“The Feels” is an ecstatic celebration of TWICE that brings fans around the world a radically different energy than their contemporary girl groups.

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Broadcast: “The Feels” – TWICE

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TWICE has had a good year since releasing their second Korean album, Eyes wide open, in late 2020, with appearances on shows from Jessi’s Shorterview in Korea to Ellen and WIRED in the US.

TWICE holds the record for the best-selling girl group of all time, with a special presence in South Korea and Japan – the stans really liked it when we highlighted it last time, even if it’s a simple fact. . So it’s somewhat surprising that BLACKPINK and BTS hold the Western markets pretty much to themselves. That’s not to say that TWICE doesn’t have fans in English-speaking countries, but there are degrees – measured how baffled the average dad will be when asked about a particular band.

“Feelings, Released on October 1 via JYP Entertainment and Republic Records in the US, is set to change that. On “The Feels,” the nine members of TWICE put all their diverse charm to good use, channeling the sweet pop riffs of their debut on albums like Twicestagram and merging it with the carefully cultivated confidence of a group of veterans.

The new track is a bit of a 180 from their previous Korean album Eyes wide open, which featured largely grayscale coverage and a catalog of darker, minor tracks. “The Feels” has none of that, but still goes tough. The clip is conceptualized as the group getting ready for prom – more on that in a moment – and the album cover is covered in cute cutouts, like a particularly nifty high school notebook celebrating their love for their friends.

The song itself is a catchy, upbeat song, much like their first tracks, but different in that it substitutes flirtatious desire for confident bravado. Rumbling funk bass punctuates a crisp, upbeat drum track that together suggests a jubilant disco. Unsurprisingly perhaps, the rest of the track is dominated by the vocals of the Nine, but the richness of their vocals presents TWICE fans with something unique, almost hyperpop in its saccharine production.

Their vocal harmonies, especially in the chorus, are flashes of a thousand pancakes in a bottle. The only real break from the onslaught is Mina and Tzuyu’s slow ballad bridge section. Nayeon and Jihyo (italics) “You stole my heart, oh, yeah (Oh, yeah) / Never let it go-oh-oh / No, never let it go-oh, oh-oh, oh-oh, oh /Lightning right in my heart, oh, yeah (Oh yes)/I got all the feelings for sure / Yeah, I got all the feelings for you ” hits incredibly hard and pushes the song to new heights – it never really goes down, which is perfect for an English debut and ballroom concept. What else than the anticipated ecstasy on the evening of the prom? Jihyo, still the most talented singer in classical music, shows special strength in her performance here.

While there isn’t much to say on the lyric side – they’re entertaining and catchy pop lyrics – Dahyun and Chaeyoung’s rap performances on the track are so fun they conjure up real moments. to laugh out loud. Dahyun’s “If your heart beats the same / Let me know / Because I’m boom-boom-boom / From head to toe” and especially Chaeyoung’s “boo” in “Because you got me well and i wanna be you boo / If that’s stupid, well i wanna be a fool “are pure delight.

The choreography of the track might also be the group’s most aggressive in history, although their other recent tracks offer some fierce competition. Regardless of this move, it seems like TWICE fans and everyone else is infatuated – it’s like every part of their body has a brain🤖 – and it’s not hard to see why. The group’s dancing and visual play are at their peak here, perfectly merging the colorful, euphoric prom aesthetic with intricate dances you would never see at a ball.

With a noisy visual edit, the clip should be a treat for current fans and newcomers alike. It’s an over-the-top genre parody of the prom movies – the Tzuyu dual-wield hair dryer was hilarious – with a pastiche of TWICE references dotted around for those with piercing eyes. Among those that we noticed, the arrow of Sana of “Yes or Yes” and that of Momo pulp Fiction the dance of “What is Love” stood out.

TWICE already counts Jimmy Fallon and Good Morning America among their promotional appearances in just the first six days. This is a festive and ecstatic track and an English debut album to carve out TWICE’s place in the West as they prepare for another full album, which will be released on November 3rd. Like we said almost a year ago, watch out for TWICE.

* Update, 10/14/2021: At the time of publication, “The Feels” has become TWICE’s first song to hit the Billboard Hot 100, opening at 83rd. Many TWICE fans may be aware that their original contract is ending soon, and the lifespan of kpop girl groups tends to rest on this impending date. But for TWICE, this breakthrough into new territory may signal something new and long-term for the act. Time will tell us.

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Broadcast: “The Feels” – TWICE

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