[Music Review] ‘STRATEGY’ embodies TWICE’s K-pop expertise
The nine-member girl group is back with a vibrancy and mature attitude that will make you think TWICE.
TWICE ‘STRATEGY’ concept image. Image: JYP Entertainment.
Since their 2015 debut, JYP Entertainment girl group TWICE have risen to global stardom with a colourful reputation that proceeds them. Having five world tours, eight studio albums, and now 14 mini-albums under their belt, this group consistently works hard to ensure they earn their spot as one of the world’s most popular K-pop girl groups.
Matching SF9 and Stray Kids’ achievements of having the most mini-albums in K-pop, ‘STRATEGY’ also grants TWICE a place on this list as the group’s fourteenth mini album. Blessing ONCE (fans of TWICE) with six new songs and one feature, this mini-album has concluded the year in typical TWICE fashion—with exuberance and a refreshing concept.
What’s the collaborative Strategy?
As the TWICE members near their 30’s, they’ve taken on more mature themes in recent years (with Japanese sub-unit MISAMO releasing a song about mutual-consent, and oldest-member NAYEON’s latest solo-release “ABCD” featuring sexy choreography).
“Strategy (feat. Megan Thee Stallion)” achieves a similar mature status. Megan Thee Stallion, known for her explicit rap and adult concepts, brings a rap verse to “Strategy” that feels somewhat out of place—her lyrics conceptualise an adult relationship which jarringly polarises the more vanilla lines sung by the TWICE girls.
The K-pop industry is no stranger to global collaboration, with BTS x Coldplay and Rosé x Bruno Mars being amongst the most notable, and these types of collaborations are increasing in popularity. Both Megan Thee Stallion and TWICE are popular in their own rights and sadly this collaboration fell flat. Rap-line member’s CHAEYOUNG and DAHYUN are both capable of executing a rap that would have better matched the vibe of the song—in this case, “Strategy (TWICE ver.)” feels more appropriately suited to the mini-album as a whole.
Despite this, Megan Thee Stallion’s delivery is impeccable as always and her word play is admirable. Her viral status is certainly not to be sniffed at.
In the music video which accompanies “Strategy (feat. Megan Thee Stallion)”, TWICE showcase their talent to constantly provide fresh concepts and addictive choreography. The aesthetic value of the stunning magazine visuals is delightful and the fun Taekwondo style back-kick is a killing-point worthy of a TikTok dance trend.
ONCE will Like It Like It
‘Strategy,’ at it’s core, is a mini-album full of love. The enjoyment that the members still feel when releasing music is palpable and their love for their fans is as clear as ever—it’s difficult to dislike any track on their latest mini-album.
Originating in South Korea in 2018, ‘newtro’ is a portmanteau of the words ‘new’ and ‘retro’ and is a cultural movement that incorporates elements of the retro and the modern. “Kiss My Troubles Away,” the second track on the mini-album, houses the classic newtro music style that is seen across JYP Entertainment. This song features an 808 drum beat and is sung entirely in English, like “Strategy”.
Embodying all elements of a successful TWICE track, from its intro to its captivating chorus, “Like It Like It” throws listeners into an RnB track with power-vocals from TWICE leader and main vocalist, JIHYO. What’s not to love?
“Sweetest Obsession” is a gorgeous electro-pop track with TWICE written all over it. Cleverly mixing English and Korean lyrics, we’re met with fantastic lines like: ‘꿈만 같아, you are my passion’ (Like a dream, you are my passion) and ‘네게 끌려 sweetest obsession’ (I’m drawn to you, sweetest obsession).
TWICE ‘STRATEGY’ concept image. Image: JYP Entertainment.
Playing with TWICE’s iconic bubble-gum style, “Keeper” cleverly adds in elements of RnB showcasing how this group, who met and were formed in their teenage years, are constantly evolving and keeping things fresh. If anything, this mini-album as a whole highlights a new style for TWICE and is sure to keep fans on their toes.
In true, TWICE style, ‘STRATEGY’ rounds off with a festive track entitled, “Magical.” The perfect outro for a mini-album released in December, “Magical” is reminiscent of the girl’s 2022 Japanese festive-release “Donut.” Despite the album thus far playing with mature, and somewhat hot themes, this track cools things down—adding a blanket of snowy magic that can be enjoyed all year round.
Having amassed nine years in the music industry, TWICE is showing no signs of slowing down. And, despite their individual strengths as performers, ‘STRATEGY’ proves that this nine-piece group is better together.
