It's no secret that miss A's popularity has slipped over their past couple of releases, so it wasn't a bad decision for the group to lay low for the past year and gather their strength, so to speak. Now they're back with a smashing new single, "Hush," which I'm relieved to say is definitely one of their best offerings yet.
"Hush" marks the first time that the group's worked with a producer other than J.Y. Park on any of their singles, allowing "Gee" hitmaker E-Tribe to take the reigns instead. Don't expect to hear one of E-Tribe's signature over-the-top pop productions, though: The power of "Hush" lies in its restraint. miss A proclaim their sexual desires over low-key acoustic strums, breathlessly delivering their lines solo before joining their voices together on the hook to drive the point home. A subtle bassline kicks in on the second half of the song, but it's never strong enough to take the main spotlight off the vocals and erotic lyrics.
This isn't the first time miss A's skipped the in-your-face approach that's so prevalent in K-pop. "Touch" put a much darker, subtler spin on the disco trend that swept Korea post "Roly Poly," while "Lips" was basically the musical equivalent of edging. Speaking of "Lips," I have to go on record here and say that "Hush," while still relatively amazing, isn't as good as "Lips." The fact that "Lips" was never made an official single is the biggest crime K-pop has committed since Brown Eyed Girls failed to film a music video for "Moody Night."
Anyway, back to "Hush." The music video features miss A pulling off the kind of edgy-but-sexy concept that only they --and a select few other girl groups-- can execute with such conviction. Since miss A is a performance-based dance group, the clip contains a lot of killer choreography set against a post-apocalyptic, The Walking Dead-esque backdrop, making "Hush" the best miss A music video ever. (Next to the forever flawless "Good-bye Baby," that is.)
Overall, a great comeback for miss A, but I'm still waiting for them to do something as epic as "Lips" and "Good-bye Baby" again.