LOOΠΔ, the most exciting South Korean girl group still yet to debut in their 12-member form, have formally introduced their third sub-unit to the world following LOOΠΔ 1/3 and LOOΠΔ ODD EYE CIRCLE: LOOΠΔ yyxy.
To do the honors, they’ve slid into the DMs of none other than Elon Musk‘s favorite anti-capitalist: Grimes.
Considering the jittery beats and saccharine melodies featured on Art Angels, which sounded like something that could have come out of Seoul, it’s not that weird to think that Grimes would finally crossover properly into the K-Pop realm. (On their end, LOOΠΔ’s “Loonatic” sounds like an unreleased Grimes track.)
The 30-year-old pop oddity’s involvement in their much-buzzed about collaboration, “love4eva,” released on Wednesday (May 30), however, remains somewhat unclear: did she solely contribute the spoken word introduction? (“Hello! Finally introducing…LOOΠΔ! Are you girls ready? Okay, let’s go!“) Or is she a producer on the song? Is she singing? After hearing the song and watching the video – in which she’s nowhere to be found – I have more questions than answers.
BlockBerry Creative, reliably, has provided another insane description of what’s going on thus far in the campaign:
“E-TRIBE, the maestro of dance music known for producing SNSD’s ‘Gee’, and an upcoming production team ‘BADD’ have collaborated to produce the track where the members of LOOΠΔ/yyxy completed ‘love4eva’ with their various voice colors and expressive emotions. Sudden encounter of a crush. They sing that it is not just a process to get the person to love you back, but their emotion itself is what is lovable and precious.”
Sure! That would explain why it sounds “Gee”-ish – and a bit of Twice‘s “Signal,” too.
“Also, the news that one of the hippest artists in the world, Grimes, will be featuring in the track have raised a fervor in the pop scene around the globe. The beats lay on the start of the girls with blessing and grace by Grimes, the creator of her own musical universe.” Alright!
“The music video was shot exclusively in Budapest, Hungary with LOOΠΔ’s video director Digipedi. The director captures LOOΠΔ/yyxy’s process of completing their ego, which may be a ‘new’ ‘heart attack’ which is ‘one&only’ and ‘egoist’ in their own each way.” Ha! Their solo songs…I see what you did there, BBC.
As for the video? Look, everyone just needs to stop ignoring Olivia Hye at once. What is this hazing? Or are Yves, Chuu and Go Won just a figment of her imagination in the end? Or parts of her ego?
The rest of their beauty&thebeat EP features “Frozen” – which “aurally mesmerizes the audiences with oriental story-telling on top of a westernized beats,” according to the agency – power ballad “one way,” which will be included in a concept album released in May 2019 called LOOΠΔ the Ballad (!), and the breezy “rendezvous 18.6y,” which represents the amount of time that’s passed until their debut as a 12-member group on June 2 and 3 at the upcoming Line & Up concert.
What’s going on anymore? Who even knows…but let the fan theories commence! And remember: stan LOOΠΔ.
beauty&thebeat was released on May 30. (iTunes)