Boys World find "Something in the Water", and it ain't a hit. But it should be.

Boys World find "Something in the Water", and it ain't a hit. But it should be. | Random J Pop

Boys World have been trying to make the girl group thing happen, but their music just hasn't caught on. And it's not like the music they've put out has been bad. "Girlfriends" had big hit potential, but just didn't make any waves, and nothing Boys World has put out since has done much. But they're still here and with a video for a new-ish song. And if Boys World don't catch a hit with this song right here, then it's gonna have to be a wrap for these girls.

"Something in the Water" is radio friendly as fuck and primed for the top 10. Sure, the sound is safe as hell, but it's a cute song that radio would eat up. That would be if Boys World's music was promoted 'the normal way'. Because their hopes for Internet virality isn't going to plan.

Boys' World's approach with their promotion and their music has been staying very active on social media in the hope of reaching that tipping point where their reach and follower counts start taking off to be able to sustain them. They regularly post on Instagram, they are always posting videos on YouTube, which makes them somewhat unique compared to other music acts. But Boys World really need bigger pushes on regular promotional channels like TV and radio. They don't have a big enough following on social media to rely on it exclusively. And something about the way the group came together, their style and the videos they put on YouTube just screams 'TV Show'. Boys World would be perfectly suited to some Disney style sitcom with day to day hijinks, where each episode ends with a song. Some Taina, High School Musical, Cheetah Girls type shit. Or they could go the K-Pop route, and feature in part scripted reality shows. There's a very 90s vibe with this group, which is clearly intentional. And I get that Boys World's angle is taking the 90s girl group formula and sitting it in the year 20XX by leveraging the Internet over TV, which makes sense until it doesn't, and you realise that TV or a show on a streaming service feels like a missing component here. But that's just my 2 pence.

Hopefully Boys World will reach that tipping point and figure it out, because they've got a great look, and a versatile sound, and there's a gap in the US market for a group like them. But they've gotta step out of that Internet bubble for a minute if they really want to get put on. I know everybody thinks that Internet and digital marketing is the new thing, and that shit can work with just them alone. It's certainly far more viable and powerful than it's ever been before. But luck plays as big a part as ever. And as much of a dawn as the Internet has created and continues to create, there's still a whole lot of power in radio, TV and print, and Boys World need to make use of each of them.

Comments