i got trapped i got trapped

FEAT. wg, girl’s day, dal shabet, blady, chocolat, hellovenus, sistar, t-ara, nine muses, secret, 4minute, stellar, wa$$up, miss a, after school and more of your disbanded faves!!

listen:

in this dreamy Digipedi video, BoA adopts the manic pixie dream girl character, appearing as an animus to a bored businessman; however, she is his shadow-self, the expression inside him that is compressed by day-to-day life, making him float like a zombie with no purpose. after watching then engaging with her, he crosses the train tracks, a metaphor for his acceptance of her power over him. he experiences a death of the self, and is reborn as a man with a more grounded step.

BoA and this man can only meet in the fantasy place with no one else around, a “dazzling world” she “drenches herself in.” despite the titular “two shots,” this is a “party for one;” the meeting of not two, but parts of the same one.

after undergoing a transformation that “wakes up the senses,” “the puzzle is complete.” this isn’t about a relationship with another, outside consciousness, but a finding of the inner self. at the climax of the song, she admits to no longer fighting her new realizations: "All the changes I feel / I decided to just accept them."

“Bboom Bboom” is lyrically about ill contained excitement, but also the coquettish push and pull of a flirtation.

The pop art concept brings this excitement to the mundane; the video is a faux shopping channel for everything from toilets to juice boxes. This, of course, being a reference to JooE’s claim to fame.

Good marketing doesn’t sell products, but feelings. ex. Coca-Cola Company has “train[ed] our brains to associate the brand with a good feeling (happiness, relaxation, friends, love, etc) rather than a soda” (source). This has led to the massive success of the company worldwide that I don’t even need to explain because you are probably sipping one of their products as we speak.

Borrowing the dialogue marketing has already created between company and consumer, “Bboom Bboom” also sells us a feeling. However, they are only pretending to advertise a product, so that they can achieve that happy, over-exuberant tone that is unique to late-night shopping channels. This makes the absurd playfulness, and desperation of JooE’s dancing, easily digestible.