Next Level (Ayumi Hamasaki album)

Next Level
Double album and DVD, and digital artwork.
Studio album by Ayumi Hamasaki
Released	March 25, 2009
Recorded	2008–2009
Genre	Electronic music rock
Length	51:45
Label	Avex Trax
Producer	Max Matsuura
Ayumi Hamasaki chronology
A Complete: All Singles (2008) Next Level (2009) Rock 'n' Roll Circus (2010)
Singles from Next Level
"Days" Released: December 17, 2008 "Green" Released: December 17, 2008 "Rule" Released: February 25, 2009 "Sparkle" Released: February 25, 2009

Next Level (capitalized as NEXT LEVEL) is the tenth studio album by Japanese recording artist Ayumi Hamasaki. It was released on March 25, 2009 by Avex Trax. It was also released just a little over a year after her 2008 album, Guilty. Next Level marks Hamasaki's tenth consecutive album to be fully produced by Japanese producer and manager Max Matsuura, while she contributes to the album as the lead vocalist, background vocalist, and songwriter to all songs. Recorded in Japanese language with minor phrases in English, Next Level is an electronic album with numerous musical elements such as J-pop, rock, dance pop, and traditional Asian music.

Five different formats were released to promote the album; a standalone CD, a CD and DVD bundle, a double album and DVD bundle, a USB format, and a global digital release. The five formats have different artworks that were issued for the album; all have Hamasaki posing in a small room surrounded by televisions. Upon the album's release, it was met with mixed to favourable reviews from music critics. Critics commended the album's production and its approach to western pop music. However, some criticized the album's lack of direction and regressive composition. Commercially, Next Level was a success. Next Level became Hamasaki's ninth studio album to reach the top spot on Japan's Oricon Albums Chart, and was certified double platinum by the Recording Industry Association of Japan (RIAJ) for shipments of 500,000 units. The album charted on Korean and Taiwanese Albums Chart.

Two singles were released from Next Level, including one promotional. Its lead a-side single "Days/Green" was a commercial success, peaking at number one on the Japanese Oricon Singles Chart, while "Days" peaked at the top spot on the Japan Hot 100 chart. The album's second and final a-side single, "Rule/Sparkle", was a commercial success; it peaked at number one on the Japanese Oricon Singles Chart, while "Rule" peaked at the top spot on the Japan Hot 100 chart. The album's only promotional single, the title track, reached number 89 on the Japan Hot 100 chart, and 23 on the RIAJ Digital Track Chart. Hamasaki promoted the album on her 2009 Next Level tour.

Background and composition

After celebrating Hamasaki's tenth year with her record label Avex Trax, both Hamasaki and Avex Trax announced the release of the then-new studio album, Next Level, in mid-February 2009.^[1] Hamasaki and Avex Trax enlisted long-term collaborator, Japanese businessman and producer Max Matsuura, to produce the album; this marks Hamasaki's tenth consecutive album to be fully produced by Matsuura.^[2][3] Hamasaki begun recording the album at Avex Studios and Prime Sound Studios in Japan around mid-2008 with John Paterno, Koji Morimoto, Satoshi Sasamoto, and Yuichi Nagayama.^[2] Hamasaki briefly moved to London, United Kingdom to record the remaining of the album with Dom Morley and Phill Brown.^[2] Additional editing and vocal mastering was handled by Mai Takamizawa in Los Angeles, California; Hamasaki was not present during the time.^[2]

The material from Next Level was produced and recorded over a year and one month, one of Hamasaki's longer spanning projects to date.^[2] Hamasaki and Avex enlisted previous composers and arrangers for the album, such as CMJK, Tetsuya Yukumi, Yuta Nakano, Tasuku and Kazuhiro Hara; these composers and arrangers started working with Hamasaki back on her 2002 album Rainbow and 2004 My Story.^[4][5] American engineer and Grammy Award-winner Josh Gudwin, and American engineer and producer Ryan Kennedy were hired by Avex to be engineers for the album's production; this marks their first and final collaboration with Hamasaki.^[6][7]

Recorded in Japanese language with minor phrases in English, Next Level is an electronic album with numerous musical elements such as J-pop, rock, dance pop, and traditional Asian music.^{[8][9][10][11][12]} According to the staff from CD Journal, Adam Greenberg from Allmusic, and Tetsuo Hiraga from Hot Express, the first half of the album until the seventh track "Green" is supported by electronic music with numerous elements of electropop and club, while the second half onwards is rock music.^[8][11][12] Asian Junkie editor Random J reviewed the album on his personal blog, and stated "The album has a very electro pop, synth heavy driven sound... She is no Britney Spears, Lady Gaga, Tommy february6 or Kumi Koda, yet she decided she had the vocal style to ride the electro pop wave."^[10] Next Level features four electronic and rock-driven interludes; "Bridge to the Sky", "Disco-mmunication", "Load of the Shugyo", and "Pieces of Seven", the most interludes on any album conducted by Hamasaki.^[2][12]

Release and packaging

Hamasaki's appeared in Shibuya (above) to promote Next Level, but did not obtain a permit, resulting in legal issues with the Tokyo Metropolitan Police Department.

