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Mmm (Treasure song)

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"Mmm"
Single by Treasure
from the album The First Step: Chapter Three and The First Step: Treasure Effect
Language
B-side"Orange"
ReleasedNovember 6, 2020 (2020-11-06)
Recorded2020
StudioYG Studio (Seoul)
Genre
Length3:28
Label
Composer(s)
Lyricist(s)
Producer(s)
  • Future Bounce
  • AFTRSHOK
Treasure singles chronology
"I Love You"
(2020) 		"Mmm"
(2020) 		"My Treasure"
(2021)
Music video
"Mmm" on YouTube

"Mmm" (Korean: 음; RR: eum; lit. Well) is a song recorded by South Korean boy band Treasure that was released on November 6, 2020, by YG Entertainment and distributed by their in-house distribution company YG Plus as the lead single for their third single album, The First Step: Chapter Three. "Mmm" marks the third single of the group's The First Step series. The song was originally released in Korean, with the Japanese version included in the Japanese version of their debut studio album.

Production duo Future Bounce is credited as the producer of the song alongside AFTRSHOK. They collaborated with Czaer, Jan Baars, Nathan Lewis, and Brian U for composing the music. Treasure members Choi Hyun-suk, Haruto, and Yoshi wrote the lyrics to the track with Godok. Kickhaiku was also credited as a lyricist for the Japanese version.

The song would later charted in Billboard's World Digital Song Sales chart.

Background

[edit]

On October 26, 2020, YG Entertainment announced that Treasure will have their third comeback of the year with their third single album scheduled to be released on November 6.[3] The following day, "Mmm" has been confirmed as the lead single for the single album.[4] Contrary to most releases, the group previewed the choreography to the song in advance starting from November 2, five times every midnight cumulating about 18 seconds.[5] The song was released alongside its music video on November 6.

Composition

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"Mmm" is categorized as a hybrid between hip-hop and trap genre.[1][2]

Future Bounce teamed up with AFTRSHOK, Czaer, Jan Baars, Natha Lewis, and Brian U for composing the music. The former three were also involved in arrangement of the song in the key of C# Major with a tempo of 80 beats per minute, making it slower than the group's previous singles — "Boy" and "I Love You".[6]

Members Choi Hyun-suk, Haruto, and Yoshi were credited as the lyricists alongside Godok and Kickhaiku (Japanese version).[7] Member Mashiho hoped that the listeners would have their hearts pumping akin to the word "emergency" in the lyrics.[8] In an interview following the release, Choi revealed that he was satisfied of being involved in the song's writing process. Yoshi added that his thoughts and emotions in his 20s helped in writing the song.[9]

Music video

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The music video for "Mmm" was released on November 6. The members put an emphasis on the choreography and presenting a "more mature performance". The music video shows the members performing the choreography to the song across various backgrounds with LED lights.[10]

However, the choreography became subject to criticism on social media on November 7 by fans who deemed that the choreography was "sadistic", as it involved parts where several members were required to step on the other member's back three times. YG Entertainment posted an open letter on their social media accounts the following day apologizing to the fans for the distress. The agency promised that the choreography would be revised for future performances of the song.[11]

Promotion and live performances

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On November 12, YG Entertainment announced a dance cover contest of the song on their social media accounts as part of their promotion strategy for new songs of their artists. Until December 7, fans can participate in the contest by uploading a video on YouTube with #MMM_DanceCoverContest #TREASURE #음 #MMM and filling out a Google Form to confirm their entry.[12]

The group performed "Mmm" for the first time with an appearance on Inkigayo on November 8,[13] on Show! Music Core on November 21,[14] and at the 2020 Mnet Asian Music Awards on December 6 where the group was announced as the "Best New Male Artist".[15]

"Mmm" is a staple in the group's concert setlist, having been performed on Hello and Reboot tours, where they performed the song in rock-esque style for the latter.[16][17]

Commercial performance

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"Mmm" debuted and peaked on Billboard's World Digital Song Sales chart on no. 11.[18]

Charts

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Weekly charts

[edit]
Chart performance for "Mmm"
Chart (2020) Peak
position
US World Digital Song Sales (Billboard)[18] 11

Release history

[edit]
Release history for "Mmm"
Region Date Format Label Ref
Various November 6, 2020
—
Japan March 9, 2021 YGEX [19]

