MAMAMOO "Mumumumuch" Review: Why This Track Hits Different

MAMAMOO shifted gears with "mumumumuch," stepping away from their signature empowerment anthems into brighter musical territory. Unlike previous title tracks like 2019's "Hip" and 2020's "AYA" which focused on self-empowerment, "mumumumuch" embraces a groovy, energetic disco-pop vibe with a lighter message. Released on September 15, 2021, as part of their compilation album "I Say MAMAMOO : The Best," this track was first revealed during their 2021 ONLINE CONCERT 'WAW'.

The song title "mumumumuch" (Korean: 하늘 땅 바다만큼) literally translates to "As Much as the Sky, Land and Sea," reflecting its lyrical theme of boundless affection. Notably, this track was specifically included as a special gift within the album to express MAMAMOO's love for their devoted fans. With an overall rating of 7/10 from critics who described it as "light and pleasant", "mumumumuch" represents a refreshing addition to the group's diverse discography. However, does this departure from their usual sound strengthen or dilute what makes MAMAMOO unique? This review dives into why this track hits different.

The Comeback Context: Where 'MUMUMUMUCH' Fits in MAMAMOO's Journey

"Mumumumuch" arrived at a pivotal moment in MAMAMOO's career trajectory. Released after seven years together, the track represented both a celebration of their journey and a potential turning point for the quartet.

Release Timeline and Album Placement

"Mumumumuch" debuted on September 15, 2021, as the title track of MAMAMOO's first-ever compilation album "I Say MAMAMOO : The Best". This release followed their eleventh EP "WAW" from June 2021. The compilation album contained 23 tracks spanning 1 hour and 29 minutes, featuring reimagined versions of their previous hits alongside two fresh songs - "mumumumuch" and "Happier than Ever". Both new tracks were first revealed to fans during their 2021 ONLINE CONCERT 'WAW' prior to the official album release.

Contract Renewal and Group Status

The album emerged amid significant contract discussions within the group. By January 2021, Solar and Moonbyul had already renewed their contracts with RBW Entertainment, while Hwasa and Wheein remained in negotiations. Though Hwasa eventually renewed, Wheein opted not to extend her exclusive contract. Instead, she signed an extended agreement to participate in select MAMAMOO activities, including albums and concerts, until December 2023. Despite these changes, all members expressed "unchanging affection for MAMAMOO".

Connection to 'I Say MAMAMOO : The Best'

Essentially, "I Say MAMAMOO : The Best" commemorated their seven-year journey as artists. Beyond simply compiling previous hits, the album breathed new life into fan favorites through various remixes and reworked versions. Furthermore, "mumumumuch" was deliberately included as "a special gift in the album to express MAMAMOO's love for their fans". While compilation albums remain uncommon in K-pop, typically marking special occasions, this release received minimal promotion as it was considered "a gift to fans rather than an official comeback".

Musical Style and Sound: A Light Funky Pop Vibe

With "MUMUMUMUCH," MAMAMOO embraces a light-hearted sonic direction that marks a stylistic shift for the group. The track balances pop sensibilities with retro influences, creating a summery atmosphere that contrasts with their historically powerful performances.

Genre and Instrumentation

"MUMUMUMUCH" delivers a dance pop experience defined by its rhythmic bass line and cheerful sound. The track adopts a trendy disco style with a distinctly bubbly energy throughout the composition. Although pleasant and catchy, some critics note the instrumental remains surprisingly light and lacks the memorable punch of earlier MAMAMOO releases. Nevertheless, the song's upbeat arrangement provides a refreshing canvas for the group's vocal talents.

Retro Elements and Percussion

The production integrates retro funky pop elements that give the song vitality and character. Percussion plays a significant role in maintaining listener interest, with varied rhythmic patterns adding texture to the arrangement. Yet, the disco-tinged foundation ultimately feels familiar within contemporary K-pop trends. The track's light treatment occasionally undermines moments that could have showcased more dynamic elements, particularly regarding Moonbyul's rap segments.

