Not often do I come across songs that turn me off of a group. As a music reviewer, I like to think that there is a certain open-mindedness that comes along with the job, an ability to hear even the most tedious of songs. That being said, GIRLKIND‘s “S.O.R.R.Y” really tested my patience.

Let’s skip over the fact that I heard a startling resemblance to one-hit wonder Alison Gold‘s song “I Love Chinese Food” (watcher beware, by the way) and dive straight in to girl groups and the “sound” of K-Pop in general.

Nowadays, fans have come to expect a certain level of quality in the K-Pop industry, especially from girl groups. It does not matter if the concept is sexy or cute, fans will scrutinize a group and video until their eyes blur from the concentration. For a new group, GIRLKIND — who debuted in January of 2018 — the judgmental microscope is extremely focused on everything that occurs in the girls’ music videos. From their hair to clothes to waist sizes to dance skills, everything is under attack.

And yet, with that knowledge you would think that Next Level Entertainment would have tried to encourage the girls to make a music video and song that’s a little more … modern? The song, while catchy, is more suitable for the 2010 K-Pop, back when SHINee snatched the music industry with “Hello.” All of the girls have incredible vocals, but hearing “I am S.O.R.R.Y” as the main hook of the song is a little difficult to sit through when today’s music industry is providing listeners with much more diverse content.

The same can be said for the choice of scenery and dance moves in the video. Again, it’s not bad, and the girls are definitely skilled, but the level of difficulty and variety in moves is somewhat lacking. It’s 2018. There’s more creativity for set choices than a beach and an abandoned cliff somewhere. There are more exciting prop choices than a bubblegum-pink Camaro.

All in all, “S.O.R.R.Y” is not a bad song, not by any means. It just maybe isn’t right for this particular era of K-Pop.

(YouTube.)

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