# Magic (Jolin Tsai album)

Magic (Chinese: 看我72變) is the fifth studio album by Taiwanese singer Jolin Tsai, released on March 7, 2003, by Sony. The album was produced by a team including Bing Wang, Peter Lee, Jamie Hsueh, Jay Chou, and Huang Yi, blending a variety of musical styles such as pop, disco, funk, folk, hip-hop, and British rock.
The album was well received by music critics and was seen as a key turning point in Tsai's career, solidifying her shift towards a dance-pop music direction. It topped the Taiwanese album sales chart for 10 consecutive weeks, with sales exceeding 360,000 copies in Taiwan alone. The album achieved over 1.5 million copies sold across Asia and was ranked as the second best-selling album in Taiwan for 2003. It also earned Tsai the title of the best-selling female artist in Taiwan for the same year.
Magic was nominated for Album of the Year at the 15th Golden Melody Awards, and Tsai was nominated for Best Female Mandarin Singer. Additionally, Baby Chung was nominated for Best Music Arrangement for his work on the track "Prague Square". Chung ultimately won the award for Best Music Arrangement.

## Background and development

On December 20, 2001, media reports revealed that Tsai was in discussions to sign with a new record label, with high speculation that she would sign with Sony. In response, Tsai remarked, "I swear, there isn't even a hint of a contract yet!" On January 22, 2002, media outlets reported that Tsai was planning her new album and was in the process of selecting songs. On June 5 of the same year, it was revealed that Tsai's new album was scheduled for release in September, with rumors suggesting that she was leaning towards signing her management contract with a company under the direction of manager Ke Fu-hung.
On July 23, 2002, Tsai officially signed a two-year, three-album contract with Sony. On September 16, the media reported that Tsai had already recorded five songs for her upcoming album and was preparing to begin the full recording process. On December 7, it was further reported that the album was expected to be released in January of the following year.
On February 12, 2003, Sony held a preview session for Tsai's new album, inviting music industry figures such as Jamie Hsueh, Paula Ma, and John Yuan to discuss the tracklist and the album's promotion strategy. On February 13, it was confirmed that the album would be released on March 7, 2003. Unlike her previous albums, which involved selecting songs from a large pool of demos, this new album was created through a more personalized process, with musicians specifically crafting songs tailored to Tsai's vocal characteristics. The song selection process took several months, and the final album featured a fusion of various musical styles, including hip-hop, R&B, disco, funk, and rock.

## Writing and recording

The lead single, "Magic", blends hip-hop and disco, incorporating computer-generated sanxian instrument sounds. The song's mysterious and playful intro leads into a dynamic and energetic track. Tsai spent two weeks in the recording studio, re-recording nearly 100 takes to perfect the song. "Fake Confess" is a deeply emotional love ballad. The song begins with a delicate violin intro, transitioning into a passionate and complex string quartet and classical piano arrangement. Tsai's expressive and nuanced vocal delivery conveys the pain and vulnerability of the lyrics, with critics praising her "most sincere and heartfelt vocal performance" to date.
"Say Love You" opens with an electric guitar riff, followed by Tsai's sweet yet refreshing vocal tone. The track combines playful rap verses with a catchy, humorous melody, resembling a romantic comedy. The heavier use of electric guitar and the arrangement evoke a bold, edgy British rock style. "Be You for a Day" is a slow folk ballad with a gentle piano melody. Tsai's melancholic yet understated vocals reflect the sorrow and longing of unrequited love. She dedicated significant time to adjusting her vocal tone and delivery, working closely with the producers to achieve a more tender and refined vocal performance than in her previous works.
"Rope on Vest" is a song written by Tsai herself, showcasing her mature and sensitive side. The record label sent the lyrics to various musicians to compose music, eventually selecting a waltz in 3/4 time by Clayton Cheung. The song was then enriched with piano, strings, and MIDI post-production, resulting in a song with rich chord progressions and an innovative arrangement. "Prove It" is a high-energy, rhythm-driven hip-hop dance number. Tsai uses a powerful vocal style, intentionally adding effects to her voice, showcasing a confident, dynamic presence. The lyrics convey a modern, straightforward attitude towards love, emphasizing simplicity and happiness in relationships.

