Personally, I hoped LE SSERAFIM would meet three key expectations with this comeback: first, high-quality music; second, a fresh concept; and third, regaining public trust in their abilities. However, their album “CRAZY”, released on August 30, leaves something to be desired.
Great Music, Disappointing Concept
The first expectation, good music, seems to have been met. “CRAZY” is considered one of the most stylish K-pop releases of the year. It skillfully blends tech house with a hint of phonk, creating a sophisticated sound that successfully integrates K-pop’s signature elements. The album showcases a clever strategy by incorporating dance music, distinguishing it from their previous Latin-hip-hop influences. Some tracks were even produced by BloodPop, who has worked with artists like Justin Bieber, Lady Gaga and Beyoncé, adding to the album’s overall quality.
But good music alone isn’t enough. I believe what’s more crucial for LE SSERAFIM is finding a new concept to replace their existing “fierce” image.
The group’s “fierce” concept has always carried a certain contradiction. While their lyrics emphasize the idea of a self-made group born from hard work, in reality, LE SSERAFIM had the advantage of starting under HYBE. Coupled with controversies over their live performances, some in the public began to question whether the group had truly put in the effort they claimed. As a result, their “fierce” image has started to lose its place.
Therefore, it seems more necessary to replace rather than merely tweak their concept. LE SSERAFIM needs a new theme to carry them forward. The keyword they’ve chosen for this is “kitsch”.
The “kitschiness” in this album isn’t bad. The concept photos, with elements like electric currents, static hair, exaggerated expressions and bold colors, visually echo 20th-century American B-grade horror films. The lyrics also reference terms like “Pikachu” and “otaku”, and Kazuha’s pronunciation of “girl” as “gyaru” in the chorus evokes Japanese subculture.
LE SSERAFIM’s attempt to embrace a kitsch aesthetic by incorporating elements from American and Japanese B-grade subcultures is commendable, but it sometimes feels awkward and stiff, as if they’re wearing ill-fitting clothes. The biggest issue is the lack of originality. Their concept recalls various other artists like Red Velvet’s “RBB”, Charli XCX, Chappell Roan and aespa. Ultimately, LE SSERAFIM falls short of establishing a unique identity.
Proving Their Skills?
Finally, there’s the challenge of proving the members’ abilities. Unfortunately, “CRAZY” doesn’t provide much opportunity for LE SSERAFIM to showcase their vocal talents. The songs on this album have even less variation in pitch than their previous trap-hip hop track “EASY”. Given the nature of tech house, this is understandable, but it raises questions about whether this genre was the right choice at this time. Eliminating difficult parts that could prove their skills doesn’t seem like a good strategy.
LE SSERAFIM isn’t a group lacking in talent. For example, member Kim Chaewon is praised for her strong fundamentals and song interpretation skills. As LE SSERAFIM has just started promoting their new album, there will be plenty of opportunities to dispel doubts about their abilities. Demonstrating growth through live performances on music shows would be a good approach.
Learning from SM’s Expertise
What LE SSERAFIM needs now isn’t a large-scale promotional push, but rather the expertise to overcome stagnation through long-term management experience. In this regard, SM Entertainment excels. They are adept at diversifying their business models and expanding growth roadmaps after an idol group’s initial cycle.
aespa is a prime example. As public fatigue with their “Kwangya” concept set in, aespa opened a second chapter in their career with “Supernova”, a brilliant blend of capepunk. This successfully established a sustainable new concept that defined aespa-core’s aesthetic. What LE SSERAFIM needs right now is an innovative rebranding strategy like this.
The challenges LE SSERAFIM is facing provide an ideal opportunity for HYBE to demonstrate whether they have the capability to lead the K-pop industry in a healthy direction. While “CRAZY” leaves some disappointment, there’s no doubt about the members’ star power. With the right conditions, they could certainly bounce back. Hopefully, LE SSERAFIM can return to the spotlight with applause.
Source: Daum
