WEll, Crazy's definitely the right word for it.
I like the stab at a sort of mainstream hip hop for these girls. They've always been on the lovely border between the synth-y bright melodic pop that got kpop kickstarted and the hard and fast hip hop that really got the ball rolling for it in the modern era (I've said before that they're halfway between 2NE1 and WonderGirls, though 4Min has always been my favorite of the three).
This isn't what I was expecting from them, and the first time I heard it was was a bit disappointed with how mainstream it felt, totally lacking their usual melodic push or their colorful quirkiness. It's still not my favorite, but the elegant matahari flair of it makes up for a lot. The subtle introduction of color could have continued until the whole MV was in full color, which I would have appreciated because the BTS footage makes the styling look to die for. I think there could also have been a more powerful chorus, because the vamp is fantastically energetic and it just kind of falls flat into the chorus. Fortunately, that chorus is pretty catchy, even if it doesn't zing with the vibrancy of a masterwork, I'm certain that I'll be stuck in my head for a long while yet to come.
This isn't what I was expecting from them, and the first time I heard it was was a bit disappointed with how mainstream it felt, totally lacking their usual melodic push or their colorful quirkiness. It's still not my favorite, but the elegant matahari flair of it makes up for a lot. The subtle introduction of color could have continued until the whole MV was in full color, which I would have appreciated because the BTS footage makes the styling look to die for. I think there could also have been a more powerful chorus, because the vamp is fantastically energetic and it just kind of falls flat into the chorus. Fortunately, that chorus is pretty catchy, even if it doesn't zing with the vibrancy of a masterwork, I'm certain that I'll be stuck in my head for a long while yet to come.
The choreography is fun and fluid and it really goes well with the vibe of the video, and it moves perfectly to the beat and evolution of the music. But what really captures me is the hat-thing. We use eyes and hairstyles to identify our Kpop superstars, because the rest of their styling changes so often (teaser pics to show us what hair color / length / shape we're looking for in connection to a name). The hats in this video are interesting because they way they're used takes away our access to the girls' eyes, but in giving us specific labels, the hats also help us ID the very girls we can't ID on our own. It's a really interesting look at Identity, particular when taken into account along with the fact that the lyrics discuss finding a 'hidden self'. Also, one of the main causes thought to be responsible for what we call insanity is, at its most simplified, an identity crisis.
| Still, since it is just a dance-on-a-set MV, it can't score terribly high marks from me, but even so it grabs a lot of points. And seriously, just LOOK at how awesome the BTS footage makes the styling seem... | |
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