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Music Releases, Special Features, Original Features

[Song & MV Review] KARD – Rumor

By eric_r_wirsing   Thursday, April 27, 2017   25,909   1,964   7
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KARD -- RUMOR


Tracklist:

1. Rumor



The "hidden concept" co-ed quartet KARD are back again. Their debut plan was to span 3 singles, each detailing part of a story. "Oh NaNa" was the romance, "Don't Recall" was the split, "Rumor" is the final part.



"Rumor" has the same reggaeton beat they've used throughout all of their tunes, reggae with a hint of hip hop and a dash of EDM thrown in for good measure. The fusion has worked in the past, and it works well here, too. The lyrics tell the final part of the tale. She hears a rumor that he's with someone else, he gets wind of it, and they go on agonizing over the fact that they're broken up.  



J.seph and B.M stans will be happy, as both the male members get much larger parts than they've had previously. They even get the entire first verse, which is a break from the past. And they get singing parts, as well as rapping. As for the girls, Somin's vocals grabbed me more than Jiwoo's, though they both were on point. I like the EDM flourishes as the tune builds toward the chorus and the synth after the chorus rocks.  

Musically, I don't think it's quite as strong as the others. It doesn't sound the same, only similar. It's just that "Oh Na Na" and "Don't Recall" were simply better constructed, with a tad more feeling behind them. It gets better the more I listen to it, though. It's not bad by any stretch of the imagination, but it's not the best I've heard from them. This was not their ace in the hole.

MV REVIEW



This MV blurs the line between CF and MV, and I'm not sure how I feel about that.

The first thing you notice is that this MV has a 6-second logo intro, with the LG G6 prominently displayed. Pushing a smartphone during the MV intro makes it too obvious about advertising. I would have much-preferred something where the MV featured the phone in a subtle way -- have it ring or something, and maybe focus in on the phone.



Also, as if to rub it in that it is a CF, the video is formatted to fit a smartphone (vertical recording) in portrait mode. Not only is this annoying to those of us who might want to watch it on a larger screen, it' also limits what you can do and show. It's another clear indicator that this is more LG than KARD.

What's worse, it doesn't display right in the YouTube app. If you hit the fullscreen button, it goes to landscape mode. So you have to call YouTube up in the browser to make the video look right. but this happens only on my LG phone. On my Android tablet, the app works okay. Imagine that...



They do what they usually do. I can't dock points for location, simply because they've never sprung for the expensive hotel suite or anything like that.  The dancing is as on point as always, and the visuals always have this shadowy look like normal. But I'm not a fan of the vertical video format or the smartphone ad. The ad/MV format is nothing new; the entire point of HyunA's "My Color" is to sell Toyota Corollas. This MV just hit some of the wrong points for me.

Score


MV Relevance.......8
MV Production......7
MV Concept..........7

MV Score: 7.3


Songwriting..........8
Composition.........9
Impression............9

Song Score: 8.7

OVERALL............8

SEE ALSO: KARD members share some of their memorable moments on tour in the first episode of 'Secret KARD'

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    Tags:

    1. KARD
    2. rumor


    ameldd Friday, April 28, 2017

    Uggh, akp isn't showing my reply -_-

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    ameldd Friday, April 28, 2017

    Rumor is my favourite song of them by far, actually from 2017 this far. I'm really nervous about their debut now. For the MV, it was annoying on laptop, but on phone ... a different experiment. The setting, effects and visuals were the best so far. The choreography is so good, much better than Oh Nana that was my favourite before. Now for their voices, J.seph's live was so good that you question why they auto-tuned him! BM's deep voice is so sexy and I think he fits the song the most. Somin's vocals laid the foundation for the song and Jiwoo's added the flavour that makes KARD's sound unique. (Like Taeyeon/Jessica's voices). I think this song had everything on point, with a landscape MV, it'd have been dope. Can't wait for the hidden, hope it's unit songs (BM/Somin & Jiwoo/J.seph).

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    charlie_d Thursday, April 27, 2017

    I wasn't annoyed by the advertisement vibe at the beginning and I was pretty amazed by how smart and bold they were about going with a vertical format for the video. You can't deny smartphones are taking over.

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    KarmaButterfly01 Thursday, April 27, 2017

    I would marry this song if I could, that's how much I love it

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    Hyungshi Thursday, April 27, 2017

    3 songs 3 hits on an international scale... one more single to go!

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    ameldd Hyungshi Friday, April 28, 2017

    Dude, they'll debut after. This is their last pre-debut project and BM said once they comeback from their tour, they'll debut officially.

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    Hyungshi ameldd Friday, April 28, 2017

    yea that's what I meant 1 more single... then they'll hit the big stage and finally debut for real!

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