Rainbow Re-Establishes Themselves By Goofing Off in 'Sunshine' Comeback
DSPmedia

Seven-member girl group Rainbow might have lost their footing recently, but have made a strong comeback with new single "Sunshine." With a track reminiscent of last year's U.S. summer smash "Call Me Maybe" and a super-fun music video.

 

Though, a couple wrong moves -- like fleeing to promote in Japan with less than two active years plus a poorly-received sub-unit Rainbow Pixie -- kept Rainbow away from the K-pop scene for almost two years; a lifetime in the quickly-moving industry.

The group announced a return with a two-part album (like Lee Hi and SHINee this year) via the "Rainbow Syndrome" set. First single "Tell Me Tell Me" was not the major statement they needed despite being an enjoyable, but ultimately forgettable, slab of pop peaking at No. 13. A respectable position, but it doesn't compete with other girl groups like 4minute, 2NE1 or After School.

 

But the concept for new single "Sunshine" is just the breath of fresh air Rainbow needed.

"Sunshine" is a song built on the same catchy, violin-like synths of Carly Rae Jepsen's "Call Me Maybe" creating instant likability. But the music video is where it all comes together with the group getting silly, seeming to mock the ways of the always-polished K-pop idol clips. 

Everything is so over-the-top in a fun, tongue-in-cheek manner. The group makes silly diva-esque hand gestures while singing, embarrass themselves in front of boys and break out into choreography on several occasions. Even the cutesy-pie sailor outfits are a little too much to even be taken seriously. 

But by putting a fun, unexpected twist on all things K-pop fans love -- whether deliberately or not -- Rainbow has returned with a concept to give the members the strong identity they needed. "Sunshine" can, ideally, lead them back to the upper rankings of the charts and set their careers back on track.

Questions? Comments? Let us know: @billboard

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