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Jeon Somi, otherwise known only as Somi, has been on the rise for the past few years with hit singles like “DUMB DUMB” and “Birthday,” which have reached over 100 and 97 million views, respectively. The singer originally debuted in 2016 with the K-pop girl group I.O.I. and launched her solo career in 2019 with one of Korea’s most renowned entertainment companies –– YG Entertainment. She became an immediate success. In a break from the cute, schoolgirl persona that she took on during her I.O.I. phase, Somi’s solo debut, her song “Birthday,” instead depicts a more serious and badass version of her. The music video for her latest single “XOXO” also presents her in this more rebellious light.
Like in her other music videos, the vibrant color scheme and playful graphics of “XOXO” instantly grab the attention of viewers. Somi enters the scene with a heartbroken look on her face after she learns her boyfriend has cheated on her with his close friend. But as the music starts, the singer suddenly takes on an indifferent front as she sings, “The half I gave you is mine now / Don’t call me a bitch / Your girl, she’s the bitch.”
Unlike her other more light-hearted singles, “XOXO” speaks to Somi’s vengeful side that arises from an ex-boyfriend’s betrayal. In Somi’s unique style, “XOXO” has a pop cadence with some hip-hop inflections, targeting a more mainstream audience. However, unlike her past work, “XOXO” also has a slower tempo, reflecting her ostensibly heartbroken state.
Throughout the video, Somi continually enacts her vengeance, breaking into and trashing her ex’s house, chasing his car and blowing it up, tying him up and hitting him with tennis balls, and even blowing up his house. This ex, who appears in her previous music video “DUMB DUMB,” is wearing a dog suit throughout the “XOXO” music video, which seems to represent his animal-like foolishness. His true identity is irrelevant as his cheating actions alone reveal his playboy nature. In fact, viewers are only made aware that he is the same person as Somi’s crush in the “DUMB DUMB” video when he removes the dog mask at the very end of the video.
Interestingly, Somi’s father, Matthew Douma, also makes an appearance in “XOXO” as a sheriff. Somi has long made apparent her close relationship with her father, who has also acted in several Korean variety shows and dramas. Their intimate relationship as a father-daughter duo further adds to the relatable appeal of “XOXO.”
The set, costume design, and videography of “XOXO,” though aesthetically pleasing, are quite similar to other K-pop music videos in theme and style. Oversized, brightly-colored outfits and various outbursts of anger in the form of explosions and vandalization speak to Somi’s raging sentiments towards her ex, but the precise and mesmerizing choreography are commonplace among the K-pop scene. Still, it is hard to deny the high-quality and hypnotic charisma of the music video. The intentionality of the set design and storyline fit perfectly with Somi’s emotional state, and serve as a cathartic outlet for many who may be feeling similarly heartbroken. Somi’s “XOXO” is a must-listen, as millions of fans around the world have already discovered — and the video is worth a watch too.
— Staff writer Angelina V. Shoemaker can be reached at angelina.shoemaker@thecrimson.com.
