The wait is almost over as Girls’ Generation (SNSD) has released its teaser for it’s next single, “Mr.Mr.”
The teaser certainly looks interesting, but then again, SM Entertainment has a knack for making really good teasers only to release music videos about as inspiring as the color “drab”.
Positive points: The direction looks like it gives two shits. The interspersing of static-y shots, grainy footage and the emphasis on red and pink give “Mr.Mr.” a grindhouse, punk feel that SNSD hasn’t tried before. The shots of the girls look sexy without screaming sexy concept. Indeed, it looks more like Hot Topic: the Horror Film than anything else. The quick cuts haven’t revealed any dance choreography yet, so one can hold out the ever so slim hope that this won’t be dance-in-a-box concept for at least a couple more days (“Mr.Mr.” is set to be released on February 19th). Lastly, there’s no way this ends up being a aegyo-fueled SNSD release unless SM Entertainment gives exactly zero fucks about expectations set by trailers.
Lastly, the song is pretty damn promising. The last time SNSD had a beat this hard we got “Run Devil Run”, a pretty good song with a more than acceptable concept. There’s a very edgy hip-pop element to “Mr.Mr.” that sounds fresh and focused for the group and it will be interesting to see if the final production can live up to the bar set here. It’s one thing to have a good beat that can play for thirty seconds. It’s another to get that beat to last three minutes without getting stale or getting to be too much. One only has to look as far as “I Got a Boy” to see how an interesting beat can be used sparingly and still wear out its welcome when not properly mixed. But if the teaser holds true to form, “Mr.Mr.” will hopefully be the kind of single which SNSD has needed to shake up the malaise that has settled in the group’s Korean releases (excluding “I Got a Boy” which should count as an anomaly not only in Girls’ Generation’s discography, but also in pop music generally).
Negative points: SNSD is far better at ballads than they are at dance pop. The group’s flirtations with hip-hop haven’t gone well with the schizophrenic tendencies of “I Got a Boy” and the so-called rapping in “The Boys” being the most recent examples. SM Entertainment likes to use introductory beats as the means for trailers a lot of the time and it can be misleading as to what the actual sound of the song is going to be:
Or hell, why even use the intro when you can just use a whole other beat entirely:
Point is, it’s an SM trailer and getting one’s hopes up for an SM trailer is likely to end like more than half the marriages in the US do: in bitter disappointment.
With that being said, this looks pretty great so far. The darker tones and more adult look is definitely something that SNSD has needed for awhile now. Hopefully, there’s some truth in advertising.
At the very least, more Jessica Jung is never a bad thing.