jonathan Clements is the author of Schoolgirl Milky Crisis: Adventures in the Anime and Manga Trade. This article previously appeared in NEO #90, 2011.

The Ties That Bind

The manga artist Mutsumi Akazaki was having a bad day. She had been slogging through the latest instalment of the Fractale comic, a tie-in to the anime series of the same name, and mused on her blog that she wished she could work on something she actually enjoyed, that wasn’t “uninteresting.”

Fractale’s notoriously prickly director, Yutaka Yamamoto, hit the roof, demanding that Akazaki be fired, and adding insult to injury by suggesting that she sod off and draw her heart’s desire, instead of riding the coattails of others.

Akazaki had been very stupid. You don’t bite the hand that feeds you, particularly when you are just starting out. And bitching online about how harrrrd your life is is a rookie error, particularly when you are drawing comics for a living, and not, say, packing sardines in a factory or huddling in a tent in Fukushima. Nor are any fans (Fractale presumably still has some) likely to smile on a creative who makes it plain how much they hate the show that Fractale fans love. Fans like to think that creators are other fans, otherwise they feel bilked and cheated.

But Yamamoto’s knee-jerk response offers a glimpse of the way that tie-in writers are often treated – ridiculed by some other creators for not being “original”, even though fitting one’s creative output to meet the restrictions of someone else’s franchise is no mean feat in itself.

However, at the end of June, the Gangan Online website posted the next instalment of the Fractale manga bang on schedule. Akazaki had already delivered it, after all, and there was the upcoming compilation release to consider. It was, perhaps, a subtle little reminder that Fractale doesn’t actually belong to its director either. The story is by Hiroki Azuma, the show-runner is Mari Okada, and a committee of six executive producers form the actual Jedi Council that steers the franchise through the media. In other words, Yamamoto himself had been given quiet notice that he, too, was working for hire on a product that actually belonged to someone else.

Jonathan Clements is the author of Schoolgirl Milky Crisis: Adventures in the Anime and Manga Trade. This article first appeared in NEO #89, 2011.

The Footprints of a Gigantic Mind

Out now in the US, and coming in a couple of weeks to the UK, Sherlock Holmes & Philosophy. This collection of essays on matters Sherlockian includes my own “Curious Case of the Dog in Prime Time”, a discussion of the Japanese cartoon series Sherlock Hound. See what I did, there?

In fact, my chapter is partly about the reception of Sherlock Holmes in Japan, and partly about the development of anthropomorphic anime. Other contributors have written pieces on, amongst other subjects, Sherlock Holmes and Buddhism, Sherlock Holmes and Hip Hop, unreliable narrators, Star Trek, marriage, feminism and the overall Holmes canon.

Scotland Loves…

Today I’m packing for Scotland Loves Anime, two weekends of Japanese cartoonery held in Glasgow and Edinburgh. This year’s line-up has four, count ’em, four Japanese guests, which means I have my work cut out for me interviewing Yumi Sato (Brains Base) and Shuko Yokoyama (Aniplex) about Hotarubi, and Shunsuke Oiji about Colourful. And the cherry on the cake is the legendary Ryosuke Takahashi (that’s him in the picture), father of “real mecha”, and show-runner on Armoured Trooper Votoms, who will be in Edinburgh to show off his new Pailsen Files, and answering questions after the premiere.

I’ll also be talking to him on Sunday 16th about his long career in the Japanese animation business, beginning with his early days at the famous Mushi Production. I might also bring up his segment of The Cockpit anime, since I translated it 16 years ago.

Scotland Loves Anime is actually part of a broader remit called “Scotland Loves Animation”. This is reflected in the education day on Friday 14th which sees a number of animators, directors and producers from the global animation community talking about their work. Also, the Polish animation house Platiges Images are sending Daniel Nenow to talk about his superb dogfight animation Paths of Hate. And all the while, Jonathan Clements, author of Schoolgirl Milky Crisis (that’s me), will be darting about on stage imparting Quite Interesting facts and odd anime trivia. At some point, I think that festival organiser Andrew Partridge is interviewing me… or I am interviewing him. We will probably end up interviewing each other, and as per usual it will turn into a stand-up routine about Bonkers Things the Japanese Studios Have Done This Year.

Ill Winds

In late 2007, I was drawing money out of a Kyoto cashpoint at 240 yen to the pound. In the time since then, the relative value of the pound to the yen has fallen a terrifying 40%. What this means, for you and me, is that anything Japanese is 40% dearer. A CD that once cost you £20 is now more like £28. A tenner’s sushi is now four quid more.

