[Exploding in Popularity] With Two Hit Shows and a Million-Viewer Audience, Can “M!LK” Become a Nationwide Sensation?

The Top Contender Among Idols Outside Johnny’s

The five-member idol group “M!LK” has achieved one million in sales with their latest album, “LOVE ENG!NE.” In October, two shows headlined by the group will air on the Nippon TV network.

“In the past, the male idol scene was dominated by the former Johnny’s groups.Due to the major TV networks’ deference to Johnny & Associates, it was rare for male groups from other agencies to have their own shows. With limited TV exposure, their popularity struggled to grow, making it extremely difficult to achieve million-seller status. Many people are welcoming ‘M!LK’s’ breakthrough as a ‘symbol of the entertainment industry’s revitalization.’As for the former Johnny’s groups, ‘WEST.’ disbanded after internal turmoil, and ‘timelesz’ has also been plagued by troubles, such as the arrest of member Shuto Inomata (25) on assault charges.“Since some networks will likely decide not to cast them, ‘M!LK’s’ momentum is sure to accelerate even further,” said a producer at a major network.

Formed in 2014, it took them over 10 years to break through. The fact that all the members—who have each faced their share of hardships—remain humble is another reason they’re so popular.

“Even Yuto Sano (28), who already has a proven track record as an actor, never acts like a big shot and gives his all to every job. Taichi Shiozaki (26), who handles variety shows, is popular for his reactions that rival those of professional comedians, and he’s also great at handling live broadcasts.He’s such a Disney fanatic that he even visits parks overseas, making him a valuable asset for news and information programs. However, it was a shame that reports surfaced about his romantic relationship with a model. Leader Jinto Yoshida (26) offers more material for teasing and has a scandal-free reputation, so he might be the one to really take off in variety shows going forward.” (Broadcast Writer)

The fact that all members are from regional areas is also a strength.

“Each member serves as a tourism ambassador for their hometown. Since they’re involved in community-based activities, they seem to be recognized by a wide range of age groups in their hometowns. It’s also interesting that they’re implementing promotional strategies not seen with the old Johnny’s groups, such as including newspaper inserts limited to their hometowns when they release albums.
Their senior group at the agency, “Momoiro Clover Z,” also holds an annual town-revitalization outdoor concert called “Momoclo Spring’s Big Event” in partnership with local governments.They’ve successfully expanded their fan base. Just like them, M!LK’s strategy—going viral on social media to capture the younger demographic and expanding their fan base through community-focused activities—is well-suited to the times,” says the key network producer mentioned earlier.

Since they’re also a five-member group, some refer to them as the “post-Arashi” or “post-SMAP” group, but a director at a production company points out that “the main hurdle is the waning influence of television.”

“In terms of potential, they could become the next ‘Arashi,’ but the lack of a national program watched by a wide range of generations is a major drawback.In the past, ‘SMAP’ had the pull of major entertainers—for example, Takuya Kimura (53) clicked with Sanma Akashiya (71), and Tsuyoshi Kusanagi (52) clicked with Tamori (81).Unless they build a powerful support network like those artists did—allowing popular or long-running shows to carry them—or land a mega-hit drama or movie that becomes their signature work, there’s a possibility they’ll end up as just another ‘group of the moment.’”

Can they become the first “national group” to emerge from outside the old Johnny’s system!?