It’s been a minute since Girls’ Generation (or SNSD) brought the heat at the end of 2011 with their fantastic global release, “The Boys.” But after a 14 month hiatus (that’s approximately 12 years in K-pop time, by the way), the fabulous nine are now making their grand comeback to the South Korean music scene with a brand new album released on January 1, I Got A Boy.
The return began a few weeks ago with their pre-release single, “Dancing Queen,” a breezy, if not thoroughly random Korean-language cover of Duffy‘s “Mercy.” It was cute enough, though nothing revolutionary.
Enter the official lead single (and title track): “I Got A Boy.”
Crafted by constant collaborator Yoo Young-Jin and Norwegian songwriting team Dsign Music (BoA, Namie Amuro), the manic production plays like roughly ten songs crammed into a single production, cycling through genres and BPMs at breakneck speed–electro-R&B, hip-hop, sugary-sweet synth-pop, rap, Major Lazer-lite dancehall.
Coupled with an equally incredible, mile-a-minute video–the fashion, the dancing, the wigs!–“I Got A Boy” is a complete and utter audio-visual onslaught, full of tight choreography, intricate styling and flashy sets. There’s so much to process at once–and it’s all one super bright, colorful burst of amazing: Street dancing. Leopard print. Orange wigs. Nail painting. Flirty close-ups. SO, SO MANY HATS.
“I Got A Boy” probably won’t click on first play/view (actually, it definitely won’t), but with each listen, the track’s genius becomes increasingly obvious: It’s a majorly forward-thinking, fearless production that bends the rules of pop, and further cements Girls’ Generation’s legacy as one of the most exciting South Korean girl groups of the decade.
If last year was a mostly stale, uninspiring moment in pop, “I Got A Boy” is one hell of a way to start fresh in 2013.
I Got A Boy was released on January 1. (iTunes)