Obviously, these issues trouble you a lot more if you are spending large amounts of money. One pound on the cover price of the magazines I read each month for NEO’s Manga Snapshot isn’t going to make that big a difference to me. But if you’re an anime distributor, used to writing cheques for six-figure sums, you’re going to feel the pinch. If you’re mastering or duplicating your DVDs in, say, Poland, you’ll be paying more in Euros for what used to be a cheaper option.

But it’s an ill wind that blows nobody any good, as a bunch of amateur economists recently realised. In late January 2009, as the sterling exchange rate sank to a shameful 128 yen, a blogger in Japan began posting his musings on grey imports. Blimey, he said, I can buy Monty Python for a fraction of the Japanese price, and have it sent to me from the UK. Come to think of it, I can buy a LAPTOP, too. A different plug on the cable, and I’m laughing!

Initially, activity was timid. A few early adopters broke out their credit cards to see how it might work out. When one of them posted a happy photograph of the battered but solid Amazon UK parcel on his Tokyo doorstep, the floodgates opened.

The first I heard about it was a day later, when a worried anime distributor called to pick my brains. UK online sales of one of his company’s titles, which we shall have to call Schoolgirl Milky Crisis, had suddenly, dramatically spiked. Initial elation turned to concern – why was he suddenly rushing to meet orders so much larger than usual? It turned out that the orders were mainly going abroad, and that’s when he asked me to dig around on the Internet.

It took less than a minute for me to track down the anime speculators and their excited bloggery. Which only made matters worse, because if I could do it, so could the Japanese licence holder. Many Japanese companies are utterly petrified of this sort of thing. You wish your anime were cheaper? They wish it were more expensive, because grey imports give them nightmares. It was only a few months ago, in this very column, that I was discussing the symptoms of Blu-Ray Blues, whereby a company tries to centralise and standardise all editions of a release into a single Japan-made disc. But if that super-master-disc, containing all language versions, is 40% cheaper abroad than it is in Japan, it would play havoc with a company’s Japan-based statistics, economics and decision-making. Domestic sales will always come first for the Japanese, as foreign money, in these credit-crunchy times, is back to being just gravy. This, in turn, will present accountants in a Tokyo office with a sudden desire to force distributors in the UK to raise their prices to discourage Japanese grey-import opportunists!

Of course, if the pound goes up any time soon, everyone will probably just forget about it and chalk it up to economics. What are the chances of that…?

Jonathan Clements is the author of Schoolgirl Milky Crisis: Adventures in the Anime and Manga Trade. This article first appeared in NEO #65, 2009.

Fools' Gold?

For readers of a certain age, the news that The Mysterious Cities of Gold is returning stirs up memories of hazy autumn days in 1986, rushing home to see the latest instalment of a cartoon series with a difference. MCoG had adventure and action, a complex storyline and believable characters… it was also an anime. MCoG was one of the last of the “hidden imports”, Japanese animation shows released in the UK with no discussion of their origins. Four years later, Akira changed everything.

MCoG gets a mention here because the animation was done by the famous Studio Pierrot, including early directorial work from Mizuho Nishikubo, the director of Musashi: Dream of the Last Samurai. But considering that the original was a French co-production (run by Ulysses 31’s Jean Chalopin), and there is currently no mention of Japanese participation in the sequel, I may not have cause to mention it again.

MCoG is thirty years old. As is the way with such multinational productions, the ownership of the original was a nightmare. For years, it seemed that the sticking point was the Japanese end of production, with the network NHK refusing to give up its share or sell it on so that others could do something with it. The deadlock was broken in 2007, with Chalopin’s new company Movie Plus buying NHK’s interest in the franchise, in turn freeing it up to be released on DVD, and indeed, for discussions to begin about a remake.

Initial discussions seemed to centre around a film production, although all mention of that was soon taken down from Movie Plus’s website. Instead, these speculations were replaced with an announcement that Mysterious Cities of Gold would be brought back as three 26-episode TV serials, moving the action from South America to Asia – 1532, the setting of the original series, is conveniently close to the samurai warring states period and the peak of China’s Ming dynasty.

But even if the setting is Asia, the animation companies listed so far are resolutely French, a fact liable to classify MCoG as a “mere” cartoon. That doesn’t mean it won’t be great; just that it’s likely appeal to fans of Japanese animation will surely be diminished.

Jonathan Clements is the author of Schoolgirl Milky Crisis: Adventures in the Anime and Manga Trade. This article first appeared in NEO 87, 2011.