Purple Kiss have had a somewhat disjointed singles run so far, swerving from one sound to another in shifts that can often feel drastic. My most played song (Autopilot) isn’t a title track at all. I’d love to hear that kind of synth-powered melodic showcase promoted with videos and performances. Instead, we have the trendy, catchphrase chorus of BBB.
BBB is a song in distinct pieces, which has become emblematic of this particular songwriting style. We’ve got the rhythmic melodies of the verses, where Purple Kiss get to flex their skill over a sturdy electro-meets-handclap beat that gives them plenty to chew on. Then, the pre-chorus offers a volley of ascending vocal lines that recalls agency seniors Mamamoo. It’s here that Purple Kiss sound the most at home.
These two segments do a nice job building anticipation for a chorus… if only we had a chorus. Instead, BBB opts for a spoken-word chant, monotonous in structure and uninteresting in delivery. There’s a way to make this style of hook stick, but K-pop has struggled to find innovative methods to position their spoken, catchphrase hooks. Instead of brash and exciting, this centerpiece sucks all the life from BBB. The song could be so much more, but the producers are too intent on telling us about “bad behavior” that they forgot to show us through the music.
| Hooks | 6 |
| Production | 8 |
| Longevity | 8 |
| Bias | 7 |
| RATING | 7.25 |
