Three Things Serafim Needs Right Now

In my opinion, I had anticipated that LE SSERAFIM’s comeback would fulfill three crucial criteria: exceptional music, an innovative concept, and the restoration of public confidence in their talents. Nevertheless, their album “CRAZY”, which was launched on August 30, falls short of expectations.

Great Music, Disappointing Concept

The initial expectation of good music has been fulfilled as “CRAZY”has been recognized as one of the most fashionable K-pop releases of the year. By skillfully fusing tech house and a touch of phonk, the song boasts a refined sound that seamlessly incorporates the trademark elements of K-pop. The album employs a shrewd approach by incorporating dance music, setting it apart from their previous Latin-hip-hop influences. Notably, several tracks were produced by BloodPop, who has collaborated with renowned artists such as Justin Bieber, Lady Gaga, and Beyoncé, further elevating the overall caliber of the album.

While good music is essential, it is not sufficient for LE SSERAFIM. In my opinion, it is crucial for them to discover a new concept that can replace their current “fierce”image.

Despite the group’s “fierce”concept, there has always been a contradiction present. Although their lyrics promote the idea of a self-made group that has worked hard to get where they are, the truth is that LE SSERAFIM had the benefit of starting under HYBE. As controversies surrounding their live performances arose, some began to doubt the group’s sincerity and questioned if they had truly put in the effort they claimed. As a result, their once dominant “fierce”image has begun to diminish.

Hence, it appears imperative to replace their concept instead of just making minor adjustments. In order to move forward, LE SSERAFIM requires a fresh theme, and they have opted for “kitsch”as their chosen keyword.

Despite its kitschiness, this album is not to be dismissed. The concept photos contain elements such as electric currents, static hair, exaggerated expressions and bold colors, which serve as a visual homage to 20th-century American B-grade horror films. The inclusion of terms like “Pikachu”and “otaku”in the lyrics, as well as Kazuha’s pronunciation of “girl”as “gyaru”in the chorus, further evoke a nod to Japanese subculture.

While LE SSERAFIM should be applauded for their efforts to adopt a kitsch aesthetic by blending elements from American and Japanese B-grade subcultures, the execution can at times come across as uncomfortable and rigid, as if they are wearing ill-fitting garments. The main drawback is the lack of originality, as their concept bears striking resemblance to other artists such as Red Velvet’s “RBB”, Charli XCX, Chappell Roan, and aespa. In the end, LE SSERAFIM falls short of creating a distinctive identity for themselves.

Proving Their Skills

Ultimately, the task of demonstrating the members’ capabilities remains a challenge. Regrettably, the genre of “CRAZY”does not offer much room for LE SSERAFIM to display their vocal prowess. The tracks on this album lack even less diversity in terms of pitch compared to their previous trap-hip hop song “EASY”. While this can be attributed to the nature of tech house, it does raise doubts about the suitability of this genre at the present moment. Omitting challenging sections that could showcase their talents does not appear to be a wise approach.

Despite any doubts, LE SSERAFIM is a group full of talented individuals. One notable member, Kim Chaewon, has been highly praised for her strong fundamentals and interpretation skills when it comes to performing songs. Now that the group is promoting their new album, they will have numerous chances to showcase their abilities and prove any skeptics wrong. A great way to do this would be through live performances on music shows, showcasing their growth and progress.

Learning from SM’s Expertise

Rather than a grand promotional effort, what LE SSERAFIM requires is the expertise in long-term management experience to overcome stagnation. In this aspect, SM Entertainment surpasses expectations.

Aespa is a perfect illustration of this. As the public grew tired of their “Kwangya”concept, aespa introduced a second chapter in their career with “Supernova”, a clever fusion of capepunk. This effectively established a lasting new concept that defined aespa-core’s aesthetic. What LE SSERAFIM requires at present is an inventive rebranding strategy similar to this.

Despite the challenges faced by LE SSERAFIM, this situation presents an ideal chance for HYBE to showcase their ability to lead the K-pop industry in a positive direction. Although “CRAZY”may have left some fans disappointed, there is no denying the star power of the group’s members. Given the right circumstances, they have the potential to make a strong comeback. It is our hope that LE SSERAFIM will once again captivate the spotlight with their remarkable talents.

The article can be found on Daum at https://v.daum.net/v/20240902160302171.