“Happiness is BooSeokSoon,” declares the chorus to BSS’ latest single “CBZ (Prime Time).” It is a line that captures the group’s philosophy. Consisting of members Seungkwan, DK, and Hoshi, BSS began as Seventeen’s comedic sub-unit and grabbed attention with their goofy, positive energy. 2023’s Monday morning anthem “Fighting,” added another layer to the ways BSS brings happiness to listeners: uplifting people as they persevere through overwork culture.
As a follow-up to “Fighting,” “Prime Time” builds on similar themes of overworking. With the MV partially set in an office, “Prime Time” laments a “to-do list exploding like popcorn” and grumbles, “I’m clocked out, why’s my phone still hard at work.” Through its upbeat big band sound and dynamic MV, “Prime Time” continues BSS’ interest in acknowledging and relieving the stresses of day-to-day life.
The song, however, expands beyond the difficulties of any particular group, representing various ages and vocations. ”CBZ,” part of the title of “Prime Time,” is an acronym for “cheongchuneun baro jigeum,” or “youth is right now.” In BooSeokSoon’s world, “youth” refers to a mindset rather than an age. The trailer for BSS’ Teleparty album directly declares that youth means “knowing how to enjoy life in the present.” Through tracking shots, the MV contrasts the smooth, dynamic movements of BSS with the sedentary students or frantic office workers. This camera work portrays that BSS are the ones who move through life with a carefree attitude.
“CBZ” also stands for cheongbaji, the Korean word for jeans. The MV plays off both meanings of CBZ, showing the BSS members gleefully distributing jeans around classrooms, homes, offices, and bars. Jeans are generally considered casual wear, and BSS gives them to people needing more ease and joy.
In one scene, for example, a mother and daughter argue in their living room. During a freeze frame, Seungkwan places a pair of jeans over the mother’s arm. In the lively choreography sequences, BSS and their dancers wear full denim outfits, while the pre-chorus chants, “Everyone go change into your CBZ.” With the dual meaning of CBZ, BSS leads others into looking and acting more casually while embracing their youth.
In addition to the CBZ concept, “Prime Time” cheekily depicts BSS as leaders, mimicking the imagery of political campaigns and news programs. Uhm Jung-hwa, in a callback to her announcement of Seventeen’s first Daesang at Mnet‘s MAMA, announces BSS. The closing scenes on the field, meanwhile, resemble a campaign rally. Like the most inspirational political office candidates, BSS strive to promote their compelling vision: to enjoy life now.
The end of the MV best embodies this message. Following the bridge of “Prime Time”, in which BSS whisper, “youth is right now”, the energy ramps up with a crescendoing synth. The MV then shows the mother and daughter who were arguing running outside hand-in-hand, office workers throwing papers in the air, and people of all ages coming to a field to cheer on BSS. The MV ends in full jubilance that only BSS can pull off so convincingly, with Seungkwan’s charismatic delivery, DK’s soaring vocal run, Hoshi’s splits, and cascading confetti.
One could argue that “Prime Time” is not as catchy or anthemic as its predecessors, and to be fair, few songs could match the virality of “Fighting.” “Prime Time”, however, satisfyingly continues BSS’ specific niche of energizing songs to inspire listeners through the grind of everyday life. With their clever concepts and passionate performance energy, BSS’ brand of carefree joy is always welcome.
(YouTube. Lyrics via Genius [1][2]. Images via Pledis Entertainment/Hybe).
