F(x) had recently made their comeback with their latest album, Pink Tape, on Monday. Their music video for their title song, Rum Pum Pum Pum, was released on the 25th of July. Since then, they have achieved an all-kill and topped many charts. Fans have been longing a comeback from the band ever since their final promotion of Electric Shock released over a year ago. However, they have been ranking lowly on charts: 19th place on MCountdown and failing (I honestly am not sure) to rank on Music Bank and Music Core. Do note that this is going to be one of those crappy reviews because I am not impressed at all. Not at F(x) though, but at SM Entertainment themselves.
The song is okay. At first, I thought the girls have gone for the wrong style and that it sounded weird to me. This feeling was further consolidated when I saw the music video. However, after listening to it, I started to sing along and warm up to it. But that is where my enjoyment of the song stops. It is definitely not the best song by the band. There is some uniqueness to the song that we know comes from the band. Rum Pum Pum Pum sounds really European and I, for some reason instantly thought of the play Cats. I felt the rap was really good, but it was in the wrong place. Actually, in the wrong song to be precise. The vocals were okay, but not the best. On a more positive note, I did like the marching sounds scattered in the song. Overall, I think the song could have been better on many levels.
The music video is worse! You can definitely tell that F(x) is getting the shorthand of the stick in this video. Super Junior, SNSD, EXO, Henry, BoA, TVXQ, SHINee, TRAX always gets these really detailed box sets, which we all grow to hate, but still very detailed. As for this video, you can see the boringness. It is like the director was like ” Oh we have this boring set left and some extra lights. You are getting this, F(x).” There was nothing going on in the video to talk about. I did like the camera spinning around that one panel of glass and the girls would change into someone else. That was fun. But pixels? After SHINee’s Dream Girl seriously? Talk about a lack of funding from the company. We should all start a petition and give it to SMent. Better working conditions! I think I just touched on a sensitive subject. And boy, what were they wearing? It was horrible. Seriously, the stylist seemed to just we out to the nearby dollar store and bought whatever they saw. Nothing in the video was a standout. I did like the hairstyles, though. Does that count?
As for the dance, I thought it was okay. Not really up high like Infinite’s Destiny, Brown Eyed Girl’s Kill Bill, Crayon Pop’s Bar Bar Bar (Review Coming Soon) or Psy’s Gangnam Style. I actually think Electric Shock had a much better dance in this case. Was not much of a fan of the dance.
Sorry, but I am giving them a 3/10. Sorry, but I feel bad for the girls. They are very popular but according to the gospel that SMent goes by, you have to be the top band to get the best treatment. Actually, come to the think of it, SNSD gets pretty boring sets for their music videos as well. Not only that but Super Junior, SHINee, BoA, Henry, EXO, TRAX, BoA and TVXQ all do get really shitty sets.