(G)I-DLE Releases Bubblegum Pop Track ‘DUMDi DUMDi’

Rookie K-Pop girl group, (G)I-DLE, have made their comeback to music. And, in a surprising turn of events, this track is nothing like their previous dark pop releases. With the latest release, a bubblegum pop track called ‘DUMDi DUMDi’, the girls show off their versatility.

In addition, accompanying the release is an official music video. Complete with a spectrum of vibrant summer colours, sets and outfit changes, the video screams K-Pop. The visualiser begins with a minute long intro that sees the 6 members in vignettes of their daily life. One meditating, one cleaning a diner, one getting her keys to a motel and more. The group’s leader, Soyeon, finally enters the scene, kicking off the track and inviting the girls to join her in this celebration of summer.

Sound wise, ‘DUMDi DUMDi’ is a signature K-Pop girl group track. Complete with high-energy dance pop beats and higher octave vocals, the track is entirely different from the group’s previous releases. Soyeon continues to deliver a hard-hitting, high-energy rap. In addition, vocalists – Miyeon, Minnie, Soojin, Yuqi, and Shuhua shine bright in their respective parts. Delivering consistent, unique vocals, the group’s vocals sets them apart from the “girl next door” vibe of the production. 

Further, ‘DUMDi DUMDi’ debuted at No. 12 on the hourly Melon music chart. 

(G)I-DLE may be a rookie group, but have been riding a definitive wave of success, receiving mass international recognition. Their track, ‘Oh My God’ was recently nominated in the “Best K-Pop” category at the 2020 MTV Video Music Awards. Sitting comfortably along with heavyweights like BTS, EXO and Red Velvet, the group is treading the right track. 

By: Ahalya Narayanan