The Kulture Study: MAMAMOO "Hip" MV 

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Don't forget, the first time we See Moonbyul, she is sitting in a chair relaxing, getting a massage, watching beautiful women dance sexily in front of her. That is dangerous levels of gay.

the funniest thing about the whole hip era was antis getting disgusted over yongsun's showcase outfit and calling it ugly as if that wasn't the entire point of 'hip' to show that mmm can make any ugly outfit hip as hell

We saw PD showed us 19 different ways to look pleasantly surprised

"What would this genre even be labeled as??" MAMAMOO, PD. The genre is MAMAMOO.

This is the best blend between their old retro sound and their newer modern sound, like the arrangement is so slick! Also Moonbyul’s flow and swag in this song like wow she really owns this era

I don't think PD realised that Solar's background band were drag queens but I think that was a very nice touch

PD: Moonbyul has so... Me: ...much SWAG PD: ...many lines in this song Me: yeah that too

"You can never have enough Moonbyul. I always want more Moonbyul." -PD YOU HEARD IT HERE FOLKS-

FINALLY SOMEONE NOTICED SOLAR'S 1 SEC SHOT IN THIS FCKNG OUTFIT OMG A FAINTED

anyone else literally hasnt stopped listening to hip ever since it came out ITS SO GOOD

When you know PD usually talks about camera work and video production, but here the topic is all about outfits and verses, that can only mean one thing. PD actually really loved this one. xD

Mamamoo are always pushing things to the next level, and Hip is no exception to that. The colours, the costumes, the makeup, the sets, the choreography, the music, the hooks. Just everything is blowing my mind in this song. PD, the pink/black costume Solar is wearing and the band she is shown with is referring back to Glam Rock groups such as T-Rex, The Sweet, Slade and the early David Bowie (a British thing in the 1970s). This song deservs its place in K Pop history and should be remembered and played for decades to come.

pd not even 1 second in *“omg what am i watching?!”*

Mamamoo rly rly amazed me with this comeback. Gogobebe wasn't rly my thing, but just the daring nature of Hip from the lyrics to the insane fashion to the funky guitar riffs actually just blew me away. I've had it stuck in my head since it came out, and I've just naturally learned the choreo-ish through watching lives lmao. I just love them so much, they're showing everyone what they're capable of despite the hate they get

I agree, Moonbyul's parts in this song are SO GOOD they fit perfectly and sound so smooth and slick! She slayed this so much

i'm beyond surprised you didnt bring up how cool it was who yongsun got as her background rock band

I'm glad you brought up their choreo for this. It was specifically done to show off their dance skills as some antis kept going on about how their dances aren't complex so they can devote more breath to their vocals.

You ask what genre this is? There's no genre, Mamamoo get inspired by things from all over the world and do whatever they want, they are their own genre, unique, they are only labeled kpop because they use the korean language but by any musical standard what they do is TECHNICALLY NOT kpop, they simply don't follow the archetypical kpop trends or style not even in the way the songs are composed. I mean just listen to the Queendom Final album, it's 5 kpop songs and then you get to Mamamoo's Destiny and it doesn't feel like it belongs on the album at all, it's western folk music with unorthodox lyrical pacing and distribution. That's what makes the BLACK album so great, not only is HIP the title track that starts the definition of Mamamoo's attitude towards music and fame in general but every other track in there is a testament to that philosophy: they are driven by creative uniqueness that molds a genre of its own in an industry where most artists do the same thing over and over and the fans expect the same thing over and over. I said it before and I'll say it again, Mamamoo has transcended kpop. (not just the girls, the whole team behind them as well deserve credit)

hip is definitely one of my favourite comebacks this year, there are barely any flaws in it the song is great, the mv, the stages the outfits the overall aesthetic sOMEONE STOP ME edit: also HAPPY BIRTHDAY MOONBYUL UWUWUWUUWU

I SWEAR TO GOD I HAVE NEVER CLICKES DO SFAST IN MY LIGE MY FINGER B U R N E D

8:13 is that pause when PD-nim looses his mind over Solar ~ yep, we all feel it bro, we all feel it. XD But like...Wheein...like...Wheein...