Next Level was released in six different formats on March 25, 2009 by Avex Trax.^[2] It was also released just a little over a year after her 2008 album, Guilty.^[13] The stand-alone CD features the fourteen tracks in a jewel case, with first press editions including an obi and a bonus poster.^[2] The CD and DVD format features the fourteen tracks, and a bonus DVD with the music videos to "Days", "Green", "Rule", "Sparkle", "Next Level", and "Curtain Call". The DVD also included the making videos for each music video.^[14] A double album and DVD format features fifteen tracks on the first disc, sixteen tracks from her 2008–2009 Premium Countdown live concert tour, and a bonus DVD including the same music videos.^[15] A USB Flash Drive featured a custom made design by Hamasaki: the format includes the fourteen tracks, the music videos, the making videos, a digital lyric and photo booklet through a PDF file, and an extra 2 free gigabyte space.^[16] The release of the USB made Hamasaki the first Asian artist, and one of the world's first artists to publish their album on that format.^[17][18] Hamasaki explained about the USB release; "As the way we listen to music changes from day to day, I looked at things from the listener's perspective and decided to sell it this way."^[19] The fifth format is the worldwide digital release.^[20] The final format was a limited edition Playbutton, which was only distributed in Japan.^[21]

All five cover sleeves for Rock 'n' Roll Circus were photographed by photographer and designer Kazuyoshi Shimomura.^{[2][14][15][16][20]} The standalone CD artwork has Hamasaki holding her waist, looking away from the camera in a florescent coloured latex dress.^[2] The CD and music video DVD format has Hamasaki looking towards the camera with her hands on her hips.^[14] The double album format has Hamasaki looking towards the camera with her hands around her waist.^[15] The USB format features a long shot of Hamasaki sitting on a TV, looking towards the ceiling.^[16] The digital release uses the double album format.^[20] The booklet and photo shoot were designed by Tomokazu Suzuki, and the design was based on modern technology. The album title was superimposed on several TV screens throughout the booklet and the covers.^{[2][14][15][16][20]}

Legal issues

On May 21, 2009, it was revealed that the Tokyo Metropolitan Police Department were investigating a publicity event held in April. Hamasaki made unexpected appearances in Shibuya to promote the release of her new book and Next Level, but failed to obtain the necessary permits for the event.^[22] The event happened on April 7, in front of the 109 Building in Shibuya.^[22] Approximately 8,000 people gathered to see Hamasaki, resulting in temporarily blocked roads. Before her appearance at 109, she also paid unexpected visits to a few major record stores, going from store to store by car while fans followed her on foot, which led to chaotic conditions in the streets.^[22] Buses and other modes of transport were subjected to traffic delays. Even though the events officially took place in stores, police determined that the scope of the event required a permit for the use of the roads. Because that permit was never obtained, authorities stated they plan to send the matter to the prosecutor's office for Hamasaki and her manager to be questioned.^[23]

Critical reception

Professional ratings
Review scores
Source	Rating
Allmusic	[8]
CD Journal	(positive)[12]
Hot Express	(positive)[11]
Purple Sky Magazine	(negative)[9]
Random J Pop	[10]

Next Level received mixed to favourable reviews from most music critics. A staff editor from CD Journal was positive towards the album. The reviewer complimented the production, praising how more "aggressive" and "edgy" tunes became more "impressive" than her previous releases. However, the reviewer criticized the album's addition of pop ballads "Days" and "Curtain Call".^[12] Tetsuo Hiraga from Hot Express was positive towards the album's emotional and lyrical delivery by Hamasaki, labelling it "symbolic" to Hamasaki's previous work. Hiraga was impressed with the mixture of electronic and rock music, calling it "good".^[11] Adam Greenberg from Allmusic awarded the album three-and-a-half stars out of five, her first-equal highest ranking album with Rainbow.^[24][25] Greenberg was positive towards the production and composition, stating "Hamasaki continues to evolve her sound, and the deeper experimentalism on Next Level only helps to cement her claim to the top."^[8]

