Song Review: PLAVE – BBUU!

I continue to be mystified by PLAVE’s incredible success. While established idol groups’ new videos are stuck at tens of thousands of hits, PLAVE’s new single BBUU! has already sailed past a million. I assume there’s some extra-musical appeal I’m missing. After all, I’ve never delved past the songs themselves because the music remains quite dull to me.

Despite its capitalized, exclamatory title, BBUU! sounds like the kind of sleepy coffeehouse fare that usually goes in one ear and out the other. Its plonky, trap-assisted beat does nothing new or exciting and the repetitive, sing-song melodies feel designed for short-form clips. All of these ingredients combine to craft a track so slight and inoffensive that it’ll likely appeal to anyone… and I guess this might be the secret to PLAVE’s success. By shaving off all its edges, the group fashions music that could slot in anywhere.

However, this just isn’t what I come to K-pop (or music in general) for. I don’t want a song that passes by with ease. I want something that grabs my attention and refuses to let go. I don’t ever hear this quality in BBUU! and without the fandom credentials to make me interested in the performers themselves, this is an easy pass.

Grade: C