Vocals: 7 / 10
The vocal structure of f(x) really hasn’t changed since debut (aside from Amber getting a little more of the spotlight she deserves for her singing voice). Luna and Krystal carry the bulk of the vocals, with Victoria and Sulli taking transitions. Victoria definitely sounds better, and the intriguing use of repetition between Krystal and Luna (sometimes Sulli) had good synergy and was executed very well. It’s been a while since a title track has had something similar. The rest of the song is pretty basic, with some funky dips in the verses and chorus. Luna could’ve used more lines, perhaps at the end, but with the song structure the way it was, probably wouldn’t have affected much anyway.
Appearance: 7 / 10
In terms of appearance, Luna and Victoria are flawless per usual. I wish I could say that I liked Krystal’s hair, but that’s damn near impossible. Luna’s black hair isn’t quite as flattering as the “La Cha Ta” natural black, but it still looks good. Sulli’s hairstyle at her first solo shots (“Attention boys”) looked really nice, but the others were pretty sloppy and questionable (and not the good kind of questionable). The colour seems to suit her very well, though. Poor Amber.
Dance: 7 / 10
The final seconds of the dance bridge with the clapping in the background were pretty neat, but that’s all there is to say about the choreography. The dances of f(x) title tracks in particular have never really been too expressive or impressive (with the lone exception of “La Cha Ta”) amd I’m not sure that the signature move of this song (whatever it is precisely I cannot tell) will stick like “Danger”, “Electric Shock”, or “NU ABO”. The dance break itself is good, since members like Luna and Victoria need more opportunities to showcase their talents, but this wasn’t the right song for it.
Rap: 6 / 10
What I expected was the typical 5-6 second rap from Amber. I wasn’t expecting the Krystal and Sulli follow up. It was an interesting spin, but it wasn’t anything standout, which is the norm when it comes to f(x), Amber, and rapping. I question the use of rap in this song since it didn’t seem to fit together well (in contrast to “Electric Shock”, where a good rap would’ve been a welcome addition) but it wasn’t awful so it’s not the worst case scenario.
Music Video: 2 / 10
Yawn. f(x) wandering around various boxes? Check. f(x) staring longingly at various objects that make no sense? Check. Various outfits and fashion to f(x)’s standard? Check. Creepy coloured lenses? Check. Everything about the stereotypical f(x) video is there, which is precisely why this is so terrible. Hey they threw in something new randomly, with the rotating mirror shenanigans. But honestly that just reminds me of 4minute’s “Mirror Mirror” which while not the same concept, certainly strikes a familiar look. Alternatively, it’s just a sidetake of that stupid slow motion 360 that SM loves so much.
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Overall: 58 / 100
After a year since “Electric Shock”, I was hoping for better. Not only is this arguably one of the worst song titles for f(x), but it’s everything standard about f(x). Nothing unique, nothing special. The trailer had some high hopes, but as we’ve all learned the hard way, SM likes to keep trailers and teasers quite different from the actual video product. “Rum Pum Pum Pum” is the first title track from f(x) that I haven’t really enjoyed. Oh well, try again next time, f(x).
