A girl group from South Korea, the 9-strong line-up is currently enjoying the benefits of topping the charts there. First formed in 2007, I became aware of them when they breached the Japanese scene in the last months of 2010, and they're now set to head into the west, having cancelled their latest album release to focus more upon their American debut.
They've secured Interscope Records - who's stable of artists includes Lady Gaga, and the Black Eyed Peas - and their debut Western album, The Boys will launch simultaneously in the Americas and Europe.
Their sound, at least in the East, is a mix of electro and kitsch pop, sometimes bordering on disco, and is lively and upbeat.
Title track of the new album, The Boys, whilst being a somewhat generic venture into our native soundscape, shows their strength by being able to become a part of the upper echelons of the pop talent we already have established. Reminiscent of The Pussycat Dolls, Britney Spears and slight tones of Madonna / Lady Gaga, although that last slash-set may be due to prior knowledge on my part of the theatrics their videos can contain.
The start of the video is a bit forced, and I suspect their new label may be responsible, but with a cheerleader-style edge, the song allows a platform for displays of their joint vocals as well as some solos and the video showcases their dancing prowess.
The fact that they're all quite lithe and attractive is likely to benefit them, and may help them break out of the niche of being simple alternative, foreign pop.
This second video is the same song as above, but the video is a bit less pretentious / shows them performing live, and allows a better appreciation of them as a band, outside of the machinations of the music video format.
