▲ (G)I-DLE, who released their 2nd full-length album ‘2’ on the 29th ⓒ Cube Entertainment
After experiencing the coronavirus pandemic in 2020, the K-pop market has expanded exponentially compared to before. Despite the fact that direct overseas activities were blocked, the market itself was expanded by actively utilizing various types of video or SNS services such as YouTube, Instagram, and TikTok.
Songs with a running time of about 2 minutes, which is suitable for short-length videos focusing on ‘short form’, have turned crises into opportunities, and as a result, many teams are attracting enthusiastic support from fans beyond Korea and around the world. Second full-length album following the recent pre-released song ‘WIFE’ < 2 >(G)I-DLE, who released , is considered a representative group that has captured both popularity and fandom through various activities such as albums and concerts, going beyond the popularity of digital music over the past 3-4 years.
Under the leadership of leader Jeon So-yeon, who also acts as a producer, this five-member girl group overturned the perception that “the group must be from a very large agency” while always living up to expectations with its confident attitude and colorful musical songs and dance performances. (G)I-DLE’s unique confidence is reflected in this < 2 > This work is also an extension of this principle.
‘Super Lady’ overwhelms everyone’s attention with mega crew dance performance
▲ A scene from (G)I-DLE’s new song ‘Super Lady’ performance video ⓒ Cube Entertainment
The lead song of the new album, ‘Super Lady’, which follows ‘TOMBOY’ and ‘Queencard’, can literally be considered the culmination of the volume offensive. In addition to the intro, “I am the top, super lady,” in which Jeon So-yeon, who also plays the role of the main rapper, sings in a high register, the music video and the performance video completed in collaboration with Kirsten overwhelm the screen with a stage more spectacular and grand than an ordinary concert.
In the distance, you can see Marilyn Monroe, Madonna, Beyonce, Lady Gaga, < 101 달마시안 > The costumes and set composition, which seem to have borrowed flashy images from American pop culture, most notably Hollywood, such as Cruella, symbolically reflect the elevated status of (G)I-DLE, who has grown into a mega-group with 1.8 million album pre-orders.
The three paragraphs, composed along a dynamic bass line, each show off their own unique charm despite their short length of about 2 minutes and 40 seconds. However, it seems that there are quite a few fans who express subtle feelings about this composition. The combination of familiar images and forms rather than new ones also gives the feeling that the dynamism of the first half of the song does not continue until the second half. ‘Super Lady’ seems like a dividing line between what (G)I-DLE can do best and what they can’t.
Short composition for a regular album
▲ (G)I-DLE’s new song ‘Super Lady’ music video ⓒ Cube Entertainment
The unexpected charm found in is the presence of the song completed by Minnie + producing team BreadBeat. ‘Vision’, which is decorated with simple and clear beats, and ‘7Days’, an English song centered on guitar riffs, are drawing enthusiastic support from fans upon their release despite the limitations of being included.
Meanwhile, as the years go by, the playing time of head songs and b-side songs tends to get shorter. < 2 >It can also be seen in It contains a total of 8 songs, but the running time does not exceed 21 minutes. ‘WIFE’, which was introduced as a pre-released song, was completed as a 2-minute song. As a result, even though this team can show more of what it has, 20 minutes acts as a kind of limitation.
< 2 >, and it seems clear that ‘Super Lady’ is the confidence expressed by the team that has reached the top. On the other hand, the content has a slightly different texture from expectations. In a way, it makes us think that the crossroads in (G)I-DLE’s future path also begins with this album.
‘WIFE’ controversy… Healthy Debate vs. commercial marketing tool
▲ A scene from (G)I-DLE’s new song ‘WIFE’ music video ⓒ Cube Entertainment
Separately from the release of , (G)I-DLE was at the center of attention last week due to controversy over the sensational nature of the lyrics of the pre-released song ‘WIFE’. (G)I-DLE’s unconventional attempt led to various discussions, but on the other hand, it also served as a negative factor that distracted the group’s concentration on the regular album.
In terms of creative freedom, the emergence of provocative lyrics is clearly seen as a positive attempt considering the changes and trends of the times. On the other hand, disclosure without any 19-year age limit could not avoid sharp criticism such as noise marketing. The question was whether this was an expedient way to avoid sales restrictions because, in principle, minors cannot purchase and use albums and music files containing songs with a ’19 age limit’ applied.
Usually, even if you look at leading overseas pop stars, even if they are the same song, they self-regulate by dividing them into ‘Explicit Version’, ‘Clean Version’, etc. depending on the level of lyric content, or attaching ‘Parental Advisory – Explicit Content’ stickers to their albums. Considering this, ‘WIFE’ had no choice but to have doubts about the artist’s or agency’s response. The response, which runs counter to the confidence shown so far, leaves a lasting impression.