However, Asian Junkie editor Random J awarded the album an equal five stars out of 10. He criticized Hamasaki's vocals in the songs, stating "The most glaring problem with Next Level is that Ayumi's voice doesn't suit many of the songs. The album has a very electro pop, synth heavy driven sound, which does not suit Ayumi at all." Despite this, he commended the ballad tracks and its music consistency. While he said Next Level was "better than expected", he concluded "From a woman in her 30's who has been in the music game for over 10 years, you'd think [Ayumi] would know what sound works for her by now, and be able to put out an album which showcases her talents from start to finish. But instead she slung herself head first onto the electro pop bandwagon."^[10] Victoria Goldenberg from Purple Sky Magazine was particularly negative in her review; she stated "Next Level itself is less exciting. For starters: Where are the hooks? Hamasaki used to release albums full of songs that could have been singles. On this CD, the singles themselves barely sound like singles." She concluded by stating "Sadly, this is nothing new. For the past three years, Hamasaki’s new songs have sounded like blander versions of older ones. As a fan of eight years, I want to her to release top quality pop again."^[9]

Commercial performances

Next Level was ranked the third best selling album by a female solo artist, behind entries from Kumi Koda and Ayaka (pictured).

Next Level debuted at number one on the Japanese Daily Oricon Albums Chart with over 99,000 units, staying there for an entire week.^[26][27] This resulted in the album debuting atop the Japanese Weekly Oricon Albums Chart, with an estimate 240,000 sold units in its first week of sales.^{[28][upper-alpha 1]} This became the highest selling album by a female artist for first week sales of 2009.^[29] Next Level became Hamasaki's ninth studio album to debut atop the Oricon Albums Chart for both Daily and Weekly rankings, making Hamasaki the first artist to have at least one album topped the charts for 12 consecutive years.^[26] It slipped to number two the following week, shifting over 50,000 in Japan.^[30] It stayed in the top 10 for four weeks, and the top 300 with 30 weeks overall.^[26] Next Level entered the Billboard Top Albums Sales Chart at the top spot, her third album to do so.^[31] It slipped to number two in its second charting week, and stayed in the top ten for four weeks.^[32][33] It lasted 11 weeks in the top 100 chart, with a final charting position at 76.^[34]

Next Level was certified double platinum in April 2009 by the Recording Industry Association of Japan (RIAJ) for shipments of 500,000 units; This is Hamasaki's final album to shift over 500,000 physical units.^[35] At the end of 2010, Next Level sold over 377,872 units in Japan; this ranked Next Level the 16th best selling album, and the third best selling album by a female artist, just behind entries Ayaka's History 2006–2009 by Japanese singer Ayaka, and Trick by Kumi Koda.^[36] To date, Next Level has sold over 379,989 units in Japan.^[28] Next Level also reached the top spot on the Taiwanese East Asian Albums Chart and two on the Taiwanese Overall Albums Chart.^{[37][upper-alpha 2][upper-alpha 3]}

Promotion

Singles

"Days" and "Green" were released as the album's lead a-side single on December 17, 2008.^[38] "Days" was used as the theme song for NTT Communications commercial song, while "Green" was used as the theme song for Avex Trax Myu-umo commercial and Panasonic Lumix cameras.^[39] The songs received positive reviews from music critics, who praised the composition and Hamasaki's vocal and lyrical delivery.^[8][39][40] It also achieved success in her native Japan, peaking at number one on the Japanese Oricon Singles Chart, while "Days" peaked at the top spot on the Billboard Japan Hot 100 chart.^[41] The physical format was certified gold by RIAJ for shipments of 100,000 units; "Days" was certified double platinum and platinum for digital and ringtone downloads, shifting over 750,000 units in Japan, while "Green" received a gold certification for ringtone sales.^{[42][42][43][44][45]} The accompanying music videos for both singles was shot in Tokyo; "Days" features Hamasaki and her old lover seeing each other, while "Green" has Hamasaki performing in a showgirl club.^[46][47]

"Rule" and "Sparkle" were released as the album's second and final a-side single on February 25, 2009.^[48] "Rule" was used as the theme song for Dragonball Evolution and the theme song for Avex Trax Myu-umo commercial, while the second song "Sparkle" is the theme song for Avex Trax Myu-umo commercial and Honda Zest Spark cars.^[49] Both songs received positive reviews from most music critics, praising the production and rock influences.^[50] It achieved success in Japan, debuting atop the Japanese Oricon Singles Chart, while "Rule" peaked at two on the Billboard Japan Hot 100.^[51][52] The physical format was certified gold by RIAJ for shipments of 100,000 units; "Rule" was certified platinum for digital sales, shifting over 250,000 units in Japan.^[53][54] Accompanying music videos were shot for the singles; The "Rule" video features Hamasaki in a traditional Sukiya-zukuri, while "Sparkle" features Hamasaki in several leather rooms.^[55][56]

