“The Feels” by Twice: JYP, we’re back! | New university

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K-pop record label JYP is back in the US market for the first time in nine years. Their girl group TWICE entered the Western market with their first original English single, “The Feels,” a song about the feelings of a young love, on September 30.

The South Korean-based nine-girl group is made up of Jihyo, Nayeon, Jeongyeon, Dahyun, Chaeyoung, Momo, Mina, Sana and Tzuyu.

The melody of “The Feels” is enjoyable due to its upbeat tone, expertly capturing the anticipation and melodrama that come with young romance. Plus, its fast pace, dancing beats, and English lyrics make it a great starting point for fandom or K-pop in general. Since the song was designed for an English-oriented radio audience, it is aimed at a demographic who otherwise wouldn’t know of similar foreign artists like them.

Because of their signature style and the way it has been adapted to Westerners, TWICE’s attempt contrasts with most other K-pop groups that attempt to target an American audience. Other large groups usually change their style when they sing songs in English. For example, BTS’s English tracks are generally happy, dance-oriented songs, such as “Dynamite” and “Butter”. In comparison, their Korean tracks include songs about death, such as “Butterfly” or the COVID-19 pandemic with “Life Goes On”. The same concept of language-based band style modification can be applied to MONSTA X, which produces bold Korean music such as “Alligator”, juxtaposed with sexy English R&B songs such as “One Day”. With so many bands trying to cater to a Western audience and typically having to change their style to do so, it’s heartwarming to know that TWICE can stay true to their roots and deliver a consistent style no matter what language they sing in.

Photo provided by Youtube / Republic Records / JYP Entertainment

The clip, released in conjunction with the single, adds to the youthful vibe as it depicts the members preparing for and performing at a ball. The music video reflects the evolution of the group since its formation in 2015. It is more mature than the music videos of their first hits such as “Heart Shaker” and “Likey”, but still manages to remain brilliant and idealistic. This change in tone can be seen in the member’s clothes, which are not as bright and simplistic as the music videos mentioned earlier. However, despite the lack of flashy clothing, the environments shown in the video are colorful, helping the limbs stand out and making their movements easy to follow. This emphasis on optimism and young love sets the group in stark contrast to their contemporaries. For example, other groups, such as his fellow label ITZY and YG’s BLACKPINK, come up with more avant-garde and darker concepts. While some may criticize this decision to go with a happy music video while others focus on being as dark and edgy as possible, others may find it beneficial. After all, it gives the group a relatively unique attitude that not many people are willing to adopt at this time. It also helps attract those who don’t like darker music videos that other bands are putting out.

With its clip gaining 15.5 million views in its first 24 hours on Youtube, Twice’s original English debut single was a relative success. In order to promote the song, the group unveiled the #GetTheFeelsWithTWICE Dance Challenge and performed it on various talk shows, including “The Tonight Show With Jimmy Fallon” and “Good Morning America”. At the end of the video, a poster indicated that the band will be releasing their next album in November, with a world tour to follow. He is currently at No. 83 on the Billboard Hot 100.

Other English-based songs in TWICE’s catalog include translations of their Korean hits “More and More”, “I Can’t Stop Me” and “Cry For Me”. They also released a cover of the Jackson 5 song “I Want You Back” and “What You Waiting For”, an original English song that was not released as a single.

Their Korean and Japanese discographies include songs such as “Like OOH-AHH” and “Perfect World”. People who want to access these songs in a convenient way can purchase the three installments of the #Twice series, a group of albums featuring five of their hit songs sung in Korean and Japanese. The high number of singles on these records makes them better value for money compared to their studio albums, which only have one or two singles each. However, their most recent Korean singles, as well as their entire Japanese production, are not part of this series. Their more recent music can be found in studio albums; check out the compilations of their old songs.

Photo provided by JYP Entertainment

Overall, TWICES ‘“The Feels” offers a sparkling and energetic track tailor-made for the US market. Hopefully this song will finally give their record company the success in America they dreamed of after more than a decade of trying.

Bailey Kanthatham is a contributing entertainment writer. He can be contacted at [email protected]


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