PD fantheying over Moonbyul for 10 minutes straight

"it has the craziness of a barfight in a western saloon" is probably the most accurate reaction to mamamoo i have ever heard

I’m not even moomoo but this one is a must-seen MV if we talk about strength of K-Pop.

I've been listening to this song every single day since it came out... SEND HELP

Thank you for releasing this on Byul's birthday lol Also, she realeased a new solo song and MV today! It's called "Snow"

I.M.O Kpop as a whole usually contains alot of crossover/mixed genres with a shit ton of musicality. And I think 'Hip' represents what makes the essence of classically awesome kpop and bringing it to the current time-line or "universe" in a contemporary musical fashion. Lyrics are on point, the choreo with the Air guitar is my fave (as there's some guitar in the song and guitar seems very present in alot of Mamamoos music i.e Destiny for instance) the visuals and concepts behind them are rad (My favoirite being the MoonStar Rock Concept universe). It's not as "out there" with its musicality compared to Redvelvets "Zimzalabim", but is as well crafted and definitely has a shit ton of musicality with that Mamamoo "No Fucks Given" attitude. 🤟🏻😺👌🖤

PD not even 10 seconds into the video: *wHAt aM i eVeN wAtChiNG?¿*

I just LOVE how he appreciates Wheein. Not so many reactors do so im grateful 😍

Hwasa looks so good in this MV.

FINALLY!! my first thought after watching hip was "pd is gonna FREAK over this"

This genre is called “Mamamoo”

Ever since hearing this for the first time I've only had 4 words to describe it, Song Of The Year! I've always been a fan of Mamamoo but this made me think " I need to stop screwing about and stan these girls!" I love that Byul has 3 parts but all 3 have got a different flow to them. She's def challenging as my fave kpop rapper.

This song sounds better when I'm taking a bath, anyone agree?😂😂

Genre thoughts!!: I would put this down as electro swing! There are some pretty fun electro swing compilations out there that i delved into for a bit. Its a really fun sound that I feel like can go both ways: giving old songs a fresh coat of paint, or mixing a little retro into today's bops. A real interesting blend. I recommend checking it out! I think it really fits with Mamamoo and I'm happy they're trying it out. It's also amazing how many types of retro-inspired sounds there are, right? Mamamoo has shown us so much variety within that.

Genre: Mamamoo Also Moonbyul just released a solo MV today called Snow if you’re interested in checking it out. It’s also her birthday today :)

The parts with the fun & funky mix of horns & 60's style guitar were inspired by 70's & 80's British 2 Tone ska bands imo, tho it's barely recognizable in this recombinant form after Kim Dohoon and Mamamoo place it in a different rhythmic and vocal context. YT channel glammer uploaded a mashup of Hip and Lifeboat Party by Kid Creole and the Coconuts, an 80's American group who share some of the same roots as those Brit ska bands - big band jazz, 60's rock & soul, Caribbean beats and a sense of humor.

HIP has Electro-Swing elements to it maybe that's what you're looking for @10:18

Moonbyul stans don't forget stream "Snow" give the birthday girl the support she deserves ❤❤🌟🌟

The genre is Mamamoo genre

Yes I Am was my fav comeback song as well and Hip brought me back to that time and I loved it just as much! And yes there is that retro feel which makes this comeback even more Mamamoo like!

Fyi, since you said you really enjoyed the choreography, it was choreographed by Lia Kim and Minny Park :) No wonder it's so good

you know that they like it when they watch it for the second time

PD freaking out over Byul and hwasa's rap in 3:53 is literally every moomoo ever 😂😂 same PD same, my bias and my bias wrecker coming through to slay me...

I would say it’s Mamamoo genre.. only Mamamoo can pull off this kind of music

Your reaction to byul’s rapping was exactly me sksksk

Solar is the true unsung hero of Hip, she killed me in this!

