The Kulture Study: BABYMONSTER 'CHOOM' MV

0:00 Hey guys, welcome back.

0:02 It is time for another Baby Monster comeback.

0:06 I'm so excited just because of the title.

0:09 The title is called Chum.

0:12 And something about it, I just the moment I saw Chum and then I I I mean I

0:20 knew I was going to both like it and uh do a listening party.

0:23 Anyways, I went to Apple Music to add the album

0:26 to my library and I saw the album art and I was like,

0:29 "Ooh, chum." I get the feeling that this is going

0:32 to be something hard-hitting and it's going to be massive.

0:37 I just when you take a when you take a title like that, chum means dance,

0:43 but it just sounds so much more heavy and there's a lot

0:48 more magnitude and power in the word in Korean rather than dance.

0:54 Chum, it's it sounds so like a masterful art form.

0:59 And to just title it as a single

1:03 title like that, there's something very cool about it.

1:06 and it feels like a statement piece and that's why I'm excited

1:11 all that and I have not even seen the music video yet.

1:14 But that is how much hype and uh appreciation I have for Baby Monster.

1:20 I cannot wait to check it out.

1:23 Um with that in mind, when will when will be back?

1:28 When when?

1:29 We're waiting.

1:30 [gasps and laughter] In the meantime, let's wait together.

1:33 Guys, uh if you want to check out my listening party for their Chum album,

1:37 that'll be out in June first thing,

1:39 uh you can head on over to the Patreon, patreon.com/formotherapy.

1:44 Links in the description below.

1:45 Hey, who knows?

1:46 If I really enjoy this, I might release the listing party early this month.

1:49 We'll see.

1:50 Guys, let's go ahead and check out Chum by Baby Monster.

2:17 Sheesh.

2:18 Oh my god.

2:21 Assa looks like Trinity from the Matrix.

2:27 is on it.

2:28 Burn it.

2:28 Kick it for the baby.

2:32 We going to get this party started.

2:34 Walking stomping like we own a place.

2:36 Trust me, I'm just a pretty face.

2:38 Yeah, I know.

2:39 But we going to get this party started.

2:42 We got the sour.

2:43 Got the taste.

2:44 We sour lemonade.

2:46 Yeah, I know.

2:48 [music] I know we're seven, but we ate.

2:54 It's a dope line.

2:57 Oo, I love that vocal.

3:07 [music] Watch out.

3:12 We turn [music] it up.

3:13 Let's party.

3:23 Hey, the coro is dope.

3:34 Daddy, check my thigh.

3:35 Check me out.

3:36 This [music] bling blow.

3:38 Can't stop now.

3:39 Got to keep it like that.

3:41 Bow down [music] [music] big queen.

4:03 [music] Oh my die.

4:19 The [music] vocal driven pre chorus and then the rapping coming

4:23 on top of that is absolutely my favorite thing.

4:27 Get [music] out.

4:33 Want to ride this fight.

4:35 [music] Get out the way.

4:37 We only got tonight.

4:39 You dance like [music] baby.

4:57 That's right.

4:58 Everybody [music] [music] wow.

5:09 The water dancing outside.

5:12 Wow.

5:21 Oh.

5:23 Oh.

5:26 YG certainly knows how to make a spectacle and that was one heck of a spectacle.

5:33 That was exactly what I was hoping for with Chum.

5:38 That was that was really[ __] cool.

5:40 Uh with with the as I said title of Chum,

5:45 it feels like in Korean it feels like such a statement.

5:50 And listen, the the album art is you can see the album art here at the end.

5:56 It look it it goes hard.

5:57 It it says Chum in Korean, but the way that it's stylized,

6:01 it looks a little bit more like this traditional

6:04 uh almost martial arts sort of a banner and flag.

6:09 Uh so I had a feeling that Baby Monster

6:12 was really going to pull out all the stops.

6:14 And so from all the really cool coro,

6:19 I don't think I've ever thought that about Baby Monster,

6:23 or maybe I'm just focusing more on dance these days,

6:25 but I saw the coro and I thought like, damn, this coro is really[ __] cool.

