K-pop, short for Korean popular music, has started to take the world by storm. With groups like BTS and BLACKPINK topping charts in America, TWICE has followed in their footsteps. TWICE achieved their first number one album on the Billboard 200 chart with “With YOU-th” with 95,000 equivalent album units earned in the U.S. in the week ending Feb. 29, 2024, according to Luminate. “With YOU-th” is the third No. 1 on the Billboard 200 by an all-female group in less than three years.
TWICE became one of the most successful K-pop groups in recent years, with their songs topping charts in many countries. Their new album ‘Strategy’ was released on Dec. 4th, 2024. The album was promised to be an exciting release with a concept that was sure to be magical, showcasing a dynamic blend of genres, such as electropop, bubblegum pop and R&B. ‘Strategy’ unveils the girl’s unique, fascinating strategy of curating the perfect concept of love and happiness in true TWICE style.
“We talk about a lot of different things. It’s basically a strategy, right? So, it’s the strategy of love and the strategy of attraction.” Stated Dahyun in an interview with Zach Sang.
“Winning is my trademark, soon you’ll never wanna leave / My strategy, strategy will get ya, get ya, baby!” Jeongyeon delivers to their listeners, displaying tremendous confidence, strength and power through the sheer power of her captivating vocals.
Following their unexpected but definitely not unwelcomed collaboration with renowned “Hot Girl” Megan Thee Stallion on her track titled “Mamushi,” the girls unveiled that Megan would be joining them on their newest mini-album, practically diving in to spit bars on their title track “Strategy.”
Megan jokingly called herself the 10th member of TWICE on TikTok, and she brought a unique spin to TWICE’s usual title tracks while having fun with the members. The collaboration was an unexpected surprise that added a touch of spice to TWICE’s already upbeat and catchy title track. The track was an instant hit with TWICE’s fans and was sure to be a fan favorite, with many dubbing Megan’s verse similar to a song released by rapper Doja Cat.
“Left, right, left, right, do it to the beat / Talk with my body, that’s my strategy / Other girls try but I’m really hard to beat / He’ll be mine off my strategy,” Promised the rapper, determined to portray not only confidence but also a touch of fervor as she is persistent and focused on flaunting her breath-taking looks to the individual she is pursuing.
“We have never released a title track completely in English, nor have we asked another artist to join us. This time, releasing a title track featuring Megan was a big challenge for us. I think we can continue to challenge ourselves and grow. It was an honor to start this with Megan.” Stated Nayeon in an interview with Zach Sang.
But that’s not all– their strategy also focused on curating the perfect fuse of ’80s influences with Y2K elements, creating a nostalgic yet contemporary feel. This aesthetic was showcased in the B-sides on the album, such as “Like It Like It” and “Sweet Obsession.”
It’s hard not to be fixated on “Sweetest Obsession,” as the song is seeping with emotion, portraying how the girls are truly intertwined with the concept of passion and desire as they carefully curate their lyrics. The vulnerability in the lyrics allows for the girls to display their flirty sides, all while being able to celebrate the idea of having deep, passionate feelings about their special someone.
Overall, while I feel like this album should have been released during February (to celebrate Valentine’s Day, of course), it was an excellent mini-album that allowed TWICE to end the year on a high note.
TWICE’s success has been a testament to the power of female-led K-pop groups, and their success inspires other female artists. TWICE’s success has opened the door for more K-pop groups to gain recognition not only in the United States but worldwide.
