DIA "Mr. Potter" Review and Analysis

DIA or Do It Amazing is back with the song Mr. Potter from their second mini album Spell.

DIA debuted on September 14, 2015 under MBK Entertainment. Their debut song "Somehow" and their second song "My Friend's Boyfriend" gave the group a distinct style that combined a hip hop foundation in their backing track with the girls' cheery and upbeat vocals.

After DIA promoted their debut album, member Jung Chaeyeon joined the show Produce 101, captured the hearts of viewers, rose in popularity, and became a part of IOI or Ideal of Idol. During IOI promotions, Chaeyeon resumed promoting with DIA for their Happy Ending mini-album. MBK Entertainment capitalized on Chaeyeon's rising popularity and switched up their cute-girl hip-hop concept and tried to be more public-friendly the innocent-yet-strong girl group concept for "On the Road."

Unfortunately, this concept switch resulted in controversy because DIA's music video and song production was too similar to G-Friend's original style. The music video setting, outfits, and song for DIA's "On the Road" resembled G-Friend's "Me Gustas Tu" and "Rough," and were enough to have the public see DIA as copycat idols.

DIA's new song, "Mr. Potter", mashes in various music trends from various successful groups in an attempt at finding a new style. It starts off with an eerie sounding beat that reminds viewers of the classic Harry Potter opening song. The shift from an eerie jingle into a more upbeat song is reminiscent of Red Velvet's "Ice Cream Cake." Unlike "Ice Cream Cake," "Mr. Potter" never reintroduces the eerie beat into the background. Instead, it adds in layers and layers of different beats, and becomes somewhat difficult to follow. That busy aspect is comparable to the busy-yet-somewhat-easy-to-follow back track in AOA's "Heart Attack."

"Ice Cream Cake" and "Heart Attack" are very popular songs that achieved music show wins, so it is understandable that MBK Entertainment and DIA would try to incorporate aspects of those songs into this song, but both Red Velvet and AOA had enough fandom power to support their experimental tracks. DIA's new song is almost too experimental, without enough public-friendliness or fandom power to obtain a music show win.

The "Mr. Potter" music video and choreography also lends itself to some scrutiny. The scenes shot in the bright hot pink and cerulean blue ticket booth give off a similar feel to EXID's "L.I.E" and the train scenes with the rabbit gentleman mirror the train scenes with the lion gentleman in SNSD's "Lion Heart." The choreography in the chorus also copies the same chorus choreography from Girl's Day's "Expectation." Unfortunately, in trying to follow trends through imitation, DIA's music video and choreography seems more like a mash-up of popular music video stereotypes and less like an original and innovative product.

On the road to winning a first place prize on a music show, changes in concept may happen in an attempt to find out what works with what groups. However, MBK Entertainment's attempt to switch to a new concept resulted in a loss of original fans and created a sense of doubt in the public, who will refer to DIA as the group that copies others' style. DIA's return with their mini-album Spell should have been the comeback to solidify DIA's new concept, but instead it leaves the public confused and the fans wanting a return to originality.