Comparison to Previous MAMAMOO Tracks

Compared to "AYA's" experimental anti-drop structure and sultry pacing, "MUMUMUMUCH" represents the group's most bubblegum pop approach to date. For longtime fans, the song evokes earlier MAMAMOO releases through its funky and R&B-influenced sensibilities. Conspicuously absent is the group's signature focus on complex vocal arrangements, as the track forgoes a substantial hook. Consequently, when positioned alongside their established hits, both "MUMUMUMUCH" and "Happier Than Ever" somewhat struggle to stand out within MAMAMOO's distinguished catalog.

Vocal Delivery and Lyrical Themes

The vocal approach in "MUMUMUMUCH" veers from MAMAMOO's established powerful delivery toward a lighter aesthetic that complements the song's bubbly production.

Breathy Vocals and Harmonies

Throughout the track, the quartet employs notably "breathy and breezy" vocal techniques. Some critics found this choice peculiar, suggesting the members occasionally sound "half-asleep" or "disinterested". Nonetheless, Solar delivers an "amazing high note towards the end" that stands out as one of the track's defining moments. Additionally, Wheein's playful "Beast" line adds an unexpected yet "cute" element to the arrangement.

Lyric Meaning: Love as Vast as Sky, Land, and Sea

The Korean title "하늘 땅 바다만큼" literally translates to "As Much as the Sky, Land and Sea," reflecting boundless affection. Created as a "special gift to express MAMAMOO's love for their fans," the track incorporates clever wordplay on their fandom name "Moomoo". The lyrics embrace fairy-tale imagery, painting love as an expansive, limitless emotion.

Notable Lines and Moments from the Song

Fairy tale references permeate the lyrics with lines like "Mirror mirror, who's the fairest of them all?" and "We're beauty and the beast". Moreover, a charming addition comes from Cosmic Girl's nephew who voiced the line "하늘 땅 바다만큼 사랑해" before the final chorus.

Lack of a Strong Hook: A Missed Opportunity?

Several critics noted the song "lacked a substantial hook". Anything that might have served as a memorable center "was whisked away by the lightness of the song". This absence is especially striking considering MAMAMOO's renowned focus on "incredible vocal arrangements" in previous releases.

Visuals and Performance: MUMUMUMUCH MV and Stage Presence

The visual presentation of "MUMUMUMUCH" serves as a vibrant complement to the song's playful energy, though not without its technical flaws.

MV Aesthetic and Concept

Shot in a lavish hotel suite, the music video captures MAMAMOO spending quality time together, enjoying drinks and cakes. Additional scenes feature the quartet performing at a scenic resort overlooking purple hills. The overall approach remains deliberately simple yet colorful—a "stripped back" concept that creates "a vibe". Many viewers commented that the video resembled a pleasant road trip where "their company decided to film a music video then and there".

Use of Filters and Visual Tone

Technically, the MV suffers from noticeable post-production issues. A subtle "light hazy filter" applied throughout has been criticized for "dulling the video a tad too much". Furthermore, the pool scenes feature particularly problematic masking effects, with "weird pink filters" applied over trees sometimes visible on members' hair. According to fans, this poor editing made the video "suddenly feel so cheap" amidst otherwise high-quality production.

Live Performance and Choreography

The choreography perfectly matches the song's "refreshing and upbeat tone". First showcased during their 2021 ONLINE CONCERT 'WAW', the routine features "cute" moves reminiscent of "their older choreos". MAMAMOO subsequently performed it live at KPOP flex on May 14th, 2022.

Fan Reactions to the MV

Moomoos generally embraced the visual concept, describing it as "adorable and happy". Many appreciated how the "smiles and laughter in the MV instantly lifted spirits". Simultaneously, fans expressed disappointment regarding the editing quality, suggesting "RBW shouldn't have accepted this shoddy editing job".