Since Johnny’s Entertainment (and its related labels) don’t post full music videos online, I usually wait until the physical release of a new single to review it. But unless there’s some extra dance break hidden in the album version, the online video for Snow Man’s new track Evolution seems complete. I can hardly believe it, and I hope this sets precedent for the future!
I’ve become a big Snow Man fan this past year, binging their variety and discovering a group of colorful personalities that feel like irreverent successors to my favorite Johnny’s act, Kis-My-Ft2. As the agency’s highest-selling group of the moment, the guys are receiving top-tier material. Both Grandeur and Hello Hello are excellent singles, and the high-octane Evolution confidently joins their ranks.
Above all else, Snow Man are a performance group. They’re like a bunch of acrobats forged into an idol act. Evolution takes advantage of this energy. It’s a crackling EDM banger, pounding forward with unrelenting force. The boisterous instrumental streamlines momentum. Even when the track swerves into a clobbering breakdown, this moment never upends the flow. Driven by simple melodies and enthusiastic performances, Evolution is a sturdy dance assault that recalls glories of pop past. The song could have found a home in 2011-12’s EDM trend, though it sounds equally enticing a decade later.
Much of this is due to Snow Man themselves, who imbue a potentially generic track with tons of personality. In the past, I’ve compared their exaggerated vocal style to a band of anime characters. I used to consider this a drawback, but now recognize it as a strength. When it comes to idol music (especially Japanese idol music), knowing a group’s personalities and quirks is vital to enjoying and understanding the sound. It all comes together nicely in Evolution, marking a suitably grand kick-off to their first full album.