## Title and artwork

Regarding the album's title and its significance, Tsai explained: "After taking a year off, I hope everyone will notice the changes in my performances. Different songs will feature unique vocal techniques, while the dance moves will be sharper, more varied, and the outfits more diverse, with a greater range of colors. There's been a significant transformation in many aspects. I hope that from every angle, you can clearly see the changes I've undergone."
To highlight Tsai's musical evolution, the official album cover and the accompanying photo booklet were conceptualized around the theme of "Hibernation Evolution", portraying Tsai's growth after a period of dormancy. The concept was divided into three stages: "Hibernation", "Awakening", and "Breaking the Ice". To evoke the "hibernation" effect, the photographer wrapped Tsai in a long white cloth, resembling a dormant cocoon, with her face seemingly dusted with snow, lying curled up in a snowy landscape. In the "Awakening" phase, the photographer aimed to capture Tsai slowly opening her eyes, as if basking in the warmth of sunlight, symbolizing the breaking of a seal and a sense of readiness to emerge. The white cloth was transformed into tassels, tied around her hands and shoulders. For the "Breaking the Ice" stage, a water tank was used to create the illusion of water ripples, and digital post-production was employed to simulate the effect of water droplets and icebergs.
To help Tsai shed the image of a youthful girl and embrace a more mature, feminine persona, stylist Chen Sun-hua accompanied her to Japan to select clothing for the album's photoshoot. Most of the outfits chosen were off-shoulder or strapless dresses, predominantly in pastel colors like white and pink, evoking the fresh, springtime atmosphere. The white spring dress featured on the album cover was a design collaboration between Chen Sun-hua and Taiwanese designer Wang Qinghua, who crafted the piece specifically for Tsai.
The special edition of the album, "Deluxe Celebration Edition", featured a cover and photo booklet themed around "The Blooming of Spring". The photos were taken at Yangmingshan National Park during the peak of the flower season. The record label rented a flower field at the Bamboo Lake area of the park, where Tsai posed in spring attire amidst the blooms, symbolizing the album's success and its "flourishing" achievement.

## Release and promotion

On March 6, 2003, Sony held a promotional event for the album at the New York New York Shopping Center in Taipei, announcing that the album had been produced with an investment of over NT$40 million. On April 12, 2003, Tsai held the Say Love You Concert at the west plaza of the Tainan City Government in Tainan, Taiwan, with an audience of over 10,000 people. On May 18, 2003, she performed the Say Love You Concert in Taipei, Taiwan, which was broadcast live on Azio TV and streamed online via the MyMuch website, attracting over 100,000 viewers. On May 23, 2003, Tsai released the special edition of the album, "Deluxe Celebration Edition", which included an additional 11 music videos. On May 29, 2003, Tsai held the Magic Concert in Las Vegas.

### Live performances

On April 13, 2003, Tsai performed at the My Way Concert, where she sang "Say Love You" and "Fake Confess". On July 5, 2003, she participated in the J. S. G. Selections, performing "Say Love You". On August 2, 2003, Tsai took part in the 14th Golden Melody Awards ceremony, where she performed "Magic".
On October 10, 2003, Tsai performed at the Believe Taiwan Fighting Party, singing "The Spirit of Knight", "Magic", "Prague Square", and "Say Love You". On November 2, 2003, she performed at the Huangpu River Source Ecological and Cultural Festival, where she sang "Magic", "Prague Square", and "Say Love You". On November 15, 2003, Tsai participated in the Asia Super Star Anti Piracy Concert, performing "Magic" and "Say Love You".
On November 30, 2003, she took part in the Star Storm Concert, where she performed "Magic", "Said Love You", and "Fake Confess". On December 3, 2003, Tsai performed at the 2003 Metro Radio Hits Music Awards, singing "Say Love You". On December 24, 2003, she attended the Eastern TV's Christmas Party, where she performed "Magic", "Say Love You", and "Fake Confess". Subsequently, Tsai continued to attend various events and performed songs from the album at these engagements.

