Japanese girl group XG is hot in their official comeback game with the release of their new song, “HOWLING,” the second track off their 2024 mini album, ‘AWE.’ It is set to become a global hit, thanks to its infectious hook and mind-blowing visuals.
This track marks a bold step in the group’s artistic journey, showcasing their unique sound and visuals that put them on different level in the girl group category. With its earworm-inducing bass intro, equally earworm-inducing chorus, captivating lyrics and rap lines, and striking visuals, ‘HOWLING’ is set to become an anthem for either women empowerment, or sexual awakening.
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To date, this is the group’s sixth single released for 2024, in and outside of their comeback mini album.
In line with the creative direction of most XG music videos, the official MV for HOWLING has a dark and haunting appeal to it, with unearthly type of visuals in which the girls represent different mythical entities. The group performs the chorus dressed in a fur costume resembling a wolf-like creature.
On their YouTube page, fans are expressing deep appreciation for the way HOWLING was produced. One commenter wrote, “At this point, XG and their team should just release a movie with their concept. I WILL EAT IT UP.” Another pointed out the possible symbolism in the music video, commenting “bro the SYMBOLISM. aliens arriving and destroying the toxic status quo to bring new life to the industry. an army of ALPHAZ to back them. back to basics. 10/10 song. incredible MV. amazing. just amazing.”
However, one commenter pointed out how the world seems to be sleeping in on this group, saying “I just don’t understand how the powers that be in the music industry keep ignoring these ladies. They’re the most talented, hardest working group on the planet. And they keep getting BETTER every time out.”
XG has already performed HOWLING on Music Bank on Korean TV station KBS, in which they showcased the whole routine to the song.
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Just this August, XG made their way to the Philippines for their “The First Howl” World Tour.
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