Other charted songs

The album's title track served as the album's promotional single.^[2] The song charted at 89 on the Japan Hot 100, 16 on the RIAJ Monthly Ringtones chart, and 23 on the RIAJ Digital Track Chart; this is Hamasaki's final single to chart on the RIAJ Monthly Ringtone chart since being defunct, and is Hamasaki's first single to chart on the RIAJ Digital Track Chart since its establishment.^[57][58][59] The accompanying music video was shot in Los Angeles, California, her first video to shoot in North America; it features Hamasaki driving at beach fronts and through the country side.^[60] After the album's release, "Curtain Call" managed to chart on the RIAJ Digital Track Chart at 88 for a sole week.^[61] The accompanying music video was shot in Los Angeles, California; it features Hamasaki walking through studio sets of a club and a towns street singing the song.^[62]

Concert tours and other releases

To promote Next Level, Hamasaki went on her 2009 Next Level tour. The concert tour was performed all throughout different cities in Japan, and the recurring theme was modern technology.^[63] Every song from the parent album were included onto the tours set list.^[63] The concert tour was released on April 14, 2010 in three formats; a triple-DVD bundle, a standard Blu-ray release, and a bonus 3D Blu-ray DVD.^[63][64][65] Despite a separate release, the triple-DVD bundle was released through the box set of Hamasaki's 2010 studio album, Rock 'n' Roll Circus.^[66]

The DVD reached number two on the Oricon DVD Chart, with over 64,230 in its first week.^[28][67][68] By the end of 2010, the live DVD sold over 86,398 units in Japan and was ranked the 17th best selling music DVD, and the 35th best selling DVD format.^[69][70] To promote the material from Next Level, tracks were remixed and produced for Hamasaki's Ayu-Mi-x remix album series; "Days" was remixed by Egyptian producers and musician Aly & Fila for the trance compilation Ayu-mi-x 7 Presents Ayu Trance 4 (2011).^[71]

Track listing

All lyrics written by Ayumi Hamasaki. 

CD
No.	Title	Music	Arranger(s)	Length
1.	"Bridge to the Sky"	Yuta Nakano	Yuta Nakano	1:43
2.	"Next Level"	D.A.I	HΛL	4:30
3.	"Disco-munication" (instrumental)	CMJK	CMJK	1:32
4.	"Energize"	Yuta Nakano	CMJK	4:31
5.	"Sparkle"	Kazuhiro Hara	CMJK	4:30
6.	"Rollin'"	Yuta Nakano	CMJK	5:04
7.	"Green"	Tetsuya Yukumi	tasuku	4:49
8.	"Load of the Shugyo" (instrumental)	CMJK	CMJK	1:32
9.	"Identity"	Yuta Nakano	Yuta Nakano	4:19
10.	"Rule"	Miki Watanabe	HΛL	4:06
11.	"Love 'n' Hate"	Yuta Nakano	Yuta Nakano	3:51
12.	"Pieces of Seven" (instrumental)	HΛL	HΛL	2:31
13.	"Days"	Kunio Tago	HΛL	5:03
14.	"Curtain Call"	Kazuhiro Hara	Yuta Nakano	3:44

Premium Countdown 2008–2009 Live CD
Track listing
No.	Title	Length
1.	"Green"	4:52
2.	"Will"	6:29
3.	"End of the World"	4:43
4.	"Heartplace"	7:03
5.	"And Then"	2:25
6.	"Naturally"	3:31
7.	"Powder Snow"	4:39
8.	"Hope or Pain"	4:27
9.	"Over"	5:10
10.	"Scar"	7:01
11.	"Signal"	2:25
12.	"Hana"	1:49
13.	"Too Late"	4:10
14.	"Everywhere Nowhere"	3:40
15.	"Days"	5:05
16.	"For My Dear..."	4:41

DVD
Track listing
No.	Title	Length
1.	"Days (Video Clip)"	5:20
2.	"Green (Video Clip)"	5:32
3.	"Rule (Video Clip)"	4:27
4.	"Sparkle (Video Clip)"	4:44
5.	"Next Level (Video Clip)"	4:31
6.	"Curtain Call (Video Clip)"	3:48
7.	"Days (Making Clip)"	3:54
8.	"Green (Making Clip)"	3:59
9.	"Rule (Making Clip)"	3:17
10.	"Sparkle (Making Clip)"	3:29
11.	"Next Level (Making Clip)"	4:37
12.	"Curtain Call (Making Clip)"	3:12

