ABSTRACT
In 2010, Japan led the world in sales of recorded music. That year, the idol group AKB48 had the top two spots on the Oricon Yearly Singles Chart and accounted for a significant percentage of overall CD sales. By 2011, AKB48 had all top five spots on Oricon, a record achievement they repeated in 2012. That year, each of their top five singles sold over a million copies. In subsequent years, AKB48 continued to be one of Japan’s bestselling bands and has spun off sister groups in other locations. Although the members of AKB48 are sometimes referred to as “national idols” in Japan, it is a core contingent of fans who support their economic success. This chapter discusses the techniques employed by AKB48 to inspire this fan activity. Drawing on literature on affective economics, I explain what has been called “AKB business,” which is a model for an idol industry that is booming in contemporary Japan and beyond.
