Within the opening seconds of TWS’s “Isn’t it Cool to Comply with Your Coronary heart?,” (often known as “Countdown!”) a sentimental melody blares, pastel-colored skies shine, and an lively choreography begins. It’s all completely nice…and painfully predictable.
Since debuting in January 2024, TWS have firmly established themselves as fifth-generation powerhouses. Key to their enchantment is their youthful and upbeat idea, as epitomized by their smash-hit debut “Plot Twist.” Their optimism is infectious, their athleticism spectacular, and their easy-listening pop is sort of a refreshing ice cream deal with on a scorching summer time afternoon. In precisely a 12 months, TWS have managed one thing that eludes many Okay-pop teams over the course of their complete profession: they’ve established a definite id that has wide-reaching enchantment.
It’s a fantastic accomplishment, however its at the moment being undermined by artistic laziness. That’s as a result of the key to longevity is twofold. The primary half is establishing a transparent idea (verify!). The second half is discovering varied distinctive methods to deliver that idea to life. For instance, take into consideration the numerous totally different musical kinds Le Sserafim have used to convey cool-girl confidence, or Pink Velvet’s infinite aesthetic interpretations of their sunny ‘crimson’ and edgy ‘velvet’ ideas. Figuring out who you’re is vital, however selection is the spice of life, and it’s right here that TWS are falling painfully quick.
With one glowing exception (extra on that in a second), TWS have copy-pasted the identical track and MV over and over. They’re all the time on the fringe of youth, clumsily experiencing milestones in a relatable, if shiny manner. They’re all the time working round, outside and indoors, with massive grins and a skip of their step. They’re all the time bathed in sunshine and the promise of a contented ending. You might actually take all of their MVs, put them on mute, after which play any of their singles over the video and it might match.
Okay, you may say, truthful sufficient…however what’s so flawed with having solely a 12 months’s value of comparable MVs? I don’t fully disagree, and within the spirit of honesty, I mentioned as a lot in my evaluate of their sophomore comeback “If I’m S, Can You Be My N?” Nonetheless, with a little bit of distance and added context, the extent of TWS’s drawback is obvious.
Firstly, Pledis and Hybe’s vital sources (technically, an excellent factor) imply that the MV clones aren’t restricted to title tracks: there are a number of pre-releases and b-sides which have additionally been welcomed into the fold. The sheer variety of duplicate MVs signifies that the oversaturation level has been reached far quicker than ordinary. One other factor that has develop into obvious as TWS’s an identical output has ballooned is that not one of the descendants will ever contact the bubbling enchantment of the unique; “Plot Twist” reigns supreme and all that follows, as long as it stays in the identical precise fashion, should accept second fiddle.
What makes “Isn’t it Cool to Comply with Your Coronary heart?” notably disappointing is that it’s the follow-up to TWS’s sole, aforementioned black sheep comeback. “Final Competition” closed their rookie 12 months on a excessive notice. Brimming with poignance and boasting (by far) the group’s most visually creative MV, “Final Competition” was nonetheless unmistakably TWS with its optimistic spirit and energetic choreography. Briefly, it was a textbook instance of learn how to mix consistency and creativity. “Final Competition” appeared like the beginning of a promising pivot for TWS, so to see them instantly backslide into mundanity with “Isn’t it Cool to Comply with Your Coronary heart?” is a letdown.
After all, many listeners will likely be glad that TWS have launched the fifth model of “Plot Twist.” I genuinely don’t need to yuck anybody’s yum: predictability may be comforting and enjoyable, particularly when it’s as well-produced and well-presented as this. Taking the lengthy view although, the paint-by-numbers fashion of “Isn’t it Cool to Comply with Your Coronary heart?” is just not an excellent signal. TWS have all of the potential on the planet, and it might be a disgrace to see them waste it on infinite variations of the identical, more and more boring, tune.
(YouTube. Photographs by way of HYBE, Pledis Leisure.)
