Spring is in the air, and a young publicist's thoughts turn to awards ceremonies. Across the sea, we've seen the Golden Globes and the Grammys, and at the end of the month there's the Oscars.

Most awards in Japan are given out for PR purposes, which is why you always see the same people getting them. Current idol fave Nanako Matsushima is ostensibly an actress, so it was only natural that last week she won a Golden Arrow, which is given to the best rookie performances. The arrow will look nice next to the other awards she's won in the past six months, among which was something from the jewelry industry and another having to do with "looking good in jeans."

Such awards are given to attract the media, who normally don't give a fig about these industry wingdings except when they are assured that some hot celebrities are set to show up. The PR companies hired to publicize these events are usually the ones who invent the awards. They then call up those production companies who handle the hugest stars and ask if so-and-so can receive one.