Something that I noticed this summer, is that Korean girl group (G)-IDLE’s July album release ‘I Sway’ felt disjointed and didn’t land. As I watched the beach dancing sequence in the music video, I thought I was the only one, but as I’ve browsed K-Pop subreddits, I am far from the only one feeling weird about this song and era.
I saw discussions about whether (G)-IDLE’s concept was going downhill or what was going on with this album. I have been confused by what a ‘klaxon’ is. Is it a made-up word? Is it a Korean word? Why did the trailer look like the song was going to be set in a city with old cars and instead we get cringe choreography on the beach while the members dance in swimsuits that feel so unoriginal and not true to (G)-IDLE’s normal aesthetic.
It’s vaguely Californian but honestly, the beach could be anywhere? The stage performance and dance challenge shorts feature the members in lifeguard-themed outfits that look like the lifeguard hoodies you can purchase at Wings at the Outer Banks. The dance challenges feel off, not even Changbin really got into it. Which I was looking forward to, as the weird sexual choreography where they pop their chest at the “honk honk” lyric sounded funny for a boy group member to do.
I did learn, from The Grand Tour ironically, that “Klaxon” is an old-fashioned turn for a car horn. Yeah, weird. A bit too niche. Maybe if the music video was more car-focused or the lyrics had built on that theme more the theme would have meshed well with the name and the choreography? 2Baddies and Faster from NCT 127 are two examples of car-focused songs and a car-focused music video that works well, a girl group building on this theme would have been cool!
I personally find this comeback disappointing because so far in 2024, (G)-IDLE has been one of my favorite bands. Super Lady and Wife were amazing concepts that challenged the norm without being trite. (G)-IDLE for years now has been so fantastically original and pushing back against the stereotypes women navigate. Hoping this is a fluke and not a full-on concept change.
Last Summer I had similar concerns about Aespa after their ‘Better Things” comeback which seemed to bop between a mermaid water concept and a sitcom “Friends” style. It was a different song for the band too, with a slower concept, less beat-heavy. In that way it reminds me of Stray Kids ‘Lose My Breath’ music video and concept from this year. Where Aespa was less successful than Stray Kids was that they couldn’t quite blend the conflicting aesthetics and song style together into something that landed. This song, Better Things, has grown on me in the months since they released it, but it isn’t one I listen to regularly.
I hope ‘Klaxon’ does the same. What surprises me the most with these concepts is that the coconut girl, mermaid-core, beach vibes aesthetic is not landing. You would think releasing this in the summer would be a hit, but these concepts just didn’t come to fruition in my opinion and other K-pop fans.
To be fair, I still don’t like the ‘Lose My Breath’ aesthetics, it was interesting but not a favorite compared to other Stray Kids concepts and maybe that is what ‘Better Things’ and ‘Klaxon’ are suffering from. Maybe the other stuff is so good, just peak concepts, that these good but not great concepts seem like flops?
One Rabbit Riot 