Is ‘Growl’ Really Becoming a Meme, or Just a Timeless Legend?
If you’ve been scrolling through Korean social media lately, you might have caught the viral sentiment that EXO’s 2013 megahit ‘Growl’ sounds ‘hilariously’ different today. It’s a bold take that has sent K-pop fans down a rabbit hole of nostalgia. But why now? It isn't just about the song sounding aged; it's about the seismic shift in K-pop production and fashion aesthetics over the last decade. While newer fans find the styling and the raw, unpolished energy of the track funny in a 'vintage' kind of way, veteran EXO-Ls know that this specific sound defined the third-generation blueprint. We aren't just laughing at the past; we are witnessing the solidification of a legendary anthem that has officially crossed the threshold from 'hit song' to 'cultural relic.'
‘Growl’ remains the ultimate K-pop paradox: a song that feels like a comfortable throwback to 2013 while simultaneously serving as the high-water mark for the industry's golden era.
Question 1: Why Does a 2013 Track Suddenly Feel 'Funny' to Modern Ears?
The 'funny' reaction isn't born from malice—it’s born from the sheer culture shock of comparing 2013's K-pop landscape to today's hyper-polished, cinematic MVs. Back then, EXO’s streetwear-heavy aesthetic, oversized school uniforms, and the one-take music video style were groundbreaking. Today, with the massive budgets and CGI-heavy productions of groups like aespa or NewJeans, the raw, grainy, warehouse-style vibe of ‘Growl’ feels almost charmingly amateurish. It’s the same feeling you get looking at your old middle school photos; it’s not that the song is bad, it’s that the stylistic context has evolved so much that the 'cool' factor of 2013 feels like a different universe.
Question 2: What Did ‘Growl’ Teach the Industry About Fan Engagement?
Before fandom participation became a science, there was ‘Growl.’ Its long-take camera movement wasn't just a production choice; it was a revolution that forced fans to memorize the choreography from every angle. It turned the MV into a playable map of the group's dynamics. This track essentially taught the industry that the best way to ensure longevity is to make the choreography 'viral-ready' and easy to emulate. Without the foundation laid by this EXO era, we wouldn't have the current era of TikTok challenge-focused song structures. ‘Growl’ was the proof of concept for the participatory culture that dominates social media today.
Question 3: How Does This Impact the Legacy of 3rd Gen Idols?
The fact that a 2013 song is still sparking heated debate in 2024 is the ultimate metric of stardom. Many groups have hits, but few have tracks that define a generation's personality. When netizens talk about how ‘Growl’ sounds funny, they are actually acknowledging its unavoidable presence. It’s like the song has become part of the K-pop DNA. This discourse actually helps keep the legacy of third-generation groups alive. By framing it as a 'hot topic,' new stans are funneled into discovering the EXO discography, ensuring that even as trends change, the pioneers of the current Hallyu wave remain at the center of the conversation.
Question 4: Can We Expect a 'Growl' Revival in Future Comebacks?
With the industry’s current obsession with Y2K and 2010s nostalgia, it’s only a matter of time before we see a formal homage. We’ve already seen groups covering ‘Growl’ at every major award show, but we are reaching a point where the song could be sampled or 'reimagined' for a new generation. The 'funny' reaction is actually a sign of affectionate reclamation. It suggests that the song is no longer just a 'hit'—it’s an 'oldie but goodie' that is ripe for a creative rework. Whether it’s an official sample or just the influence of that iconic R&B-pop beat appearing in future production, the shadow of ‘Growl’ is far from fading.
Source Article: Read the original Korean news here
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