The Boyz Revive Classic K-Pop with 'VVV' Amidst Industry Shift

The Boyz have made a striking comeback with their new album 'Unexpected', marking their first release since moving to the label One Hundred. Released on the 17th, this album is the group's last collective effort before some members begin their military service.

The title track 'VVV' has been praised for its nostalgic nod to the early 2010s K-pop era, reminiscent of the second-generation idol groups. As of 3 PM on the 18th, 'VVV' ranked 35th on the Melon HOT 100 chart, with all tracks from the album charting as well. International fans have expressed their excitement, noting the song's ability to evoke the charm of 2012 K-pop.

Unlike the current trend of minimalistic K-pop, 'VVV' embraces a rich soundscape with synth plucks, sharp pads, brass, and strings, reminiscent of the styles popularized by groups like TWICE and SHINee in the 2010s. This approach has rekindled the nostalgic essence of that era, appealing to both domestic and international fans.

K-pop's global rise, highlighted by hits like Psy's 'Gangnam Style', was initially driven by its unique style distinct from Western pop. However, as K-pop began to mirror Western sounds, its original charm was perceived as outdated. The Boyz's 'VVV' successfully revives that unique K-pop flair without the dated elements, signaling a shift in the industry.

The industry is witnessing a resurgence of the vibrant sounds of the 2010s, with tracks like G-Dragon's 'HOME SWEET HOME' and IVE's 'REBEL HEART' leading the charge. Ballads emphasizing emotional depth, such as Jo Jae's 'Do You Know' and Hwang Garam's 'I Am a Firefly', are also gaining popularity. An industry insider noted that The Boyz's comeback aligns with this trend, capturing public interest.

The Boyz are among the first of the newer male idol groups to embrace this shift, aiming to connect with audiences before their hiatus. While their approach is seen as refreshing, some fans have expressed disappointment over the focus on prominent members Juyeon and Sunwoo in the 'VVV' music video, feeling it doesn't fully showcase the group's chemistry. "The Boyz is not just about two members; there are 11 of them," one fan remarked.