What We Talkin’ Bout is EnVi’s op-ed series where we get real about everything from pop culture and entertainment to social and cultural topics that hit close to home. Whether it’s a trending headline or a personal reflection, each WWTB dives deeper than hot takes to unpack the things that matter to us most.
On April 30, 2025, the dually managed girl group KATSEYE — under HYBE in South Korea and Geffen Records in the U.S. — released their latest track, “Gnarly,” after months of anticipation. The song created a rift in the online community with its unexpected sound. Some fans criticized the writing and production, while others praised the group for stepping outside their comfort zone following the success of their two viral tracks, “Touch” and “Debut,” which had seemingly promised a different style for their future discography. However, after analyzing the music video and comparing it with the lyrics, I’d like to introduce a more nuanced perspective on this polarizing anthem.
What does “Gnarly” really mean?
The music video for “Gnarly” invites the audience to engage more deeply with the track, adding layers of meaning to lyrics that may seem surface-level or nonsensical at first. In the opening shot, member Yoonchae’s head is packaged in a deli-style retail container with a barcode labeled “NOWHERELAND.” This visual is paired with the intro, “They could describe everything with one single word,” followed by a rapid list of trending topics and foods, all summed up with the word “Gnarly.”
Notably, “gnarly” has two common meanings. The first is its original definition: difficult, dangerous, or twisted. The second is modern slang: a term used to describe something cool or impressive — similar to “sick” or “bad.” The contrast in meaning allows each reference in the song to be interpreted in different ways. One controversial example is Tesla, the electric car company associated with Elon Musk, and more recently, great political controversy. In the music video, a member faintly ad-libs “ew,” behind Tesla, signaling that the use of “gnarly” in this context might be sarcastic or critical, not complimentary. Gnarly having two different meanings alone opens a further discussion as to what the rest of the project is about.
The track lists five writers, one of whom is Chinese American hyperpop artist Alice Longyu Gao. Gao is known for her extravagant lyrics and bold production. Before hyperpop gained broader recognition in 2020, it thrived in smaller circles that embraced its chaotic energy — often in defiance of the mainstream. Gao’s work frequently centers on trending topics, either celebrating or critiquing them. Her involvement in “Gnarly” explains much of the song’s ‘unique’ nature.
A Callout on Societal Norms
“Gnarly” appears to critique aspects of modern society — particularly overconsumption, materialism, and celebrity culture. Yoonchae, the only native Korean in the group, being depicted inside the retail packaging may be a self-aware, ironic callout to how a proportion of the industry tends to toxically view many idols — including Korean idols — as products rather than people. Shortly after this shot, lyrics mention boba tea and fried chicken — two edible items that have both trended massively in recent years.
The phrase “gang gang” is also dropped seemingly without context. While it might appear meaningless, its inclusion could be intentional. The disjointed and superficial nature of the lyrics mirrors the chaotic, overstimulated media landscape we live in — solidifying the ironic use of “gnarly.” The phrase “gang gang” might feel unnecessary, but that may be the point: it serves to highlight the performative and senseless nature of the online space as of late. One reaction YouTuber, DG Reacts, recalled the recent TikTok trend of “NPC Livestreamers” saying the phrase when they received donations. The entire beginning of the song could be interpreted as a general parody of all online trends that people either love or hate.
As the video transitions to scenes of partying in the Hollywood Hills, we see the girls dancing on stage, partying in a Hummer limousine, and drinking JOYBA boba tea. These visuals parallel the idol–fan dynamic and party culture — extravagant, loud, and, in both meanings of the word, gnarly. Their carefree vibe, along with the repeated post-chorus chant “I’m the shit,” reflects a refusal to conform or seek external validation.
Hollywood and Celebrity Culture
Later in the video, member Daniela is slammed onto a copy machine before the scene shifts to a flashy home in the Hollywood Hills — referencing the group’s home location and earlier lyrics. In the second verse, a distorted and compressed vocal plays as Yoonchae is thrown off a balcony. The camera pans to a reimagined Hollywood sign reading “NOWHERELAND.” This name may be a reference to the film Girl Lost, which is largely about the horrible realities of Hollywood, such as trafficking and exploitation. “NOWHERELAND” is also referenced in the “Touch” music video, which may prove that KATSEYE’s overall concept might have been running a deeper meaning under our noses up until this point.
This sequence symbolizes the disposability of talent in Hollywood. The entertainment industry often treats artists as interchangeable, with many aspiring stars chasing fame in an oversaturated, over-idolized environment. The lyrics allude to the overwhelming number of songs released each year, most of which never gain higher recognition. Many move to Hollywood in pursuit of success, only to return home feeling used or end up in darker situations instead.
In the final scene, the group walks the red carpet while dancing amid unsettling, overly eager members of the press. These journalists are portrayed with uncanny, distorted features, evoking discomfort in the viewer. Netizens have discovered that the visual effects in this scene may have been edited with the help of generative AI. Whether this is coincidental or purposeful is unknown, but it may stir up further discussion of the direction the industry is going in that regard. Either way, this depiction of the press reflects the invasive nature of celebrity culture — normalized by corporate interests in pursuit of profit.
Set Your Expectations Aside
Netizens have argued that a massive company like HYBE wouldn’t release a song critiquing overconsumption — especially since the group partnered with bubble tea brand JOYBA for product placement. But HYBE wouldn’t be the first corporation to promote a message that appears hypocritical. Brands often engage with progressive or controversial themes as a marketing strategy, regardless of internal alignment. For example, sustainability is now a regular topic in marketing courses and ad campaigns, even for companies with questionable environmental records. This is referred to as greenwashing.
Additionally, KATSEYE is co-managed by HYBE and U.S.-based Geffen Records. With global partnerships come compromises in creative direction, promotional strategy, and cultural tone. KATSEYE as a group already exhibits more creative freedom than most traditional K-pop groups, which makes their artistic choices all the more interesting.
The Point
Regardless of your interpretation, there is compelling evidence — both lyrical and visual — that “Gnarly” aims to spark conversation. Whether or not you enjoy the sound, that alone shouldn’t invite direct hostility toward the group or its members. If the project’s goal is to comment on global issues like overconsumption and celebrity culture, it succeeds in starting an important dialogue.
Art is highly subjective. My interpretation may be different than yours, but one thing remains the same: Art doesn’t always need to be likable to be valuable! It’s meant to evoke thought, and “Gnarly” achieves that — flawed or not.
Check out more of our op-eds in our What We Talkin’ Bout series!
