Top 3 Essential Needs for LE SSERAFIM’s Success

On August 30, LE SSERAFIM made a highly anticipated return with their fourth album, titled CRAZY, which features a music video for the eponymous lead track. The group’s comeback garnered attention, especially following what many considered a ‘disastrous’ performance at Coachella. While the song has been celebrated for its infectious rhythm, the overall delivery has left some fans feeling underwhelmed.

To ensure a more triumphant return in the future, LE SSERAFIM should focus on improving certain key aspects.

Impressive Music, Lacking Concept

The initial expectation of delivering quality music appears to have been fulfilled. “CRAZY” stands out as one of the year’s most fashionable K-pop offerings. It expertly incorporates elements of tech house with a splash of phonk, resulting in a refined sound that encompasses K-pop’s hallmark characteristics. This album strategically integrates dance music, marking a shift from their prior Latin-hip-hop influences, with some tracks produced by BloodPop, known for his collaborations with major artists like Justin Bieber, Lady Gaga, and Beyoncé, further enhancing the album’s appeal.

However, simply having good music is insufficient. To achieve greater success, LE SSERAFIM should consider evolving their concept to move away from the “fierce” image they currently project.

The group’s “fierce” persona presents a contradiction. Their lyrics portray them as a self-made ensemble that embodies hard work, yet they started their journey under the auspices of HYBE, leading some to question the authenticity of their claims amid live performance controversies. This has resulted in their “fierce” image losing its relevance.

Thus, a fresh, innovative concept seems more necessary than just a slight modification. LE SSERAFIM appears to be gravitating towards a “kitsch” theme.

The kitschy elements in this album have their merits. The promotional photos feature striking visuals with themes such as electric patterns, tousled hair, exaggerated expressions, and vibrant colors reminiscent of 20th-century American B-grade horror flicks. Additionally, the lyrics mention terms like “Pikachu” and “otaku,” alongside Kazuha’s unique pronunciation of “girl” as “gyaru,” reflecting Japanese subculture influences.

While LE SSERAFIM’s effort to adopt a kitsch style by blending elements from American and Japanese B-grade subcultures is commendable, it occasionally comes across as disjointed, like wearing clothes that don’t quite fit. The primary drawback is a lack of distinctiveness. Their concept bears similarities to various other artists, including Red Velvet’s “RBB,” Charli XCX, Chappell Roan, and aespa, making it challenging for LE SSERAFIM to carve out a unique artistic identity.

Demonstrating Their Talents?

Another significant challenge lies in showcasing the members’ talents. Unfortunately, “CRAZY” offers limited opportunities for LE SSERAFIM to exhibit their vocal prowess. The tracks on this album have even less pitch variation compared to their earlier trap-hip hop single “EASY.” While this limitation makes sense given the tech house genre, it raises concerns about whether this was the right stylistic choice. By omitting more complex sections that could showcase their abilities, they may be missing a critical opportunity.

However, LE SSERAFIM is not a group lacking in skill. For instance, Kim Chaewon is recognized for her solid vocal fundamentals and interpretation abilities. As the group embarks on promoting their new album, there will be ample chances to alleviate any doubts regarding their talent. Engaging in live performances on music shows could serve as an effective way to demonstrate their growth.

Taking Cues from SM’s Expertise

At this stage, LE SSERAFIM doesn’t require an extensive promotional campaign but would benefit from expertise to navigate through stagnation, drawing from long-term management strategies. In this arena, SM Entertainment shines.

A great example is aespa. As audiences grew weary of their “Kwangya” concept, aespa entered a new phase of their career with “Supernova,” which artfully combined elements of capepunk. This bold move successfully forged a sustainable new identity that epitomized aespa-core’s aesthetics. LE SSERAFIM could greatly benefit from a similar fresh rebranding strategy.

The obstacles that LE SSERAFIM is currently encountering present an excellent opportunity for HYBE to showcase their ability to guide the K-pop industry toward a healthier direction. Although “CRAZY” may leave some fans wanting more, the inherent star power of the members is undeniable. With the right strategies in place, they have the potential to make a strong comeback. Let’s hope LE SSERAFIM can reclaim the spotlight amidst the cheers of their supporters.

Source: Daum

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