Hello, dear readers! This time we are now reviewing again MOMOLAND, with their new lead song I’m So Hot.
I am so excited, as this will be my first (or second) time to do a review of my most favorite group. Fortunately, I have some time to review a freshly-baked music of them. Before reading the reviews and rants here, you may watch first their video:
- Video must have a storyline – 5 points
They made their storyline very simple and understandable.
The girls went in the bus. At the start of the song, the video features what they dream when they are in the entertainment industry, instead of their normal life in the bus. At the end of the video, the girls realize that it was just a dream.
- Theme must be consistent and clear – 5 points
They made a good deal on applying consistently the theme, particularly on featuring the entertainment side and the backstage.
- The music video as a whole must be colorful – 5 points
This is very colorful. Predominant shades of pink and blue are featured, but nevertheless, this is enough to excite the viewers.
- Must be done in good taste – 5 points
I see the video as in good taste. Nothing awkward or gross is featured here.
- Does not celebrate Halloween, Easter, or similar celebrations – 5 points
No celebrations mentioned were featured. Only their being in the stage is being celebrated.
- Does not feature astrology – 5 points
No trace of astrology is featured in the video.
- Less horror is featured in the video – 5 points
I did not see any trace of horror in this video.
- Not too revealing outfits – 5 points
In fairness to the group, they improved well. Their outfits in the whole video are not too revealing now.
- Ability of the music to excite the listener – 3 points (updated)
I must say that somehow this excites me as a listener, but personally that was not enough. It may be because of other factors, which I am discussing now.
- Music should not be deafening on the ears – 5 points
This song is not too deafening, considering the simplicity present in their melody.
- Dance can be learned easily even by beginners – 4 points
I must say that the moves they show are very simple. However, this lacks excitement we see in Bboom Bboom and Baam.
- Dance must not be too sensual – 5 points
No sensual moves were seen throughout the whole video.
- Moral lesson must be clearly stated – 5 points
The primary moral lesson that can be learned is on teamwork. See at 0:32 – 0:33, wherein Ahin is being helped by Jane and Nayun.
Similarly, this is also featured at 0:45, where JooE helps Hyebin in exercise.
- They must impart something beneficial for their viewers – 5 points
The group decided to feature what is happening in the stage, and in the backstage. I suppose they want the viewers to learn more about them behind the scenes.
- Inject sense of humor in the music video – 10 points
Some scenes are funny enough in the video.
I find it funny how Jane reacted in the bus at 0:04 – 0:05. Also, another funny moment is on Ahin pushing Nayun while they are rehearsing with Jane at 1:40 – 1:44.
- Ability of the song to make it to mainstream media – 5 points
Without a doubt, I must say that this will be picked by mainstream media. Surely, this will also be played by TV and radio stations. Especially that Nancy did an aegyo at 0:10 – 0:16, and JooE still gone crazy at 0:24 – 0:25.
(Latest update: It’s confirmed that this reached mainstream media. In fact, “I’m So Hot” is placed at No. 1 in MYX International, No. 7 in its charts, and No. 10 in its daily charts, according to a netizen. Congratulations!)
Let’s see in the coming months if this will also be used as a funeral song. If that’s the case, then I’ll add another point and change the rating below.
- Review by other sites – 3 points
TheBiasList thought of MOMOLAND as playing safe instead of doing something new. (But for me, it’s obvious that they chose the latter.)
It reviewed the song as poorly structured, and tells that while the song tries to brand itself as a novelty song, it lacked many aspects required to make it solid enough.
KPopReviewed noted that the song takes on a retro approach, and noted how can the classic tune of saxophones can be combined with the modern pop song we know today. The weak points were on the instrumentals, but their vocals were impressive. As a whole, it reviewed the song as lacking in total package, particularly on their outfits and performance.
- Review of the music video as a whole – 3 points (updated)
The main factor for the incomplete score was on their being incomplete. Can’t see that they are complete, which makes us miss the other two. We’ll deal with that later.
