90's hip hop and rap, 00s Crunk, 90s r&b, Jazz, Classical and salsa piano flourishes sprinkled throughout. I love it. Only SHINee can take 7 or 8 different genres and mash them up in a song as brilliant as this.
Everything about this is seriously HARD-the beat, the vocals, the lyrics, the choreo, the fashion, the visuals, and the beats of Shawol’s hearts!!!!! The Princes are BACK for GOOD! I’m so proud of them. Honestly, Kibum, Minho, & Taemin did Jinki & Jjong proud for the SWCVI concerts…they *killed* it. I pray Jinki knows how much he is loved and that he gets well soon. ♥️
Definitely not my style but shinee gets me to like random ass shit all the time so 😂😂😂 im hooked. Need a shirt at work that says "if you dont wanna talk about shinee dont talk to me today "
It's a completely new SHINee, but somehow it's the old Key from a lot of years ago (from 3:03 on). Idk how to describe it ^^' I couldn't comprehend what's going on, but I love every single second of the MV. The song will grow on me.
Piano - Taemin The blue paint-ONEW VOICE leads us to MINHO and his super energy, the sharpness of KEY is the signature of the whole with a characteristic beat, it's like the presence of jjong. I see it so casually.
exactly that part when you said old school rap, that is the same vibe I got when I heard it for the first time, automatically I got the Seo Taiji and boys vibe, like being transfer back in 90's kpop, then transfer back to the current vibe, plus with SHINee uniqueness and versatility makes this song superb and perfect in so many way~urghhhhh I love it soooo much~ they always deliver more than what we expect~ hip hop SHINee? here is it guys~ ^^
I think the storyline in SHINee's "Hard" MV can be interpreted in two ways. First of all, notice how in the beginning when the scene becomes animated, it shows Taemin being pulled into the piano. Therefore, all the references in the MV have to do with a piano. For example, if you look at the set with the brown walls, you will notice that it looks like the inside of a piano with the wooden hammers that create the sound when the keys are played on the walls behind them. And the lighted white screen is divided like the white keys of the piano with the people's silhouettes representing the black keys. Some have pointed out how this could represent how music is what controls their lives and its what has trapped them in this world as artists. Which could be similar to the themes within Taemin's Never Gonna Dance Again album trilogy -- "2 Kids", "Criminal" and "Idea" -- and his epilogue "Advice." However, I'm also pretty sure that the whole "Hard" MV storyline is connected to SM's SM Culture Universe. The more I watch it, the more I see that seems to indicate that it's all connected. I haven't had a whole lot of time to really analyze everything, but what I see right off the bat is, that when we first see Taemin, when he appears in the black sleeveless suit, he looks just like he did in his SuperM debut teasers. I also think that it even could be connected to Taemin's "Advice" storyline. We see him with his hands painted blue in "Hard," similar to his black ink stained hands and body in "Advice," and in both scenes we see him standing in front of/playing a piano. Some have pointed out that the scene with the silhouettes behind the screen reminds them of the scene in Taemin's "Criminal" MV, with the people behind a screen pushing their hands into it. However, in "Hard" Taemin is standing in front of the screen, rather than walking through the middle with the two sides reaching for him like in "Criminal". Although, I also think that scene could be connected to EXO's storyline, because we see in EXO's "Tempo" MV a scene where there are silhouettes behind a lighted white wall that looks very similar to this. In EXO's storyline, the people behind the wall are thought to be EXO's alter ego clones who were created by the Red Force or they could be the EXO members who are trapped behind the wall. We also see EXO fighting with their silhouette shadows in their live concert performance of their song "Wolf," which is also thought to be EXO battling X-EXO as they search for the Tree of Life. Ever since SHINee came out with "Don't Call Me," I think that storyline was supposed to be SM bringing SHINee into the SM Culture Universe. In their "Don't Call Me" MV it looks as though the SHINee members go through some sort of wormhole as they are teleported somewhere and we see them all posing in their black outfits like they are getting ready for battle. This looks very similar to the scene in SuperM's debut "Jopping" MV when the SuperM members are coming together at the beginning of "Jopping." Therefore, because Taemin is a member of SuperM, I think SHINee is supposed to be getting ready to join SuperM in the fight against the Red Force. In "Hard" we also see Taemin standing on a grate as he crouches down and looks through it at the "people" in white trapped below, similar to his scene in SuperM's "Jopping" MV. I also see the scene with Key standing with all the dancers in white sitting around him as an important part of the story as well, however I'm not sure what it all means yet. We see Key remove the mask of one of the guys and we discover the guy has a glowing blue earpiece, which seems to be suggesting that they are being controlled by outside