In the opening seconds of TWS’s “Isn’t it Cool to Follow Your Heart?,” (also known as “Countdown!”) a sentimental melody blares, pastel-colored skies shine, and an energetic choreography begins. It’s all perfectly pleasant…and painfully predictable.
Since debuting in January 2024, TWS have firmly established themselves as fifth-generation powerhouses. Key to their appeal is their youthful and upbeat concept, as epitomized by their smash-hit debut “Plot Twist.” Their optimism is infectious, their athleticism impressive, and their easy-listening pop is like a refreshing ice cream treat on a hot summer afternoon. In barely a year, TWS have managed something that eludes many K-pop groups over the course of their whole career: they’ve established a distinct identity that has wide-reaching appeal.
It’s a great accomplishment, but its currently being undermined by creative laziness. That’s because the secret to longevity is twofold. The first part is establishing a clear concept (check!). The second part is finding various unique ways to bring that concept to life. For example, think about the many different musical styles Le Sserafim have used to convey cool-girl confidence, or Red Velvet’s endless aesthetic interpretations of their sunny ‘red’ and edgy ‘velvet’ concepts. Knowing who you are is critical, but variety is the spice of life, and it’s here that TWS are falling painfully short.
With one glowing exception (more on that in a moment), TWS have copy-pasted the same song and MV over and over again. They are always at the edge of youth, clumsily experiencing milestones in a relatable, if glossy way. They are always running around, outdoors and indoors, with big grins and a skip in their step. They are always bathed in sunshine and the promise of a happy ending. You could literally take all of their MVs, put them on mute, and then play any of their singles over the video and it would fit.
Ok, you might say, fair enough…but what’s so wrong with having only a year’s worth of similar MVs? I don’t entirely disagree, and in the spirit of honesty, I said as much in my review of their sophomore comeback “If I’m S, Can You Be My N?” However, with a bit of distance and added context, the extent of TWS’s problem is clear.
Firstly, Pledis and Hybe’s significant resources (technically, a good thing) mean that the MV clones aren’t limited to title tracks: there are several pre-releases and b-sides that have also been welcomed into the fold. The sheer number of duplicate MVs means that the oversaturation point has been reached far faster than usual. Another thing that has become apparent as TWS’s identical output has ballooned is that none of the descendants will ever touch the effervescent appeal of the original; “Plot Twist” reigns supreme and all that follows, so long as it remains in the same exact style, will have to settle for second fiddle.
What makes “Isn’t it Cool to Follow Your Heart?” particularly disappointing is that it is the follow-up to TWS’s sole, aforementioned black sheep comeback. “Last Festival” closed their rookie year on a high note. Brimming with poignance and boasting (by far) the group’s most visually inventive MV, “Last Festival” was nevertheless unmistakably TWS with its optimistic spirit and lively choreography. In short, it was a textbook example of how to combine consistency and creativity. “Last Festival” seemed like the start of a promising pivot for TWS, so to see them immediately backslide into mundanity with “Isn’t it Cool to Follow Your Heart?” is a letdown.
Of course, many listeners will be happy that TWS have released the fifth version of “Plot Twist.” I genuinely don’t want to yuck anyone’s yum: predictability can be comforting and fun, especially when it’s as well-produced and well-presented as this. Taking the long view though, the paint-by-numbers style of “Isn’t it Cool to Follow Your Heart?” is not a good sign. TWS have all the potential in the world, and it would be a shame to see them waste it on endless versions of the same, increasingly boring, tune.
(YouTube. Images via HYBE, Pledis Entertainment.)
