Anime is a Brand

Okay, pop quiz, we’re gonna play a game called is it anime I’m gonna show you clip and you’re gonna tell me is it anime so first we got this and I mean, This is the oldest trick in the book Panty and Stocking. Yeah, it looks like a cartoon butts. Come on It was made by Gainax Hiroyuki. Am I she’s teamed for the may trigger. So is it anime? Yeah, of course the next we got this which you know, it looks exactly like anime moves like anime But it was made in China and China’s obviously not Japan. So is it anime? No, even though this looks exactly like any other anime I’d watch and lastly we got this and I think this is pretty obvious I mean, this is just Batman. It’s an American cartoon So obviously it’s not anime actually Hold on a second This movie return of the Joker was actually animated by TMS entertainment That featured works from the likes of Hiroyuki Ali Yama who worked on other feature films like Akira? So um, is it anime? Fuck for years now the debate of what does and doesn’t count as anime has been a prevalent discussion in our community that has been played with heated debates of how we should correctly label and categorize certain shows while the technical origins of the word anime is and always has been just the Japanese word for animation that hasn’t stopped it from being used as a label here to describe shows and movies in a certain subculture the Subculture of animation and comics from Japan and while most people in the fandom knew what you meant when he talked about anime the exact Definition has always been a bit Vague I think there’s been enough discussion now around our community that most people are aware that it’s not that simple Whether you talk about breaking down anime by its art style Intended audience ethnic origin of creative staff country was produced in it’s all very muddy If you have a personal clear-cut definition of what anime is I? guarantee There are dozens of examples that will break your rule or have some shows that fall into your rules that you wouldn’t really be happy Calling anime at all because that’s just how broad this medium is however there hasn’t really stopped the majority from agreeing that shows like Teen Titans or avatar while obviously Anime inspired were not anime as they weren’t from Japan and for the longest time That was the consensus no matter what discussion points were brought up with the general agreement Being anime is just animation that was made in Japan though over time I’ve seen that way of thinking slowly changing our community right now It feels like we’re in a crossroads where the perception of what anime is and the usage of the word is shifting to the extent Where if avatar had been made in the coming years, I believe there’s a good chance It could have been considered an anime as the need to correctly categorize anime and its general definition changes in the current environment And to understand why I think it’s important to understand why we felt the need to correctly categorize it in the first place as fans I’m sure I speak for a lot of us who grew up watching anime when I say that we were drawn to it because it Felt different I could tell there was something that separated the likes of Hey Arnold Dexter’s Laboratory and Ed Edd and Eddy to Dragon Ball Z Digimon and Cardcaptors and when I grew order and actually got properly invested into the medium anime was this strange exotic Foreign thing that you couldn’t find anywhere else not just the art star they had a unique way of telling stories Directing action, it was weird it was the only place which did 2d animation that didn’t just appeal to kids and because of this being an anime fan meant something because it meant that you into a medium that not many others were and I feel like this is where a lot of the Desire to categorize anime comes from for the longest time that wasn’t really a concept of a casual anime fan So when you said you were into anime there was a clear distinction between these shows and everything else So even when things like Avatar Teen Titans came along there was a simple line we could draw that served as a point of common interest for us to gather around we were into foreign media that came from Japan and these Didn’t come from Japan but things have changed drastically As the fandom and medium have grown that point of common interest between anime fans has dwindled not only has the fandom become a much Larger less unified group, but anime itself has just become a more accepted medium for mainstream entertainment. There are a casual fan There are hardcore fans You got Christoph Waltz asking kids in the I she’s single Elon Musk casually wearing a khaki Guri shirt the whole Subculture of anime has expanded so far past just the small group of nerds watching these these cartoons and this appeal has grown too wide to fit under one umbrella Not only that but the industry itself is far closer to our shores and it ever has been Crunchyroll are on the production committee to a handful of shows every year Netflix are just straight-up funding their own original projects radient is an anime airing right now that is based on a manga made by a French dude FLCL season two and three were only available in English dubbed months before a Japanese broadcast Thus right if Japanese viewers wanted to watch it early. They would have had to watch it with Japanese subtitles Not to mention the increasing number of international staff members that are now actively working in the industry held the other day I was lucky enough to hang out with Kevin penguin an Australian bloke who composed the soundtrack to made an abyss one of the most critically acclaimed anime orestes of 2017 that was recorded in a sound studio in Vienna Austria huh, the era where anime was this exotic foreign thing that we had no involvement or influence in is dying as other countries get more Actively involved in the industry shifts from a purely Japanese one to an international one And as we see this shift, there’s less of a need to strictly differentiate it based on geological origin It becomes more remove until more of a concept It becomes a brand something You can’t easily describe but can be instantly recognized and marketed as a thing that fits in with the culture we’ve created And I don’t mean to cheapen the cultural significance and history of Japanese animation is just as the medium evolves That’s kind of what it’s starting to feel like and I know that’s kind of a broad statement So to explain where I’m coming from I’m gonna talk about the tale of two shows Netflix is Castlevania and crunchy rolls Hi Guardian spice These are two completely Western produced shows that been marketed towards an anime audience that couldn’t have got a more polarizing reception Castlevania for the most part was really well received in I on a mission unity I’ve met so many people that had no idea wasn’t produced in Japan and even those who did only had praise for how well it Did with his action in animation even paying homage to legendary Japanese animators? So a lot of people even though they know this wasn’t made in Japan consider this an anime and as for High Guardian spice So really what’s the difference between