References

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  1. ^ a b Lee, Jun-hyun (November 8, 2020). "YG 트레저, 감탄 불러일으킨 '음 (MMM)' 무대 '강렬'" [YG TREASURE Performs 'MMM' with 'Intense']. The Korea Economic Daily (in Korean). Archived from the original on September 17, 2021. Retrieved July 21, 2024.
  2. ^ a b "TREASURE, "Fast Comeback Under YG's Full-Hearted Support, We'll Present Fresh Shocks"". YG Entertainment (Press release). November 6, 2020. Archived from the original on July 21, 2024. Retrieved July 21, 2024.
  3. ^ "TREASURE Confirms Comeback on November 6… 'Third Album' in 3 Months Since Debut". YG Entertainment (Press release). October 26, 2020. Archived from the original on July 21, 2024. Retrieved July 21, 2024.
  4. ^ Ruiz, Marah (October 27, 2020). "TREASURE gears up for comeback with "MMM"". GMA Integrated News. Archived from the original on November 1, 2020. Retrieved July 23, 2024.
  5. ^ Hong, Hye-min (November 5, 2020). "'美친 중독성'...트레저, 베일 벗은 '음' 킬링 파트" ['Addictive' ... TREASURE, the unveiled 'um' killing part]. The Korea Times (in Korean). Archived from the original on July 23, 2024. Retrieved July 23, 2024.
  6. ^ ""Mmm" Key & BPM". TuneBat. Retrieved July 23, 2024.
  7. ^ Treasure (2021). The First Step: Treasure Effect (photobook). South Korea: YG Entertainment, YGEX. Credits.
  8. ^ Choi, Hee-jae (November 6, 2020). "'컴백' 트레저 "'항상 새로운 그룹'으로 기억되고 싶어요" [엑's 인터뷰②]" ['Comeback' TREASURE "I want to be remembered as 'Always a New Group'" [Ek's Interview (2)]]. Xsport News (in Korean). Retrieved July 23, 2024 – via Naver.
  9. ^ "TREASURE, "Fast Comeback Under YG's Full-Hearted Support, We'll Present Fresh Shocks"". YG Entertainment (Press release). November 6, 2020. Archived from the original on July 23, 2024. Retrieved July 23, 2024.
  10. ^ Ji, Min-kyung (November 6, 2020). "트레저 "넓어진 신사옥서 안무 준비해 더 좋았다..성장한 퍼포먼스 기대" [V라이브]" [TREASURE "It was better to prepare the choreography for the new building that has been enlarged. Expectation of performance that has grown" [V Live]]. Osen (in Korean). Archived from the original on July 23, 2024. Retrieved July 23, 2024 – via Naver.
  11. ^ "Kena Protes Fan, YG Bakal Ganti Koreografi TREASURE di MMM" [Hit by Fan Protests, YG to Change TREASURE's Choreography on MMM]. CNN Indonesia (in Indonesian). Jakarta. November 8, 2020. Archived from the original on April 19, 2021. Retrieved July 23, 2024.
  12. ^ Park, Dong-sun (November 12, 2020). "트레저, '음(MMM)' 커버 콘테스트 진행…내달 7일 마감" [TREASURE Holds 'MMM' Cover Contest... Closes on the 7th of next month]. Rpm9 (in Korean). Archived from the original on November 13, 2020. Retrieved July 23, 2024 – via Naver.
  13. ^ Song, Chi-hoon (November 8, 2020). "'인기가요 'YG 트레저, 감탄 불러일으킨 '음 (MMM)' 무대 글로벌 팬 '열광'" ['Inkigayo' YG TREASURE Evokes Admiration for 'MMM' Stage Global Fans 'Enthusiast']. Dong-a Ilbo (in Korean). Archived from the original on July 23, 2024. Retrieved July 23, 2024 – via Naver.
  14. ^ Lee, Seung-hoon (November 21, 2020). "트레저, '힙합의 정석' 보여준 '음(MMM)'..강렬 카리스마 폭발 ('음악중심')" [TREASURE showed 'the standard of hip-hop' 'MMM'. Intense Charisma Explosion ('Music Centered')]. Osen (in Korean). Archived from the original on July 23, 2024. Retrieved July 23, 2024.
  15. ^ Kim, Seo-yeong (December 6, 2020). "[공식] YG 트레저, '2020 MAMA' 2관왕…'괴물 신인' 입증" [[Official] YG TREASURE Wins 2020 MAMA Twice...Proving to Be a Monster Rookie]. Sports Kyunghyang (in Korean). Archived from the original on July 23, 2024. Retrieved July 23, 2024 – via Naver.
  16. ^ Sun, Mi-kyung (April 17, 2023). "트레저, 필리핀 마닐라도 홀렸다..亞 투어 대성황" [Treasure, Manila, Philippines, was also possessed. 亞 Tour was a great success]. Osen (in Korean). Archived from the original on July 23, 2024. Retrieved July 23, 2024 – via Naver.
  17. ^ Han, Hae-sun (January 20, 2024). "트레저, K-아레나 요코하마 피날레 공연 추가..7개 도시·16회로 확장" [TREASURE adds K-Arena Yokohama finale performance.. Expanded to 7 cities and 16 times]. Star News Korea. Archived from the original on July 23, 2024. Retrieved July 23, 2024 – via Naver.
  18. ^ a b "World Digital Song Sales". Billboard. November 21, 2020. Archived from the original on April 1, 2023. Retrieved July 23, 2024.
  19. ^ "TREASURE - MMM (Japanese Ver.) M/V". YouTube (in Japanese). Treasure. March 9, 2021. Archived from the original on April 24, 2023. Retrieved July 23, 2024.
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