In K-Pop, the single is god. Bands entire careers are made or lost in three or so minutes. SM Entertainment's SHINee's single "View" ruled YouTube in May. It was the most viewed K-Pop video worldwide, so said SM Entertainment through their Twitter account. SHINee's "View" was released May 18 and had accumulated over 9 million views as of June 15.
"View" is an unstoppable dynamo at the moment. It has won 9 music show trophies. Their latest win was on June 9 at SBS MTV's The Show Season 4. Since May 27, the group has racked up trophies from M Countdown, Music Bank, Inkigayo and Show! Music Core.
Fans of the group were frustrated with SM Entertainment though. They felt the group's success was in spite of the record company. "View" received very little promotion.
For those interested parties, Billboard.com has a track by track review of the Odd album from which the single "View" was culled from. Here is what they said about the "View" single:
"The light synth production heard in the earlier tracks continue on here...that is, until SHINee make the unexpected turn into deep house on the chorus of this unexpectedly brilliant single. While a benchmark of K-pop music is its genre blending, house is rarely heard given its minimal nature. Yet SHINee add a repetitive, saccharine chorus on here that works exceptionally over the Disclosure-like beat."
Despite boasting completely different vibes, "View" isn't that different from "Everybody" in that both have the same repetitive chorus structures, but the latter throws piles of electronica into the chorus, while "View" keeps its instrumentation very simple. By going against what's expected, SHINee actually ends up taking more of a risk by doing less and it pays off handsomely."
Check out Billboard's review for more on the album. Those of you that have heard it, let us know what you thought.
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