Song Review: MEOVV – MEOW

Though it has obvious commercial firepower behind it, Teddy and Kush’s The Black Label has also developed a reputation for infrequent comebacks and — at times — dated production choices. With all the talent involved, it’s a bit surprising how little the agency actually does. That work schedule will be tested with the debut of their first idol group. MEOVV arrives with plenty of hype, but does their first single live up to expectations?

It feels like we’ve crossed a threshold when it comes to a certain style of K-pop track. You know the type: more concerned with style and attitude than melodic or sonic cohesion. A song like MEOW feels like a parody of itself, twisting tropes we’ve long since tired of and neglecting the core elements that make a K-pop single really pop. Not to be the old guy in the room, but I was listening to 2NE1’s early material the other day to get a sense of where these tropes first gained traction. They were also a group closely tied to Teddy, but the material felt sharper, less gimmicky and always anchored by the kind of mass appeal hook that would have you singing along from first listen.

MEOW has hooks, but they mostly involve chanting or badass posturing. The song feels belabored by the need to deliver a BLACKPINK-esque throwdown. Where’s the sense of fun? Adventure? Inspiration? How many of these “look at how cool I am?” girl groups can the market really support? From MEOW‘s limp instrumental to its monotonous “yeah yeah yeah” centerpiece, I fear (and hope?) we’ve reaching the nadir of this particular style. It’s long since worn out its welcome and this song brings nothing new to the conversation.

Grade: D