Review: Twice - The Feels

Among the artists that do not need to release an English-language single in the current foreign market, Twice would be somewhere in the top 10. They are arguably the biggest artist in their native South Korea, tanking nearly as much influence, if not more, than their male peers in BTS. At the same time, they have a small but devoted international fandom, that enjoys what they do. They do not have any need, or any benefit, for going international. However, in an era where nearly all A-List idol artists are releasing English singles, it is surprising how long it took for The Feels to come out.

Instantly, the chart impact over this English turn is obvious in the Korean charts. In the Gaon charts, The Feels is Twice's second-worst charting non-Japanese single, only beaten by non-promoted track Cry for Me. Clearly, the song is not going to see Dynamite-level success. However, this does not say much about the song, so how is it musically?

In many ways, The Feels err... feels, like a proof-of-concept, rather than an international debut. Its English lyrics feel rather cringe, lacking the rhyme, rhythm, or fluency, to appeal to the American audience. On the other hand, the song, musically, is a blend of the trending retro influences, along with the cute concept elements from Twice's rookie days.

Neither exactly blend too well, especially in the verses. In many ways, this feels like a devolution, especially compared to Twice's more recent, more unique material. This issue struck BTS and Blackpink when they moved for the international market and now has struck Twice. Nonetheless, Twice have a history with this sound, so it feels a little less disingenuous.

As mentioned, the verses' melody is a little throwaway at times. Autotune is randomly sprinkled, especially over the pre-chorus. The members provide strong performances, though. Nayeon, Momo, and Jihyo are clearly the members best suited for the lines here, with the instrumentation blending perfectly with their timbres.

The rest of the members are not so lucky, however. Chaeyoung, especially, ends up getting the short end of the stick, with a second-verse rap that can only be described as cringe due to lyrics like "You got me good and I wanna be your boo. If it's dumb then I wanna be a fool". I Can't Stop Me suffered from this issue too, but 'Risky Risky Wiggy Wiggy' was fun, and popped with a level o gritty contrast, especially with the dark synthwave.

The chorus, on the other hand, functions a little better. It sounds quite similar to Oh My Girl's Dun Dun Dance, especially with the surging rising hook sung by Jihyo. It is catchy and meant to get stuck in your head, and absolutely succeeds in that aspect, especially Jihyo's aforementioned 'Lightning straight to my heart' segment. It lacks major artistic merit but is fun nonetheless.

The second part of the chorus is driven by a simple call-and-response. Momo's voice works wonders with this line, and when she sings it, it works great. However, sometimes the line is traded to Sana, whose voice, while strong, does not fully sync with the instrumental here, leaving a bitter taste.

To conclude; is The Feels good? Mostly. It completely succeeds in its very limited ambition. It is fun, frolicky, and a safe introduction to Twice in the west. However, it lacks the impact of the group's best work, something I hope they return to soon.

Rating: 7.75/10

Image Source: Bustle