| Title | TRANSLYRICS PROJECT |
| Brand | AMUSE / UNIVERSAL MUSIC |
| Product / Service | PERFUME |
| Category | A04. Original User-generated Content |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Contributing Company | DENTSU Tokyo, JAPAN |
| Contributing Company 2 | RHIZOMATIKS Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| MIKIKO | Elevenplay | Supervisor |
| Yasutaka Nakata | capsule | Music |
| Daito Manabe | Rhizomatiks Research | Creative Director |
| Kaoru Sugano | DENTSU INC. | Creative Technologist |
| Hirock Kimura | Rhizomatiks Design | Art Director |
| Kentaro Mito | Freelance | Front end Programmer |
| Ryo Kanda | Freelance | Front end Programmer |
| Hajime sasaki | mountposition | Back end Programmer |
| Shunsuke Shiino | mountposition | Back end Programmer |
| Tatsuya Takemasa | Rhizomatiks | Back end Programmer |
| evala | port, ATAK | Sound |
Japan has a unique pop culture. While the world is aware of this and understands its appeal, at the same time a language barrier prevents its further spread. Many people outside of Japan who can understand Japanese is extremely limited. There needed to be a way of spreading that appeal worldwide based on the content.
Their fans are growing all over the world.However their lyrics are written in Japanese. The world of their lyrics is linked to the unique and charming choreography, videos and the stage-settings supported by cutting edge technologies. So if you are not familiar with Japanese, you cannot fully enjoy what they would really like to convey. But it’s impossible to translate lyrics that have various meanings and interpretations. Our mission was to break the border of language differences and make it possible for the world to really see the enchantment of Perfume.Therefore, the “Translyrics project” was born. This is a participatory project that fans around the world translate the lyrics into their languages and post them. Select your favorite song and just try translating one paragraph from it. You can also enjoy other people’s translations, Like or talk about each other’s posts. And of course you can share them through SNS. There is no one certain answer, so you can expect various possibilities. Their collaboration can lead to a better interpretation of the lyrics.
There needed to be a way of spreading that appeal worldwide based on the content. This project became widely known as fans began posting their own translations, which they could share through SNS. With music videos available for viewing on YouTube, along with translations of lyrics in 46 languages, non-Japanese-speaking fans have come to rely on this project site.
In one single month, we achieved 253,583 page views from 95 countries, 17,222 translations in 46 different languages and the number is still increasing today. The fans who got to know the meaning of lyrics and choreography excited. And people who never had a chance to encounter their music can now enjoy the world of Perfume.
Perfume is the most famous techno-pop group in Japan. Their fans are growing all over the world. However their lyrics are written in Japanese. The world of their lyrics is linked to the unique and charming choreography, videos and the stage-settings supported by cutting edge technologies. So if you are not familiar with Japanese, you cannot fully enjoy what they would really like to convey. But it’s impossible to translate lyrics that have various meanings and interpretations. Our mission was to break the border of language differences and make it possible for the world to really see the enchantment of Perfume.