Somi (What You Waiting For)

Jeon Somi's track "What You Waiting For" marked a significant evolution from her debut single "Birthday," which had received mixed reviews. Critics noted that "Birthday" seemed an odd debut for Somi, given her hype, but "What You Waiting For" presented a more cohesive and mature sound. The song, described as a blend of upbeat R&B and dance-pop with elements of synth-pop and electronica, showcased Somi's versatility as an artist. It opens with a distinctive xylophone loop, transitioning into a club-ready track with a pulsing chorus that harks back to early 2010s dance music.

The lyrical content of "What You Waiting For" reflects a bold and direct style, with Somi posing a candid question to her love interest, encapsulating the theme of anticipation and boldness. Despite some critiques about its simplicity and Westernized sound, the song has been acknowledged for its catchy chorus and the nostalgic feel of club tracks from the 2010s, which resonates with listeners. This track represents a notable step in Jeon Somi's music career, highlighting her growth as an artist and her ability to adapt and shine within the global pop music scene.

Artist

Jeon Somi

Released

July 22, 2020

Format(s)

Download, streaming

Recorded

2020

Genre

R&B, dance pop

Length

2:55

Label(s)

The Black Label

Distributor(s)

YG PLUS

Writer(s)

Teddy, Jeon Somi, Danny Chung

Composer(s)

Teddy, R.Tee, 24, Jeon Somi

Arranger(s)

R.Tee, 24

The strategic unveiling of Jeon Somi's comeback was initiated with the announcement of the release date, a crucial element in building anticipation among her fans. Setting a release date not only creates a deadline for the production team but also starts generating public interest. The release of promotional posters further amplified this excitement, each revealing more about the upcoming single and engaging the audience with the promise of new music.

The marketing campaign for 'What You Waiting For' employed various tactics to maximize audience engagement and hype. Teaser campaigns played a significant role, offering glimpses of what to expect without revealing too much, thereby maintaining suspense and interest. Additionally, the use of social media was pivotal, leveraging platforms with millions of active users to interact with the content, share it, and build anticipation . Influencer partnerships also enhanced the promotional efforts, with influencers helping to spread the word and create buzz around the release. These strategies were integral in ensuring that the song captured the audience's attention even before its official release.

Jeon Somi's "What You Waiting For" is a vibrant tapestry of musical styles, blending upbeat R&B and dance-pop with elements of synth-pop, electronica, and power-pop. The track is further enriched by trop-house, EDM-pop, and echoes of 2010s house beats. This eclectic mix creates a dynamic auditory landscape that distinguishes it from her previous works. The core of the song is built around an "emotional" chord progression, juxtaposed against bright synth sounds, providing a unique contrast that defines the track's sonic character.

The lyrical content of "What You Waiting For" showcases Somi's narrative skill as she poses a bold question to her crush, "What you waiting for?". This line encapsulates the theme of anticipation and assertiveness that runs through the song. The track opens with a subtle synth-pop production that transitions into a powerful, racing power-pop chorus, where Somi addresses an apprehensive lover with the words, "Baby, I've been waiting for you all this time". This direct and engaging approach in the lyrics complements the diverse musical styles, making the song both relatable and musically intriguing.

The music video for "What You Waiting For" presents a narrative deeply intertwined with the song's lyrics, depicting Jeon Somi's journey through a fantastical world inspired by Alice's Adventures in Wonderland. Directed by Francis Lawrence and produced by Caleb Dewart, the video portrays Somi in various roles including Alice, the White Queen, and the Red Queen, each symbolizing different facets of her quest for inspiration and self-discovery. The video opens with a non-musical section, setting the stage for the unfolding drama as Somi, feeling uninspired after her tour, encounters a mysterious flyer that leads her to a fantastical escape.

The technical aspects of the music video are crucial in enhancing the storytelling and overall appeal. The use of lighting and color sets the tone for each scene, with bright, bold colors in fantastical settings to engage viewers, contrasting with darker tones during moments of introspection. Editing techniques such as fast cuts, close-ups, and montage editing play a significant role in maintaining the video's pace and emphasizing the emotional intensity of the music. The careful synchronization of visual cuts with the beats of the song ensures that the video flows seamlessly with the music, creating a cohesive and immersive viewing experience.