these two shows from a production perspective There’s not actually much both our Western animation funded by streaming companies in an attempt to produce their own original content That have no affiliation with Japan at all So the more I think about it the more I think it’s really just down to their marketing and branding Netflix is an all encompassing Media Titan and Castlevania was marked it as an animation that specifically appealed to anime fans to them It didn’t really matter where it came from They knew that if you liked this and this then you’re probably gonna like this and that’s all that really matters so who cares if this shows under the anime tag with all these other shows from their perspective this is Anime on the flip side. You have high Guardian spice where you can blame some of the fault of the lackluster announcement trailer but at its core I think a lot of you will agree with me when I say that High Guardian spy Just doesn’t look or feel like anime at all and there’s no inherent Problem with this except for the fact that it’s being made by crunchyroll So even if it’s not their intention to make an anime They can’t market this to anyone else but an anime audience because it’s crunchyroll They are the anime streaming service their users. Are there for anime anime is? their brand If Cronshaw had made castlevania and netflix made hai Guardian spice there would be no controversy around it But as it stands hi Guardian spice was so far removed from what their audience expected that of course They received backlash for it and I actually think this was such a simple problem A lot of the shitstorm could have been avoided if they’d just branded it a bit differently Granted castlevania is already out and high Guardian spice is literally one announcement trailer But I seem to remember that when Castlevania was announced it was met with excitement and curiosity And hi Guardian spice won’t even be the first American produced show. That’s streaming on crunchyroll But there was no controversy when they made the decision to stream Ruby on that platform and that just brings me back to my point There is no technical divide between these two shows aside from one feels like anime and one doesn’t and if watching Castlevania feels the same as watching all the other seasonal anime that streaming who really cares going back to Avatar the reason it was the show to spark the discussion in the first place was cause it was the first show that genuinely felt very Anime despite being produced in America for primarily an American audience But today what even is the intended audience when TV is no longer a factor and shows are being streamed Internationally in multiple languages, which is why I think there’s been a subtle shift in perception from you can call this an anime It’s not from Japan – yeah, whatever. I don’t care where it’s made I’m still gonna put it in my top 20 list of anime last year however You view anime is hard to deny that we see the anime trademark and branding in a lot more places used in ways that would appeal to our community doki doki was an internet sensation that capitalized on a darker look at waifu culture you’ve Got league of legends hiring PA works to make an anime pv for them Hollywood is trying their damned hardest to make anime work in Live-action shit if you want to sell me a product just brandy with some anime. Waifu’s and suddenly I’m interested Yeah, I’m that easy alright don’t judge me and this is me only really focusing on Western attempts to to the fandom But it equally applies to countries in the East I think it’s only a matter of time before we get a breakout hit Chinese anime I think it’s only a matter of time before we get some kind of korean manhwa Adaptation hell having lived in thailand for the past two years I’ve seen some really fucking talented animators in Southeast Asia So I wouldn’t be surprised if something eventually comes out from that region and when it does is anyone gonna care if we call this An anime or that an anime and would that stop you from being interested in it? Whether you do decide to simply categorize man, hua man far or webtoons Castlevania or King’s avatar There’s no denying that these are all targeted towards the anime and manga Subculture, it’s all the same brand. So the question shifts from does this count as anime term or off? Is this something that’s gonna appeal to the anime fandom? Which is what I feel the mentality of future productions will have in the matter What country it’s made in in the end the category of what counts won’t be decided by some fictional scholars drawing the line of what? Is and is an anime as much as the mods in our anime. I’ve tried to do so in the past It’s us it’s what the general consensus agrees on and the exact word used such as this can shift depending on culture Environment and time no matter how many times we were told that the word otaku had severe negative connotations in Japan It didn’t stop it from becoming an all-encompassing buzz word to describe anime fans here in the West shit Does anyone remember when calling someone a weeaboo was a massive insult and now? Everyone calls themselves a weeb I call myself a fucking wave I am a fucking wave even though I’ve chosen to use the word brand to describe the entity anime is turning into I Don’t mean to say that it’s just a brand anime is and always will be associated with Japanese animation and honestly I don’t think it should be any other way But as we move forward I believe that the clear definition and context we use the word in is just gonna get more muddled and broad because even if you don’t subscribe to the idea that anime should be this all-encompassing word that labels everything that remotely Resembles the Japanese shows we grew up with the deeper you dig the more you see that from the beginning anime has always been more than just a single art style a single genre a single way of storytelling a single method of Animation and as time goes on more They’re just coming from a single country Hey guys, will you go anywhere I do have a quick announcement this year? I’m gonna be guesting up mo makan from May 23rd to 26th for those you that don’t know merkon is an anime gaming and comic convention in Atlanta Georgia with one of the biggest gaming halls in any convention so if you want a chance to meet me there there’s a link in the description where you can register and I’m looking forward to It since it’s my first time in that area of the state. So I hope to see you there Anyway with that said thank you very much to our illustris just stare unless you’re a sweet us from I’m sorry I probably pronounced that very long epic Mik supreme Saiyan Nicholas Tatum Mike Elfin sisters one zero zero eight six and everyone else on my patreon to helping support me for this month and making this video possible No further updates from me today but for future reference If you do want me to attend the convention near you the best thing to do is just to let your convention know I don’t Guess the too many conventions every year, but I look for any excuse I can to get out of the office and endowment Anyway, that’s it from me. I’ve been gigging and I’ll see you all next time

