In what seems like some heavenly plot to make me type until my fingers fall off, Girls Generation is releasing three separate music videos for the month of July.
And no, this isn’t going to a T-ara-like job where the group releases three slightly different videos for the same damn song. SNSD is going to flood the internet with “Party,” “Lion Heart,” and “You Think” so everyone else might as well take the month off.
As for initial impressions based on nothing except a ten second sampling of each video (because it’s never too early to form a baseless opinion!), “Party” seems like the most disposable to me, if for nothing else than the fact that the track sounds like it’s designed for a Kidz Bop album and the visual concept of “let’s put them in jean shorts and a top and uh, have the beach there” isn’t exactly the most memorable of concepts (the combination of the song and the visuals seems to pale in comparison to say, SISTAR’s mastery of the summer beach concept).
“Lion Heart” has a nice set and I actually kind of dig the wardrobe that SNSD sports in all of its disco glory. However, the snippet of song that comes with it is pretty unimpactful. Seohyun looks pretty damn great rocking that red hair though.
As for “You Think,” I’m pretty much sold off already. The apparent split of stylistic concepts of the dark and barren urban settings contrasts bizarrely with the bright, screaming pinks of the other set pieces and I would have much preferred that the group stuck with the former over the latter (Hell, I wouldn’t have hated it if the group basically retrofitted “Bad Girl” in any way, shape or form) but the song sounds like a banger, and I much prefer the high-energy dance music version of SNSD to the lighter tone and style that the group seems to be going for in “Party.”
In terms of levels of anticipation, I’d go “You Think,” “Party” and then “Lion Heart” (mostly because “Lion Heart” seems like the most ambiguous out of the three vidoes). However, the actual videos will come out soon enough (“Party” is scheduled to release on July 7th) after which I’m sure I will have somewhere between 1,000 and 2,000 words to write on these damn things (and I will love every single second of it).