[instiz] THE BOYZ, “RETURN TO K-POP WITHOUT AMERICAN INFLUENCE… INTERNATIONAL FANS “WE ACTUALLY PREFER THIS”

The Boyz has returned with “K-pop without American influence” as their first comeback song after switching agencies. Recently, as K-pop has been blending with Western pop sounds, there has been criticism that K-pop’s unique identity has faded. However, The Boyz has received positive reviews for bringing back the original K-pop sound of the 2010s.

The Boyz released their 3rd full album, Unexpected, on the 17th. This album marks their first comeback after transferring to OneHundred, and it is the final group album before the members enter their military hiatus.

The title track, VVV, has received positive feedback from both domestic and international audiences, with people commenting that the song “sounds like a 2nd-generation idol group (from the early to mid-2010s).” As of 3 PM on the 18th, the song ranked 35th on the Melon HOT 100 (based on 100 days of data). All the tracks on the album charted on the Melon HOT 100. Overseas fans have shared comments like, “It reminds me of songs from 2nd-generation K-pop idols. Just listening to it makes me excited,” and “I feel like I’m back in 2012. It’s great.”

This song diverges from the current K-pop trend. So far, the prevailing trend in K-pop has been minimalism, simplifying the sound. Even with many tracks, the number of instruments is often limited.

The Boyz broke away from this trend, using bold and lavish sounds in the VVV chorus, such as synth plucks, sharp-sounding pads, brass instruments, and strings. This recalls the musical styles of 2010s K-pop groups like TWICE and SHINee, who led the global expansion of K-pop. It evokes nostalgia, triggering memories of the past, which fans both in Korea and abroad find heartwarming.

The global attention K-pop began receiving, including Psy’s Gangnam Style, was due to K-pop’s unique style, different from Western pop. However, at some point, the catchy but simple melodies of K-pop started being perceived as “old-fashioned.” Instead, music similar to Western pop became mainstream.

The Boyz’s VVV has been praised for minimizing the “old-fashioned” elements while reviving the unique emotions of that era. This approach is not without basis, as changes have been noticed in the K-pop chart trends.

Recently, songs that evoke 2010s emotions with flashy sounds are easily found in the top ranks of domestic music charts. Notable examples include G-Dragon’s HOME SWEET HOME and IVE’s REBEL HEART. […] Industry insiders have analyzed that “The Boyz’s comeback aligns with this trend and has attracted public attention.”

The industry trend, which had been pursuing simplicity for the past decade, is changing. The Boyz is one of the first male idol groups to join this trend since their debut. Their attempt to connect with the public before their military hiatus is seen as fresh by industry professionals.

There are also some voices expressing disappointment in focusing on the popular members, Juyeon and Sunwoo, as the VVV music video was centered around these two members. A K-pop fan pointed out, “They didn’t capture the group’s overall chemistry. The Boyz isn’t just them, it’s 11 members.”

1. Since when where they even influenced by Americans…?

2. ㅋㅋㅋㅋㅋㅋㅋ

3. …. 

4. MC Mong, shut up 

5. The way this company mediaplays sucks so much. What crime did the idols commit?

6. What the? The international fans’ reactions are still the same 

7. Wow f*ck, what a legendary bad mediaplay 

8. Since when have they been about America???

9. What… what America? What international fans? What “good response”?…. 

10. Do fans really like the song…?