Music video: Girls’ Generation make their long-awaited comeback with “Forever 1”, and it’s dusty

I didn’t think a Girls’ Generation comeback would ever happen. But here we are.

When the group teaser photo went out, I was so confused, because I could barely identify some of the girls due to them having new faces. It was a case of process of elimination from those who I could recognise. But this post isn’t to talk about who did and didn’t get work done. It’s that Girls’ Generation are back, and everybody involved did the absolute least.

There’s something really lazy about this song and music video, which stems from SM Entertainment knowing that they really don’t have to do much with a Girls’ generation comeback, because it will just hit. But it also reminded me of what SM’s approach to Girls’ Generation always was; and that was not ever really knowing what to do with this group .

“Into the New World” was such a breakout smash, which really sold the concept of what Girls’ Generation were about. But SM never really knew how to age Girls’ Generation’s image and sound up beyond it. The group was able to navigate this in Japan, but never truly nailed it in Korea. And even after all of these years, all this time, all the work SM have done with with their other girl groups, and the work they’ve done with solo members of Girls’ Generation of - SM still trotted Girls’ Generation out to give us...“Forever 1”. A song and video which shows no growth for the group whatsoever. This is what Girls’ Generation’s farewell song shoulda been if anything.

Girls’ Generation also feels so cut off from the individual members’ sounds and interests. Since Girls’ Generation took a break, Taeyeon has released a bunch of material, Tiffany released some shit, Hyoyeon has released some shit. And yet this new Girls’ Generation song sounds like something that none of them would ever do now. SM have ring-fenced Girls’ Generation completely, and it’s strange to me. I’m clearly not Girls’ Generation’s target audience. But everything about this song and video just feels hard to take, because it doesn’t feel reflective of where I think Girls’ Generation’s sound and image should be right now. It’s lazy as fuck.

This comeback is very clearly a cash in on nostalgia. I get that. It makes complete sense. But I don’t see why cashing in on nostalgia had to mean not pushing Girls’ Generation forward in any way and for the song and video to be so bland. They’re just stuck in time. And none of the members other than Sunny, who is probably grateful to have a break from laminated trainee passes at SM HQ, look like they’re particularly excited to be back doing this shit. “Forever 1” is so by numbers. But that’s Girls’ Generation for you I guess.

SM Entertainment’s A&R have been doing a good job of song selections with their acts, so I’m really surprised that Girls’ Generation got a song so bad, and that Kenzie and Moonshine were behind it. The same talent responsible for Red Velvet’s “Peekaboo” gave us THIS trash.

I’ve listened to the album too. I might review it. But how I feel about it generally is how I feel about this song and video. No growth whatsoever. No reflection of any of the members’ preferences or styles.

SM honestly shouldn’t have bothered with any of this.

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💿 Girls’ Generation album reviews: Korean Holiday Night | I Got a Boy | Japanese Girls’ Generation II ~Girls & Peace~ | Girls’ Generation
📼 Flashback: “Gee”. The song that started it all.