When
I first entered the anime fandom, it was very popular to detest Dragonball Z.
All those prolonged fight scenes and stupid cuts of characters just yelling at
each other and powering up. Much better to watch this quirky little shounen about
ninja called Naruto. Of course, the time for hatred for Naruto came
along, and Dragonball was ever more associated with the halcyon days of
childhood and is now well-loved and its deficiencies ironically celebrated. I
expect the same to eventually happen with Naruto. The next trend was to
ignore big shounen titles and to only watch late-night anime, which were
often shows about young girls that were usually based on pervy visual novels –
things like Da Capo and Kimi ga Nozomu Eien. This trend melded with
the successes of cute, funny slice-of-life shows like Azumanga Daioh and
Ichigo Mashimaro and suddenly, the moéblob trend was everywhere.
It perhaps reached its pinnacle in the season when Lucky Star, Manabi Straight and Hidamari Sketch all came out at the same time, but the
show that has become emblematic of the subgenre is K-On!
The
life-cycle of a notable moé anime seems to follow this pattern: great immediate
success where the pretty art and likeable characters endear themselves to
almost everyone watching the newest anime; a swelling fanbase of more casual
fans; a lot of the original audience realising that (a) the show is going to
meander along and nothing interesting is going to happen and that (b) people
they feel oh-so-superior to are now latching on to the same show; a
backlash in which people get on their soapboxes – often the same ones who were
so keen at the beginning – and decry the series as dull, inconsequential,
annoying. Then after that comes a sudden and final drop in popularity, where
the more fickle fans move on and the more vociferous ones pretend to never have
liked the show in the first place, leaving only a hardcore who have fallen
somewhat in love with one of the characters and the casual fans who
occasionally get reminded of that show they watched a few months ago. This
happened with Lucky Star. It happened with Kanon and Air,
and to an extent with Haruhi. But emblematic of the concept of ‘moéblob’
– syrupy cuteness with a loose art style – is K-On!
You
may notice that all of those shows are from Kyoto Animation. This is certainly
true, and their shows have suffered severe backlash, but that’s more a result
of their success than anything else – moé shows like Kyou no Go no Ni
and C3 would get at least as much vitriol if they were as wildly popular
to begin with, but because they’re more obscure, people care less and thus
complain less. The iDOLM@STER got off lightly because by the time it
came out people who disliked shows like K-On! knew to avoid it. Other
shows like Ika Musume noticed that what allowed Azumanga Daioh to
be cute, have very little happen and still be well-loved was a lot of
quirkiness and a lot of laughs – something Kyoto have taken notice of with Nichijou.
The moéblob fad is passing because frankly, its appeal was always limited and
there are better alternatives already being mined that don’t mean the cute
girls who look good on body pillows disappear.
To
K-On!, then – explosively popular at first, now much-derided. I watched
episode 1 when it aired in 2009, and then didn’t continue until about a month
ago, three years later. The fact was that it didn’t hook me in. I knew what to
expect, I more or less knew how it would be treated by its fanbase, and I
didn’t particularly like the art style, which was far looser than Kyoto ’s
best. When I came to watch it, I knew very well that it was a show about cute
girls doing cute things – and not a whole lot else. I had no complaints about
that – after all, so are Azumanga Daioh and Ichigo Mashimaro. But
K-On! makes two big mistakes – firstly, it ignores its gimmick, which is
music. Music is the reason the five central girls get together and become
friends, and one of Kyoto’s strong points – the concert scenes and dances in Lucky
Star and Haruhi were highlights, and K-On! has great opening
and ending themes. But other than short diversions to have band practices and a
school concert, the music club does very little music-related and more time is
spent on things like shopping, agonising over love letters and going to the
beach. It’s not until the OVA that the focus turns to music performance, and
it’s a real shame that this strong episode wasn’t in the series. But that’s
rather the point – the music club is just an excuse to get the funny little
girls together in one place and have them interact. But therein lies the second
flaw – so little happens that it just doesn’t matter. Apart from possibly Ritsu
when she wonders about her love letter, the girls never get any depth, keeping
them always on the surface – Yui is the ditzy one with the adorably responsible
little sister, Mio is the slightly stuffy one who is cute when she gets scared,
Ritsu is tomboyish and irresponsible and Mugi is classy and elegant but with a
cheeky side. Later, Azu-nyan is…just sort of there.
In
Azumanga Daioh you get the heart-wrenching graduation and the hook of
surrealism. In Ichigo Mashimaro Miu’s antics are extreme enough to be
hilarious, but her vulnerability and loneliness make for a key scene. In Minami-Ke all the cuteness is broken up by potential romances. Even The iDOLM@STER
knows to inject some healthy angst to give the series structure. K-On! stays
true to the course set – cute girls do cute things – and ultimately feels
utterly inconsequential, even boring.
I
quite enjoyed the lightness of K-On!, the easy simplicity and the fact
the brain does not need to be engaged whatsoever. But that was over 13 episodes
and an OVA. Harsh as the backlash is, K-On! was still a major hit,
spawning a 26-episode second season, another OVA and a feature film. I’m not
too sure how much I’m looking forward to watching those, especially since the
conceit of introducing a new character (usually a way to prolong interest into
a second season) was used up before the 10 episode mark – but I will watch. Because,
really, it’s simple and easy to do so, and it’s cute.