I’d eagerly anticipated Taeyang’s new album, was disappointed with the “gotcha” on 11/1 when the album wasn’t released, but instead just a teaser video for this single. I’d really enjoyed the anticipatory experience G-Dragon’s COUP D’ETAT a month or so ago, and I really had wondered why I hadn’t heard more on the new album.
The Kpop machine, especially YG Entertainment, has anticipation down to an art. They release teaser videos, stills with countdowns from 12, 10, 8, 6, 3, 1 hours, Instagram and Facebook peeks, just interesting enough to make you notice, but not so interesting that the story is given away.
I’ll say thought that the actual music video (above) didn’t live up to the hype of the astoundingly-choreographed video teaser (below). I had hoped for fewer cuts and a more cinematographic feel, like G-Dragon’s COUP D’ETAT or even his mind-blowingly, delightfully-strange 미치GO.
Still eagerly awaiting the rest of the album. Taeyang’s brand can be so much fun, especially if they keep it light and not try to harden him up.