BLACK PINK -- "AS IF IT'S YOUR LAST"
Black Pink is in your area again, and they've just dropped their new single, "As If It's Your Last." The song was much anticipated, especially the video, since the MV broke some serious records, beating out BTS as the fastest MV to get over 10 million views, and within 24 hours it became the second most viewed K-pop video in that time frame, just behind Psy's "Gentlemen." It also currently holds the record as Black Pink's longest song title. ;)
This tune reminds me a bit of tropical house. I know the official press materials don't say that, but that's just my initial impression. It's supposed to sound different. Apparently, all their previous tunes were about the "black," and edgy. This is their "pink" concept, happy and bright. So the idea is to have a contrasting sound.
Is it different? Yes, yes it is. It's definitely a lot more high energy and cheerful. The chorus is belted with more decibels behind it than "Playing With Fire." Lisa's raps are far happier, and bereft of the fierceness that characterized her earlier raps. Campy, almost. Almost. Rather than darkly sexy bridges, they're more mainstream, though still seductive. And the song is no less hook-filled, either. There are tons of juicy sing-along hooks to sink your teeth into.
Even though it's supposed to be contrasting, it does have a similar sound to their previous work. The song is distinctly Black Pink. There's no mistaking the style, the vocals. From the sharp refrains by Jennie to Jisoo's softer stylings. But it is brighter, livelier, and just overall fun. All of their work is fun, but in this case, it definitely matches up with a good time in the summer.
The sound is definitely Black Pink, but the MV is Black Pink on happy juice. Like all their MVs, there's very little plot going on, no overarching narrative. But the MVs all showcase the band at any rate. Like usual there's dancing, and some of their familiar choreography is present and accounted for.
They're still rocking some of that schoolgirl garb, even though Lisa sports that phone holster on her leg like some kind of Bond girl. And the costume switches seem almost endless as the 2-second shots. But every outfit is entirely on point, even if some of them are less edgy than usual.
There are tons of brightly colored scenes in this MV, and a lot of pink, in keeping with the concept. And the girls flash a lot of smiles, though there are shots that trot out that trademark sensuality, the teasing looks, the dangerous feel that we fell in love with. Yeah, it's all still there, and it doesn't feel out of place or shoehorned in, even with all the cuteness that's here (and it never descends into aegyo until the very end). The scenes of the camaraderie between the four are awesome.
I'm impressed with how all this falls together. A lot of times with concept drift it just looks odd or out of place. It doesn't here. And I don't think they've entirely abandoned their old style. Just adapted it a bit to shake things up. So are they black or are they pink? In this MV they are both, and it works quite well. There's a reason this got the views it did, and I freely admit I've upped the view counter on this MV as well. Definitely one for the Favorites list.
MV SCORE: 9
SONG SCORE: 9.3