Why MAMAMOO's HIP Became K-pop's Biggest Statement of 2019

"Hip mamamoo" became a powerful statement in the K-pop industry when it was released on November 14, 2019, as the lead single from the group's third studio album, "Reality in Black." Not only did the song peak within the top ten in South Korea, but it also became MAMAMOO's first number-one hit on the Billboard World Digital Song Sales chart.

Additionally, the song achieved remarkable milestones for the group. In November 2020, "Hip" was certified platinum by the Korea Music & Content Association for surpassing 100 million streams, making it their second song to reach this feat. Furthermore, the music video went viral and became their first to exceed 200 million views in December 2020. As of August 2024, the video has amassed over 422 million views and 5.3 million likes, making it MAMAMOO's most-viewed video to date.

What truly sets "Hip" apart, however, is its powerful message. The song stands as a bold anthem about confidence and female empowerment, celebrating strong, independent women who refuse to be concerned with others' opinions. Through their "Reality in Black" album concept, which explores a MAMAMOO multiverse, the group made daring artistic choices that resonated with audiences worldwide.

The story behind MAMAMOO's HIP

MAMAMOO's journey to "HIP" began with their participation in the competitive reality show Queendom, which started in August 2019. After releasing covers and their original song "Destiny" throughout the competition, the quartet was crowned winners on October 31. Just one day later, they announced their upcoming album through social media, quickly capitalizing on their newfound momentum.

From Queendom to comeback: setting the stage

Following their victory, the group revealed "reality in BLACK" as their second Korean studio album (third overall) on November 1. Released on November 14, 2019, the album featured 11 new tracks including "Destiny" from Queendom. MAMAMOO made their official comeback on Music Bank on November 15, where they performed both "Ten Nights" and "HIP".

Why 'HIP' marked a shift in their image

"HIP" represented a significant departure from MAMAMOO's previous style. For the first time, the group explicitly prioritized complex choreography, exchanging their trademark handheld microphones for headsets during performances. Group leader Solar noted during an album showcase that the choreography for "HIP" was their most intricate yet, a direct response to past criticism about their dance routines. Co-written by member Hwasa, the song cleverly references real-life criticisms aimed at the group.

The role of 'Reality in Black' album

The album's title carried deeper meaning, with "BLACK" serving as an acronym for "Bless Life and Carry Knowledge". Its central concept revolved around the "MMM Multiverse," exploring alternate realities where members pursued different careers if they hadn't become MAMAMOO. This conceptual framework allowed the group to challenge expectations, portraying members in roles ranging from environmental activists to presidents.

Breaking down the sound and lyrics

Musically, "HIP" stands as an uptempo dance-pop track infused with charismatic brass and string sounds. The song blends jazz and hip hop influences, creating a rhythmic foundation that perfectly complements its bold message.

Dance-pop with a message

Co-written by Hwasa, "HIP" delivers its empowering message through a fierce anthem that combines powerful vocals with a catchy beat. The brassy instrumental creates an ear-catching backdrop for MAMAMOO's confident declarations, with notable elements including guitar riffs that enhance the song's swagger.

Themes of confidence and self-worth

At its core, "HIP" celebrates self-confidence and individuality, encouraging listeners to embrace their unique style regardless of trends or criticism. As Hwasa explained, "A life that doesn't care about what other people think—that's real hipness. It derives from loving oneself". The song directly addresses restrictive beauty standards and redefines what it means to be "cool".

Notable lines from HIP MAMAMOO lyrics

Several lines perfectly capture the song's essence:

"내가 하면 hip" ("When I do it, it's hip")
"세상에 넌 하나뿐인 걸" ("There's only one you in this world")
"덕분에 나의 멘탈은 단단해" ("Thanks to you, my mentality is strong")

How the English translation adds context

In translation, the lyrics reveal direct challenges to critics. Lines like "I don't care much, just action" demonstrate their indifference toward judgment, essentially making "HIP" what one reviewer called "a gal's anthem" comparable to empowering Western songs.

Visuals, choreography, and performance

The "HIP" music video stands as a visual spectacle that perfectly complements the song's message of self-confidence and individuality. Beyond the music, the visual elements added several layers of meaning to MAMAMOO's bold statement.

HIP MAMAMOO dance practice and complexity

For the first time, MAMAMOO prioritized complex choreography, making "HIP" their most challenging dance routine to date. The dance sequence during the 'Closer Closer Closer' chorus hook looks particularly impressive, while multiple dance breaks add an extra level of appeal to the performance. Notably, the choreography blends relatively simple central moves with repetitive patterns, making it somewhat approachable for beginners despite its quick transitions and precise body isolations.

Fashion as a statement

Throughout the video, the members' outfits project fierceness with a mix of animal prints, graffiti designs, and deconstructed fashion. One particularly significant scene shows Hwasa at a press conference with a news ticker reading 'President Hwasa dressed ridiculous at the airport,' directly referencing real-life criticism she received for her comfortable airport attire earlier that year.

The multiverse concept in the music video

The "reality in BLACK" concept explores what MAMAMOO members would be in parallel universes if they hadn't become idols. Within the video, these alternate versions interact—Hwasa and Moonbyul pause to take a picture at Wheein's rally, while Solar runs from palace guards.

How each member portrayed alternate realities

Each member embodied multiple personas: Solar as a rockstar, boxer, and princess; Moonbyul as a director, choreographer, and CEO; Wheein as an environmentalist, painter, and indie artist; and Hwasa as a mother, president, and musical actor. Importantly, many of these roles challenge gender stereotypes by showing women in positions traditionally filled by men.

Chart success and cultural impact

Beyond its artistic merits, "HIP" achieved unprecedented commercial success for MAMAMOO, cementing their status in the global K-pop landscape.

Topping Billboard and Gaon charts

Upon release, "HIP" debuted at number 20 on the Gaon Digital Chart, eventually peaking at number four in its third week. Internationally, the song made history by becoming MAMAMOO's first number-one hit on Billboard's World Digital Song Sales chart, selling approximately 2,000 downloads in the United States. Consequently, MAMAMOO joined an elite group as the 10th K-pop act—and just the fourth female Korean group—to top both World Albums and World Digital Songs charts.

Awards and accolades

The song's impact translated into significant recognition at major award shows:

Won Best Vocal Performance – Group at the 2020 MAMA Awards
Secured Best Digital Song (Bonsang) at the 2021 Golden Disc Awards
Received Bonsang Award at Seoul Music Awards

In fact, "HIP" was certified platinum by the Korea Music & Content Association for surpassing 100 million streams.

Why HIP resonated with global fans

"HIP" struck a chord with international audiences primarily through its message of self-acceptance. As Hwasa explained, "Real hipness comes from loving yourself".

The song's legacy in MAMAMOO's career

Remarkably, "HIP" remained the 162nd most-streamed K-pop song globally in 2022, three years after its release. Throughout MAMAMOO's discography, it stands as a defining moment, making them the only female act not from Korea's "big three" entertainment companies to achieve such chart dominance.