Music Video Analysis: Mamma Mia by KARA

Translated Lyrics:

Hey play that music
Today, I’ll go wherever I want
So I can get drunk in this night scent
in this atmosphere~ ye-e-e-e

Think of me more than anyone else, like a queen
Treat me more highly,
when in Rome, do as the Romans do
Cherish me, cherish me, cherish me,
don’t stop~

Hit the lights let’s go
Everyone’s party, party, party, mamma mia
Today is the start of this night
Mamma mia, shine the light~ like this!
La-ppa-ppa-ri la-ppa-ppa-ri lom (hoo!)
La-ppa-ppa-ri la-ppa-ppa-ri lom (hoo!)
La-ppa-ppa-ri la-ppa-ppa-ri lom
Start it~ it’s time to be ok

It’s so amazing!
So I can stand out
So my black silhouette
will shine more under the lights~ ye-e-e-e

Think of me more than anyone else, like a queen
Treat me more highly,
when in Rome, do as the Romans do
Cherish me, cherish me, cherish me,
don’t stop~

Hit the lights let’s go
Everyone’s party, party, party, mamma mia
Today is the start of this night
Mamma mia, shine the light~ like this!
La-ppa-ppa-ri la-ppa-ppa-ri lom (hoo!)
La-ppa-ppa-ri la-ppa-ppa-ri lom (hoo!)
La-ppa-ppa-ri la-ppa-ppa-ri lom
Start it~ it’s time to be ok

No one can predict it
I’ll surprise everyone with my hidden image
To captivate you on this hot night, burn it up!

Hit the lights let’s go
Everyone’s party, party, party, mamma mia
Today is the start of this night
Mamma mia, shine the light~ like this!
La-ppa-ppa-ri la-ppa-ppa-ri lom (hoo!)
La-ppa-ppa-ri la-ppa-ppa-ri lom (hoo!)
La-ppa-ppa-ri la-ppa-ppa-ri lom
Start it~ it’s time to be ok

Contextually, this is one of the first songs and music videos they came after a star-payment scandal that saw the resigning of two well-known band members: Ji-Young and Nicole. 

Following the scandal involving parent media company, DSP, the song was orientated around partying and celebration to signify and new era for the band after a turmoil that led to a significant drop in popularity in Korea and Japan. This can be seen clearly in lines such as 'Cherish me' which means, other than hailing the so-called party queen, the band's entire existence should be cherished by fans due to the fragility of the situation that befell it.

The music video follows standard K-Pop conventions that differ from Western music. It contains a set dance routine (which features in most K-Pop songs) with light, bright colours and upbeat, happy themes. It also features a number of costume changes notably for the slow song moments and the finale which presents the prophesied party.  

Like most KARA songs and videos, the lead vocalist, Hara appears as the central narrator/character in the video and thumbnail. This is often a staple of K-Pop as groups often have a single representative who often appears as the cover of their material. These singers become popular in their own right and sometimes have parallel pop careers, e.g. Hyuna from 4Minute.