Cravity have long been haunted by the middle-child curse, sandwiched between more conceptually defined and successful Starship Entertainment labelmates Monsta X and Ive. They have all the necessary ingredients for success, but over and over, timing, attention, and that little bit of luck needed for an entertainment industry breakthrough have passed them by.
The good news is that, recently, Starship seems to have devoted a bit more of their considerable resources to Cravity. A winning stint on Mnet’s Road to Kingdom: Ace of Aces, a feature in a fascinating Apple TV documentary (if you watch, clock the extremely bizarre energy from Cravity’s managers), and increased TV activities (particularly from Hyeongjun) have slowly but surely pushed their presence forward.
The culmination of these efforts thus far is the rollout of Cravity’s second full-length album Dare to Crave, which included a logo and leadership change. A series of somewhat odd but inventive egg-themed concept photos grabbed the internet’s attention, and fortunately, that creative energy is alive and well in title track “Set Net Go” (stylized “Set Net G0?!”). Though not a direct continuation of the hatching visual, “Set Net Go” does indeed have the potential to be Cravity’s triumphant rebirth.
“Set Net Go” finds Cravity in a sun-kissed dystopia. Narratively, the MV is a pastel-tinted cross between Lord of the Flies and Groundhog Day. The group are on their own in an abandoned industrial area surrounded by flourishing flora. There is freedom in their isolation, as shown in numerous scenes of them running, dancing, and playing with abandon. There’s also something off, namely that they are stuck in loops: a time loop that sees them repeating the same actions again and again, and a physical loop that keeps them trapped in certain spaces.
The contrast between liberty and captivity is the MVs central dynamic, and it does a fantastic job translating this into the visual medium. Wide shots emphasize the expansiveness of the group’s verdant playground one minute, then claustrophobic interior scenes see them squeezing through narrow hallways the next. Some frames are bathed in blinding sunlight and warmth, others in inky darkness, and shadows and streaks of light complicate the mood of many an otherwise mundane shot. Sometimes, the same device conveys both feelings: camcorder images are both sweetly nostalgic and vaguely voyeuristic.
By employing visual cues so consistently and effectively, “Set Net Go” becomes a story-driven MV that isn’t weighed down by lore or the need for audiences to play detective. Quite literally, the vibes tell you everything you need to know.
“Set Net Go” also doesn’t entirely eschew a performance component. Brief snippets of choreography are woven in to great effect, particularly a dramatically lit shot of first one dancer in the dark and then two in the sunlight (again: contrast!) during the first pre-chorus. Thanks to the choreography’s fantastic musicality (on full display in music show stages), the dance scenes are one way the MV works perfectly in tandem with the song itself.
Sonically, “Set Net Go” has a full versus empty production approach that mirrors the MVs free and confined visuals. The track’s verses are made up of nothing but percussion, a barely present guitar strum, and staccato vocals or rap. This bursts into an absolute killer pre-chorus where lush melodies and electronic instrumentation create a crescendo of energy. The chorus itself melds both approaches, featuring a grinding guitar and fuller production but keeping the rhythmic patterns seen in the verses.
First and foremost, these thoughtful combinations and contrasts make for a great song (the only asterisks are a slightly out-of-place rap section and a sadly non-existent bridge). That it happens to create a parallel between “Set Net Go” as a track and as a MV is just the cherry on top.
Lyrically, “Set Net Go” is also in tune with its visuals. Cravity are not literally singing about being stuck in loops (probably for the best), but the song’s descriptions of the heady mix of fear and excitement that accompanies a new adventure suit the MVs enigmatic emotional tone:
Risky move, like I’m walking on a tightrope
Wandering endlessly, my distant youth
In my spinning head again, what I want
Go with your gut, play it like a guitar
Break free like you imagined, throw it all away
An unfamiliar feeling I lose all control
My heart sways as it rises and falls
A new adventure is exactly what Cravity are trying to start with “Set Net Go,” and what a way to kick it off. Whether it’s being light-hearted, menacing, or both, this MV is a constant pleasure to look at (including the simple but flattering styling; very Y2K skater boy through a 2020s lens) and a strong example of visual storytelling done right. Inventive, cohesive, and packed with thoughtful details, “Set Net Go” isn’t just a good Cravity MV, it’s likely their best. Taking it one step further, in a K-pop landscape increasingly bare of bold MVs, “Set Net Go” isn’t just Cravity’s best: it’s one of the best MVs of the year so far.
(Twitter/X[1][2]. YouTube[1][2]. Lyrics via YouTube. Images via Starship Entertainment.)
English (US) · 