SM Entertainment’s girl group juggernaut Girls’ Generation have released the English version of their upcoming single The Boys. Much like their Korean videos, this boasts high quality production values & artsy concepts. The beginning of this was kind of weird but visually interesting. Once the music kicked in it quickly deteriorated into the standard dance shots & close-ups.
Granted the members looked good, there’s no doubt about that but I was left with a been there, done that kind of feeling. For their American debut I was expecting something different from the norm. Perhaps that was too much to ask? At least they fared better than former label mates JYJ who got the short end of the stick with the video for Ayyy Girl.
Even with that said I don’t see this being on high rotation on any major American music video station. I kind of expect to see it played at the primo 2 – 3 AM time slot where we know there are tons of easily impressionable consumers watching right?
As for the song itself? Despite what netziens may claim this is not the shit. Take away the “not the” part from the previous statement & you have my opinon of The Boys. I was liking what I heard up to the part where they started rapping & proclaiming that they bring the boys (& a few of the curious ladies) out.
While that may be very true, expressing that by busting out a rhyme is not exactly this group’s strong suit. That may work back in Korea but it sounds more like cheese that not even the most Disney-fied pop tart would touch with a 10 foot pole. What happened to the irresistible & hypnotizing hooks that we can all scream along to?
At least their English is pretty decent. Not anywhere near BoA or Wonder Girls level but they sound good enough that they won’t be called out on bad Engrish.
I like Girls’ Generation but I’m not sold on this song as their introduction to the American public. I hope I’m proven wrong but the odds are this will probably won’t chart very high on Billboard. But to all you super hyped netziens out there, good luck getting this played on your local Top 40 station. Telling the program directors & DJ’s about a little-known act stateside worked for all the other K-Pop artists who crossed over right?
The Boys will be available on Girls’ Generation’s next album also called The Boys. Released in Korea and the US on October 19th.