Writing this because I’m bored, as I usually am.
I am usually very SM bias because Shinee is practically my staple love of everything that is Kpop. And it’s also because SM Entertainment has already established themselves as a solid company that produces idol groups with the prettiest, most refined package. The ajusshies of SM knows what they’re doing since they have a long line history of famous idol groups. H.O.T, Shinwa, DBSK, SNSD, the list goes on.
But once they announced that they were about to release a new boy group, I was indifferent. Not because I didn’t think they won’t be just as good as their predecessor, but after the DBSK lawsuit, SM has been losing their touch lately. After a series of successful idol groups, there is bound to be a slump at one point. DBSK had suffered because of their loss of three members, so SM forced to revamp their entire image and choreography around two remaining members of the group. While they still managed to gain a Mutizen award, a huge chunk of their fanbase was lost and split into two. Shinee hadn’t been promoting in Korea for a while because of their Japanese promotions, and even then most of it was half-assed being translated from their Korean songs and then shooting the music videos and then calling it a Japanese single. The same was with SNSD, but then they got better with a full-fledged Japanese single Mr. Taxi, and then Time Machine. Super Junior’s Mr. Simple was atrocious. No. Don’t.
I know what people are going to say. SM hasn’t been losing their touch. Their artists are actively promoting left and right, with SNSD’s appearance on David Letterman and Regis Kelly, f(x)’s Mutizen award with both Pinocchio and Hot Summer. I meant that musically they have steadily declined. I wish I could go back to the days where Shinee goes on full blast with their voices singing Love Like Oxygen and that soul RnB jibe in Noona you’re so Pretty instead of trying to struggle the last high note and then end up sounding like a dead cat on Lucifer. Or DBSK’s versatility in singing soft, baby-making ballads and rawesome masculine Mirotic. Not these overhyping ‘WTF are you wearing’ promotions that focused more on visual appeals than it is the artistic process of their albums. These sentiments are probably just me, but I realized I wasn’t quite as annoyed with their teasers to hype up to the fans as I thought I would until this new debut came out.
Or about to? Seriously just freakin’ debut already.
If I wasn’t so in love with EXO’s What is Love, I would’ve given up on this group and called it a day. Twelve frekin’ teasers and all we get is a prologue. Okay, what the hell is that? I don’t care what you call it, SM. If it has a video and a song, it’s a single. I’m calling it a single. Nevertheless this song had me hooked for weeks after its release, and I’m glad my insanity remained long enough for me to hear it.
But that’s just it. The song is gorgeous, but I seriously hate the way SM is trying to promote this group. I really do. Die-hard fans will probably like it no matter what, but for those who are into Kpop for the musical aspect, regardless of their looks, will not invest so much time as to wait for another so-called prologue to come out. They’ve already released eighteen tears for this group. Imagine another eighteen more to come and it won’t be good as this one. My friend has already expressed that she already halted her interest, which is a shame because if they continued releasing songs like What is Love and History (which I want to rant about later) I would be really happy.
In the end, I don’t know where this rant has gone to. Just to sum up my displeasure at SM’s lack of musical galore lately and their new overhyped group that has even yet to debut. Hopefully the content will actually stay on topic.
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