Kep1er’s most recent Korean title track Tipi-Tap felt like a non-entity — a song so slight that it tippy tapped its way from memory almost instantly. But after that, they released the surprisingly boisterous Yum in Japan. After performing that song at this year’s KCON LA, they teased new single Bubble Gum. This song exists in the same sonic universe as Yum, which is a welcome development.
Kep1er are clearly done tippy tapping around and have settled into a stomping strut. The song will be docked the usual points for being a string of spoken catchphrases over a beat (because apparently no one in K-pop knows how to write melody anymore), but if an artist must go down this route that beat has to be absolutely massive. Bubble Gum has this covered, throwing every bit of weight it can muster behind its thumping rhythm. This ends up being a bit of a one-trick pony and I’m not sure it’s enough to sustain the entire track, but it’s nice to hear such bombast in a new girl group track.
Kep1er bring the catwalk energy, which has become another requirement for girl groups wishing to release upbeat material. It’s all a bit ‘Rupaul’s Drag Race lipsync for your life’ at times and this has become its own kind of trope, but the song is sharp and focused enough to make the schtick work. It’s one Yum-style chorus away from becoming a real standout. Without that weapon in its arsenal, Bubble Gum is good campy fun that — just like its namesake — will likely lose flavor as time goes on.
| Hooks | 8 |
| Production | 9 |
| Longevity | 8 |
| Bias | 8 |
| RATING | 8.25 |
