Break the Rules is the fifth studio album by Japanese recording artist Namie Amuro, released on December 20, 2000, through Avex Trax. It was released only eleven months after her previous album Genius 2000 (2000). It is her final album working with her long-time producer Tetsuya Komuro, and features American producer Dallas Austin (who first worked on her previous record). The music style on Break the Rules is still based on American R&B, but the tunes are more lively than its predecessor.
Upon release, Break the Rules received positive reviews from music critics, who praised the production and Amuro's vocals throughout. The album was not a commercial success and failed to win first place on the weekly charts for the first time in her career. Break the Rules debuted at number two on the Oricon Albums Chart with first-week sales of over 157,000 copies. In doing so, it became Amuro's lowest-peaking and lowest-selling record in Japan to that point. Only around 335,000 copies were sold by the end of its chart run, less than half of her previous album. Despite this, Break the Rules was certified platinum by the Recording Industry Association of Japan (RIAJ).
"Never End" was released as the album's lead single on July 12, 2000, and served as the image song for the 26th G8 summit. The single became a success, peaking at number two on the Oricon Singles Chart and being certified double platinum by the RIAJ. "Please Smile Again" was released as the album's second single on October 4, 2000; it peaked at number two and was certified gold. "Think of Me / No More Tears" was released as a double A-side single on January 24, 2001; it only peaked at number seven on the chart. Amuro promoted Break the Rules by embarking on the Namie Amuro Tour 2001 Break the Rules concert tour from March to May 2001.
Background and packaging
During the recording sessions for Genius 2000 (2000), Tetsuya Komuro approached American producer Dallas Austin about collaborating with him and Amuro's team on new music. He accepted the invitation and submitted demo recordings to Komuro.[2] Amuro was excited about the opportunity to work with Austin because she had admired his work with the American girl group TLC, which had inspired her at the time.[2][3] After the success of Genius 2000, Amuro decided to work with Austin again on its follow-up.[4]Break the Rules is her second album to feature songs written and produced by American music producer Dallas Austin.[4] His role in this album, however, is much smaller than the last. For Genius 2000, Austin produced half of the album;[5] with this album he only produced four songs.[4] The majority of the tracks features compositions from Amuro's main producer, Tetsuya Komuro.[4]
First editions of the album came in special packaging. The booklet was presented as a foldout poster featuring Amuro looking out of an airplane window. It also came with a foldout card of photos depicting Namie in different locations around America, mostly New York City and Los Angeles. The album was housed in a transparent slip case with the phrase "break the rules" in pink running diagonally across the front and back of it.
Singles and other promotion detail
The songs "Think of Me" and "No More Tears" were released as a double A-side single shortly after the release of the album. A video was made for "Think of Me" in New York during photo sessions for the album artwork. No video was made for "No More Tears." Previous songs that appear on the album have all been slightly modified. These songs include "Never End", "Please Smile Again" and "Cross Over". "Cross Over" features a rap verse from Poppa LQ. Unique among Amuro albums is that it features her first attempt at singing a song entirely in English on the track "Looking for You".
Reception
Break the Rules debuted at number two on the Oricon Albums Chart by selling 157,850 copies in its first week.[6] It became Amuro's lowest sales and chart debut for a studio set, until it was surpassed by her 2003 album Style.[7] In its second week on the chart, Break the Rules fell to number ten, selling 113,850 copies.[8]Break the Rules stayed in the top ten for only two weeks and in the top 300 chart for nine weeks.[9] It was named the 69th best-selling album of 2001, with 334,520 copies sold by the end of the year.[10] The album was certified platinum by the Recording Industry Association of Japan (RIAJ) in February 2001.[11] According to Oricon Style, Break the Rules is Amuro's sixteenth best-selling album overall.[12]