6:31 And for a song like Chum, you got to show up, right?

6:34 And so I I really felt like they they showed

6:37 up in terms of whoever designed the choreography was really cool.

6:41 uh as well as uh even the music video

6:45 like the music video made it feel all inspiring.

6:50 It made it feel it made it feel like

6:53 it was that statement piece that I was talking about.

6:56 Whether it was some of the slow-mo shots,

6:58 some of these like really slick sidewiping shots,

7:02 there were a lot of very aura aura shots in this music

7:06 video down to the big splashy dance scene in the water.

7:12 Like all of that is so much effort,

7:14 but I think it goes a long way um for uh for a music video.

7:21 I gotta say, first impression, first impression,

7:29 I think the people that left the biggest

7:32 impression on me were [sighs] I think three people.

7:42 I think it's going to be Asa the most.

7:46 I I felt like uh Assa was she was all over this.

7:51 I felt like from start to finish,

7:53 she was kind of leading the charge of like I'm talking like within the music

7:58 video and in terms of like the song and her rapping and her and her presence.

8:03 Second, even though her part was short,

8:06 I loved Farita's vocal uh part in the first preorus.

8:11 I loved it.

8:12 There was something about the way Fita did it that felt just

8:16 a little different from the way Ion did it in the second preorus.

8:20 And I actually like Ion like on a personal level I prefer Ion's

8:24 vocals more but I actually really preferred the way Fita was hitting it.

8:30 So I want to hear why that like why that's still lingering in my head.

8:34 And then when it comes to Chum when it comes

8:38 to dance it's it's all about it's all about Chikita.

8:45 You know, Chikita left such an indelible impression.

8:50 Like almost like she stomped on my brain and left an imprint.

8:55 Like Chikita always I think gets away with just this like fierce

9:01 uh acting and um aura expulsion across all the Baby Monster music videos.

9:08 But I think because this was so dance focused

9:12 uh it like the impact of that was even stronger.

9:16 Um and then yeah and then I think uh

9:21 uh I also really liked I really like Roa too.

9:25 Like I I think Rora always is someone who's like sneakily always I don't know.

9:31 She's always sneaking up on me.

9:32 I'm like oh I like that thing you did right there.

9:35 And it's never the flashiest thing,

9:36 but I'm sometimes I'm just like my eye should be on center,

9:40 but then it's going to do because I'm like,

9:42 oh, I like the way you're doing that.

9:43 So, uh, let's go ahead and watch this again.

10:00 This is what the security is like trying to get into the new Y building.

10:09 Just damn.

10:14 Damn.

10:14 Heels on.

10:16 Throwing her bag and coat wherever.

10:34 just starving like that makes the song so[ __] memorable.

10:45 God, it's [clears throat] just it's such a memorable opening.

10:48 just just it feels like uh Chikita and Rora

10:53 are only amping and hyping up the intro and then

11:08 I also love the rally from uh instead of going to Asa to Luka.

11:13 I like the rally between especially for this opening.

11:16 I like that we saved Ruka for the middle

11:19 section of the song because her vocals, her rapping,

11:23 she's she's got like a thicker annunciation and it

11:26 feels more like a punch when she raps.

11:29 And right here when you hear the beat, it's like very minimal, right?

11:32 And Ion is way more control where her voice

11:35 sounds a lot thicker and it it's heavier than Assaz,

11:40 but it still sounds a lot more bouncier than Rukas does.

11:43 So I feel like it's just a nice relay back to back from rap to my she my

11:59 I just I love that.

12:01 [music] I love part right there.

12:08 I got to cut back once we get to I's part.

12:10 I got to compare.

12:12 All right.

12:14 [music] So, the moment we hit Oh, the moment we hit I was like,

12:21 "This goes hard." First off, the styling is[ __] cool.

12:27 The styling is dope.

12:28 I think that's that's something that stood out to me instantly.

12:32 It's really tough.

12:33 It's really really tough.

