[MUSIC VIDEO REVIEW] Apink - Dumhdurum (2020)

Apink welcomes their 9^th year with a new release. On Monday, April 13^th 2020, the girls released mini album Look with lead single Dumhdurum. Apink continue to present mature transformation on this comeback since they successfully reached a second peak of their career two years ago. Their latest attempt resulted on bigger achievements, which Dumhdurum topped various music charts on the day of its release; making Apink takes their first spot again after five years.

With all these achievements, one question remained. Does Dumhdurum worth the hype? Check out my review of Apink title track from Look album below………………………………

Dumhdurum carries Apink signature style since the beginning. This song opens with a synthesizer sound that build a repetitive melody. However, it feels more upbeat compare to I’m So Sick and %% due to a strong bass line that accompanied this loop. Their combination gives a touch of tropical house genre instead of retro like Apink previous singles.

This loop continues to appear in Dumhdurum chorus yet Apink does not let it becomes a music breakdown. They sing a hook on the main part then add additional lines to the post-chorus. Their attempts effectively give more kick to the whole song while at the same time, turn it into memorable parts.

Meanwhile, Dumhdurum verses play as a place to showcase Apink singing abilities. The weaker vocalists like Naeun and Chorong make an impressive improvement this time. They manage to help the other four strong vocalists in giving more layer to the song. Apink also tries something different by letting Eunji sings verses rather than the main chorus part. It sounds refreshing to see her out of comfort zone.

Dumhdurum surely shows something different from Apink. But in K-Pop music scene, this song is not groundbreaking like I’m So Sick. It could easily belong to other 2^nd generation girl group five or six years earlier. You feel like listening to this song before, though it’s uncommon in the current music scene.

Apink creates an interesting take through Dumhdurum music video. They ring a call-back to their previous cheerful and youthful image by emphasizing on brighter atmosphere. Yellow, green, and blue color dominated the girls’ makeup, outfits, and settings Yet they continue to display mature side through sophisticated styling. Look at how Apink opts for blazer or flowy dress as well as bolder eyeshadow and lipsticks.

Apink finally achieved a perfect transformation in the ninth year of their career. Dumhdurum follows I’m So Sick and %% successful formula yet explores different genre. It’s catchy much like their previous hits although not offering something new in K-Pop music scene. The music video itself mixes Apink previous bright image to their current sophisticated looks.

Dumhdurum definitely worth the hype. Cannot wait to see what Apink will offer us in the future! The second peak of their career is surely promising.

Rating:                        3.5/5

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[MUSIC VIDEO REVIEW] Apink - %% Percent Eung Eung (2019)

After last year’s successful transformation, Apink is ready to rock 2019! The girls released their new album %% (Percent) with a similar name title track on Monday, January 7th, 2019. Their album and title track name are quite unique because %% also refers to Eung Eung, which is the slang word for ‘Yes’ in the Korean language.

%% considered as a challenging release from Apink. Last year, this girl group decides to change their sweet and innocent image into something more mature and sexier with the single I’m So Sick. It was Apink first extreme transformation after seven years of their career and the results was surprisingly good. I’m So Sick achieved longevity on music charts, which made Apink eligible to receive various awards.

After looking at I’m So Sick success, %% obviously has a tough task. With %%, will Apink continue to show mature concept? Or will they back to the sweet girls image that make them popular in the first place? You can find out the answer on my review of Apink’s newest single, %% below...........

Apink continues I’m So Sick musical direction with %%. This is also a pop/electronic-dance track that showcases the girls’ sweet vocal. However, Apink put a little twist to %% by adding retro-inspired sound. It combines electric guitar riff, drumbeat, and keyboard melody, which make the song has a more unique sound.

Aside from its unique music, %% has unusual song arrangement compared to Apink previous singles. The refrain does not rely on a catchy hook and focuses more on an actual melody that resembles a classic pop song. The memorable part appears during verses, which Naeun, Bomi, Chorong, and Hayoung emphasize the ending word on their singing (View view view). I also like the build-up during their parts because it makes the song more exciting. 

Although the arrangement is interesting, %% find issues on the song flow. It could not keep up with the promising beginning and ends abruptly with music breakdown. Apink should utilize the song dynamic more by singing another refrain, chant or even high notes. I know the girls are capable in doing that.

For its music video, %% has an interesting storyline. It relates to the lyrics which Apink mentions things that they look for in a guy. But, the girls find difficulties to meet the perfect guy for them; that is why they take initiative to create their own version of a desirable guy. The music video shows each Apink member carries a plastic body part then combines it at the end. %% is definitely Apink quirkiest music video to date.

%% music video dominated by pink color tone, which make it more appealing and staying true to Apink brand. I love how they use different shades of pink for tone, properties to settings. However, the whole styling concept of %% is a miss for me since the clothes do not fit the girls’ body proportion.  The cinematography also quite messy with an excessive amount of zoom in and zoom out scenes. This is such a pity since %% already has great storyline foundation.

%% is a fresh release from Apink to begin 2019. This song presents unique side of them through music arrangement and music video storyline. While at the same time, it maintains Apink’s signature catchy hook and bright color tone on its music video. I wish they developed both aspects more since %% has more potential than what Apink delivered.

Still, Apink is off to a good start this year. It’s nice to see them still kicking it on the eighth year of their career amidst peer groups’ disbandment or inactivity. Way to go, girls!

Rating:    3/5

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[MUSIC VIDEO REVIEW] Apink - I'm So Sick (2018)

Apink is finally back! On Monday, July 2^nd 2018, the girls released their new album called One & Six. This album has I’m So Sick as its title track.

I’m So Sick marked an image change for Apink. They let go the sweet and innocent image after seven years. They decide to showcase more mature as well as sexier side of them.

Apink does not play around for I’m So Sick. The girls go as far as hiring new choreographer and music video director to complete their image transformation. How is the result? Check out my review for I’m So Sick below…………

I’m So Sick showcases perfect blend between different sides of Apink. The domination of electronic dance genre portrays sophisticated feeling. This accompanied by strong beat to give more kick for the song.

But at the same time, I’m So Sick’s chord progression still echoes their previous songs. The keyboard and synthesizer sound delivers sweet melody. While its refrain part relies a catchy hook. The whole arrangement is sleek and definitely the strongest part of I’m So Sick.

However, Apink finds difficulties in its transition. Naeun and Chorong’s opening line does not flow well with Namjoo’s verse. It changes abruptly with several empty spaces. Beside that, the song dynamic is quite repetitive. There is no significant change throughout all.

The different side of Apink also represents in I’m So Sick music video. It looks more stylish because of fancy camera work and lighting. This camera work then allows I’m So Sick choreography to take center stage. The color palette is gorgeous too through the usage of red and blue tone.

As for the styling, Apink goes for mature image in I’m So Sick. The girls are wandering around alone with dress and blouses. This fits the song theme about their confusion when former lover contacts them again.

The styling is on point for each girl. It presents the right amount of elegance and sexiness without throwing off Apink usual sweet image. Namjoo shines the most while some members still need to work on their facial expression.

Apink successfully nailed their transformation with I’m So Sick. It portrays new mature side of them while also maintains their signature style. I like how the girls decide to change their concept slowly. It looks natural yet more age appropriate. Looking forward for Apink next image transformation in future release!

Rating:                        4/5 

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