Since DSP Media can’t find any success with any artist or group they create other than KARA, they’ve been left with no choice other than to directly clone their precious five jewels into a new group called PURETTY.
It’s not actually such a bad idea. While KARA are now in their twenties and exploring sexier styles and sounds (see “Pandora”), PURETTY hark back to the bubbly childlike innocence of the classic KARA from “Honey”, “Rock U”, and “Pretty Girl”.
PURETTY’ debut Japanese single “Cheki☆Love” is pure old-school KARA in ever sense, and I’ve been just a little bit obsessed with the song since some of the audio first premiered months ago on a Japanese anime series.
“Cheki☆Love” was produced by G-high and Lee Joohyung, who have worked alongside Sweetune on music for the likes of KARA and Boyfriend, so it has that trademark Sweetune synthpop sound. Considering that I’m the world’s biggest Sweetune stan and a lover of super cute aegyo kawaii pop, it’s not hard to see why PURETTY’s debut has slayed me.
The official music video is pretty much exactly like any old KARA music video. It’s girlish and bright and covered in the color pink. The members, ages between 14 and 18, are all gorgeous and do a good job at carrying the KARA torch.
PURETTY may just be an unoriginal exercise in music marketing created by a company that’s run out of ideas, but whatever. I’m a fan!