Let’s take a look at the electric new track from F(x), ‘Electric Shock’. (See what I did there? Shockingly bad…okay, I’ll stop now)
Concept
Considering the song is called ‘Electric Shock’, the concept is a bit of a no-brainer; electricity. Everything about this concept is bright and vivid, from the sets used in the video, the clothing and makeup used, and everything in between.
I am a great fan of how literally they took this concept, as throughout the video you see shots of each member holding devices that emit electric pulses or shocks when activated (Sulli with a defibrillator, anyone?) and it creates an intriguing and attention-grabbing visual. I think because these visuals are so exciting and have an obviously clear link to the song title, UK listeners who won’t understand the Korean lyrics will probably be more compelled to give this song a chance even when faced by the language barrier. If nothing else, it will ensure that the video, and therefore song, will be extremely memorable.
As in most music K-pop MVs, the fashion (including hair, clothes and makeup) used is very edgy, but the style used in ‘Electric Shock’ is not too strange. It’s could be said that the style concept is a bit Nicki Minaj with colour range (think the neon bright colours from Superbass and Starships), and unfortunately I have found her style to be a bit hit-and-miss with British people, a bit ‘Marmite’, if you get my drift. This is probably because neon colours can appear a little juvenile, but in this video F(x) rock these colours…it’s undoubtedly their style. I think the garish colours will also be more accepted by potential UK fans because again the electric and vibrant clothing is clearly related to the song title.
Throughout the video, a few outfit changes are obvious and it seems like they have three or four in total. They rock a variety of unique looks; from neon and tie dye, to a slightly more Goth look with darker clothes, skulls and spikes. The brighter colours should appeal to a younger audience, while the darker concept should attract the attention of people slightly older. Overall, this video should appeal to a broad spectrum of people.
The concept photos for this comeback should also be mentioned, and as usual they really had nothing much to do with the song itself. The individual shots of the members weren’t too bad, they were quite artsy and high-fashion, but some of the group shots involved the members wearing large, fake animal heads. I didn’t think this would be used in the music video, but even so I’m still thankful that the actual video concept had nothing to do with the concept photos. I shudder to think of how UK listeners/watchers would react to this concept in a video.
UK Potential: 4/5
Choreography
One thing that I really love about this choreography is that when it is one of the members singing part in the song, that member slightly breaks away from the dance formation and has their own slightly altered routine while they deliver their lines before leading the other members back into their united formation. It’s very interesting to watch and allows each member to really have all attention placed on them at that time.
This dance routine flows really well and shows off their amazing teamwork as a group. All the way throughout the dance I’m constantly reminded of electrical impulses, magnetic-like pushing and pulling, and attracting and repelling. The members are in constant motion and move around each other as if controlled by electric or magnetic forces. This really creates an amazing feel to the video and is really interesting to watch.
The dance for the chorus of the song is simple, with most of it consisting of jumping up and down a little before…well, wiggling! It doesn’t sound that good when described, but it looks pretty cool and is still easy enough that people can copy it. It’s clearly the signature dance move of song and is pretty damn memorable.
UK Potential: 4/5
Song
Just reading the name of this track makes it obvious that this song is going to be an upbeat, electro-pop song, and F(x) really didn’t disappoint. Again, pardon my comparison, but it reminds me of Nicki Minaj’s ‘Superbass’ and ‘Starships’ as the track has an incredibly cool beat to it that is catchy and very contemporary. Whether you’re a fan of Minaj or not, you have to admit that she produces anthem-worthy hit songs, which I feel can also be said about F(x).
To anyone listening to this song that is already a fan of F(x), one of the biggest things you’ll realise is that you get to hear Amber sing! This does mean that there is no rap section in ‘Electric Shock’ which is unusual for most K-pop songs, but the song already has such an edgy and electro beat that a rap section isn’t necessary to add any extra umph. The lack of rapping in this song was a surprise at first seeing as it seems to be an integral part of most K-pop composer’s song recipes; even a majority of slow songs tend to have rap sections in them.
As far I can tell, Krystal and Amber have the majority of the English used in the song (aside from the obvious use of ‘Electric Shock’ in the chorus) and it is all pronounced very well, as expected. It’s mostly very short phrases and single words, such as ‘I’m in shock’ ‘Laser’, ‘synergy’ and ‘energy’.
Normally I’m very unimpressed by SM English, but with 2 members having lived in the US, good English is bound to be used. And once again I will stress just how vital good use of English in the lyrics is to appealing to British people; we are much more likely to respond well to a song that we can sing along well to, even if only for a few lines.
UK Potential: 4/5
Highlight: Getting to hear Amber sing! And I have to mention the awesome array of unusual earrings worn; a banana, cacti, neon skeletons, and a toy dinosaur among others.
Overall UK Potential: 12/15 – Another fairly high scoring, but a fair few songs that have been released recently have the potential to do quite well in the UK, and ‘Electric Shock’ is no exception. Attention grabbing visuals will ensure that potential UK fans won’t be able to dismiss this song immediately just because of the language barrier, and the good use of English will be greatly appreciated. Not to mention that the dance is visually fantastic and has sections that can be easily replicated by most people. All in all this song, concept and dance should appeal to a wide variety of people.
Click here to check out f(x)’s Electric Shock on YesAsia
What do you think? Do you agree with our review? Let us know in the comments!