### Singles and music videos

On February 19, 2003, Tsai released the single "Magic". In the music video, Tsai changed into four distinct outfits, including a floral jumpsuit, a Western cowboy outfit, casual riding pants, and a punk-inspired ensemble. To perfectly integrate the song and dance, the record label enlisted choreographer Rambo Lan to create intricate, fast-paced hand movements, adding a "magic trick" effect to the performance. Since the song also served as the theme for the online game Asgard, the director and production team used computer-generated effects to turn the dancers into characters from the game, featuring a segment where Tsai dances alongside the game characters. This required meticulous frame-by-frame synchronization of the dance moves, along with careful attention to special effects, size details, and realism.
The music video for "Fake Confess" was directed by Tony Lin. To convey the song's melancholic atmosphere, the record company invested NT$1 million to film the video in South Korea at the end of January 2003. The director chose to shoot at the Yongpyong Ski Resort in Gangwon Province, the location featured in the popular Korean drama Winter Sonata. The original plan was to cast Korean actor Won Bin as the male lead, offering him NT$3 million for an hour's appearance, but he was unavailable due to his film schedule. As a result, a Taiwanese model was selected to replace him.
The music video for "Prague Square" was directed by Kuang Sheng, featuring an exotic fantasy style. The production company invested NT$1 million to set the video in medieval Europe, carefully selecting props, sets, and costumes, with over 50 extra actors involved in the shoot. The music video for "The Spirit of Knight" was also directed by Tony Lin and filmed in Thailand at the Ayutthaya Historical Park and the Wat Chaiwatthanaram temple. Tsai noted that the video evoked an ancient Roman atmosphere, with strong ethnic elements. The filming involved careful attention to camera work, locations, choreography, and set design. Additionally, the music video for "Say Love You" was directed by Kuang Sheng, with actor Nick Chao also participating in the shoot. The videos for "Be You for a Day" and "Rope on Vest" were both directed by Tony Lin.
"Magic" topped the 2003 UFO Radio chart's year-end rankings in Taiwan, securing the number one spot. "Say Love You" ranked 6th, and "Prague Square" also placed within the top 100. Furthermore, "Magic" was ranked 24th in Taiwan's Hit FM Top 100 Singles of 2003, with "Say Love You" and "Prague Square" ranking 3rd and 65th, respectively.

## Commercial performance

On March 13, 2003, media reports revealed that the album had sold over 80,000 copies in Taiwan within its first six days of release. It was also reported that the album topped the weekly sales charts of G-Music and Asia Music in its first week. By May 18, 2003, the album had maintained its position at number one on the G-Music weekly sales chart for 10 consecutive weeks. On June 7, 2003, it was reported that the album had sold over 300,000 copies in Taiwan. On June 16, 2003, G-Music and Asia Music released the mid-year sales charts for Taiwan, with the album ranking as the top-selling album of the first half of 2003. On August 10, 2003, Sony announced that the album had sold over 500,000 copies in mainland China and over 1 million copies across Asia.
On January 7, 2004, media reports confirmed that the album had ranked second in Taiwan's annual album sales for 2003 and had topped the year-end sales for female artists in Taiwan. Ultimately, the album was reported to have sold over 360,000 copies in Taiwan and more than 1.5 million copies across Asia.

## Critical reception

Tencent Entertainment's Shu Wa commented: "Magic brought more than just an image overhaul for Jolin Tsai. The album's musical appeal and stylistic diversity were both refreshing and innovative. Sony's rebranding of Jolin Tsai played a significant role in the album's success. The meticulous care and attention to detail in the selection of songs and lyrics were standout features of the album. Collaborations with new producers such as Huang Yi, Jamie Hsueh, Bing Wang, and Jay Chou imbued the tracks with a sense of fashion and international appeal. Both the fast and slow tracks on the album balanced modernity and popularity, successfully blending the elements of fashion and mainstream appeal. Magic marks a departure from Jolin Tsai's earlier work with Universal, where fast songs were energetic but lacked mainstream appeal, and slow songs were emotionally resonant yet lacked lasting charm. In contrast, this album presents both uptempo and slower tracks that are more refined and nuanced. The retro styles of disco, funk, and rock quickly became trends in Mandarin pop music, and the influence of Jay Chou's signature R&B sound further contributed to the album's success."
Kay Huang praised the album's concept, stating: "Magic contains many songs that are truly enjoyable, helping Jolin redefine her musical identity. The overall concept of the album is well-crafted, reflecting a collective effort and creating a significant influence in the Mandarin pop music scene. Jolin has become a cultural phenomenon and a topic of discussion; even those who disagree with her may acknowledge that this era's younger generation loves her music. Years from now, Magic will certainly be recognized as one of the defining works of this era in Mandarin pop music." Music critic Qing Yanling remarked: "Jolin Tsai used this album to announce her transformation as an artist. Nearly every track on the album reflects her personal journey at the time. This album serves as an exemplary blueprint for aspiring pop singers, especially those interested in pursuing dance music, and remains relevant even today."
Apple Music Taiwan noted: "Jolin Tsai's fifth studio album, Magic, was a pivotal work in her career, marking a major shift in her musical direction. She moved away from her past image as the 'girl-next-door' idol and no longer confined herself to ballads. The album features a diverse range of tracks, with an emphasis on dance music, solidifying her new artistic direction." Apple Music China highlighted: "The album is well-produced, with smooth ballads and energetic dance tracks, laying the foundation for Jolin's versatile musical style." Marie Claire Taiwan observed: "After a period of relative quiet, Magic ushered in a new chapter for Jolin Tsai. The album's fresh sound, combined with her refined dancing skills and more confident image, not only made the album a commercial success but also earned her multiple nominations at the Golden Melody Awards, including for Album of the Year and Best Female Mandarin Singer."
Sina Entertainment's Gao Wei'an commented: "In Magic, Jolin truly expanded her musical range. As she explained, she had previously focused on hitting high notes, but in this album, she explored more subtle and nuanced vocal techniques, incorporating lower, more melodic tones to express a different emotional depth." Sohu Entertainment expressed: "Although the album still felt like a carefully crafted product by the record label, with numerous collaborators involved, the variety of styles on the album—though ambitious—ended up being somewhat disjointed. The overabundance of influences resulted in a collection that struggled to find a consistent identity." Tencent Music's Wave Review Panel ranked Magic 18th in their list of the "200 Best Chinese Albums of 2001–2020", recognizing it as a standout work in the decade from 2001 to 2010.

