Even with high profile endorsements from the likes of Jay Park, Tiny-G’s 2012 earnings can’t have come to much – especially given their competition. So it makes sense that everyone’s favourite ‘tiny giants’ came back tinier than ever with their latest release “Minimanimo.” Gone are the happy-go-lucky rebels of 2012 because for a girl group on a budget, aegyo is the way to go.

[youtube http://www.youtube.com/watch?v=r-MXLmNnarQ&w=560&h=315]

The idea is simple: a doll-housebound Tiny-G become aware of each others’ presence and set out to explore the big, wide world. Bright blocks of colour keep the viewer’s attention and sparsely furnished sets give an illusion of size, thus minimising the already scant CG requirements. The song is light-hearted and features an unnecessary rap break, which serves only to confuse the listener. The chorus feels disjointed and the transitions between verses leave much to be desired. In other words, your usual rookie fare. The foursome’s dancing has always been one of their stronger features and “Minimanimo” is no exception, although the choreography doesn’t hold a candle to that of their debut. The cutesy concept and persistent hook are a far cry from the hip-hop group Tiny-G’s agency (supposedly) set out to create.

But why the departure? Tiny-G had a good thing going, only to abandon it in favour of a concept done to death by countless competitors. As always, money emerges as the most likely culprit. Even the most fleeting overview of K-pop’s recent history will reveal that since the debut of groups like SNSD and Big Bang the average MV budget (inclusive of sets, styling and audio visual equipment) has gone through the roof. With more money coming in for established groups and their agencies than ever before, nugus are fighting an uphill battle on every front. Tiny-G just happen to be the latest in a long line of groups forced to carry out predictable but financially viable concepts (looking at you D-Unit and Spica).

But if K-pop does one thing well it is making material work on a budget. While “Minimanimo” is nothing to write home about, it’s not terrible; it’s just another video that follows an established formula. One that happens to have been worn into the ground.

Seasoned K-pop fans might want to give Tiny-G’s latest release a miss but if you’re new to the genre and looking to define the generic K-pop MV then “Minimanimo” is your best bet. I’m giving it a 1.5/5.

What did you think of Tiny-G’s “Minimanimo?” Leave your thoughts below!

(GNG Production)