Part of me cannot believe how much EXO reminds me of early SHINee and how much better they are than early SHINee. SM seems to be lavishing them with good production; I usually run from the smooth R&B pop (including SHINee’s) but EXO’s selections seem to continually flout the typical run-of-the-mill sounds. It also doesn’t help that Chen– and the rest of EXO– is handing in better and better track performances.
Watching the Overdose music video multiple times has made me realize one of SM’s biggest trademarks, which is surprisingly hard to duplicate (no matter how much plastic surgery)– looks. SM probably has potent combination of these three: (1) a killer team of recruiters (2) great plastic surgeons on speed dial (3) makeup magicians. Yet, despite this focus on looks, I must acknowledge SM for debuting artists that are not “typically” the ideal face, e.g., Onew, Tao, Kris, Amber. Think now: how many faces do you see like Hyoyeon and how many faces do you see like Tiffany?
Made popular in part by EatYourKimchi, I think a lot of people still sniff and complain about SM’s “music-videos-in-fancy-boxes”, and some made allowance for this type of video when the dance was “interesting”, most notably for Growl. Yet, in Overdose, just by their looks alone, EXO is captivating– in this case, a storyline would have cut down on the screentime of each member. From a business perspective, a standard box-music-video costs less in terms of concept development and set decoration; if you have fans that will lap up whatever you throw at them, why bother going that far? SM is a company that plays it safe– it will never be home of a Gangnam Style. I do feel that a lot of us in the West tend to have an elevated view of pop musicians and the art form– case in point, Lady Gaga’s release of an album expressly called ARTPOP and the legions of lesser pop stars trying to pontificate on points deeper than they actually intend (I see you, Lana Del Rey). Rather, kpop is less of an elevated art form, more like a vehicle for advertisement. It’s a means for getting the group’s face out there and not necessarily pushing an agenda of any deeper meaning. This is not a critique, this is merely reality. At times I feel incredibly frustrated listening to outside opinions because they continually project their own cultural norms without stopping to think– hey, there might actually be a reason for this behavior.
Favorite tracks on the album are Overdose, Thunder and Love, Love, Love.