Hirama Itaru - No Music, No Life [Tower Records]

2004, Japan, Magazine House, First edition

Tower Records Japan began their campaign of ‘No music, no life’ in 1997 with photographer Hirama Itaru and director Michihiko Yanai. During 1997 and 2004, Itaru has photographed 300 musicians and celebrities which beautifully captures the fun of music and life in Japan. Yanai leaves a message at the end of the book:

‘NO MUSIC, NO HIRAMA. NO HIRAMA, NO MUSIC. A musician is hanging out with their friends as usual. That became the advertisement for Tower Records. A musician has an emotional first meeting with someone they admire. That became the advertisement for Tower Records. Their free spirited mood and respect — the sizzling feeling of Tower Records — becomes equal. There are no other ads like this. And Itaru Hirama is always there. The time between shooting this ad and releasing it to the world is always very short. This is very rare in advertising. In order to release the goodness of Itaru Hirama’s photos as much as possible — like serving a freshly made nigiri sushi to enjoy at it’s fullest. Meet the people you want to meet. Mr. Sakamoto, Mr. Hirama, and I of ‘Tower Records’ continue to create and provide a playground for them by making these posters as a school-club activity. At a high pace once a month, new ‘NO MUSIC, NO LIFE” will be born this month as well. Two people who would not have met if it wasn’t for music. It’s really nice to have music. I cherish the feelings expressed in these words every time. I think it was after New Year’s Day in 1997. On the way home from the launch of a car commercial featuring Namie Amuro, I instinctively approached Hirama about this job at Tower Records. Without Itaru Hirama, there would be NO MUSIC, NO LIFE.’ - Director Michihiko Yanai