forces. However, because they are all just sitting there without moving, it seems to indicate that they are currently "shut-down". Either these people are androids or robots, like in EXO's "Lucky One" MV, or they are people who are under mind control. Although, I don't think they are being controlled by the Red Force necessarily because we don't see any trace of red anywhere in that scene. Instead, the color we see is blue, which usually within EXO's storyline means that it represents something to do with EXO, who are the good guys. Plus, blue with SHINee MVs usually represents SHINee and their connection as a group. Minho standing on the edge of that rock formation looks similar to the scene with Girls Generation's Taeyeon standing on the rock in the middle of the ocean in Key's solo "Hate That ..." MV, and it also looks a lot like the scene in SHINee's "Don't Call Me" MV, with Key standing on the submerged phone booth. It all has the same feeling. (Notice how they also are all wearing red in all of those scenes. Remember, red usually represents something to do with the Red Force.) In the next animated scene we see what looks like Minho in that red jacket fighting with the same piano key ropes that pulled Taemin into the piano in the beginning. To me it looks like its trying to keep him trapped within the piano and under the control of the music. However, in the next scene we see the piano has been destroyed behind them, which could represent how music no longer controls them, but they now control the music. In the last scene at the end it reminds me of the same menacing red atmosphere as Minho's rap section in "Don't Call Me", where we see him in the all red room with the chairs hovering above him. Therefore, I think the gloved hand is Minho's hand because it looks like the same gloves that Minho is wearing in the scene right before that where they are dressed in black. Although I don't know what that means yet, I am sure it is something to connect the storyline to something within one of SM's MVs in the future or will make more sense when more of the story is revealed as SM releases the next chapter, etc.
As usual, SHINee comes back with the FIRE! They never disappoint. After watching "Hard" several times and hearing the SM logo sound at the end, I'm more convinced than ever that this is tied to the SM Kwangya Universe storyline. First, Taemin: when he appears in the black sleeveless suit and his upswept hair, he looks just like he did in the debut SuperM teasers. Couple all that with the entire "piano" theme as in "Advice" with the painted hands. There's a reference to "Criminal" with the dancers behind a screen pushing their hands into it with Taemin standing in front of it rather than walking through two sides reaching for him. He also appears above grill in front of him just as he did in the MV for "Jopping". Key examining the hooded guys in a circle who have a glowing earring suggesting they are controlled and currently "shut-down". Minho standing on the rock peak looks like the same setting in Key's "Hate That" video with the same atmosphere. The cartoon parts are reminiscent to Onew's & Punch's "Way" MV. Lastly, the teaser at the end has the same menacing red atmosphere as Minho's rap section in "Don't Call Me", and the hand with half-glove looks like the same as Minho''s where he's wearing the same half-gloves at the end of "Hard". So far, that's all I have, but I'll keep looking. Of course, I could be totally wrong. I don't watch other Kpop groups only because I'm so into SHINee and their solo stuff, so I'm probably missing a ton of other stuff if it's there. Maybe other fandoms can help out.
Minho with that suit kinda looks like TOP in his Doom dada MV too 😂 but you're probably right, he's mimicking Key but he just gives such different vibes that I didn't get it at first
You have to see the map Onew was hold on on teaser before, all is belong to the old song SHINee or soloist each member. And this is concep hip hop 90s.
Not me...learning about all genres through SHINee songs. After few listens...I got the hook of this album. Sounds are new and more like 5G Boys. But something about it sounds so SHINee. Their visuals, expressions just killing...Thanks, RJ
First comeback since Taemin is back from the military. Taemin in LA on July 18th 2023 with other artists at KCON. He'll probably perform about a 1/2 hr. So hoping Onew starts to feel better... miss him, but his health has to be #1. Check out the Hard dance practice too, it's pretty cool.
this album is great. the songs kinda blurr together until you truly remember them. which is which. it's like one long flowing album. it really feels like s string meant to be heard on one sitting. and it's such a great time. truly SHINee gives me LIFE 💕 and this song is becoming addictive. KEY's last outfit !!! 🔥
OH. MY. GOD. RIGHT?!?!?!?!! This song is such a mood and I am here for these boys!! The mashup of genres and stylings, expecting a crescendo and it drops instead. SHINee still slays it. Every. Damn. Time. Gee, can you tell I'm excited for this era? Edit: I'm not always the most bright when it comes to symbolism in MVs, but I'm wondering if Taemin's black hands from Advice are tied to his blue hands here. Like, the blackness of facing being away from his profession to the colorful, bright blue of being back? idk.
