It’s rare that we get a pre-debut music video that’s not a solo or sub-unit. From what I’ve heard, Pledis Girlz (hopefully not their final name) will debut as a ten-member group. We doesn’t feature all ten members, but feels like a good indication of their color, especially since the girls directly participated in its composition.
The color in question echoes what most girl groups are doing nowadays — bright, cute and super melodic. So given We‘s incredibly derivative nature, why do I find myself so charmed by it? Maybe it has something to do with the members’ participation. Although fun and occasionally brilliant, most songs of this genre feel overly concocted by a team of producers. When it comes down to it, We is disarmingly simple and heartfelt. Its instrumental sounds more organic and live than much of what we’ve heard this year, though retains the sunny propulsion that powers so many girl group tracks. Then there’s that chorus. It’s a whirlwind of syncopated vocals that sweeps in like a rush of euphoria. It’s nothing we haven’t heard before, down to the “you can do it!” lyrical focus, but it gets the hallmarks of the genre exactly right.
While all of this is fantastic, We does suffer a bit from a lack of unique impact. Though it has mastered the girly sound, it’s also restrained by its stubborn adherence to every trope we’d expect. Of course, by the time the final chorus’s jubilant key change kicks in, the problem seems minimal. I’ll definitely be keeping my eye on this group and their eventual full-fledged debut.