ABSTRACT
This chapter focuses on AKB business, specifically how relationships with idols are managed and fans are mobilized to increase CD sales. When examining contemporary Japan, one cannot help but be struck by the prevalence of "idols" on television, on magazine covers, and in advertisements. Idols are young men and women not necessarily blessed with exceptional looks or talents but nonetheless somehow attractive. The idol is connected to the product, connecting the audience to the product. In this way, Japan excels at what Henry Jenkins calls "affective economics", specifically the (re)production of "fan audiences". In many ways, AKB business can be understood in terms of affective economics, for example, the phenomenon of "inspirational consumers" or "brand advocates", which are only a small percentage of the audience but make up a disproportionate amount of purchases. A critique of affective economics requires a more nuanced approach, which comes from closer examination.