All formats

• Standard CD – Consists of fourteen original tracks on one disc.^[2]
• First pressing standard CD – Consists of fourteen original tracks on one disc. First press issues include special packaging and an obi strip.^[72]
• CD and DVD – Consists of fourteen original tracks on one disc. Consists of six music videos, and six behind the scenes videos.^[14]
• First pressing CD and DVD – Consists of fourteen original tracks on one disc. Consists of six music videos, and six behind the scenes videos. First press issues include special packaging and an obi strip.^[73]
• Double Album and DVD – Consists of fourteen original tracks on one disc. Consists of sixteen live recordings on a second disc. Consists of six music videos, and six behind the scenes videos on a third disc. First press issues include special packaging and an obi strip.^[74]
• USB Flash Drive – Published through a USB Flash Drive; Consists of fourteen original tracks, six music videos, six making videos, a PDF booklet with lyric database, exclusive pictures, and an extra 2 gigabyte storage space.^[16]
• Playbutton – Published through a limited edition Play button device; consists of fourteen original tracks.^[21]

Credits and personnel

Credits adapted from the liner notes of Next Level.^[2]

Ayumi Hamasaki – lead vocals, background vocals, song writing Max Matsuura – producer CMJK – composer, arranger, mixing Yuta Nakano – composer, arranger Tetsuya Yukumi – composer Dai Nagao – composer Takehito Shimizu – guitar Tasuku – arranger, guitar, programming Kazuhiro Hara – composer Hana Nishimura – composer Hal – arranger, mixing, composer Hikari – arranger Sharlotte Gibson – background vocals Stephanie Alexandra – background vocals Miki Watanabe – composer Fumiko Ishimori – background vocals Hiroko Nohara – background vocals Katsura Ohtsuka – background vocals Silica Nakajima – background vocals Kiku – guitar Chiharu Mikizuki – bass guitar

Tom Tamada – drums Junko Kitasaka – bass guitar Junko Hirotani – backing vocals Kenji Suzuki – guitar Gen Ittetsu – string arrangements Mayuko Maruyama – programmer Hidetomo Yoneda – A&R Takuma Noriage – art director Josh Gudwin – engineer Ryan Kennedy – engineer Seiji Itabashi – engineer Shigeo Miyamoto – mastered by Koji Morimoto – mixing, recorded by Yuichi Nagayama – mixing, recorded by Yuta Nakano – mixing Kazuyoshi Shimomura – photography Masayuki Kamo – assistant photography John Paterno – recorded by Satoshi Sasamoto – recorded by Yuichi Nagayama – recorded by Avex Trax – Hamasaki's record label Avex Entertainment Inc. – Hamasaki's distribution label S.M. Entertainment – Hamasaki's distribution label

Charts and sales

Charts Chart (2009) Peak position Japan Daily Albums Chart (Oricon)[26] 1 Japan Weekly Albums Chart (Oricon) 1 Japan Monthly Albums Chart (Oricon)[26] 1 Japan Weekly Albums Chart (Billboard)[31] 1 Taiwan Weekly Albums Chart (G-Music)[37] 2 East Asian Taiwan Weekly Albums Chart (G-Music)[37] 1

Year-end charts Chart (2009) Peak position Japan Yearly Albums Chart (Oricon)[36] 16

Certifications

Region	Certification	Certified units/Sales
Japan (RIAJ)	2x Platinum	379,989[28]
^*sales figures based on certification alone ^^shipments figures based on certification alone

Release history

Region	Date	Format	Label
Japan[2][72]	March 25, 2009	CD	Avex Trax
Japan[14][73]		CD and DVD
Japan[15]		Double CD & DVD
Japan[16]		USB Flash Drive
Japan[21]		Playbutton
Japan[20]		Digital album	Avex Entertainment Inc.
Australia[75]
New Zealand[76]
United Kingdom[77]
Germany[78]
Ireland[79]
France[80]
Spain[81]
Taiwan[82]

See also

• List of Oricon number-one albums of 2009

Additional images

• 
  Flash Drive on a Chain.

Notes and references

Notes

1. Sales provided by Oricon database and are rounded to the nearest thousand copies.
2. The G-Music chart was established in July 2005 and only archives the top 20 releases.
3. Week references for G-Music: Rock 'n' Roll Circus 2009 week 13.

References

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3. "Max Matsuura Discography". Discogs.com. Retrieved February 1, 2016.
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External links

• Ayumi Hamasaki's official discography.
• Next Level – Hamasaki's official website.