BABYMONSTER captivates with the sleek, minimalist "CLIK CLAK" music video

My first impression of BABYMONSTER's new title track, "CLIK CLAK," from their debut studio album Drip is that it feels like a distant cousin of LISA's b-side track "MONEY" from her debut solo album, LALISA. Much like "MONEY," "CLIK CLAK" features a hip-hop-heavy vibe, an addictive hook, and an infectious, earworm quality that makes you want to listen to it on repeat.

BABYMONSTER steps away from their usual cheerful and frisky style to adopt a more "boss girl" aura in "CLIK CLAK," paired with a monochrome, minimalist, and status-quo-driven music video. BABYMONSTER is fortunate to have an enviable legacy of female artists from their own agency to look up to, starting with the flag bearers of the "girl-crush" concept, 2NE1, and followed by global superstars BLACKPINK. While BABYMONSTER puts in an impressive and laudable effort, the members still lack the natural charm and badass energy needed to fully carry a song like this.

The potential of "CLIK CLAK" to be a standout hit is somewhat diminished by an obvious effort to seem cool, rather than truly embodying that coolness. As a result, it never quite leaps off the screen. Nevertheless, "CLIK CLAK" marks the beginning of BABYMONSTER's musical journey, and as an ardent fan, I'm excited to see what comes next.

Watch the minimalist music video!