[Review] Who Is She – KISS OF LIFE

Since their live stream controversy last year, KISS OF LIFE has been busy rebuilding its reputation. They released Live, Love, Laugh, Lips, Hips and Kiss, and made their Japanese debut all in the last year. I never got around to reviewing these releases due to time constraints. I am unsure if I will go back to them, but I thought to restart coverage of KISS OF LIFE on my blog through a review of their latest comeback single, Who Is She.

One potential way to rebuild momentum for the group is to revisit a past sound that helped the group rise to fame. Who Is She revisits the 2000s influences the group previously drew on during their Midas Touch era. Personally, I quite liked the song. The instrumental has depth, thanks to the bass, which keeps the track punchy. The beats bring a sassy, strutting vibe that instantly reminds me of Britney Spears or the Pussycat Dolls’ music from the ’00s. Even the vocals do something similar. I also enjoyed the oomph KISS OF LIFE put into their vocals and melodies, which helps Who Is She stand out vocally. That being said, the melodies could have been a little more fleshed out (to the same extent as Midas Touch), and I am not 100% sure we needed all of the breathy sound effects. They definitely have their place in Who Is She, giving the song that provocative edge. But I think it should have been used sparingly, and not necessarily in a post-chorus fashion. Also, not sure why there was a need to autotune them. But honestly, that is a minor detail in such a strong track already.

The music video shows off a sexy and confident side of KISS OF LIFE, as we transition between an underground club, an industrial setting, and a race track. No matter where they are, they look good throughout the music video. I enjoyed the mix of post-production and dynamic camera work to make it a strong and bold visual piece of KISS OF LIFE’s comeback.

The choreography for Who Is She has attracted some attention, with some saying the routine’s ‘choking’ sequence (following the choruses) is too provocative. I tend to err on the side of thinking that such moves are not a major issue (particularly if the members are fine with it), but that is because I was brought up on Western media, which tends to be less conservative than Korean media. Watching the comeback stages, it looks like KISS OF LIFE did alter the performances to not include the move (smart move, given the attention). I do think what they replaced it with is quite flirty and works well with the rest of the bold and sexy routine.

Song – 9/10
Music Video – 8/10
Performance – 9/10
Overall Rating – 8.7/10