The recent years of entertainment has witnessed a brobdingnagian wave of kpop enthusiasts. An industry which rose to prominence with Seo Taiji and boys is now dominated by groups like BTS, Blackpink, Red Velvet, Girls’ generation, Big Bang, Seventeen, Mamamoo and many more. One of these is the immensely popular nine member girl group called twice consisting of members Nayeon, Jeongyeon, Momo, Sana, Jihyo, Mina, Dahyun, Chaeyoung and Tzuyu. Twice debuted on October 20 2015 under JYP Entertainment with ‘Like OOH-AAH’. Since then the group has broken many records and received prestigious awards. But the even more enchanting aspect about Twice is their concept history.
Twice’s debut song ‘Like OOH-AAH’ followed a rather eccentric zombie cheerleader concept.
Even though this song received huge success for a debut song, it was their next song ‘ Cheer Up’ which marked their presence in the industry. This song is memorable to a lot of fans as it gifted Twice their first Daesang.
Through ‘ Cheer Up’ and the coming songs like ‘TT’, ‘Signal’, ‘Knock Knock’ the cute concept in kpop became synonymous with Twice. While this concept was earlier popularized by Girls’ Generation, Twice was then a constant. Unlike Twice other girl groups did not attain as much success in cute concepts. But what really distinguished twice was not the matching outfits or endearing hand movements but their usage of girl pop. The cute concepts did not overshadow the fact that the songs were catchy and musically sublime. But Twice has evolved to a large extent from teenage girls of 2015 to stimulus women of 2021.
It was after a few years of their debut that Twice came to be titled as boring and one dimensional. This was alongside the rise of girl crush concepts popularized by Blackpink with their blockbuster hits like ‘Boombayah’, ‘Whistle’ and ‘ddu du ddu du’. So it was obvious that Twice had to evolve if they were to survive in this competitive industry. But many have a misconception that Twice completely changed their concept and was rebranded as a pristine group but many don’t assent. Even now Twice songs contain a major spine of girl pop. Twice did not completely forget their roots but rather evolved girl pop into a more mature avatar. This gradation can be clearly presented with their concept photos
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2020
Twice has never done a 360 degree turn from their concept but rather added flair and dimensions to girl pop. From their debut they have added spice to cute concepts which are often considered as shallow land and continue to fascinate the audience with their varying concepts. Twice did not simply put on murky rugged outfits and called it badass but rather they evolved as artists by establishing a concrete link with their fans through self written and composed songs. Currently they are one of the most active artists out there who manages to reflect their true personality with their tunes instead of presenting them as impeccable being. The elucidations of their hardships and shortcomings expressed in the songs written solely by the members are their true asset. Among the members, Jihyo and Chaeyoung are some of the refined writers who have contributed to a number of tracks in their albums. But it would be an understatement to say that the other members have also showcased their talent in writing and composing.
The entire discography of Twice can depict the growth of a teenage girl from a placid endearing person to a mature woman and Twice still inspires us to chase and work humanly for our dreams.