12:35 Um, in particular, I really like um Aza, Chikita, and Ruka's drip.

12:42 They look so tough, especially uh damn with the giant shoulder pad.

12:48 She's got like the Saiyan armor look going on.

12:51 Ruka looks so cool.

12:53 It Wow.

12:54 And I love the coro, too.

12:58 [music]

13:05 [music] Just all that entire part right there from center to when

13:15 she goes into the back and then rejoins Chikita right here.

13:19 I could not take my eyes off of Rora.

13:22 Rora has this impeccable ability where I feel like

13:26 Rora is not the flashiest dancer in Baby Monster,

13:31 but I feel like she does foundational hip-hop really well.

13:34 Like she has like this inner groove that's really really good.

13:42 just it's it's such tight.

13:44 It's just tight close to the body

13:46 movement and it's such small detailed movement,

13:49 but the way she's hitting it [snorts] is so good.

13:54 So good.

13:55 And my god, look at look at Roa's expression right here.

13:58 Wow.

14:02 And the Oh my god, the groove and the bounce right there.

14:05 I think again I think uh I'm trying to focus on anyone but Dora.

14:11 I I think my favorites are Ruka and Rora right there because Ruka she she

14:19 hits she hits the the leg uh the I don't know what you would call it.

14:24 The way the leg extends out I think just as well as Laura does.

14:35 Get out.

14:35 [music] This part is so cool.

14:46 The guitar bearing into the second verse.

14:50 [music]

14:54 Admittedly, not one of my favorite Ruka verses, but then this[ __] is cool.

15:03 [music] [music] That shot right there.

15:09 O, I love that shot right there.

15:17 That's this shot right here.

15:18 That is like the shot in a movie trailer.

15:22 That is so much.

15:26 The lighting in this scene is[ __] incredible, too.

15:29 So Asa's scenes right here are they

15:32 look incredible because first off, oh my god,

15:36 they got so[ __] they they they had so much fortune where they

15:42 have stormy clouds and that[ __] is not that is not posted in.

15:47 that is natural where not only do they have overcast,

15:52 overcast looks just good on film in general, they've got stormy clouds.

15:57 And so this shot in general looks menacing.

16:01 So it's daytime, but they've got a main

16:04 key light on her, so she looks extra shiny.

16:07 She looks like she's popping in frame, [music]

16:13 but it's really the contrast of the lighting of That's an unfortunate pause.

16:18 I'm so sorry.

16:19 Um, it's the contrast of Look at how the key light is lighting her right here.

16:25 Look at how it's lighting her right here.

16:28 It's that contrasting against the clouds,

16:31 against the dark clouds that makes it look so[ __] good.

16:34 Imagine if that sky was empty and white.

16:38 Would not look nearly as cool.

16:40 [music] [music] Okay.

16:57 So, why do I like Fita's hit of that more?

17:07 [music] Interesting.

17:10 So, the reason why I like Ion's vocals more is

17:12 I I love how thick and rich her vocals are.

17:17 However, it's what it's what this moment in the song specifically calls for.

17:24 This that's why I like Fita's part better is Fita sings

17:28 it sharper and it's a little bit more thin and shrill.

17:35 Yeah, Fitz is a lot more sharper and it feels like it's cutting through

17:43 whereas I's voice sounds like expanding and almost like consuming it.

17:47 [music] God, that shot of Ion right there is so cool.

17:58 Damn.

17:59 Aura does.

18:02 Is there no rap part in Oh, no.

18:06 Ah, I see.

18:07 Aa takes over Luca's part.

18:15 [music] Interesting contrast.

18:18 So Farita sings the part sharper uh and thinner and Ruka

18:25 comes in with the heavier like much more you know like

18:29 thicker inunciation and then in the second one uh Ion's vocals

18:36 are much more thicker and uh enveloping and then Asas is sharper and thinner.

18:45 So then it's like almost like the vocalist

18:47 and the rapper switch roles and also switch members.

18:55 Interesting.

18:54 MIND.

18:54 PLAY THE MUSIC.

