Girls’ Generation is taking a rather aggressive path with their comeback by releasing three music videos this month. While that could be considered a good thing because more Taeyeon and more Yuri is hardly ever a negative, the unfortunate side effect of releasing that many videos within such a short time span is that you predictably end up with videos like “Party,” a boilerplate summer song with an even blander concept and execution.
“Party” starts off strong with a jaunty bass, funky snare line and a bubble-gum pop autotuned Seohyun. Members trade off verse lines and the beat does a fairly good job of building to the chorus and then… the song flat lines. The chorus frustratingly breezes by in a lackadaisical fashion that doesn’t help “Party” hold interest. The lack of contrast between verses and choruses, when combined with how the members of SNSD themselves never verge from the same peppy delivery, makes “Party” a dull experience about halfway through the song, once it becomes apparent that the song has very few tricks up its sleeve. “Party” may work as a filler track but it does little to justify the music video treatment.
Yet, as ho-hum as “Party” is, the video may be worse. “Party” isn’t bad in a train-wreck sort of way. One can watch it and follow what’s going on. The shots are clear, the beach is gorgeous and the members look great in the water. However, one can’t escape the borderline blatant lack of thought that went into “Party.” For a video that seems to center around a vacation to Thailand, there’s basically nothing that screams “THAILAND” in the video itself. The beach location is stunning but the decision to also include the disco-dance-hall-pool-room is a poor one and the bubble text and pop art flair that litters the video only makes the whole thing look cheap. Even the beach aspects of the video that “Party” nails (the bright blue day shots and the sunset shots that are bizarrely barely used at all) are partly hurt by the fact that it looks like SNSD spent the entire time at one undisclosed, completely unpopulated location. There are hints of a decent music video in here but there’s no escaping the fact that the final product is the equivalent of sleepwalking through the summer.
The good news is that there’s still two more Girls’ Generation music videos to go this month which means that there’s a chance that SNSD has something better than “Party” up their sleeves in the coming days. I would say that the prospect of two more videos makes it easier to forget such a blase effort but “Party” does a damn good job of being forgettable on its own.