[Review] HELLO – TREASURE

TREASURE is nominated for Rising Star and Best Electronic Song (for JIKJIN) in the 2022 KPOPREVIEWED Awards. Support TREASURE and JIKJIN, and your other favourite artists, songs and performances by clicking here to vote today!

I know I promised this review a few weeks back when HELLO topped the Weekly KPOP Charts for the 3rd Week of November 2022, but it unfortunately slipped from me. Apologies for that! But now, I am finally getting around to having a deeper look at HELLO, TREASURE’s latest comeback single. It was released as part of their second mini-album, The Second Step: Chapter Two, at the start of October. It is also the first comeback to not feature Bang Ye Dam and Mashiho, who were both on hiatus at the time but subsequently withdrew from the group a month after HELLO‘s release.

I didn’t pay much attention to the track upon its release as I had a lot going on in my life at the time. But listening back now, I am disappointed I missed and didn’t pay attention to such a fun, energetic and lively track like HELLO. I find it interesting that TREASURE is releasing music as vibrant and colourful as HELLO, especially since I feel like YG Entertainment aims for a certain niche within the KPOP community. Songs like JIKJIN, which are more heavy handed and serious sounding, are what I expect from YG Entertainment’s output, though 2022 appears to be changing that up. I guess their company is trying to captialise on TREASURE’s youth and energy. Anyhow, whilst the song does fall into the dance pop category thanks to its heavy (and at times, explosive) EDM approach, there are some typical YG Entertainment tropes, namely the chanty chorus, the hip-hop tinge and the anthem approach at the end of the song. All of this pretty typical arsenal for any YG artist, but TREASURE manages to breathe fresh life into these elements and really make it feel different. And I appreciate this ‘reinvention’. I also enjoyed the rock elements to the song, which is definitely on trend in 2022. Again, still not tired of it, hence why I enjoy it a lot! HELLO is also quite catchy, with strong hooks (which is the result of the chanty delivery of the chorus), which ultimately adds to the fun and liveliness of the track. I do think the song could have used some bolder moments in terms of vocals and rapping, just to give HELLO a bit of an edgy and a more memorable front. While what we got in HELLO was pretty solid, I do think more of the instrumental, rather than the vocals or rapping, after the song is over.

With a song like HELLO, I expected a party in the music video. And we got just that! HELLO is a song about coming together to combat the loneliness and emptiness that some might feel, and we got representation of that. At the start of the video with the members being alone and in their own worlds. But as the song progresses, the song brings the members together. And then a crowd, which finishes off the video in a party like fanfare. The fireworks work really well with the instrumental and heightens the viewing experience. I also like the simplicity of the dance choreography scene inside the white studio, with the coloured lighting and the big HELLO in the background.

The choreography for this comeback was on point. I love the vibrancy and energy that the members brought to the routine, which was also quite vivid and powerful. What amazes me is that the routine doesn’t give them much opportunity to take a break, but as we hurdle towards the end of the performance for HELLO, the members are still full of smiles and energy, which ends off the performance in such a positive and satisfying manner!

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

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