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100 thoughts on “Anime is a Brand

  1. Anime, from the artistic perspective, is a movement, just like other artistic movements of the past.
    It's a collection of traits, practices and styles, and any work that incorporates at least a certain amount of those things in the spirit of that artistic movement are part of that artistic movement.
    And yes, regardless of where it was made, because this particular artistic movement has become global. So there ya go.

  2. Japan has achieved its goal of world domination…by being the primary force of influencing the international community that anime is just another option in entertainment. Even though other countries are getting into the anime industry it will always be Japan that is praised for making it such a culturally accepted form of media. Thank you Japan for uniting the world through art and entertainment. You have more for us than the UN and any international laws today.

  3. I think it's like Fantasy or Science Fiction
    It can take different forms, but you can tell it when you see it (for example Dark Sun is still a Fantasy, despite not being usual Tolkienesque one).
    And then there are examples that muddies the water (W40k and Star Wars, for example)

  4. i'd wish for titles in the corner for the source of the clips you use. just paste the name of the show in there, would love to get new titles for my watchlist.

  5. i can recommend "technotise" as a serbian kind of anime. or better called "an animation that is inspired by tropes and style of modern anime" but with a different kind of vibe in it.

  6. imo, no, it's not a brand. anime is a product. it's made to make as much money as possible and then on to the next one. the companies that manufacture anime have the power to say what is or isn't anime because they're ones making and distributing it. i think the big distinction we also need to acknowledge is that "anime" is just the japanese term for animation. this means that while the east has a much more different and distinct style the west when it comes to cartoons, ultimately that's what they are, cartoons. this means that there's no difference between 'panty and stocking' to 'sword art online', even though one may look more "anime" than the other.
    so,tbh, i'd just categorize them as "eastern cartoons" rather than anime and it's only because the same practice can be found in the west.
    while the west is known for more characterized, exaggerated and immature cartoons, that's not to say we don't have differing styles and maturity across a multitude of shows. it's the reason 'archer' is the same as 'steven universe', both are cartoons but wholly different as a product.

    personally, i think us westerners use the term "anime" to describe the new, weird, awesome, stylistic shows we saw when they were starting to make their way overseas and i think the term just stuck. i think that we were so used to seeing this product come from japan with such a unique style that we became so accustomed to what we saw and said at face value that this is what anime is, without even realizing that it's the same product we've always had in the west, animated cartoons, just done by another culture and people. in my experience, going to cons and seeing the merchandise there, it's all lumped together anyways. we're all a bunch of sweaty nerds that like the same things, cartoons, games, hentai, art, etc. and i think when people keep trying to separate anime from what it actually is, cartoons, you'll always have that avatar argument and some donut saying, "No, iT's AnImE".

    another point before i go is that i think the standard we hold anime to over our western cartoons is that the east can respect the intelligence of it's audience. shonen, without any fact checking, could be the most popular genre and that's supposed to be for preteen ages. i think they understand that kids aren't idiots and that they're able to understand and engage in more mature storytelling, and i think that's something in the west we seriously lack and what's made anime so popular overseas.

    in conclusion, who gives a shit? if you watch anime, you're a fucking weeb. i just think this video needs a bit more redoing.

