GINZA SIX | メインストリート | 2017
Shiina Ringo's "Full Happiness Mode" Takes Over Ginza / GINZA SIX "Main Street"
The "full happiness mode" that Shiina Ringo sometimes shows is exploding along Ginza's Chuo Dori. A dream duet with Tortoise Matsumoto, an orchestra, dancers, balloons, magic. The 90-second film is so full of joy it feels like a musical movie, and by the end you'll want to walk Ginza's main street yourself.
The problem
In April 2017 (4/2017), GINZA SIX, Ginza's largest commercial facility, opened on Ginza 6-chome. Under the concept of "sending NEW LUXURY out into the world," Shiina Ringo wrote a new song, "Menuki Dori" (Main Street), as Ginza's theme song.
The insight
Shiina Ringo, who had long admired Tortoise Matsumoto, offered him a duet. The two tried to express, through their voices and a gorgeous orchestra, the charm of Ginza as a town that has always been full of people's excitement and anticipation, no matter the era. The song's structure is said to be modeled on Motown-style duets like those of Marvin Gaye and Tammi Terrell, with Shiina's part reportedly written with Tammi Terrell in mind.
The idea
The director was Yuichi Kodama, choreography was by MIKIKO, known for her work with Perfume and Gen Hoshino's "Koi," and arrangement was by Neko Saito. Set on Ginza's Chuo Dori, the film paints a fantastical, luxurious picture of the entire town of Ginza filling with celebration as if under a spell, at the very moment GINZA SIX comes into being. Neko Saito himself appears as the orchestra's conductor, with performers including Midorin, Yoichi Murata, and Koji Nishimura of SOIL&"PIMP"SESSIONS.
What happened
The special film aired on TV starting with a 15-second version on April 17, 2017 (4/17/2017), followed by the 90-second version on April 20 (4/20). Shiina Ringo and Tortoise Matsumoto also appeared on "Music Station" on April 28 (4/28), giving "Menuki Dori" its first TV performance. Later, in 2019, an official music video was also produced, with director Yuichi Kodama commenting that the result "turned out less like Ginza and more like a galactic strut."
Afterthought
"A rip-off of La La Land? So what if it is. Bring it on." That's how I feel too. Whether Tortoise Matsumoto was strictly necessary is another question, but if you ask who else could have pulled this off, no one else comes to mind—Shiina Ringo's "full happiness mode" and the excitement of the town of Ginza overlap beautifully. Lately Ginza can feel a bit lonely, overrun with tourists, but watching this film makes you think, "Yes, this is the real Ginza!" A joy-filled orchestra and a stunning harmony. Listen to it, and you'll find yourself wanting to stroll down Ginza's main street.
