PRIMROSE Branches Out with “Freyja”

Rookie girl group PRIMROSE has gone in a new concept direction with their latest comeback. For those unfamiliar, the four-member girl group is composed of Nahyun (formerly of HOT ISSUE), Rainie (formerly of bugAboo), Ruby, and Hayun. We last saw them make a comeback ten months ago in August with second mini-album LAFFY TAFFY, which had more of a youthful and cutesy concept. This new comeback title track “Freyja” goes back to their debut concept, with a darker aesthetic and grander concept. 

As a fan of darker girl group concepts, the teaser images for “Freyja” really captured my attention. It brought up some feelings of nostalgia, reminding me a lot of the concepts many female-fronted metal bands like Within Temptation or Nightwish tend to employ. As a huge fan of that genre, I was excited to see how a K-Pop group was going to implement this concept musically. The track is a standard pop track that employs the use of intense harmonies to match the epic concept that has a bit of dissonance to make it stand out. That may come off as a negative statement, but the contrasting notes add a lot of character to the song that would otherwise be flat. The girls also have lovely voices that carry the main melody line. I do think the harmonization is the main point that makes this song stand out.

The video also does a great job of bringing his concept to life, even if it is a bit simple. The set design perfectly matches the aesthetics portrayed in the song, and much of the video has choreography taking the center stage. While the video could be more exciting, it does a good job of showcasing the group’s visuals and choreography. 

Check out the music video for “Freyja” below!