2020 Grammys

K-pop Girl Group April Turn up the Retro In 'Oh! My Mistake' Music Video: Watch

vid must be embedded
Courtesy Photo
April, "Oh! My Mistake"

Korean girl group April returned on Tuesday (Oct. 16) with their new EP The Ruby, and released one gem of a single in the form of the retro-tinged “Oh! My Mistake.” Kicking off with a rollicking '80s-esque scattered beat and quirky, cloying lo-fi vocals over vibrant synths, “Oh! My Mistake” is the sort of unconventional song that thrives on the experimental nature of the K-pop scene.

With every twist and turn, the electro-pop melody shifts tempo, with April teasing and taunting the object of their affection to love them with their contrastingly restrained and staccatoed verses before speeding towards the head-bobbing, layered chorus. The sextet throws in a sinister hip-hop bridge, and eventually surges towards its ending before closing out with a few cool, atmospheric synth notes. Ending up in a different place entirely from where it started, "Oh! My Mistake" is a revitalizing dance track that adds a new side to April's artistry, three years into their career. 

To reflect its throwback inspirations, “Oh! My Mistake” was released through a music video that takes the audience back to the yesteryears of VHS tapes, corded phones, and RAZRs. Fittingly, it drapes the six members of April in a variety of eras, including more modern styles countered by campy athletic wear and some Clueless-style plaid uniform looks.

“Oh! My Mistake” fronts April’s sixth EP The Ruby, which features three other songs as well as an instrumental version of the single: "Oh-e-Oh" is a cheery tropical track, "Story" is a whimsical, retro synth-pop tune, and "Love Clock" is an energetic pop-rock ode to the ticking of time. The red-hued album was preceded by April's The Blue and its single "The Blue Bird." 

April was formed in 2015 by DSP Media, and are label mates with KARD

Watch the music video for April’s “Oh! My Mistake” here:


The Biz premium subscriber content has moved to Billboard.com/business.

To simplify subscriber access, we have temporarily disabled the password requirement.