The girl group sensation's latest music video earned a reported 20 million views in 24 hours.
Arguably, much of K-pop's American crossover successes have been attributed to most acts having a core sound based in hip-hop or EDM instead of the music scene's unique brand of bubblegum sheen. But TWICE's new single "Dance the Night Away" is seemingly proving how acts can bring that cheerful tone and package it in a way that undeniably appeals to a larger, global audience.
"Dance the Night Away," the girl group's ninth official K-pop single and first since April's electro-pop cut "What Is Love?," sees TWICE opening with the peppy pop sound that's defined a majority of their hits, but flips the script on the hook. By the 0:50 mark the ladies are riding a festival-ready, electronic breakdown that wouldn't be out of a place on a Calvin Harris or David Guetta single and, instead of letting the beat steal the spotlight, they bring their signature, high-spirited cheers and melodies into the beat drop and never lose the brand identity they've established.