NCT 127 Pay No Attention to Haters in Dramatic 'Simon Says' Video: Watch

NCT 127
Courtesy of SM Entertainment

NCT 127

K-pop boy band NCT 127 returned on Thursday (Nov. 22) with a music video for their brand-new single “Simon Says." The song was released worldwide Friday and leads their Regulate album, an extended rerelease, or repackage, of last month’s Regular-Irregular LP.

The song leads off with sampling taken from Maori haka, serving as an introduction to the declarative nature of “Simon Says." With sprightly bass beats driving much of the track, the members taunt haters with exaggerated verses and raps, effectively turning the new single into a seemingly autobiographical clapback at NCT 127’s naysayers who "think you know it all.” Layered, squelching synths and distorted, repeated phrases guide the chorus’ insanely addictive hook, while a melodic bridge toward the end of the song puts the focus on the act’s vocalists, prominently emphasizing the sweet falsetto of youngest member Haechan and the dynamic belt of eldest member Taeil.

“Simon Says” was released with a charismatic music video that swathes the 10 members of NCT 127 in a variety of artistic masks, which they discard throughout the clip as they perform aggressive, swaggering choreography and face down the camera.  

Along with the single, NCT 127’s Regulate album features two additional songs as well as those originally featured on Regular-Irregular. One new track is a Korean remake of this year’s Japanese single “Chain,” while the other is a sweet, playful electro-pop track called “Welcome to My Playground.”

Upon its release in October, Regular-Irregular became NCT 127’s first album to debut on the Billboard 200, peaking at No. 86. The album was split into two halves of songs that represent the differences between dreams and reality.

The 10-member boy band is one of several groups associated with SM Entertainment's NCT assemblage. They released their first single, "Firetruck," in 2016, and have rapidly gained a sizable following. In October, they peaked at No. 3 on the Social 50 chart, making them one of the highest-ranked K-pop acts ever.