EXID Seduce Listeners With Sultry 'DDD' Video

Courtesy Photo


Always ones to toe the line between flirty and dominating, EXID returned Tuesday (Nov. 7) with their captivating new single, “DDD." It returns the girl group to the fiercely sensual brand of dance music that turned them into one of South Korea's most popular acts. 

Written by rapper LE in collaboration with popular Korean producer Shinsadong Tiger and V!VE, the song is forceful in its take on thumping electro-pop. It’s the lead single off of Full Moon, the girl group’s fourth EP.

Kicking off with a powerful bass beat and wailing synths, “DDD” begins as a mid-tempo track before a breathy pre-chorus builds into a climactic chorus that’s filled with groovy instrumentals and is enhanced by LE’s garbled titular chant. The song's lyrics tell the story of a woman demanding the truth from a lover who cheats on her time and time again but trembles in fear before her, as she alternates between reactions ranging from regret to anger to self-blame.

Making the most of the group’s array of vocal colors, Hani and Jeonghwa’s teasing tones play off of Hyerin and Solji’s deeper ones, emphasizing the lyrical flip-flopping. This stylistic seesawing results in one of the group’s most powerful pop tracks of late.

Reflecting the lyrics, the music video poises each of the four EXID members featured as a different sort of woman: Hani is a flirty creature of comfort, LE is a domineering, leather-clad fashionista, Jeonghwa is sexily demure and Hyerin is fashionably chic. When the chorus hits, it shows the foursome in tight-fitting athleisure outfits performing hip-shaking choreography that recalls the moves from EXID's breakout hit "Up & Down," which turned the group from unknowns to one of South Korea’s most popular female acts over night.

The single -- and other tracks on the album including a solo song called “Dreamer” -- feature vocals by the group’s lead singer Solji but, due to ongoing health issues related to hyperthyroidism, she is not featured in the accompanying video nor is she promoting “DDD” and album in Korea. Full Moon was meant to mark her return to the team, following this year's Eclipse, which tried out EXID as a quartet sans its primary singer. That album peaked at No. 4 on the World Albums chart in April. 

Watch the music video for “DDD” below:


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