If asked how much they feel their lives have changed in the last four years, what would be their response?
Over the last four years, SNSD has not
only dominated the Korean music scene but has also spread their music
overseas – even dominating the world’s second largest music industry in
Japan – which has earned them worldwide support. One topic that
frequents the news is their increasing maturity, to which the girls have
modestly responded that it is unsurprising; there is an obvious
relationship between age/experience and maturity. (In fact, it’d
probably be even more alarming if there wasn’t any change.) Whenever the
subject is brought up in interviews, they politely agree to it, but
perhaps they do not fully realise how much weight this statement
actually holds and just exactly how much that accelerated growth isn’t
just a natural occurrence – that is, out of their hands or an inevitable
fact of life. As fans, we know that there’s more to their maturity than
“just growing older.”
Maturing Image:
It is obvious that SNSD are incredibly
humble and grateful about the adoring popularity they’ve already
acquired across the globe, and about the undeniable fact that things are
only going to get better from here. Although they are a multitalented
and multifaceted group, their popularity has largely come about thanks
to their image that appeals to both genders and all ages: their
immaculate body proportions and killer S-lines, their exceptionally
beautiful, young faces, and their ability to compliment said physical
features with bold, fluid dances that seem effortless onstage (the true,
almost cruel, nature of these exhausting routines becomes obvious to
the typical SONE when he or she attempts to swipe their not-so-slim leg
across the ground and into the air without toppling over or pulling a
muscle or flicking off their shoe during the chorus of Genie; DJ, put it
to rest). For many, I am sure, falling in love with the girls preceded
really falling in love with the music and this was because something
about their image – whether that be the quick, deliberate sideways
shimmies of the tantalising crab leg motion, a wink from Tiffany (that
one would soon find out is what is known as her winsome eye smile) that
stole your heart beat for a moment, or the picture-perfect formation of
all nine girls – was more captivating than the music itself.
As dedicated fans, we now know that once
we’ve entered the Soshi world, looking past only their image and
focusing on the music is simple to do, but for the newcomer or
occasional listener, image plays a much larger role. The beautiful thing
about SNSD is that they have embraced a variety of image concepts as
well as all kinds of music. No matter which era you stumbled into
Soshi’s existence, there’s bound to be something about them that catches
your eye, your ear, and eventually your heart.
Before nitpickers nitpick: music does
play a large part in their appeal, I know that. SNSD are appealing to a
varied demographic because of a vast array of factors, including a
steady quality in music. And boy, do they sing well, too. We may have
our favourite songs and our least favourites, but there’s no denying
that their music is consistently good. Perhaps it’s incorrect to say
that image precedes music. Instead, I should say that the former
enhances the latter, especially when there are some instances in which
songs are released before actual music videos. Especially when we keep
listening to their albums even when there are no promotions for
particular songs. All aesthetics are key.
Examining how they’ve come to where they
are now, one noticeable characteristic is that they as a group have
changed significantly. It may be played out a little, but to say that
SNSD has progressively matured is probably the most accurate assertion.
They are growing older year by year after all, and with age naturally
comes maturity. What separates SNSD from other groups is that this
growth seems to transcend the typical time span for it to happen. As I
said, becoming more mature as time goes by is a natural process, but for
someone (or nine someones) to display such quick and substantial
sophistication in the professional music world can usually be perceived
as exaggerated, counterfeit or unbelievably precocious. But this isn’t
the case for SNSD. When you break down their career, it really isn’t
that incredulous. In fact, it’s admirable.
In 2007, SNSD entered the Korean music
scene as teenagers, high school girls, some even said little sisters.
Their image was unspoiled and pure, alluring but simple. Everything
about them was natural, from the colour of their hair to their youthful
smiles. They epitomised that girl who sat next to you in maths class and
who helped you with quadratic algebra (and basically everything else on
the syllabus), and even though you laughed when your friends mocked her
soft-spoken voice and decorous demeanour, you always stole a glance
when their backs were turned. The girl you wanted to walk home. But I
digress. When you watch their debut performances, you get a sense from
the flawless execution of the intricate yet free spirited choreography
that the girls – who at the time were just another rookie girl group
debuting – trained and practiced with genuine dedication and resolution.
