K-Pop Double Take: Relive The Moment Purfles Proved Themselves On Their 2014 Debut '1,2,3' [VIDEO]

K-Pop Double Take is a weekly review column highlighting recent releases that have yet to receive the attention we feel they deserve.

Wherever in the world you are, it's never easy for new groups to compete with well-established acts for a piece of the pie.

When the three-member K-pop girl group Purfles debuted back in October with their first single "1,2,3" they had so much confidence right out of the gate, you'd think they'd been making hits for years.  

Purfles, in case you were wondering, is defined as an ornamental border in English, while the Korean spelling translates to fur and pearls. With incredible vocals, an infectious melody, and a multilayered rhythm, "1,2,3" is far more fur and pearls than merely ornamental, that's for sure.

The song packs as much punch as any of the singles released in the last 12 months.

"1,2,3" opens with an a capella performance of the song's chorus remiscent of the first few bars of Queen's "Bohemian Rhapsody."

Purfles member Geon Hee doesn't even attempt the high register cutesy routine so many K-pop girl groups employ. Instead, she belts out refreshingly strong and confident sounding lead vocals while her bandmates Eun Yong and Woo Young offer top-notch support with their harmonies.

In their video and promo photos, Purfles don't play the typical girl group role either.  As the video for "1,2,3" begins, Geon Hee is seen taping her fists up and throwing hefty punches into a punching bag. Let's see Crayon Pop do that!

After the intro of the chorus, the beat drops, along with a melody carried by a sawtooth waveform that dips from low to mid-frequency (a sound quite familiar to fans of EDM). Meanwhile, Geon Hee sings her first verse with a bouncy hip-hop flow.

The lyrics of "1,2,3" describe a girl hanging on to the memory of an old love affair despite wanting to stop living in the past, get some self respect and move on.  

Visually, Purfles's wardrobe is refreshingly simple--all black, with some tasteful gold fringes and sequins here and there ("purfles" you might call them), exudes credibility and lets the world know this group is here to make good music, end of story.

The fact that they also happen to be insanely attractive is pure coincidence.

At around 40 seconds into the song, there is pitch modulated 808 snare which provides a segue into a more emotional, reflective sounding bridge.

Here, Eun Young tells this heartbroken girl "nothing's gonna change if you act like this."

"Why are you laughing, yet you cry alone stuck in memories?" the lyrics continue.

This segment has a hypnotic quality to it. And when Eun Young hits the fabulous high note leading into the chorus, it's as if she's breaking through a dark cloud like a ray of sunshine. The chorus kicks in with real emotional impact as the song's simple message is repeated, "forget about it!"

You'll also notice low bass tones dropping in underneath the chorus. These tones aren't just a simple bassline, they harmonize with the vocals, enhancing the power of the melody.

You've really got to admire producers who can blend the music with the vocals in this way.

Because of the wonderful dynamics and layered production, "1,2,3" is a song I love to play loud, as I've done several times already during my DJ sets. Each time I do, I hear some new element that I hadn't noticed before.

For instance, it took a few listens for me to notice the bright guitar notes accenting the rhythm, similar to the way guitar is used in reggae music. These guitar notes are subtle and only seem to show up on one side of the stereo mix, but once you notice them you can't ignore them. Another subtle thing that jumped out at me was a faint clapping sound during the main verses that strangely reminds me of flamenco music.

Subtle little production techniques are what make a song like "1,2,3" stand out from the rest. I'm really excited to hear what Purfles will release next.

K-pop groups of the world take notice, Purfles are gunning for your spot on the top 10!

Watch the video for Purfles's 2014 debut single "1,2,3" RIGHT HERE

Carl Hamm is a DJ, radio host, film maker and self-described culture pusher. "Pop Yeh Yeh," Hamm's critically-heralded compilation of 1960s psychedelic rock from Singapore and Malaysia, was released in 2014. Hamm is currently working on a documentary film about '60s music in Singapore and Malaysia.

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