Weirdly, i would say the genre i hear the most is Spaghetti Western mixed with horns and modern percussion sounds. Destiny pulled from this genre too which is why it has such cinematic/ost vibes.

Wait until they find out that Moonbyul has singing lines in the album...

Yes! Wheein is absolutely gorgeous!

mamamoo in itself is their own genre

i have been WAITING for this

I’ve been waiting for this and I’m glad now

Waited a long time for this!

FINALLY I'VE BEEN WAITING FOR THIS FOR SO LONGGGGGG THANK YOU PD

Wow finally I've been waiting for this

I have been waiting for this for a long time. Great reaction

ive been waiting for this !!!!

i have been waiting so long for your commentary on this!

YES I'VE BEEN WAITING FOR THIS

I have been waiting for this reaction video for so long! I’m so happy you reacted to HIP! Thank you!!

This is the reaction I've been waiting for! Thank You PD 😍

Yeah, you finally got to this. Luv this song and the sass behind it. Glad you are back and catching up on reactions. 👍

i agree when you say retro as they are retro queen at kpop industry.......................

Definitely one of my favorite videos of the year, super fun and hype both song and video.

YES!!! I’VE BEEN WAITING FOR THIS!!! 😁💚

I am sooooo happy that you were just as shocked (in a good way) as I was upon first listening! I have been completely hooked on this song from the moment it dropped!

Finally!! Have been waiting for PD to react to HIP! This is such an awesome comeback!!

I think if I were to come up with a genre for this kind of music, I would call it "sass pop" or "sass jazz" simply because MMM have successfully created such a unique brand of music style that portrays unique beauty and confidence like a sassy lady would.

Yasssssss queens 💕 Hwasa's spit gets me everytime 😅

YESSSS PD U DID IT IVE BEEN WAITING AYEEE!~

Thank you so much for this reaction; I literally thought you gave up on Mamamoo's comeback.

YESS IVE BEEN WAITING FOR THIS ONE

I clicked so fast on this video. I waited so long for this Kulture Study!

I WAITING FOR THIS REACTIOON, THANK YOU FOR REACTING 💕

Love this song, made me a Mamamoo fan.

I have been listening to Hip ever since it had come out and it might be my favorite Mamamoo song.

Not gonna lie, my first thought was ‘freaking finally’

Timely release in light of Moonbyul’s day!!

always loved your reaction videos🖤

This was my introduction to MAMAMOO and I instantly fell in love.

one of the best cbs of all time, from lyrics to vocals to production to dance to visuals.

Finally Been waiting for so so long

yess I was waiting for this one! I'm glad you checked the lyrics and I completely agree with what you said about the haters too.

GLAD I WAITED THIS WHOLE TIME

yes pd love your hair 🤩!! also loved the vid hip is my personal fav :))

This comeback was my first as a mamamoo fan and the first time I checked out an entire album of theirs, and it did not disappoint!!! I'd love to see you react to the whole reality in black album, it's longer but its worth the listen in my opinion!

It was nothing what we expected! It was so interesting and unique concept, I really love it and I love how the girls show their personalities. Epic comeback!!!

Yay PD you’re back

I WAS WAITING FOR THIS

Ohhhhh...PD...I've been waiting and waiting for you to watch Hip. ❤️❤️

Queens blowing our minds once again👏🔥👑❤

Thank you bro. I luv ya

Mamamoo are so Talented ...

I call this genre: Mamamoo

I think the MV is even more fun if you watch all the teasers first! There must be enough footage to make 4 more MV's, I really hope it wasn't all just for HIP.

Thank you♡

Amazing gift for Moonbyul's birthday. I've been waiting~

*SCREAMS FROM FLORIDA* IVE BEEN WAITING FOR THIS REACTION!!!!!!! I love mamamoo so damn much! I can’t even handle it! Ok, now to actually watch the reaction.