  7. It also helped Netflix that Castlevania is an adaptation that does the games justice.

    On that note, I'd like to hear your thoughts on licensed anime.

    Batman: Gotham Knight, Kirby: Right Back At Ya!, the Marvel adaptations, Sonic X, the various Street Fighter adaptations, Pokémon, Bayonetta: Bloody Fate, etc.

    (Side Note: Freezing is an adaptation of a Korean manhwa.)

  8. To me, the biggest reasons why I wouldn't consider "western anime" to be equivalent with anime is that the writing, scripting, and style all have a particular western flavor that actual anime doesn't. Not to mention that lip flaps tend to have more expression put into them, which is much more a western animation trait than an anime one. I'm fine calling it American/Canadian/French anime, but for me, it needs that qualifier to indicate the difference.

  9. OMG if you cook french toast in America is still french toast so if you use Japanese animation style in a different countries it an Anime

  10. I disagree but respect your opinion. That Batman movie and radiant were both animated in Japan so regardless of their country of origin, they still have that gorgeous animation and storytelling you would not see in American media. Japan can base their own works off of Western works amd it doesn't make them any less anime. I'm not sure why anyone would think rwby or avatar were anime when the animation is so gross and you can always tell what their trying to mimic. Does it work both ways? Is keliedo star an American show because it takes place and mimics America? I understand Castlevania a bit because I think it was based on an RPG but that animation was so robotic, like those old superhero shows that you could still tell the difference. Like big corporations will write these trash shows but give us a cute protagonist with pink hair, big eyes, skirt and lable it an anime. It would be like calling Mulan a Chinese movie. It's. Just. Not. It's gross and insulting like trying to get us to eat dirt cause it's the same color as chocolate. We don't like anime because of the cute animation. We like it cause it's creative and beautiful in it's wide variety of shows. We aren't that stupid. Ah, sorry for ranting so hard. I just feel like this comes from the same thing that calls vocaloid anime and bts Chinese. Just my opinion. I respect yours and also FANTASTIC VIDEO! PLEASE STOP PLAYING THE GROSS CLIP FROM AKIRA! GOD BLESS!

  11. why the hEck would you put the promised neverland in the thumbnail and show no trace of it in the video… that's called disappointment folks

  12. High Guardian Spice wasn't announced or marketed as anime it was marketed on how many fat lesbians it had working on it. Literally. Not the art, not the story, not the music, no on the number of vaginas.

  13. Everything here is anime,since it simply means animation. Even toy story is anime. I really don't care what weebs say,that's the actual definition.

  14. I've seen the term "anime Americana" used to describe a show like Teen Titans. I could also see using that term for a Japanese show quite clearly targeted at the West, like Cowboy Bebop.

    So, maybe terms like "anime Chinois" (China), Thai anime, and Seoul anime could crop up, using the base term, but with that extra identifier/delineation. Who knows.

  15. Wouldn't it just fall under who your target audience is. Anime, which is made in Japan, was made for the Japanese audience. American cartoons like say Batman Beyond: Return of the Joker was animated by Japanese but was still mostly aimed at the western audience, etc. etc..

  16. Idk man for me Anime is the animation made in Japan cuz the name for this is an actual Japanese word.
    It's similar to manga: manga from Korea and China are called differently but come to think about it it has no differents(except for the names)

  17. People:"If Im gonna watch it, it should have high quality animation and an interesting plot" Gigguk: "Im a simple man. I see titty I click"

  18. Of course Avatar is anime. If it looks like anime, it's anime. If you need to check its Wikipedia page to see if something is anime or not, then it's definitely anime, and you're just being difficult.

  19. To me, anime is an art style.
    Just as piano seems to conjure classical music titles. The song may have not been composed in the 1500s, but is still classical style.

    I dont care where it comes from, so long as it entertains me.
    Having watched the Chinese and American offerings on Netflix, they're getting a LOT closer to the Japanese styles, but still haven't equaled or surpassed just yet. I hope they keep it up.

  20. Can we get this trending after the terrible Netflix Anime Documentary? Because Gigguk does more in 12 minutes than that thing does in 1 hour.

  21. I have to say, I'm grateful that Avatar wasn't considered anime, because that made it a lot more accessible to me as a kid (anime was banned haha) and that's the start of what got me into anime.

  22. It is anime if it was made in Japan with the Japanese market in mind first, or an official continuation thereof (when things like Adult Swim's Bog O or FLCL sequels are concerned)

    Therefore, Castlevania is not an anime and never will be, it belongs in the cartoon category


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