I think the last korean comeback was Atlantis repackaged album from Don't Call Me. In my opinion, this sounds like an NCT song but I like this song a lot. The styling, visuals, and song change ups were amazing! Minho and Key looked amazing!
Except for the vocal beats, this is an nct song. I don't understand what sm tried to do but this is far from the shinee style we are used to and love. Shinee songs gave us love, excitement and passion. It was very enjoyable to hear especially her excellent vocals, but this song felt like she was singing nct dream unfortunately.
“Key. Your whole look. Your whole life.” I screamed lol
I mean, brother you're so real for saying that!
90s hip hop was indeed the inspiration behind this song & concept!
Ohhhh! Nice, they keep trying concepts and I love that. Even if this song not totally my style 😊 still fireeee
and that’s why I love it
90's hip hop and rap, 00s Crunk, 90s r&b, Jazz, Classical and salsa piano flourishes sprinkled throughout. I love it. Only SHINee can take 7 or 8 different genres and mash them up in a song as brilliant as this.
Everything about this is seriously HARD-the beat, the vocals, the lyrics, the choreo, the fashion, the visuals, and the beats of Shawol’s hearts!!!!! The Princes are BACK for GOOD! I’m so proud of them. Honestly, Kibum, Minho, & Taemin did Jinki & Jjong proud for the SWCVI concerts…they *killed* it. I pray Jinki knows how much he is loved and that he gets well soon. ♥️
They are insane.
This album is a no skip album!! Everything sounds SO GOOD
Definitely not my style but shinee gets me to like random ass shit all the time so 😂😂😂 im hooked. Need a shirt at work that says "if you dont wanna talk about shinee dont talk to me today "
Hard same!!! (No pun intended) Also I want that shirt too hahahahaha
Yes, and I need that shirt too!
It's a completely new SHINee, but somehow it's the old Key from a lot of years ago (from 3:03 on). Idk how to describe it ^^'
I couldn't comprehend what's going on, but I love every single second of the MV. The song will grow on me.
I get u. I love to see key old self again❤
Piano - Taemin
The blue paint-ONEW VOICE leads us to MINHO and his super energy, the sharpness of KEY is the signature of the whole with a characteristic beat, it's like the presence of jjong.
I see it so casually.
exactly that part when you said old school rap, that is the same vibe I got when I heard it for the first time, automatically I got the Seo Taiji and boys vibe, like being transfer back in 90's kpop, then transfer back to the current vibe, plus with SHINee uniqueness and versatility makes this song superb and perfect in so many way~urghhhhh I love it soooo much~ they always deliver more than what we expect~ hip hop SHINee? here is it guys~ ^^
SHINee’s back!! Choreographers for Hard are Kasper and Kany (Beyoncé dancer and choreographer)
Thank you for this SHINee reaction video 💜 HARD album is 🔥 with something for everyone. I love your videos and I love SHINee so much 🩵🩵🩵🩵🩵
i was never a fan of hiphop, but that old school 90s hiphop really brings me back haha
First cb as a shawol wow welcome!! Hope you stick around for many more years 🙏 they just get better and better
I think the storyline in SHINee's "Hard" MV can be interpreted in two ways. First of all, notice how in the beginning when the scene becomes animated, it shows Taemin being pulled into the piano. Therefore, all the references in the MV have to do with a piano. For example, if you look at the set with the brown walls, you will notice that it looks like the inside of a piano with the wooden hammers that create the sound when the keys are played on the walls behind them. And the lighted white screen is divided like the white keys of the piano with the people's silhouettes representing the black keys.
Some have pointed out how this could represent how music is what controls their lives and its what has trapped them in this world as artists. Which could be similar to the themes within Taemin's Never Gonna Dance Again album trilogy -- "2 Kids", "Criminal" and "Idea" -- and his epilogue "Advice."
However, I'm also pretty sure that the whole "Hard" MV storyline is connected to SM's SM Culture Universe. The more I watch it, the more I see that seems to indicate that it's all connected.
I haven't had a whole lot of time to really analyze everything, but what I see right off the bat is, that when we first see Taemin, when he appears in the black sleeveless suit, he looks just like he did in his SuperM debut teasers.
I also think that it even could be connected to Taemin's "Advice" storyline. We see him with his hands painted blue in "Hard," similar to his black ink stained hands and body in "Advice," and in both scenes we see him standing in front of/playing a piano.
