Back in 2002, Namie left Pop on somebody's door step, ran as fast as she could and never looked back for 10 years. But much like a curious mother seeking out her adopted child, Namie is at that point of latching back onto what she let go of all those years ago.
Feel is Namie coming full circle with herself.
In hindsight it feels oddly like Namie was always supposed to reach this point. With an original studio album titled
Past < Future following a best compilation which is references on its album cover, then an album which used an eclipse as its creative motif. Many have already called Namie out for selling out and being commercial, but what would you expect from an artist who is signed to Avex, started off in a group covering Eurobeat and has been commercial for 20 years!? I can't condem Namie for this when she strikes gold for 80% of this album.
Each of Namie's albums from
Style onwards has been heavily based on what is hot in the US at the time of its release and
Feel is no different. We get EDM, house, a bit of trance, a splash of disco and a heavy dose of wub-wub only 2 tracks into the album. It would have been very easy for everything to feel cookie cutter as a result of this, but the results are difficult to dismiss when Namie sells each of these songs with much more gusto and self assurance than she ever did when she was transitioning into R&B with
Genius 2000 and
Break the rules. It also helps that the songs are really fucking good. The haunting euphoria of "Alive". The Dr. Luke esque-warbles of "Rainbow". The big beat drops of "Hands on me". The euro house rave of "Heaven". The island swagger of "La la la". The K-Pop bounce of "Supernatural love". The garage / 2-step kilter of the M-Flo tinged "Stardust in my eyes". Every song has a life unto itself and holds well on its own - which was the one thing
Uncontrolled lacked, as the singles from that album only worked when they were put together.
Feel is Namie's first album which makes you seriously question the eligibility of Namie releasing something in the West. UK and US radio could play "Hands on me" or "Heaven" in between a Rihanna and a Pitbull track and nobody would question it or wonder
'What the fuck was that!?' Namie could have a strong international 4 single run with songs off of this album easily. Namie isn't just harvesting Japanese wigs. She wants some white girl weaves and hood clips in from bitches in the hood.
To say Namie has a vocal range would be the pot calling the kettle a non singing bitch, when the pot's name is Pamyu Pamyu. But
Feel explores her vocal selling in a way none of her other albums do. There's an energy and life in Namie which runs through each of the songs. She sounds ravenously desperate for cock on "Hands on me". Super sassy on "Supernatural love" and seductively reflective on the possibility of actual sex on the beach in "La la la". This is Namie at her most confident. That shy, uncertainty Namie had about her before, it's nowhere to be seen on this album. I guess that's what shitting on Ayu's sales does to a woman.
Uncontrolled marked the first time that Namie had recorded a batch of songs entirely in English, and with
Feel continuing on the trend, this is something Namie fans will need to start getting used to. At this rate, her next album will be completely in Engrish. We all joke about how Namie makes up her own language when she sings half of these songs, but for her to do this shows great bravery, as well as an appreciation for her fans outside of Japan and also an ear for what makes a song flow better. There are many chicks in J-Pop who wish they had the balls to sing a verse in English let alone an entire song. Namie's English melds better with the music here than Utada's did for a chunk of
Exodus and she doesn't rely on auto-tune and vocoders to mask how bad her English is how BoA did on her English language debut. The only issue with Namie's English on this album is it is so wildly inconsistent. Generally, her English is a shit tonne better than it was on
Uncontrolled. Her English on "La la la" is so near perfect that I get emotional and shed a tear every time I hear her sing the first verse and she sounds like an almost fluent English speaker during the rap sections of "Supernatural love" and "Heaven". And yet, we gets 'supplies' instead of 'surprise' and 'parking rot' instead of 'parking lot'. I love Namie. On a good day I would defend this bitch and argue she was talking about issuing aid in Iran (supplies) and that cars are susceptible to corrosion when parked in a particular way (parking rot). But I can't defend this shit when she's able to pronounce the word 'stratosphere' on one song, but not the word 'heaven' on another. I know English is not her first language, but if she's going to start recording the bulk of her songs in English, she needs to brush up on this shit. The issue isn't that she can't pronounce the words, it's that we know she probably can or could if somebody sang the words back to her. Home girl needs somebody to quality control her English across every song.
Feel is a much more consistent album than
Uncontrolled. But that sticking feeling that a couple of the songs were recorded before a musical direction for the album was settled on lingers across it in the same way it did on
Uncontrolled. To a lesser extent, but to an extent none-the-less. "Can you feel this love" and "Big boys cry" sound completely out of place and pale sonically in comparison to the rest of the material. "Can you feel this love" isn't terrible, but it's not a song you would ever voluntarily skip to. And "Big boys cry" is just rubbish. I expected better from Dsign music. I am appalled that it took a team of 7 songwriters who were responsible for the perfection that was Girls' generation's "Genie", Jasmine's "B*TCH*S" and Crystal Kay's "What we do" to come up with something this bad.
Namie has done Pop better than Britney did on
Circus and
Femme fatale. Has done electro and house better than Madonna has done on every album since
Ray of light. She has taken a hot steaming dump on so many bitches in Pop. But as good as this album is, I'm still left with a feeling of wanting more and that this evolution in Namie should have come a little sooner. What
Feel represents for me is an album which is solid and has many moments of greatness, but is let down slightly because so much of it should have been given a couple of years ago. But I also appreciate that in many regards, Namie was somewhat of a late bloomer. Despite me picking apart this album in the final moments of my review, I admire that Namie once again switched up her sound, stuck with it and made it work. If Ayu and Kumi weren't taking notes after Namie wiped the floor with both of their wigs with
Past < Future, then they had damn well better pull out a Muji notebook and take some fucking notes now. Ayu and Kumi need to start switching up their sound and stop playing it safe. You could argue Namie played it completely safe with this album being of a sound which has been saturating the top 20 for the past 2 years. But she still showcases a form of evolution that I've yet to see and / or hear from Ayu and Kumi, who seem overly content with just continual re-hashes.
I find it difficult to rank this album amongst the likes of
Past < Future and
Play because it offers something entirely different.
Play was a hot album because it was a much more refined version of
Queen of hip pop.
Past < Future was a solid album because it absolutely nailed every sound Namie had been trying to go for since turning over to the Urban sector. Where-as
Feel feels like it marks a new turning point in Namie's career altogether.
Comparisons aside,
Feel holds on its own as a solid album and is certainly in the running for one of the best produced J-Pop albums of 2013. It is a great addition to Namie's discography and anice showcase of what she's able to pull. I never would have thought Namie could hold her own on some of the styles she exhibits on this album, but she really does own her shit.
Album highlights:
■ Alive
★ J's fave■ Contrail
■ Hands on me
■ Heaven
■ Poison
■ La la la
★ J's fave■ Supernatural love
■ Stardust in my eyes