Personally, I hoped that LE SSERAFIM would fulfill three key expectations with this comeback: first, high-quality music; second, a fresh concept; and third, regaining the public’s trust in their abilities. However, their album “CRAZY”, released on August 30, leaves a bit to be desired.
Great music, disappointing concept
The first expectation, good music, seems to have been fulfilled. “CRAZY” is considered one of the most stylish K-pop releases of the year. It skillfully mixes tech house with a pinch of phonk, creating a sophisticated sound that successfully integrates the distinctive elements of K-pop. The album shows a smart strategy by incorporating dance music, distinguishing it from the previous Latin-hip-hop influences. Some tracks were even produced by BloodPop, who has worked with artists such as Justin Bieber, Lady Gaga, and Beyoncé, adding to the overall quality of the album.
But good music alone is not enough. I think what is most crucial for LE SSERAFIM is to find a new concept to replace their current “ferocious” image.
The group’s “fierce” concept has always been somewhat contradictory. While their lyrics emphasize the idea of a self-made group born from hard work, in reality, LE SSERAFIM had the advantage of having started under HYBE. Along with the controversy over their live performances, some in the audience began to question whether the group had actually put in the effort they claimed. As a result, their “fierce” image began to lose its place.
Therefore, it seems more necessary to replace rather than simply modify their concept. LE SSERAFIM needs a new theme to carry them forward. The keyword they have chosen for this is “kitsch”.
The “kitsch” of this album is not bad. The conceptual photos, with elements such as electric currents, static hair, exaggerated expressions and bold colors, visually echo 20th century American B-horror films. The lyrics also reference terms such as “Pikachu” and “otaku”, and Kazuha’s pronunciation of “girl” as “gyaru” in the chorus evokes Japanese subculture.
LE SSERAFIM’s attempt to embrace a kitsch aesthetic by incorporating elements of American and Japanese B-grade subcultures is commendable, but sometimes it feels awkward and stiff, as if they are wearing ill-fitting clothes. The biggest problem is their lack of originality. Their concept harks back to various other artists such as Red Velvet’s “RBB”, Charli XCX, Chappell Roan, and aespa. Ultimately, LE SSERAFIM fails to establish a unique identity.
Demonstrate your abilities?
Finally, there is the challenge of demonstrating the members’ abilities. Unfortunately, “CRAZY” does not provide many opportunities for LE SSERAFIM to showcase their vocal talents. The songs on this album have even less variation in tone than their previous trap-hip hop track “EASY.” Given the nature of tech house, this is understandable, but it raises questions about whether this genre was the right choice at this time. Cutting out difficult parts that could demonstrate their abilities does not seem like a good strategy.
LE SSERAFIM is not a group lacking in talent. For example, member Kim Chaewon is praised for her strong fundamentals and song interpretation skills. Since LE SSERAFIM has just started promoting their new album, there will be plenty of opportunities to dispel doubts about their abilities. Demonstrating growth through live performances in music shows would be a good approach.
Learning from the SM experience
What LE SSERAFIM needs now is not a large-scale promotional push, but rather the expertise to overcome stagnation through long-term management experience. In this regard, SM Entertainment excels. They are adept at diversifying their business models and expanding growth roadmaps after the initial cycle of an idol group.
aespa is a great example. While the public was getting tired of their “Kwangya” concept, aespa opened a second chapter of their career with “Supernova”, a brilliant blend of capepunk. This successfully established a new sustainable concept that defined the aesthetics of aespa-core. What LE SSERAFIM needs right now is an innovative rebranding strategy like this.
The challenges LE SSERAFIM is facing provide an ideal opportunity for HYBE to prove whether they have the ability to lead the K-pop industry in a healthy direction. While “CRAZY” leaves some disappointment, there is no doubting the members’ star power. Given the right conditions, they could definitely bounce back. Let’s hope LE SSERAFIM can return to the spotlight with applause.
Source: Daum
