Quality control at YG Entertainment has been all over the place for the past decade or so, and the agency’s newest artist BABYMONSTER is emblematic of that hit or miss approach. The group’s first full album is just around the corner. Clips of the songs have gradually been teased and the previews range from godawful horrific to basic (but fun) YG-style EDM bangers. I unironically loved their single Forever from this summer, tired production tropes and all. However, Clik Clak is an instant non-starter.
There are few things I find more tedious than pop songs about spending money. Usually I’d overlook lyrics on this blog because they’re not performed in my native language, but Clik Clak is entirely in English, so even if I actively try I can’t escape the mega-cringe of bars like “Spending money, charge, charge, charge. Who be livin’ large, large, large.” Is this really the level of creativity we’re willing to accept from one of K-pop’s leading agencies? It doesn’t help that these empty boasts unfold over a skeletal beat that does little to cover up the capitalist idiocy on display.
If you make it to the end of Clik Clak (big if), you’ll actually be treated to an exciting shift in energy. Out of nowhere (or exactly where you’d expect given YG’s history), the song embraces a club beat that grows more unhinged as we reach the climax. Meaningless platitudes remain, but its much easier to swallow these clichés when they’re supported by compelling production. Had the entire track embraced this aural madness, it could have been a fun, tongue-in-cheek detour in BABYMONSTER’s patchy discography. Alas, it feels like everyone involved took this way more seriously than it deserved.
Hooks
5
Production
7
Longevity
6
Bias
5
RATING
5.75