EXID Is Bringing Back The ‘90s!
A lot of heads turned when EXID announced that they were once again making a comeback without leader Solji. After “DDD” in 2017 became the group’s biggest hit, people were expecting the group to come back full circle with their next release. However, as Solji is still recovering after her surgery, people have started to become curious as to whether it could hurt the group’s chances of charting well, especially with the great competition during the week of their comeback. Fortunately though, the song is doing well domestically and internationally with numbers that could possibly outsell “DDD,” and it’s because it contains the EXID flavor people love—only this time set in the ‘90s!
“Lady”
Mainly written and produced by Shinsadong Tiger and LE, the track’s arrangement is similar to a number of Shinsadong Tiger hits. Featuring the producer’s trademark drum formula heard from Apink tracks like “LUV” and “Remember,” and VICTON tracks like “I’m fine” and “Unbelievable,” the track is reminiscent of an old school hip-hop vibe that the producers elevate with a prominent mixture of retro samples.
Establishing the idea with a hip-hop brass sound, it then combines with a retro-tuned EP arrangement, as well as a new jack swing rhythm that largely utilizes record spin sounds, adding on to the ‘90s vibe of the track. While not as innovative in arrangement as that of “DDD,” “Lady” utilizes already existing sounds and combines them together to maximize an idea that already worked during the ‘90s. However, it becomes the most charming characteristic of the track. “Lady” completely reminds the listener of a sound that is now rarely heard in the industry, and with it lies a great deal of nostalgia that keeps the listener completely hooked.
Notably, EXID is one of the few K-Pop groups today that fairly distributes their lines, and they have proven it once again with “Lady.” It was also nice to hear Hani taking on the chorus for the track, as most EXID track hooks are done by either Solji or Hyerin.
The Visual
The music video for “Lady” stays true to their concept. Drawing the majority of their set designs and editing techniques from ‘90s pop videos, the visual successfully delivers an aesthetic that goes well with the mood of the single. The slow fades and shape-molds in the video editing also remind people of earlier editing styles that only happen in 4:3 broadcasting. The television-styled distortion done with the video, however, may be a bit excessive as the horizontal lines from the video stay all throughout. While it is completely intentional, the effects can be lowered in opacity to minimize the distortion from the colors. That aside, however, all the elements of the video are done spot on.
The Delivery
People are probably not surprised that EXID has once again delivered with “Lady.” Never releasing a single lackluster track, the group is one of the most reliable girl groups we have today, and they prove the fact with this release. Brilliantly rehashing a formula that is a hit from the ‘90s, the group has put out something refreshing, as the track and video are done carefully and purposely, easily dodging the possibility for the release to sound boring and dated. While people have been worried with the group missing a key member, the four ladies have already established that, while they are incomplete, they are able to provide something cohesive and enjoyable. When the time comes and Solji finally rejoins the team, we can’t even imagine just how epic that release would be!