This isn’t particularly ranked…it’s just 10 dark videos I love and can’t get enough of.These are just opinions and speculations so I do not claim any of this to be fact. You are allowed to completely disagree with me. There are other powerful videos that didn’t make the list because I choose 10. Feel free to comment or give any feedback.
- Alterna: An interesting video that provides a dark commentary on the life of a celebrity, namely Ayu’s own fame and comparing being a marionette or ‘singing machine’ to losing your own free will to what sells or what the company tells you will sell. I like videos that have odd imagery and this one certainly has a few and I found even the humor at the end of the boy lifting the girl’s dress to be a commentary on society and fame.
- Ourselves: Whether the other people in this video, most of them at least…were actually Ayu or just people wearing Ayu masks the video was quite frightening. Having Ayu captured and I guess….tortured…I’m not sure, the defacing of, at the time her only Best album was quite intersting. I remember reading that Ayu was very upset about Avex asking her to re-record some of her songs for that album and people have said her single tear was the only sign of protest against this (see 2004 NTV special on Ayumi Hamasaki, this is where I learned of this) I feel like the Ourselves video was a continuation of this protest and in all honesty I agree whole-heartedly with Ayu, prefering the originals to re-recorded singles.
- Moments: Despite this song being quite happy and pleasent the video is quite dark. The children in the garden are tearing apart these maniquins or dolls…not sure, they looked kind of like the art models you buy to help you draw, either way they were tearing aprt the limbs of these things and seemed quite pleased by it. The Ayu that is caring a lamp watches them, looking upset by the sight, or a look of feeling sorry for the dolls. The Ayu laying on the ground with either ink, blood, or something smeared on her body makes you wonder if the kids were actually tearing her apart. It almost makes this ballad about doing anything for the one you love quite frightening.
- 1 Love: My guess is that this was some sort of illegal circus, the circus acts were pretty typical but the addition of musician was clearly added for another commentary, perhaps again on fame. As a little humor they also had a nerdy kid wearing a backpack and baseball cap called ‘the otaku’ The other Ayu in the video was spying on the circus and recording footage into a camera on her ring, when she confronts the ring leader/clown about it however, mentioning she’d call the police he decides to make her a circus act as well. Looking at the songs lyrics itself you could almost argue that this is a commentary on modern life and the pursuit of love.
- Free & Easy: I have read that Ayu was supposed to be portraying a modern joan of arc for the photo shoot of the Free & Easy single but I don’t know if this is confirmed or not. Within the video itself she is a prisioner who is being taken to what we can only assume to be her execusion, as we also see shots of people preparing a coffin. At the very end of the video the coffin is seen being carried out, we can only assume that perhaps Ayu herself was placed in the coffin.
- Marionette: While not really being very grim in the traditional sense of Ayu being portrayed as harmed or dying. It does portray dark and intersting imagery of marionettes dancing around a carousel and coming to life. In the end it appears almost as if the Ayu viewing the display becomes a marionette, so the marionettes become human and the human became a marionette in other words. Not sure of the exact message but I found it interesting in any sense.
- Ladies Night: One of the portrayed Ayu’s is wandering through a hotel with her bag and looking for I guess her hotel room. She finds a room with strange people, and then quickly leaves, sees more imagrey, such as a faceless reflection of herself. She tries to call for help and then attempts to escape of the elevater that in the end closes in on her, if you look closely you can see this creepy man standing behind her in the final scene. The other Ayu is seen as giving a speech in a military-esque outfit to what looks like the store mannequins (that they use to advertise outfits) wearing what could be military jackets and marching by her command. This is one I often like to ponder exactly what is being said as the deeper message.
- Part of me: This video has a lot of traditional Japanese imagery and Ayu looks absolutly stunning as a Geisha, keep in mind this was the only new song produced in the A Best 2 album, which contained a White and a Black side. In the end of the video Ayu undoes her hair and it’s been quite some time since I saw the video however I do remember that it appeared she died while her hair was growing, I could be wrong on this fact, and may have to take a fresh look again. I also don’t know if this relates to a Japanese story or not since I don’t have much knowledge on that subject.
- Don’t look back: There are two sides of Ayu we see. An Ayu with her hair up and looking quite upset and another with her hair down, against a wall smiling and laughing. This Ayu is also shown standing in front of what I believe may have been an A Best 2 picture and it contains many marks and scratches that appear to have been intentionally made. The marks were reddish and the Ayu who is seen seated does have lipstick with her, so it is possible that the marks were made with lipstick. We also see a flash of scissors and hair on the table. Later on the other side of the seated Ayu’s face is revealed and we see the other side of her hair is down and quite messy, her face make up and lipstick is smeared and uneven. To me this PV perfectly matches the lyrics, of the inability to change your past no matter how you wish you could and the realization that you must go on despite the pain you feel from it and your hesitance. In Japan cutting hair is a sign of letting go of the past and moving on. There was also constant imagery of a warped clock, that I am not sure yet what it could mean. Don’t look Back is a personal favorite of mine.
- Moon: Ayu is seen in a big European style room. There is also some sort of thing that is pouring ink, I imagine for those old fasioned pens. She is quite distraught as she is singing and we see brief flashes in normal color of her cuddling and playing with one of her dogs. The rest of the video is in dark and gloomy colors. Near the end she is sitting under the device that is pouring ink and when it overflows the ink drenches her and her clothes, she is seen as looking quite upset. I am not sure if this was around that time or not but I recall one of her dogs, the oldest had passed away and I am not sure if that was a reference or not, the timing could be off but either way it fascinated me.