I just scroll Le sserafim official twitter and they actually promoting it like their first original English single more than just a collab song like Newjeans with Riot. So apparently this is not as simple as a collab song?
They have music bank, Npop and inkigayo performance schedule, concept photo, the usual constant promotion in tiktok just like their cb songs, yt reels, the mv was uploaded in Hybe channel instead of Overwatch channel, going to Todayshow and Blizzcon in America and many more.
So this English released supposed to be their debut in America, right? It's not as simple as a collab song. I mean all their promotion obviously giving that sign. And I thought the song is given to them by Ovw just like Nj with Riot but apparently HYBE PRODUCED THEIR OWN SONG FOR THIS COLLAB??? BANG PD AND 13 ARE THE HEAD PRODUCER FOR THIS SONG. SO I DON'T UNDERSTAND THE HECK THEY GIVE LSF SONG AND CHOREOGRAPHY (it's like a little bit of hype boy and Eta lol here and there especially how they move) THAT SO NEWJEANS CODED???? WHERE IS LE SSERAFIM IDENTITY IN THIS SONG? THIS SUPPOSED TO BE THEIR FIRST ORIGINAL ENGLISH SINGLE, THEIR SUPPOSED BREAKTHROUGH MOMENT IN AMERICA!! They have great plan for the promotion actually and a collaboration with a game is really smart to promote the girls in the US for their first English single but the heck with the song?
I'm sorry for a very long rant but I don't understand with Bang Sihyuk with this one. It's just like how he thought TXT 'Do it like that' will be THE song to make them chart in bb hot 100. Why he change Lsrfm music directions this much for their first English single? Their badass, girl crush concept and sounds are perfect for them. They didn't need to copy Newjeans or Cupid style to breakthrough to the US market. Edit: the song also didn't fit with for a game song which is extra weird.
Not everyone should going to that route. I thought Hybe high up used to say that Nj sounds are very plain and didn't have any public appeals. So, at least stick with that and make Lsrfm stay within their concept. Damn, now I'm annoying with Newjeans and Cupid chokehold on global market because everyone suddenly become like them to promote in the west.