Some have pointed out that the scene with the silhouettes behind the screen reminds them of the scene in Taemin's "Criminal" MV, with the people behind a screen pushing their hands into it. However, in "Hard" Taemin is standing in front of the screen, rather than walking through the middle with the two sides reaching for him like in "Criminal". Although, I also think that scene could be connected to EXO's storyline, because we see in EXO's "Tempo" MV a scene where there are silhouettes behind a lighted white wall that looks very similar to this. In EXO's storyline, the people behind the wall are thought to be EXO's alter ego clones who were created by the Red Force or they could be the EXO members who are trapped behind the wall. We also see EXO fighting with their silhouette shadows in their live concert performance of their song "Wolf," which is also thought to be EXO battling X-EXO as they search for the Tree of Life.
Ever since SHINee came out with "Don't Call Me," I think that storyline was supposed to be SM bringing SHINee into the SM Culture Universe. In their "Don't Call Me" MV it looks as though the SHINee members go through some sort of wormhole as they are teleported somewhere and we see them all posing in their black outfits like they are getting ready for battle. This looks very similar to the scene in SuperM's debut "Jopping" MV when the SuperM members are coming together at the beginning of "Jopping." Therefore, because Taemin is a member of SuperM, I think SHINee is supposed to be getting ready to join SuperM in the fight against the Red Force.
In "Hard" we also see Taemin standing on a grate as he crouches down and looks through it at the "people" in white trapped below, similar to his scene in SuperM's "Jopping" MV.
I also see the scene with Key standing with all the dancers in white sitting around him as an important part of the story as well, however I'm not sure what it all means yet. We see Key remove the mask of one of the guys and we discover the guy has a glowing blue earpiece, which seems to be suggesting that they are being controlled by outside forces. However, because they are all just sitting there without moving, it seems to indicate that they are currently "shut-down". Either these people are androids or robots, like in EXO's "Lucky One" MV, or they are people who are under mind control. Although, I don't think they are being controlled by the Red Force necessarily because we don't see any trace of red anywhere in that scene. Instead, the color we see is blue, which usually within EXO's storyline means that it represents something to do with EXO, who are the good guys. Plus, blue with SHINee MVs usually represents SHINee and their connection as a group.
Minho standing on the edge of that rock formation looks similar to the scene with Girls Generation's Taeyeon standing on the rock in the middle of the ocean in Key's solo "Hate That ..." MV, and it also looks a lot like the scene in SHINee's "Don't Call Me" MV, with Key standing on the submerged phone booth. It all has the same feeling. (Notice how they also are all wearing red in all of those scenes. Remember, red usually represents something to do with the Red Force.)
In the next animated scene we see what looks like Minho in that red jacket fighting with the same piano key ropes that pulled Taemin into the piano in the beginning. To me it looks like its trying to keep him trapped within the piano and under the control of the music. However, in the next scene we see the piano has been destroyed behind them, which could represent how music no longer controls them, but they now control the music.
In the last scene at the end it reminds me of the same menacing red atmosphere as Minho's rap section in "Don't Call Me", where we see him in the all red room with the chairs hovering above him. Therefore, I think the gloved hand is Minho's hand because it looks like the same gloves that Minho is wearing in the scene right before that where they are dressed in black. Although I don't know what that means yet, I am sure it is something to connect the storyline to something within one of SM's MVs in the future or will make more sense when more of the story is revealed as SM releases the next chapter, etc.
5HINee is the different level. THE LEGEND
I'm a SHINee fan💎, thanks for your reaction! 💖
love ur reaction
I love shinee hard so much. Shinee hip hope gives me another level of excitement❤❤
that latin rythm at the beginning caught me off guard but loving it so much!! lmao
As usual, SHINee comes back with the FIRE! They never disappoint.
After watching "Hard" several times and hearing the SM logo sound at the end, I'm more convinced than ever that this is tied to the SM Kwangya Universe storyline. First, Taemin: when he appears in the black sleeveless suit and his upswept hair, he looks just like he did in the debut SuperM teasers. Couple all that with the entire "piano" theme as in "Advice" with the painted hands. There's a reference to "Criminal" with the dancers behind a screen pushing their hands into it with Taemin standing in front of it rather than walking through two sides reaching for him. He also appears above grill in front of him just as he did in the MV for "Jopping". Key examining the hooded guys in a circle who have a glowing earring suggesting they are controlled and currently "shut-down". Minho standing on the rock peak looks like the same setting in Key's "Hate That" video with the same atmosphere. The cartoon parts are reminiscent to Onew's & Punch's "Way" MV. Lastly, the teaser at the end has the same menacing red atmosphere as Minho's rap section in "Don't Call Me", and the hand with half-glove looks like the same as Minho''s where he's wearing the same half-gloves at the end of "Hard". So far, that's all I have, but I'll keep looking.
