How is it possible that an beach scene with blue skies, crystal water, and pretty girls became the backdrop of an identity crisis for one of the most promising young idol groups?
I can’t deny that I enjoyed seeing Q’ulle on the beach for the 4:44 duration of the song. “Heartbeat” exists in a world far removed from the dramatic costuming of their first two singles. With the single, the girls don casual summer wear, and short pants and t-shirts rule the day. The blue sky and rolling sea behind the dance formations come straight from a location scout’s wet dream. Really, the scene couldn’t be more ideal for a summer PV featuring pretty girls in skimpy bikinis bouncing around the sand. So, what’s the problem?
I find myself frustrated with this release for a few reasons. Q’ulle never sold me on their credentials as bubbly idols. They are pretty to look at, sure. Their dancer bodies definitely suit the roles of idols in a beach PV. Are we to believe that Q’ulle’s ultimate goal as idols lies somewhere on the sand or frolicking in the waves? What about all that “Mic Check One Two” business? To what degree “Heartbeat” undermines Q’ulle’ss bid for serious consideration remains to be seen. One benefit of being such a young group is that early missteps are easily forgiven. At least they didn’t stoop to the level of bikini idols, right?