To those wondering why fans “left, ignored, and hated” Hello back in 2013;
NU’EST debuted with a song about fighting back bullying, about gaining confidence to stand up to bullies. This was a new scene for kpop as a boygroup singing and showing actual bullying. Face was an instant hit; NUEST was more popular than exo, btob, and bap (imagine that). Then Action came not long after debut. Another societal issue song. Not so much a hit, but kept with a theme of standing up to whoever is putting you down. This seemed to keep previous fans still on boat the nu’est waves. Then nu’est came to around october of the same debut year with a fan video of Sandy and Not Over You; both songs of the same album of Action. Cute- and completely different than its title track counterpart- you could see how people didnt like their shocking new image. Two title tracks of fighting back, with cute surprise videos? Not much hype went on unless you were an international fan who genuinely loved the way they portrayed the song with the surprise videos. I mean, one video was about them hanging out and buying their fans things the entire day! What was so bad about it?
Then…the wait for Hello. No one knew this song was going to be a hit for genuine fans, and I mean genuine because…well…you’ll later read on.
Teasers, photos, etc etc was hyping up tumblr LOVEs. This song was going to give nu’est a new breakthrough. This was going to give them more popularity than the last. Same year debut groups were doing cute videos while older groups were doing more hip hop and serious love damaging songs and videos.. Nu’est wasnt hopping on trend and instead, was coming out with a ballad still true to their actual name “NU Establish Style Tempo” (emphasis on NU and STYLE). nuest, no matter what song, has always had a similar beat to every song before Hello, and to this day, continue the same beats that make a nuest song be…well…nuest. An almost soft dubstep beat. Go ahead, listen to all of their songs and pay attention to the beat. Hello was a ballad, but carried such a beat along with it that made it different than other ballads. At least to me that is. But even though the song was a nuest song, with its beat screaming NUEST, fans in Korea and even international fans, didnt like it.
Hello became the downfall. Fans around the world (a lot, but not enough to tear nuest and us down!) began to complain. Hello wasnt a song about fighting societal issues. It was deemed to be like any other love song. Boring. Same as everyone. Not NUEST. But, that was the thing about being a nuest fan. What even IS nuest? Does their acronym not mean new style of music? From what I remember….
From my point of view, NUEST WAS NEVER MEANT TO STAY THE SAME. Changing, always changing. That is nuest. And because of such a drastic change from anti-bullying and taking actions towards those against you to losing a woman they loved, this brought harsh declines in sales. Hello was the first to bring hardly any album sales out of the two already out. This was the turning point. Fans left, ignored, and hated Hello. People who were not fans but followed nuest, left to see them fall to the ground.
Again, this was not a nu’est song. From what I remember back in 2013, people justified this song as the complete opposite of what nuest IS and should be. Blaming pledis and the boys for doing a song not usual to their two other albums. My argument since 2013? NUEST was never meant to be the same all of the time. We should have expected them to change, just like how every other group on this earth changes styles. Why was nuest the only exception to not being able to change? Well, to “fans” in that era, it was reasonable. And since then, nuest has still been changing with every song they come out with, doing everything they can to please us who are already supporting them, while trying to reach out to their homeland and gain fans there as well. nu’est never stopped for anyone. They kept going and going and fighting on despite the decline in every song they came out with. Of course Overcome was the turning point to show a better and improved ‘nuest’ to the public, but it was still never the same like before Hello.
I rambled on so much I dont know how to end this. but here you go. What I believe and remember from what happened during the time that Hello was a forgotten soul of a song. And why its so important to listen to the remix that came out today, because of its history and deep depth of hurt that it caused our boys. This song has resurrected and it has slayed.
Hey bud, Nu’est is sort of an acronym for NewEstablish Style Tempo, but New is stylized as Nu (because Pledis is edgy like that). Technically the group name is in all caps like NU’EST, but I tend to get lazy so I use lowercase letters.
As for the meaning, their name conveys their goal/desire to create and explore a new style and “tempo” of music. Part of it was also meant to showcase the fact that their music focused on being innovative. Their debut sound leaned electro and used a lot of dubstep, which was a genre that some Kpop artists used elements of (ex. Hyuna’s Bubble Pop, TVXQ’s Catch me) but no one had based their entire sound/discography around it.
Nu’est was one of the first to have heavy dubstep breaks in their songs (Face, Action) and throughout their album (NU, Establish, Style, Tempo). Unfortunately, Pledis changed their concepts too quickly for them to fully cement their place in the niche and continue exploring dubstep/electronic elements.
If you watch their content you’ll also see Aron introducing the group as an “urban electro band” which plays on their early musical styling (and which i find so nostalgic nowadays. I miss Aron).
Nowadays, their sound is back to electronic and has been consistent in their past two releases. I love that they’re taking a lot from contemporary music styles like future bass and trap and incorporating it with pop, R&B and orchestra elements. Their latest album, Canvas, is just so intricately constructed, from the instrumentals (the instrumental for Love Paint is honestly one of my favorites) to the lyrics to the entire concept of each song representing a time of day. It’s so sweeping and well put together and the fact that the members wrote lyrics and participated in production really shines through.
Anyway, I went overboard, I’m sorry. You asked a simple question and here I wrote you a small essay. :’)