Already from day one were they at the top of their game, and that
showed from the huge response following their debut. Then came the phase
of delightfully choreographed lollipop waving, maintaining the innocent
look before going on hiatus.
During their 2009 comeback with the
insanely upbeat and irresistible “Gee,” – arguably the epitome of
bubblegum pop – a new look emerged: we saw the girls’ penchant for
characteristically low-key T-shirts and skinny jeans, accented not only
by zany colours but also their long, slender legs. (Not just anyone can
pull off skinny jeans.) Notably, they looked more mature. Singing about
falling in love at first sight and the surprise of it hitting you right
in the face,
they were still cute, still innocently charming, but had become young women. They were now dancing in heels. Needless to say their popularity skyrocketed.
That same year, with what could be called
the flip side of “Gee,” SNSD followed up their hit single with “Tell Me
Your Wish”: seductive and sexy in every possible way, from the lyrics
to their hushed voices to their stern faces. As if flirting with you
through the choreography (and by that, I particularly mean by way of
their legs), the girls’ commanding maritime concept was easy to become
addicted to – hair straightened to match not only their tall standing
postures but also their long limbs and crisp white uniforms, blush
brushed on in pronounced streaks, accentuating those deep unfaltering
stares, and, perhaps most importantly, a perfect crimson pout painted
on. (Sunny~) This striking transformation marked a major shift in the
girls’ increasing maturity. SNSD may have started their career in a
flurry of youthful twirls, but, only two years later, they had become
the nation’s most desired women.
2010 saw SNSD’s whimsical “Oh!”, an
anthem for the oh-oh-oh-oppas that took the girls even further into
K-pop territory. Think pom-poms, colour coordinated ribbons to hold high
spouting ponytails, sports uniforms, and high socks. Back to high
school, you might think – but this time not the innocent girl in maths
class who you admired from afar. We don’t even remember her name. Maybe
not even high school anymore. College. SNSD had become the head
cheerleaders, the boisterous girls who you could hear from the other end
of the field, cheering you on during the big football game. The girls
to whom you reciprocated their roars with adoration from as close as you
could get.
At the end of the “Oh!” music video, fans
caught a glimpse of the notorious looking Black Soshi (although I
prefer Badass Soshi), who would soon be promoting a song that would
become an anthem for women like them: a song to say to the oppas that
got too close, or who were just assholes, to fuck off. So far I’ve only
used analogies directed at the stereotypical male fan, and that has been
particularly true of the image strategy behind SNSD’s past songs.
However, as a girl group, they naturally fall into that middle ground.
Girls and boys alike (and women and men and the elderly…) adore them, so
of course the next logical step would be to cater to the fairer sex.
Clad entirely in black (no, really, from head to toe, disproving the
cliché that naked skin constitutes sexy), SNSD’s dark concept – stressed
by the song’s harsh, heartless lyrics and the girls’ vindictive
expressions – kept viewers at the edge of their seats, leaving fans of
any sex tempted but uneasy. No one fucks with Black Soshi.
Amidst their Japanese promotions (in
which they revisited both Genie and Gee concepts) near the end of the
year, the girls released their third Korean mini-album, its title track
“Hoot” shoot-shoot-shooting to the top of the charts. With a
mix of 60’s mod and retro-inspired outfits – think oversized geometric
patterns and buttons and an accompanying accessories line featuring
buckled belts, artfully embellished headbands, thigh high boots, and
hats and coats adorned with mink fur – it’s no wonder the nine ladies
were able to re-capture the number one spot on the Korean music charts.
Once again, the girls displayed their versatility as they dressed in 007
espionage couture, a throwback to the 60’s/70’s, that is better suited
for a sophisticated woman with wanderlust and sex appeal than a high
school girl who had never even left the country.
