GFriend 'Apple' review- one of your five a day?

There was a time when GFRIEND was one of the top kpop groups, even competing with Nations Girl Group TWICE. Their ‘school girl’ trilogy of absolute bangers (Rough still goes to this day) were the stuff of dreams success wise. Even when people claimed their singles all sounded the same, no one could come for their numbers. However, some unfortunate career choices and a concept change which alienated their Korean fan base, left them in quite an odd place. Fast forward 3 years, and whilst releasing music varying degrees of success, GFRIEND as a group feel confused. They have flitted between JPop leaning epics (Sunset, Time For The Moon Night), irreverent pop fun (Sunny Summer) and tropical EDM (Fever). This lack of a consistent sound suggests GFriends handlers are struggling to find a way to navigate their new place in the market, instead having a ‘throw everything at the wall and see what sticks approach’.

Having moved at the start of 2020 from Source Music (an offshoot of BigHit Etertainment, the company responsible for BTS), to now being directly under them, GFRIEND release their second comeback of the year ‘Apple’. The new single announcement promised a complete concept change from anything they’ve done before. Will this be the single that brings them back to the main stage? Let’s find out

Firstly, they really weren’t kidding about a total departure from their previous works. From the opening note I was hooked, the melodic synth instantaneously drawing me, beckoning- like the Apple of the Garden of Eden? If I were to sum this song up in one word it would be ‘temptation’. Very fitting given it’s the single off an EP named Song of the Sirens. It appears the sirens in question are GFriend themselves, and they pull it off flawlessly. Moving past their former cute aesthetic, these six girls have become women, and they want us to know it.

From the opening line, delivered by maknae Umji with a determination and fierceness not seen in her vocal before, these lyrics didn’t come to play. ‘Ooh no this sweet scent bright ruby drops draw me in’ coos lead vocal Eunha, in any almost Britney inspired sex kitten voice. ‘Nearer nearer nearer until my lips desire your red allure’ pleads main dancer SinB, breathily, in the pre chorus, with a directness that the conservative KPop stylings of many girl groups often tiptoe around. It appears GFriend have gone sexy.

Vocally, there is no big moment, surprising given in their heyday, a GFriend song wasn’t a GFriend song without a terrific high note from main vocal Yuju. However, after some time away from the group in late 2018, subsequent tracks have placed less emphasis on her high notes, leading fans to suspect she may have been pushed too hard, but big vocal moments were still previously lended to other members in her place. However, this is not to say Apple is vocally unimpressive- it merely is not the type of song that requires such a moment. In fact, it shows another side to GFriends vocal talent- heralded as one of their generations top girl groups for technical vocal ability, their emotive artistry, and power to tell the story of a song through their voices is often, sadly, forgotten. Much like the sweet summery school girl hopefulness or Me Gustas Tu, or the building urgencyof a Desdemona like tragic figure in the vocal climax of Sunrise, in Apple, the girls vacillate between coy purrs (the sweet ‘kiss, kiss, kiss, dance dance dance’ backing refrain in the chorus) and authoritative confidence (‘ooh no lead me more into temptation’ leader Sowon commands, which is delivered with such confidence and precise movement in the video it became an instant highlight of the song for me.)

The video itself is, as expected of KPop, gorgeous. The girls look beautiful. The lighting and set design evoke high fantasy in a way that is both expensive and believable. Whilst not having any real storyline, the video shows GFriend doing what they do best- running in and around gorgeous landscapes and pulling off dance routines with such synchronicity that Beyoncé would be proud. The costumes in particular are a highlight, with the main dance scenes showing, what I will choose to call an imitation of the serendipitous ‘Something’ by Girls Day styling. However, for all the aesthetic beauty of the video, I must say it is my least favourite part of this single. Not that there is anything wrong with it per say, but it felt slightly unclear. The vision seemed to move from the Garden of Eden, to fairy tales, to demonic witchcraft throughout the song, with slight call-backs to each subject, but never truly sticking to one clear inspiration. Although the result is an interesting one that I watched several times just for the pleasure it brought to my eyeballs, I couldn’t help but feel slightly let down when I compared it to the visual I had in my mind when I first listened to the song.

Conclusively, I never thought I would say this but it looks like GFriend brought sexy back and they…pulled it off? I can’t say I ever expected it from them, but I’ve been missing these kind of jams from the KPop scene and if they can do it, then I say let them! Overall, from this I’m left wanting more- not in a dissatisfied way, but Apple caught my attention in a way this groups music hasn’t in a while. Will it be a hit for them in Korea? Early real time charts indicate perhaps not, but for a group that has managed to build such a loyal and sizeable fanbase to allow them the freedom to create and release a variety of concepts and genres consistently, I don’t think that chart success and resonation with the general public are a necessity. Hopefully this is instead a step forward for GFriend as entertainers and as women, one that I hope they stick to and bring more of in their next comeback.

Rating- 3.5/5