Kwon Bo-ah (BoA) is a seventeen year veteran of the Kpop industry. Debuting under SM Entertainment when she was eleven years old, in 2000, she has continued to be a force to be reckoned with. She has consistently sold millions of records in Japan and Korea, and one of the few Kpop stars to have a relatively successful debut in the United States. She has collaborated with a number of artists since her last comeback in 2015 and has appeared on season 2 of the insanely popular Produce 101.
This song has that specific essence that makes this song uniquely belong to the singer. This song sounds as if no one but BoA could ever make it sound like it does. It has a dark EDM sound to it that fits perfectly into the rest of BoA’s releases, without sounding like she is retreading the same path. The song has a very hypnotic quality to it; being reinforced with the repetitive lyrics, and the almost dampened sound of the song.
I love the lyrics of this song. They paint such vivid images of what BoA is describing. The whole song is almost a tease, or a test, for her partner. She has been hurt deeply before, and now, even though she wants to be in love and give her partner everything he gives her, she can’t. She can’t quite commit to it. She sings that her heart is hiding away so well that even she isn’t so sure what it wants. BoA manages to sound a little insecure and confident all at the same time, which works well considering the overall theme of the song.
The most striking part of this video are the colours. They are big, brash and dark in every way. The contrast between the vivid red and the dark black is very pleasing. It helps to highlight the dichotomous nature of the hidden nature of her heart. It’s a visual cue that is maintained throughout the song. The red sections of the song are saturated with this colour, and everything from the lights to the set is bathed in red. They also have a more regal aspect to them, with BoA looking and acting like a queen. Her movements are very slow, and deliberate, in these sections. This is contrasted by the more modern looking dance sections (most of which are shot in black and white, a complete absence of colour), wherein BoA is dressed more casually, and in black, which allows her to complete the dance routine. Often, the video looks like two different videos smushed together. If this video were for any other concept I would agree, but it works so well for the message of this song.
The colours are continued into both BoA’s styling and makeup, with her outfit being mainly a vibrant red, and her long dark hair is kept simple.
The video also has a futuristic style to it and hints at a possible new society. There are lots of wires and cables, and various other “futuristic” looking devices. Coupled with the visual effects, and the changing from regal queen to dance machine, it’s a vibe I got from the video that falls in line with other videos released this year, on par with the “future society” trend. (NCT 127 and B.A.P. come to mind)
A song that is fresh and classic all at one. BoA sounds as incredible as she always does, and it’s nice to be reminded of why she has been in the industry for so long.
If you want to hear more BoA, I would highly recommend checking out “Eat You Up” (her English language debut!), “Waiting” and “My Prayer”