I break the catch up transmission with a review for a new release! TREASURE officially makes their debut with the release of the title track BOY. This is YG Entertainment’s latest addition to their company, consisting of 12 members (Hyunsuk, Jihoon, Yoshi, Junkyu, Mashiho, Jaehyuk, Asahi, Yedam, Doyoung, Haruto, Jeongwoo and Junghwan). The group itself was formed through the 2018 trainee survival show, YG Treasure Box. The show formed two male groups to join the YG Family and was collectively 13 members earlier this year. However, Yoonbin left the group prior to their debut and the decision was made to merge the two groups together to form Treasure. The group’s debut was teased since January 2020 and Bang Yedam debuted as a solo act earlier this year as well with Wayo (to be reviewed).

Previously, YG Entertainment has been heavily associated with hip-hop music in the KPOP industry, with some noticeable exceptions. And I think TREASURE, based on BOY, is another one of those exceptions. They stray away from their company’s heavy reliance on hip-hop and goes down more of the pop route for the group’s debut single. I am basing this observation on one song, so there is a chance that the group might end up going for something more towards YG roots in future releases. That being said, the producers still employ a notable YG element in BOY, which I predicted was coming. More on that later. BOY is quite dynamic and intense. I actually felt this at the very start of the song and they managed to continue this throughout the song. I also find the EDM drop (the genre of EDM is so familar but I cannot pinpoint its exact name) in the chorus to be very profound and refreshing. Their vocals and rapping adds to the song’s dynamism and energy. I really like that they were very clear and crisp throughout the song. The song’s memorable hook ‘I just wanna be your boy‘ was handled by Junkyu and Yedam, who both together form a very powerful duo. Definitely members that I will keep an eye out for. However, the song isn’t perfect. The song starts to unravel after Hyunsuk’s shouty bridge. BOY could have done without the anthem-like ending. It is a very overused YG tactic, so it is very plain and boring. It was good the first few times. But since it is now overused, I just roll my eyes at it. It is done to give the song one last hype moment, but I just felt it overwhelmed everything that came prior to it. But apart from that, BOY is definitely a strong debut song.

The music video definitely has great visuals. From the members to the sets, everything looked exciting. On a side note regarding the sets, there seems to be a lot of depth in comparison to other YG music videos. I say this because compared with this video, other recent YG music videos end up looking more like box sets now. The music video does follow a closeup and choreography formula. But there is a lot of dynamism in the music video as well, so I am not as fussed. I really liked the special effects they added during post-production. They helped heighten that level of fun we get from the visuals in the music video, which compliment the song in a variety of ways.

From what I can see, the choreography is going to be superb. The air guitar-like move and the footwork during the chorus looks very impressive. They seem to use their space very well, as seen in the second chorus. The dance break we get as part of the bridge also looked really cool!

Song – 9/10
Music Video – 10/10
Performance – 9/10
Overall Rating – 9.3/10