Blending hip-hop-infused beats and bright synths with smooth Latin-inspired strings and rhythms, the new song plays up the singer’s strengths, crafting a sleek dance track that matches BoA’s reputation as one of South Korea’s most skilled performers, as highlighted through an accompanying music video.
“Nega Dola” offers a bit of a directional shift from the soloist after last year’s dramatically sensual “Camo,” with the new track showing a bit more of a playful side for the singer, now in the 19th year of her career, while being more adventurous in its vocal delivery as BoA switches tones throughout and even shows off her rap skills.
The song, which translates into “I’m Going Crazy” from Korean, was released alongside a music video that poses BoA as a sharp-eyed shooter aiming at dummies on a shooting range as an expression of her boredom and disdain for a guy trying to get her attention. “Too many kids out there are like you,” she sings. “I meet one an hour and there are still more/ meaningless relationships/ you’re that, don’t be mistaken.” Throughout the clip, the artist displays her immense dance skills in a variety of scenes–both on her own and with a team of dancers– and while wearing multiple outfits, many of which draw on popular ’90s fashions.
“Nega Dola” was released ahead of an upcoming EP from BoA, her first in over a decade and her first Korean album since 2015’s Kiss My Lips. The singer has released well over 20 albums — including an English one in 2008– in her nearly two-decade long career, ever since releasing ID; Peace B in 2000 at the age of 13.
Watch the music video for “Nega Dola” below: