Japanese "Talento"

Become a famous talento today!

When watching Japanese TV or living in Japan, you’re bound to encounter the word “talento” at some point, the foreign loanword from “talent.” You’ve probably seen an advertisement on TV, on the train, or in a magazine for talent agencies on the lookout for fresh new faces to inject into the entertainment industry. So, do these people actually have any “talent”?

What are “talento”?

Degawa Tetsurou

Different from regular actors or musicians, “talento” are celebrities who make regular appearances on mass media, most notably television. They are prized for their charismatic talents more than actual talent – in television, personality is everything, to the point which many people on TV are assuming a different persona, playing a character they think people will like. It’s basically the term for “famous for being famous” – say, any member of the Kardashian family.

What are the different types of “talento?”

Rola, the most annoying talento of all

Therefore, “talento” may not actually be talented at all. Some can make a living as a “talento” by taking on the persona of a “dumb idol” (obaka-aidoru) or simply for characteristic beauty, or lack thereof. Between TV appearances flaunting their beauty or charisma, they are also involved in other activities such as making music, most notably those from Johnny & Associates, the source of nearly 100% of all male idol groups in Japan. Another example you can see on TV are “G-cup” models, the American equivalent of a DDD cup, gracing the stage with their giant busts. While those of us in Western countries might be horrified at being urged to appear on TV just to have everyone ogle over your giant boobs, it’s a big draw for a land of generally smaller-breasted people. Apparently it’s respectable enough, but you’ll always be expected to show them off on the show since they’re the only reason you’re there in the first place!

The ubiquitous question of Atsugiri Jason

Other “talento” make their living thanks to a trademarked phrase, clothing, personality, or mannerism to draw laughs from the audience. These are known as “ippatsuya”, a “one trick pony”, as the novelty of their joke or phrase quickly wears off and they fade into obscurity. “Owarai talento” are the comedians, often working in manzai (a two person stand-up comedy) and appearing on comedic variety shows. Meanwhile some “talento” make it into TV simply because of their connection to current events or celebrities, athletes, or politicians. There are also “gaijin talento”, foreigners who break into television and make it big in Japan, without being a success in their home country and are thus almost exclusively active in Japan. If they can at least carry a conversation in Japanese, “gaijin talento” can get a spot on a show just for their looks and personality, but are often chosen to fit the Japanese stereotypes of foreigners.

Oftentimes “talento” slide into the role after a downward shift in their original career. Musicians and comedians are thus most commonly “talento” due to the constant turnover of fresh talent and new acts. Fashion modeling can also land you a gig as a “talento” to supply that “star factor” to a show in need of a makeover. “Talento” may also appear in dramas or movies, but they do not appear on shows solely to promote their work like a regular actor. Despite constant television appearances, “talento” may struggle to make ends meet due to the talent agencies taking a major cut to their paychecks.

Japan's favorite drag queen, Matsuko Deluxe

Who are some famous “talento”?

An example of “talento” include Takeshi Kitano, or “Beat Takeshi”, a famous director who started out as an “owarai talento” and still appears frequently on TV. Becky and Rola dominate the half-Japanese young beauty talent, and comedians Degawa, Bananaman, and Imouto-san are highly popular. Then there’s fresh young musicians such as Daigo, also famous simply for his former prime minister grandfather Noboru Takeshita, Wentz, and Radio Fish. Matsuko-deluxe is everyone’s favorite super sized drag-queen, and Fuku-kun is popular among children. Then there’s foreign “talento” such as Bobby Ologun and Atsugiri Jason. Recent star Ryucheru is the fastest rising “talento” and can be seen across multiple television stations, demonstrating what’s essential to “talento” power beyond that characteristic under-eye shadow and curled golden locks: staying current, and being seen everywhere – literally everywhere.

So much cuteness! My eyes burn!