Anniversary (E-girls song)

On January 27, 2015, E-girls management LDH–whom oversees their members and performances– announced a new line-up system titled the E-girls Pyramid, which showed each member in the band and their respective sub-groups: Dream, Happiness, Flower, the original E-girls members, and two yet-to-debut groups Rabbits and Bunnies.[1] With that said, six of the remaining 26-members were moved out of E-girls and into either Rabbits and Bunnies for further training; Yuzuna Takebe, the youngest singer in E-girls, was removed from the line-up and placed in Rabbits.[2] With the new line-up in set, the group announced two new singles: "Anniversary!!" and "Dance Dance Dance".[3][4] However, unlike the previous releases, both singles introduced an additional line-up change where only specific members were included from the newly-19 member band.[upper-alpha 1] It is also one of the final singles to feature singer/performer Kyoka Ichiki, who left the band in October that same year.[upper-alpha 2][5]

The song was written by Hana Utsugi, composed by Sky Beatz, Fast Lane and Lisa Desmond, and produced by Exile's Hiro.[3] Musically, "Anniversary!!" is a J-pop number that incorporates elements of dance rock.[6] According to their management, the track was noted as a "summer anthem" that highlighted a "fresh" and "positive" feeling.[7][8] Members Shizuka, Ami, Karen Fujii and Reina Washio provide vocals to the single.[3] Accompanying the single is the B-side "Saturday Night (Rock na Yoru ni Mahou wo Kakete)", which is a cover song originally performed by Scottish band Bay City Rollers, similarly sharing the same song title.[9]

"Anniversary!!" was taken as a single from their greatest hits album E.G. Smile: E-girls Best (2015), and subsequently added onto their fourth studio record E.G. Crazy (2017) where it featured on the E.G. Cool disc.[10][11] The track was released on May 20, 2015 through Rhythm Zone and Avex Music Creative Inc. in three physical formats—two CD's and a DVD bundle—and for digital consumption. The standard CD release, and DVD bundle included both songs; the former format featured its instrumental compositions, while the DVD only placed the single's instrumental as track number four, and a bonus disc featured the music video.[3][12] A special One-Coin edition was made available on their website with limited pressings, only including the single and a promotional trading card that ranged from 19 different kinds. Furthermore, a flyer was placed inside the jewelcase that gave access to exclusive merchandise that was available on the band's website.[13] Two digital releases were made for consumption; an extended play that included both songs, and the stand-alone of "Anniversary!!" that was made available worldwide.[14][15] The cover art featured 14 of the 19 members of E-girls; the separate CD and One-Coin editions featured each member placed randomly in front of a colorful back drop with platforms and palm trees,[3][13] while the DVD package feature various objects influenced by 1990s culture.[12]

Upon its release, "Anniversary!!" received positive reviews from music critics. A contributing editor at CD Journal praised the composition of the song, labelling it "fresh" and "summery".[6] Similarly, a member of Natalie.mu complimented its dance sound and felt it had a "positive vibe".[16] Commercially, "Anniversary!!" experienced success in Japan. It debuted at number three on the weekly chart with 42,761 copies sold, continuing their consecutive top three entries.[17] The following week saw a drop in sales, slipping to number 21 and selling 4,464 units,[18] and was present for 13 weeks, selling 53,820 copies by the end of the year.[19] The single performed well on three component Billboard charts in the same region. It debuted at number 90 on the Japan Hot 100—dated May 18, 2015— but gradually slipped through the next four weeks.[20] After a steady two weeks, the single reached its peak position of number three on June 1.[21] Additionally, "Anniversary!!" reached number 14 on the Radio Songs chart and number six on the Hot Single Sales chart.[22][23]

The accompanying music video was directed in California by Yu-ya Hara.[12] According to member Reina Washio, she stated "It’s a music video that will remind you of summer. I hope you’ll check out the little things we’re all doing in the video that really add to the narrative."[7] Additionally, performing member Sayaka choreographed majority of the dancing scenes, and stated that they had performed several routines of jump rope in order to sync perfectly into the backing track.[7] It opens with the girls driving through a coastline, and has an intercepting scene of palm trees. During the first verse and chorus, the group are at a beach house ready to explore the area, alongside activities of surfing, driving and biking.[24] By the second chorus, the band sit together outside, as they watch shooting stars and fairy lights flicker. The second chorus has them standing on a veranda holding boomboxes, while dancing to the track. The final chorus has the girls dancing at night with lanterns, caravans and more fairy lights surrounding them; it ends with member Ami holding a hand-watch, as she turns back and walks back to the beach house.[24]

In order to promote the single, E-girls signed two commercial endorsements to include the track; the first was a partnership with Japanese retail brand Samantha Vegas, which promoted their hand bag collection. Additionally, members Kaede, Karen Fujii, Shuuka Fujii, and Harumi Sato were featured in the television commercial.[25] Its second appearance was for the Prince Hotel & Resort commercial, which the company felt it was the perfect song to illustrate their show.[16] Since its release, it has appeared on two concert tours conducted by the band; its first appearance was their 2015 Colorful World tour, which was subsequently added to the release of E.G. Smile: E-girls Best (2016).[26] The tracks most recent inclusion was their E.G. Smile tour, which was included on the DVD bundle of E.G. Crazy (2017).[27]

Credits adapted from the CD liner notes of the single.[3]

Vocalists

Performers

Music credits

• "Anniversary!!" at the official E-girls websites. (in Japanese)