Asian Junkie Asian pop. Without discretion.
I know absolutely nothing about this girl group called Icia, or at least I didn’t before I watched their “Time Bomb” music video and found a new group to follow.
https://www.youtube.com/watch?v=RP1hMjmxFnc
Icia are a lot more traditional girl group, but this reminded me a bit of Crayon Pop‘s early efforts, which is always a positive. The chorus is addictive with its repetitive hook, and the instrumental is upbeat and fun, which means they’ve won 90% of the battle right there.
The verses carry enough momentum from chorus to chorus and the girls do their part by coming across energetic and powerful. Whoever made the song smartly minimizes potential exposure to cringey sections by shortening the verses and utilizing the pre-chorus and post-chorus. This tactic only works with “Time Bomb” because both of those phases are catchy in their own right, and before you get a chance to tire of it, the high energy affair is over.
At the end of the day, it’s fun and it makes you want to hit the replay button. Mission accomplished.
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For as much as I enjoyed the song, the music video pissed me off with its T-ara quick-cut editing. This was doubly true since this is my intro to the group, and you can almost never get a good enough look at the members to, well, remember any of them.
I’m guessing getting people to remember who is in the group is important for a nugu’s brand, but apparently the director and editor of the “Time Bomb” music video didn’t think so.
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Putting the music video complaints aside, “Time Bomb” is definitely still an overall success for Icia. Hell, just the fact that anybody bothered to notice them means this concept and song worked.
We all time bomb now.