Somehow, they made some improvements. They toned down their sexy moves, which was present in the past two vids, making it pleasing enough. I also took notice of Nancy’s aegyo, which will make this a sure hit, as what JooE did to Bboom Bboom.
Lastly, they made a good deal giving Jane and Nayun more mileage, which normally seems left behind with the rest. We will see what Nayun will got in the coming months.
- Other factors
- Uploads the video to 1theK – 5 points
- Features the 1theK logo – 5 points
MOMOLAND is part of 1theK group.
The logo is featured on various places throughout the video, like its two hit songs. But the most conspicious part can be seen at 1:56, where JooE, Hyebin, and Yeonwoo walk at the hallway.
Some netizens took notice of it: Why place the logo as if it’s an ad? Remember that the goal of 1theK is to be an ultimate hub of K-Pop. This will trigger viewers to view also other groups under their label. We’ll deal with that further in another article.
- Looks – 4 points
They changed their usual looks. It’s fine, but sadly, I cannot easily recognize some of them.
I am not used to JooE’s hair, which she changed from blonde to black. As a result, in the video, I did not recognize her easily at 0:23 – 0:25.
On the looks of other members, it seems that Yeonwoo and Ahin swapped positions. Ahin now has long hair, which makes her stand out too. She makes her beauty stand out this time.
Yeonwoo now has short hair, which projects her fierceness. But personally, I felt sad on her looks. She is not the cute/sexy type which I know for long. I am now confused if Jihyo is now included in MOMOLAND.
On the other hand, I also love how Jane smiles at 0:40. Aside from being my primary bias, she projects it well. It seems that I fell in love again with her killer smile.
- New concept featured – 5 points
If you witness how MOMOLAND developed their concepts over the years, they started from cutesy concepts in Jjan Koong Kwang, Freeze, and Wonderful Love, then broke away from merry-go-round concepts, and matured a little bit in Bboom Bboom and Baam. This MV is the most mature concept from them so far.
- Shares concept with TWICE and other girl groups – 5 points
This refers to them having a party on a bus. The bus concept where TWICE members party in their song Like Ooh-Aah at 3:50 – 4:17 is present also in MOMOLAND at the last five seconds of their video.
For other girl groups, that would be on portraying themselves as sexy and more mature. You would not expect that MOMOLAND will have it, while normally that is reserved for other known groups. I feel like that they drew inspiration also from TWICE.
- Completeness of members – 0 points
Sorry for this. Let me share what made me push to give zero points through a rant.
The MV feels incomplete if the other members are not present. As what I wrote in the previous article, “The more, the Merries!”
It should be remembered that Daisy and Taeha were later included in the group. Upon hearing of their comeback this year, we thought that the two are still included here. However, the agency announced that they will not be included due to health and personal reasons.
The announcement came as a surprise. Why? Because so far, I haven’t encountered any instance where any active member is absent in the MV, even one. Popular groups like BTS, GOT7, BLACKPINK, and TWICE don’t have this kind of problem. Exception is for the subgroups like that of EXO and AOA. But in this case, they are not a subgroup.
In fact, as one commenter said:
Wait a sec.. This is the first time ive seen this type of case, like.. a GG incomplete because of an issue, lol, this is weird..
It was very sad, as supposedly they can be included. Daisy can still be part of it, by shrugging off recent dating issues. Even Taeha, too, as the dance moves we see are not too energetic.
Maybe I’ll give a perfect score of them in their next comeback. Assigned also ten points for this, as they need to look on it seriously.
(As for Yeonwoo, who is always absent everytime MOMOLAND appears in PH mainstream media, I have second thoughts on removing her from my bias list or not. I am not pleased with her having so many excuses not appearing on TV. We’ll deal with that in another separate article.)
TweetNewscaster’s Overall Rating: 86.15% (Updated)
Personally this is not the kind of video I am looking for, as it is incomplete. I am somehow disappointed, and am waiting for their next comeback. But it still deserves merit.
These little bit of not-so-good comments may be ignored, but it is still very important. They have to consider improvements on these, otherwise, they might end up with a failing grade.