## Accolades

On July 5, 2003, the song "Say Love You" won the Most Popular Mandarin Song award at the 2003 Q2 J. S. G. Selections. On July 28, 2003, the album was awarded Best Album of the First Half of 2003 at the Taiwan's G-Music chart, and Tsai received the Best Female Artist award for her work on the album. On August 3, 2003, Tsai won Best Female Singer at the Metro Radio Hits Music Awards, with "Say Love You" also taking home the Best Mandarin Song award. On September 6, 2003, she was honored with the Most Popular Taiwanese Artist award at the 10th Singapore Hit Awards.
On November 6, 2003, Tsai was nominated for Favorite Artist Taiwan at the MTV Asia Awards 2004. On December 28, 2003, she won Best Mandarin Female Singer at the Metro Radio Hits Music Awards, while "Say Love You" earned the Top Mandarin Songs award. On January 19, 2004, "Prague Square" was named one of the Top 10 Mandarin Songs at the Canadian Chinese Pop Music Awards. On February 21, 2004, the album won Long-lasting Album of the Year at the Hito Music Awards, and Tsai was recognized as Best Female Artist of the Year. Additionally, "Say Love You" won Longest-Charting Song of the Year and Top Mandarin Songs of the Year.
On March 30, 2004, the album was nominated for Album of the Year at the 15th Golden Melody Awards, with Tsai receiving a nomination for Best Female Mandarin Singer. Baby Chung was also nominated for Best Music Arrangement for his work on "Prague Square". On April 10, 2004, the album was awarded Top 10 Best-Selling Mandarin Albums of 2003 by the IFPI Hong Kong Top Sales Awards. On May 8, 2004, Jamie Hsueh won the Best Music Arraignment award at the 15th Golden Melody Awards for "Prague Square". On July 11, 2004, "Prague Square"was named one of the Top 10 Mandarin Songs at the 4th Chinese Music Media Awards.

## Charts

2003 weekly chart performance for Magic :
| Chart (2003) | Peak position |
| Singaporean Albums (RIAS) | 1 |

## Release history

| Region | Date | Format(s) | Edition(s) | Distributor |
| China | March 7, 2003 | CDcassette | Standard | Epic |
| China | June 19, 2003 | VCD | Video compilation | Epic |
| Hong Kong | March 7, 2003 | 2CD | Standard | Sony |
| Hong Kong | May 23, 2003 | CD+DVD | Deluxe Celebration | Sony |
| Indonesia | March 7, 2003 | Cassette | Standard | Sony |
| Malaysia | March 7, 2003 | CDcassette | Standard | Sony |
| Malaysia | June 19, 2003 | VCD | Video compilation | Sony |
| Singapore | March 7, 2003 | CD | Standard | Sony |
| Singapore | June 19, 2003 | VCD | Video compilation | Sony |
| Taiwan | March 7, 2003 | CD | Standard | Sony |
| Taiwan | May 23, 2003 | CD+DVD | Deluxe Celebration | Sony |