Of course, I could be totally wrong. I don't watch other Kpop groups only because I'm so into SHINee and their solo stuff, so I'm probably missing a ton of other stuff if it's there. Maybe other fandoms can help out.
Minho with that suit kinda looks like TOP in his Doom dada MV too 😂 but you're probably right, he's mimicking Key but he just gives such different vibes that I didn't get it at first
You have to see the map Onew was hold on on teaser before, all is belong to the old song SHINee or soloist each member. And this is concep hip hop 90s.
Shinee 's Back, Dinamic in all concepts.
The new album is so good！😆I can't wait to listen to the full album ! 🥰
The full album is up and awesome, enjoy!
Everyone please love and support my boys.
Thank you for your reaction. Yes in the first chorus Taemin was the centre.
Best reaction for Hard so far, so professional, well said 👌🏻
BYEEEE, I LOVE UR REACTIONS!
SKZ, KARD AND SHINEE
Not me...learning about all genres through SHINee songs. After few listens...I got the hook of this album. Sounds are new and more like 5G Boys. But something about it sounds so SHINee. Their visuals, expressions just killing...Thanks, RJ
First comeback since Taemin is back from the military. Taemin in LA on July 18th 2023 with other artists at KCON. He'll probably perform about a 1/2 hr. So hoping Onew starts to feel better... miss him, but his health has to be #1. Check out the Hard dance practice too, it's pretty cool.
they can pull off any concept ❤
You reacted so relatable on the exact moments I got stunned by them. This is crazy
I was waiting for your reaction! this song is everything ❤❤
SHINees Back and SHINees in the house 💪
SHINee is back and they're not kidding!!!! Loved your reaction RJ and will be looking forward to your reaction to the album 😍
Wait for the live stage is amazing... I just watch tt at their concert.. Is another level
the best Shinee comeback by far 😃🤯
this album is great. the songs kinda blurr together until you truly remember them. which is which. it's like one long flowing album. it really feels like s string meant to be heard on one sitting. and it's such a great time. truly SHINee gives me LIFE 💕 and this song is becoming addictive. KEY's last outfit !!! 🔥
OMG!!!They are insane!!!
You seem to like this song as much as I do, so you'll love the album. I haven't stopped playing it yet!
OH. MY. GOD. RIGHT?!?!?!?!! This song is such a mood and I am here for these boys!! The mashup of genres and stylings, expecting a crescendo and it drops instead. SHINee still slays it. Every. Damn. Time. Gee, can you tell I'm excited for this era?
Edit: I'm not always the most bright when it comes to symbolism in MVs, but I'm wondering if Taemin's black hands from Advice are tied to his blue hands here. Like, the blackness of facing being away from his profession to the colorful, bright blue of being back? idk.
Thank you for your reaction! 🙏🏻 SHINee can literally do any concept and it is just HARD!
i loved the new song, the album and your reaction!!!
My freaking boys!! I love it so much!! Taeminnnnnnnnnn
LOVE your reactions, especially SHINee the KINGS
I think the last korean comeback was Atlantis repackaged album from Don't Call Me. In my opinion, this sounds like an NCT song but I like this song a lot. The styling, visuals, and song change ups were amazing! Minho and Key looked amazing!
Kings are back! This is crazy live 🔥 Juice and Sweet Misery 😊
They are insane I'm going crazy seriously
Can you also react their full album?❤
3:05 UR FACE IM CRYING
5:21 THIS!!!! omg i agree! key is crazyyyyy! his expression is so- i- ☠
they never disappoint
Shinee go hard
What a bridge to cross❤
❤SHINee always surprise me
LEGENDS ONLY
Minho just hurt me this whole video 😭😭
“You did. I’m already dead” no because I died when the second I heard the chorus 😩🤣
you’re such a sweetheart!
Long hair Taemin🔥🔥🔥
minho's era honestly sheeeesh
Depois de Don't Call Me eles também lançaram Atlantis
Perfeitos 👌
Yessss! Sing your ass off😂😂😂😂
I like this!! Doesn’t Super M have a song about going hard?
SuperM sing: We go hundred!! It’s similar!
Terbaik
😂😂Shinee!!!
AHHH
after listening to SHINee for 14 years....i sincerely cant listen to others, esp with the one who use autotune....ugh!
Except for the vocal beats, this is an nct song. I don't understand what sm tried to do but this is far from the shinee style we are used to and love. Shinee songs gave us love, excitement and passion. It was very enjoyable to hear especially her excellent vocals, but this song felt like she was singing nct dream unfortunately.