EXID and the “DDD” Comeback
On November 7, 2017, EXID released their fourth mini-album, Full Moon, and the music video for title track “DDD.” Full Moon features six tracks, including three solo tracks and a collaboration between LE and Hani. This mini-album also marked the return of leader and main vocalist Solji, who was on a hiatus after being diagnosed with hyperthyroidism. While Solji was able to take part in the recording of Full Moon and is featured in the concept photos, she did not participate in the music video or comeback performances.
The Music Video
The music video for “DDD” was directed by Digipedi, the same production company the girls worked with for tracks “Up & Down” and “Hot Pink,” and opens with LE, Hani, Hyelin, and Jeonghwa standing with their backs to the camera and red lighting, giving the video a slightly darker tone. This works well with the track, because even though “DDD” is relatively poppy and features deep bass beats, the lyrics focus on the girl group demanding the truth from their lover who continuously cheats on them, with the girls going from angry to self-blaming for their lover’s actions. All of the choreography shots take place in an empty room that changes colors throughout the choruses, but there are loads of aesthetically pleasing shots for each of the present members. It’s also nice that, even though Solji is absent from the music video, her vocals can still be heard in the track.
The Comeback Performance
Before their comeback, EXID performed “DDD” at the 2017 Dream Concert on November 4 and then again during an impromptu Seoul street performance on November 6. The girl group had their comeback performance on the November 9 episode of M!COUNTDOWN, where they promoted just “DDD.” Originally deemed unfit for broadcast due to the use of swearing, vulgar language, and slang, Banana Culture readjusted the lyrics so EXID could perform on music shows. The backdrop for their comeback performance was glitzy and sparkly, with three large EXID logos dangling behind them, getting smaller and lower the further back they sat on the stage.
The Legacy
Full Moon debuted and peaked at No. 7 on the Gaon Weekly Albums Chart, No. 19 on the Gaon Monthly Albums Chart, and at No. 6 on the Billboard U.S. World Albums Chart while “DDD” debuted and peaked at No. 9 on the Gaon Weekly Digital Songs Chart, No. 14 on the Gaon Monthly Digital Songs Chart, No. 4 on the Gaon Weekly Downloads Chart with 89,441 downloads, and No. 10 on the Gaon Monthly Downloads Chart with 222,859 downloads. The track peaked at No. 13 on the Billboard Korea K-Pop Hot 100 Chart and at No. 6 on the Billboard U.S. World Digital Songs Chart. “DDD” marked the third time an EXID track had appeared in the Top Ten on the Billboard U.S. World Digital Songs Chart.
EXID took home one music show win for “DDD” on The Show’s November 21, 2017 episode. “DDD” was nominated the week before on the same music show program, but the girl group scored second place that week. They were not nominated for any awards during the end-of-the-year awards season.