In the United States, "What You Waiting For?" made its debut on the Billboard Hot 100 at number 93 and climbed to a peak position of number 47, staying on the chart for a total of 20 weeks. It also achieved the top position on the Hot Dance Club Play chart and reached number 17 on the Mainstream Top 40 and number 24 on the Adult Top 40. The song was honored with a gold certification by the Recording Industry Association of America (RIAA) on February 25, 2005, and was nominated for Best Female Pop Vocal Performance at the 2005 Grammy Awards.

Internationally, the song's reception was notably strong. In the United Kingdom, it debuted and peaked at number four on the UK Singles Chart, maintaining its presence for 15 weeks. Across Europe, it reached the top five in multiple countries including Belgium, Denmark, Finland, France, Ireland, Italy, Norway, and Romania, and secured top ten positions in Austria, Hungary, the Netherlands, and Sweden. In Australia, the song debuted at the top of the ARIA Singles Chart and stayed there for two weeks, remaining in the top three until mid-January 2005, and was certified double platinum by the Australian Recording Industry Association (ARIA) in 2014. Additionally, it reached number three on New Zealand's RIANZ Singles Chart and remained on the chart for four months.

The reception of "What You Waiting For" by Jeon Somi has been overwhelmingly positive, with audiences and critics alike praising the track. The song's success is evident in its ability to garner positive reviews, which highlight the loyalty and satisfaction of her fans. These positive reactions are crucial as they not only showcase the support of her followers but also play a significant role in countering any negative feedback.

Critics have lauded "What You Waiting For" for its vibrant energy and catchy composition, frequently citing it as a standout track. Notable reviews include those from Entertainment Weekly and Pitchfork, where the song was described as one of the album's highlights and a personal, urgent debut single, respectively. The track's broad appeal and artistic merit were recognized with nominations and awards, further cementing its status in the music industry.

Jeon Somi has achieved remarkable success in the music industry, highlighted by her impressive collection of awards. She has received a total of 49 awards from 126 nominations across her career, both as a solo artist and as a member of No Doubt. Notably, she won her first music show win for "What You Waiting For" on Mnet's M Countdown on August 6, 2020, which was a significant milestone. Additionally, the song was certified gold by the Recording Industry Association of America (RIAA) on February 25, 2005, further attesting to its popularity and impact.

Beyond her wins, Jeon Somi has also garnered a substantial number of nominations, emphasizing her widespread recognition in the music scene. She has been nominated for various prestigious awards, including Best Female Pop Vocal Performance at the 2005 Grammy Awards. Although she did not win in this category, losing to Norah Jones' "Sunrise," the nomination itself is a testament to her talent and the quality of her music.

Jeon Somi's involvement in the creation of "What You Waiting For" extended beyond just performing the track. She played a pivotal role in both writing and production aspects, showcasing her growing artistry in the music industry.

Somi contributed significantly to the lyrical content of the song. Her input helped shape the narrative, which is both engaging and reflective of her personal artistic style. The lyrics pose a direct question, "What you waiting for?" capturing the theme of anticipation and assertiveness that is central to the song's appeal.

In the production phase, Somi was actively involved, working alongside renowned producers like Teddy Park. Her collaboration was crucial in blending various musical styles into the track, from upbeat R&B to dance-pop and synth-pop elements. This eclectic mix not only highlights her versatility but also her ability to influence the final sound of her music.

The release of "What You Waiting For" marked a pivotal moment in Jeon Somi's career, significantly enhancing her visibility and influence in the global music scene. The song's immediate success, evidenced by over six million views within the first 24 hours of its music video release, highlighted her appeal and potential as a solo artist. This track not only showcased her musical versatility but also solidified her position as an influential figure in K-pop.

Following the release, Somi's career trajectory took a notable upward turn. Her first music show win on Mnet's M Countdown on August 6, 2020, was a significant milestone, underscoring her success and acceptance in the competitive K-pop industry . This win was a testament to her growing popularity and the effective strategic positioning by her management, which included a high-profile record deal in the U.S..

The long-term impact of "What You Waiting For" on Jeon Somi's career extends beyond immediate commercial success. The song's release was a strategic move that aligned with her personal artistic aspirations, reflecting a shift towards more autonomy in her music career. The narrative and visual elements of the song, which resonated with themes of self-discovery and independence, mirrored her own journey from a group trainee to a solo artist, setting her apart from her peers and highlighting her unique artistic voice. This strategic positioning has not only broadened her artistic palette but also deepened her connection with a global audience, laying a robust foundation for future projects.