Skipping ahead to June 2011, SNSD’s – or
should I say Shoujo Jidai’s – first Japanese album was announced and a
new image revealed. “Angelic” was the first comment I read after seeing
this new concept, and it certainly matched my initial thoughts. Think F
Scott Fitzgerald’s The Great Gatsby. Think the Roaring Twenties. The
whole concept encapsulated the dreamlike manner and disposition of those
living in prosperity in the 1920s: wealthy, haughty, languid, angelic,
untouchable, absolutely beautiful, statue-esque. Look at this photo:
Fitzgerald describes the scene: “the
only completely stationary object… was an enormous couch on which [nine]
young women were buoyed up as though upon an anchored balloon.” All nine clothed completely in white, “their dresses rippling and fluttering as if they had been blown back in after a short flight around the house…”
Indubitably dreamlike, when looking at this concept one can’t help but
feel a sense of unreality or fantastic reverie, an ambiguous yet
unquestionable kind of purity eons away from their debut years, and a
definite aura of maturity and sophistication far beyond their years.
It’s effortless, yet so sexy.
With age, things do evolve; the girls
have grown since Into the New World and it is irrefutable that their
image – their faces, bodies, concepts – has changed, has become more
sophisticated. They have displayed impressive versatility throughout the
years through numerous concepts, and have even embraced ensembles that
some would find peculiar, nevertheless pulling them off flawlessly.
Furthermore each concept illuminates a different kind of beauty about
the nine members. How many times have you looked at a new photo, be it
from a photoshoot or an album jacket or a performance or even an airport
candid, of any of the nine and thought, “Wow, she’s beautiful”? Then
you look at another photo and the same thoughts repeat, maybe this time a
little more emphatic (“Holy shit, she is
beautiful”) but that same feeling, reminiscent of the fresh sting of
cold air that hits you in the face, the almost unsettling shock when you
step out of your house on a winter’s day, still creeps up on you. It’s
uncalled for though expected, but still completely surprising at the
same time. What is so striking about SNSD is that in every photo, music
video or performance (and I can only imagine in person), they
continue to glow, and it is evident that their ‘mature look’ becomes
more pronounced as time goes by. People notice this change because of
the multitude of concepts and looks they’ve taken on, each one
accentuating their flourishing maturity.
Professionalism:
One last thing before I finish: I’d like to talk about their professionalism.
This article seems like it won’t end anytime soon if I continue to
break down the changes in music styles and so forth, so I’ll just round
this off with one last thought. The girls have proved themselves to be
professionals in the music world; despite only debuting when they were
teenagers, they have continued to work diligently, appearing on
countless variety shows through which they’ve displayed their distinct,
lovable personalities, being involved in other projects besides SNSD
(from hosting radio shows to starring in top-rated dramas to co-hosting
music shows), performing full concerts after concerts (think about all
of that choreography and all of those songs), flying from one country to
another as if catching a bus and only again to perform onstage, they
make numerous television appearances and shoot countless CFs and
photoshoots, endorsing product after product (although in all honestly,
if SNSD endorsed staplers, we’d all buy those staplers). Don’t forget
about them having to squeeze in time to learn and perfect dance routines
and new songs. Where they get this time from, who the fuck knows.
Over these four years, the workload that
each member carries on her shoulders seems to increase; juggling all of
that surely denotes that they have become incredibly capable
professionals in the entertainment industry. But what doesn’t change –
or rather, what becomes more pronounced – is their unwavering
appreciation, hard work and level-headedness. They’re persistent, and to
succeed in such a competitive industry, you need to know how to push
yourself and how to work well with others – that is, not only your group
members.
What I mean is this: it’s one thing to
work professionally with other people, maintaining a somewhat distant
“professional” relationship, but it’s another thing to work with
affection towards others, for others, and into the work that you do.
We’ve all heard that story about Taeyeon crying as a result of seeing
the staff eating on the floor and actually having the initiative to do
something about it. We’ve all heard their loud, earnest “kamsahamnidas”
and seen those resolute 90-degree bows given to everyone working behind
the scenes, these signs of affection and gratitude never perfunctory but
instead always sincere. One of my favourite parts about watching
fancams of concerts is the ending simply because of their heartfelt bows
to the fans; at the end of those ten seconds,
their eyes are always shining
– and that in itself is a beautiful, beautiful thing. I think what
distinguishes SNSD’s professionalism is that they have discovered that
there is something meaningful and significant in all the work they have
done, which has stemmed from having an affectionate relationship with
those working with them and those supporting them. And of course, having
each other to depend on.
