Blockberry Creative’s up & coming girl group LOONA, who have garnered a lot of attention for their “Girl of the Month” concept, released another music video on March 13. This music video gives fans their first look at the newest girl of the month Vivi, completing their first sub-group LOONA ⅓. Everything about this group thus far has been unique and their newest release has been no different.
While “Love & Live” definitely has that bubblegum pop feel that you see in many young and freshly debuted girl groups, it’s not as catchy as it could’ve been. This is a song that will take a couple of listens before anyone is really able to sing along to it, as opposed to some of their previous releases, like Yeojin’s “Kiss Later” and Heejin’s “Vivid.” The vocals were also not quite as strong in this single, but the girls still showed off their vocal chops. As usual, Heejin shined in this song and, unfortunately, it felt like some of the other girls were pushed to the background vocally because of it.
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As has become expected from LOONA, the music video for “Love & Live” was wonderfully unique and interesting. It tells a story of isolated robot girl Vivi who longs to be like her human friends, emulating them in every way, from the sports they play to the juice they drink. Most of the group’s pre-debut music videos tell a story focusing on each member that is open to the interpretation of the viewers. It’s interesting that they chose the newest member Vivi, to play the robot girl stuck on the outside of the human world, as it reflects the newest member’s need to try and find a place in an already solidified – but still growing – group of girls. What I appreciate most about LOONA’s music videos is that they tackled concepts that most newly debuted groups would shy away from. The only criticism there is about the video is that it seemed less vibrant than their previous videos, and the coloring felt dull compared to the perkiness of the song.
Unfortunately, I don’t think this was one of LOONA’s strongest releases but their talent and individuality is still very clear. LOONA represent young girl groups well, managing to not be overly cutesy while still acting their age. I’ve loved their concept of unveiling a new member every month since they’ve debuted (or pre-debuted!) and I can’t wait to see what else will come from them in the future!
Do you like LOONA so far? What do you think of “Love & Live”? Share your thoughts in the comment section below. Be sure to subscribe to the site and follow us on Facebook, Twitter, Instagram, and Tumblr to keep up with all of our posts.