We’re not going to pretend that Avril Lavigne, who once naively declared herself “Sid Vicious for a new generation,” was ever a vanguard of artistically daring or creatively refreshing music, but her new, J-pop inspired video for Hello Kitty has us scratching our heads, and even her die-hard fans seem to be in the same boat.
According to Ms Lavigne, “I love Japanese culture and I spend half of my time in Japan. I flew to Tokyo to shoot this video specifically for my Japanese fans, WITH my Japanese label, Japanese choreographers AND a Japanese director IN Japan.” So naturally the video is very Japanese, or as some are calling it, “racist.”
While Lavigne says she’s merely illustrating her love for Japanese culture with an homage to their famously colourful and saccharine pop videos, some are slamming it for “cultural appropriation.” Others meanwhile, are slamming it for just being shit. And then there’s the Daily Mail, who are lauding it for showing off Lavigne’s “slim figure.”
“Racist or not, it’s bad. I love all your content Avril, this one is the first that I don’t like,” wrote one fan on Facebook. “It’s not racist, but I don’t like it anyways, the lyrics are not good (in my opinion) and compared to your previous work, this is not good a good song at all,” wrote another. Readers can make up their own minds by checking it out below.
Watch: Avril Lavigne – Hello Kitty