Moreover, I feel that once you’ve reached
a certain position (in any area of expertise), you can easily lose
sight of yourself and the expectation is of you to uphold that
reputation. However, if you carry something out in a recurring way to
diminish risk or failure, it becomes apparent that professionalism is a
limitation. Constant transgression and growth is essential – and I feel
this is why SNSD transcends “professionalism” in the normal sense: they
are unafraid to make mistakes or embrace new ideas and are constantly
trying to beat themselves for themselves and for the fans. This is why
they can be called mature young women in a professional sense; it is
evident that despite their amazing achievements, the nine ladies have
not let their success dominate their lives nor have they become
complacent.
–
So going back to the incipient question:
what would be the SNSD’s response if asked how much they feel their
lives have changed since debuting four years ago? (Forgive the lyrical
language here.) I imagine it might go something like this:
Taeyeon, who I could just imagine if
asked that very question, would let loose a liquorice-black chuckle that
sounds as if it should be emanating from a grizzled 60-year-old ahjumma
rather than a fresh-faced young woman. In stark contrast, the maknae,
Seohyun, would at first slightly pout her lips and furrow her eyebrows
and mull over the question at hand, before the immaculate concentration
displayed on her endearing face abruptly transforms into a gawking,
embarrassed expression (don’t forget the blubbery “unnie!” leaving her
mouth (it seems this has become a reflex)) after hearing an immature,
childish remark from Hyoyeon. Yoona would go along with Hyoyeon’s silly
banter, the aegyo fat beneath her eyes pushing them upwards so that they
become imperceptible – but this almost goes unnoticed due to her gaping
alligator-like mouth that covers most of her face. Sooyoung and Yuri
would be consumed in a deep conversation, both smirking and responding
to each other with serious, inviting and surprised expressions (hint:
the topic of conversation usually relates to the word ‘consumed’). Sunny
and Tiffany would react to everything around them in a series of jerky
movements featuring thigh-slapping and clapping hands (Tiffany unable to
sustain her composed Manager Hwang attitude for very long). And lastly,
Jessica would probably stare ahead blankly, perhaps trying to hold back
a smile, just listening to the abrasive, irrelevant and hilarious
conversations among the other members that make up the pleasant
atmosphere that she has never grown tired of over the last four years.
Who knows what they would really say? In
the end, just having an idea of how they would react to such a question
says a whole lot more. Ultimately, SNSD’s nine members may have become
women, but at heart they’re still the same girls they were four years
ago.
5 August 2007
As we approach SNSD’s 4-year anniversary,
it becomes apparent that they have come so far since their debut days.
Saying “Oh yes, they’ve matured” is one thing, but knowing exactly why
that is the case is mandatory for the dedicated SONE. From their
ever-changing image, to their perennial beauty, to their abilities as
performers, to their competent professionalism, these girls haven’t just
matured, connoting a natural change: they’ve gracefully blossomed and
prospered and thrived and [insert every other synonym here] because
of their unceasing, tenacious work ethic, all the while remaining
grateful to everyone who has helped them get to where they are now and
always being humble about their incredible achievements. Their stark
growth is so recognisable because no one – and I mean no one – could
have predicted this amount of success and change during SNSD’s glorious
four years.
There is no doubt that the nine ladies
have matured in all definitions of the word and will continue to improve
and become even better performers. Collectively, they have changed. But
what is so admirable, remarkable and appealing about SNSD is that as
nine individual ladies, they have not forgotten who they are and who
they want to be.
We love you, So Nyuh Shi Dae!
Happy 4th anniversary! Forever SNSD~
-
Written by catfatcat@snsdkorean.com
Images: as tagged (snsdchina.net, jessture.net, thsutleo.com); SM Entertainment