18:56 Let's [music] turn it up.

19:04 Let's party.

19:06 [music] Yeah, even immediately my eyes like my eyes

19:18 during that move, my eyes are going over here to Duka.

19:22 Her her her leg her leg bends are so much groovier than everybody else.

19:27 She adds like a bounce to it that's different from everybody else.

19:41 Damn.

19:41 And then after all of that,

19:44 Dora and Farita's vocals right there are such a nice breath of fresh air.

19:49 [music] You wish it was a little longer.

19:53 The bridge could be a little longer, right?

19:58 [music] All right.

20:02 You know what?

20:02 I got to give it up to Duka.

20:03 I gotta give it out to Ruka.

20:07 Damn.

20:07 You know, I think it's the first time Ruka for me

20:10 is showing up more as a performer than as a rapper.

20:14 Maybe it's because the song is called Chum, but damn, that part right there.

20:18 [music] [music] Everybody,

20:34 all the extra dancers in the background as well as the uh

20:40 pyrochnics that that's that they have going off like the sparklers and stuff.

20:44 And look at look at the sparklers and the light reflecting on the water as well.

20:49 Like this is a spectacle.

20:51 That's something you always have to give it up for YG.

20:54 When it comes to music videos,

20:55 sometimes I feel like some music videos don't really make

20:59 it doesn't really utilize the full potential of a song,

21:02 but this one, wow, they they really fully capture it.

21:06 WG always knows how to at least go big, right?

21:10 It's always go big or go home.

21:11 And oo, they really showed up uh for this one.

21:15 I love it.

21:16 I love Chum.

21:17 Um I think I like this.

21:19 Uh, I think I like this a lot.

21:23 I think I think especially like compared

21:26 to their previous music video, We Go Up,

21:29 uh, the We Go Up music video, I just felt like what are we doing here?

21:33 It's it's it was just a little too much of I don't know,

21:39 acting and like like story stuff.

21:43 I'm like, no, that's that's not what we're here for.

21:45 And I feel like this music video had like the perfect marriage

21:50 of like it started off like it was going to be like the we

21:53 go up type of music video where it looked like I mean like

21:56 I said Asa looked like uh she was embodying Trinity from the Matrix.

21:59 Y'all remember the uh the scene where Neo and uh Trinity walk into like I don't

22:04 know if it's a bank or a building um and they've got the black coats on was

22:09 totally giving that vibe and I thought it'd

22:11 be like some crazy they're shooting each other

22:13 stuff again but no we totally just this was

22:17 a I mean they they were stealing stuff.

22:20 they were breaking into a vault and stuff,

22:22 but I feel like we had much more a much more healthier

22:25 mix of this feels like a performative music video than We Go Up.

22:30 And so I I really enjoy this one.

22:32 Uh I'm going to pass the question off to you.

22:34 What did you guys think of Chum by Baby Monster?

22:37 Let me know in the comments down below.

22:39 Uh if you enjoyed this, hey, feel free to hit the like button and let me know.

22:45 Uh if you want if you want to see uh the listening party for the Chum

22:49 album that'll be out in June as I mentioned you can head on over to our Patreon.

22:54 Meanwhile, this month I will check out live stages and performances uh any

22:59 bonus kind of content that they um promote Chum for because I'm digging it.

23:06 Uh, but I also have a calendar on my Patreon that lists everything that's

23:12 already prefilmed and will be coming out

23:14 and is scheduled to come out this month.

23:16 So, uh, that calendar is available for free.

23:18 You can go check it out without having to sign up.

23:20 And if it interests you,

23:22 come join and stay tuned for the Baby Monster listening party.

23:25 With that in mind, thank you for tuning in.

23:27 I hope you enjoyed my reaction to Chum.

23:30 Uh, if you want to support the channel for free,

23:33 you can always just like the video down below.

23:35 As I mentioned, uh you can also subscribe over here

23:39 and you can check out my other videos up top.

23:41 Thanks for tuning in.

23:42 I'll see you next time.

23:44 Bye.