KiiiKiii, Starship Entertainment’s brand-new rookie girl group, popped into the scene on March 24, with their EP ‘UNCUT GEM.’ The concept photos showcase a “weirdcore” aesthetic, hinting at a unique and experimental sound, precisely what fans of fifth-generation K-pop groups have been yearning for.
KiiiKiii seemed to pop into the scene–their debut was announced very abruptly, with promotions being extremely short and unexpected, but not unwelcome by any means. To tease the group, Starship Entertainment utilized the platform Fiver, which allows individuals to commission any type of work they could dream of.
This included many fascinating promotional concepts, such as an individual with the word “KiiiKiii” seemingly spray-painted meticulously into their hair, along with an individual standing in the snow, bestowing a giant saxophone with a variety of dancing animatronic animals presenting a sign that stated, “KiiiKiii Is Happiness.”
This unconventional approach allowed for netizens to run wild with their theories of the group’s concept–ultimately deciding that the group would more than likely take on a more “quirky” approach, which they weren’t wrong about when they burst onto the stage on MCountdown, a Korean music show, on Feb. 27 to introduce their experimental pre-release titled “I Do Me.”
It was surprising to scroll through the producer list of KiiiKiii’s “I Do Me” to find that it was composed by the one and only legendary Ryan Jhun. Jhun has produced hits such as SHINee’s “Lucifer” and f(x)’s “Pinocchio,” which delivered a dreamy, cheerful pop dance song for the girls to introduce to the general public that did not disappoint (at least for those who aren’t scared of indulging in experimental, cutesy music.)
In the music video for “I Do Me,” the girls are seen prancing throughout a gigantic emerald-colored field, swiftly yet gracefully dancing about with a massive herd of sheep. The girls are adorned in unique, vibrantly colored clothes that complement not only their visuals but also the music video in its entirety. They’re the faces of youth in this video: smiling and dancing with one another as they leap from scene to scene.
“I Do Me” tells the story of a girl who resists the world’s insistence that she be someone else. The rich vocal melody catches the ear, and the nifty rhythm adds a hint of sunshine and cheerfulness to the song.
“I could go somewhere, maybe anywhere / My intuition is always right, so just feel it / A butterfly at my fingertips, that’s my living / No worries, no, I shine more like myself.”
While “I DO ME” is a track that heavily utilizes dreamy vibes, the rest of the album is unusual and experimental. However, the album has received mixed reviews from the general public. Although K-pop fans have been begging for a “new sound,” it seems as though the actual concept of “new sounds” scares them. KiiiKiii brings that new sound everyone has been begging and pleading for, even though the group is not for everyone.
One of the most passionate songs on the album, “GROUNDWORK,” which has received mixed reviews, emphasizes the roots that KiiiKiii aims to establish within the industry.
“GROUNDWORK” is an unbelievably bold, innovative song that has yet to be utilized by any new group within the fifth generation of Korean pop music. Of course, there are groups like Aespa or Dreamcatcher that use more “heavy” genres in their works, but “GROUNDWORK” takes it to the next level. It takes on more of a techno/alt vibe, characterized by crisp, bold vocals and polished production.
“Groundwork / ‘Til you crown us / Burn the bad world / Do that groundwork,”
The girls roar at the top of their lungs throughout the song, utilizing their voices in a way that has not yet been depicted within fifth-generation K-pop, and needless to say, it has people shaking in their boots.
“Live vocals, uncoordinated outfits, unconventional music, a unique concept and they look like they’re having fun—they’re bringing back OG K-pop.” Stated one TikTok user.
While this review only covers a few of KiiiKiii’s unique songs, the vibe is the same throughout the album–although as you continue to listen, you may be thrown off as you tune in to the other songs, especially as you get into the first ten seconds of “THERE THEY GO” to hear Dem Jointz’s iconic producer tag “INCOMING!” booming and breaking through the silence.
To say that “UNCUT GEM” is for everyone would be a lie. UNCUT GEM is a brave debut album that utilizes many unique concepts and genres, such as dance and hip hop, all in one.
To keep up with KiiiKiii, you can find them on Instagram, X and TikTok.
