On their third album, the Japanese punk band try out pop, funk, R&B, and hip hop, acting like a potpourri of different flavors. CHAI perform in such a cheery, playfully smile-inducing manner that's so infectious it's simply impossible to frown at.
CHAI are a Japanese punk band who've been around for almost a decade now but seem to be brand new to me. The four-piece group have released garage punk and pop tunes that act as a response to the many "cute" bands in Japanese pop music (kind of like a "post-cute" sound if that makes sense?). They've gained much attraction from blogs and critics alike across the globe from their breakout sophomore album PUNK in 2019. There's been so much buzz that Seattle's beloved and iconic indie record label Sub Pop signed the group last year. WINK is the band's new album which sees the group in new territory. Instead of the punk and noisier side of their previous material, the group decides to try out shimmering pop, funk, R&B, hip hop, amongst other genres. Not to say that the "punk" aesthetic is gone, it's just rebranded into something new. The bright and colorful sonic flares of their sound are as vibrant as ever too. CHAI are full of personality and charisma on this record. They perform these pop and R&B tunes that often reminisce pop from the 90's and 2000's while also attempting some modern pop. CHAI perform in such a cheery, playfully smile-inducing manner that's so infectious it's simply impossible to frown at. They seem to be having so much fun trying new sounds and for the most part these songs are executed really well.
The group gleefully sing in both English and Japanese, often transitioning in between the two languages on the same track. I honestly don't mind it at all: I easily enjoy music that's in a different language (French, Japanese, Icelandic, Tamashek, Spanish, etc); I simply don't have that issue myself but it's something to note about their music. Initially getting into WINK, I definitely enjoyed the singles and how simply fun the band sound on them. Each single sounded quite different from the next and my predictions were correct about WINK, which acts as a potpourri of different flavors throughout the album. I honestly don't mind this as long as the songs themselves are good. Why not try a bunch of new things, you know? I do think some of the tracks successfully work out better than others, especially the singles. "Donuts Mind If I Do," the album's lead single and opener, is very charismatic and playful with its shimmering and shiny synth pop instrumental. I mean just the song's title alone will give you a chuckle. The super catchy and joyous hooks and harmonies are definitely huge highlights on the entire record. "ACTION" is another huge highlight which has the band promoting to take action on the issues you care about (whether it be positivity, peace, equality, or the environment) rather than just simply talking about it. "Maybe Chocolate Chips" is an attempt at smooth, laid back hip hop, featuring rapper Ric Wilson. Overall it plays fairly well, it is a vibe for sure. They don't put too much of their spin on it, but it's still fun nonetheless.
"END" is a fast-paced banger that seems to never run out of steam, featuring a groovy funk, garage, and hip hop instrumental. "PING PONG!" is one of my favorite tunes of the year. It features outstanding production from the acclaimed Japanese electronic chiptune band YMCK (who are excellent if you haven't heard of them) and is an homage to 8-bit video game music, specifically from those classic arcade games. The lyrical connection of a relationship to ping and pong is adorable and super cute and I love it. And it's an absolute banger! I think WINK starts out super strong in the first half and has a somewhat rockier second half. "It's Vitamin C" is a cute anthem promoting Vitamin C and how it's good for the belly and also how you are the orange juice? It's very funny and memorable, definitely showing how great their personality and charm are. Some of the songs that are more laid back, funky R&B tracks ("IN PINK," "KARAAGE," "Nobody Knows We Are Fun") are the album's lower points for me. As enjoyable as they are, I just don't think they land as hard as some of the faster paced, more explosive moments. "Wish Upon a Star" is a sweetly sung lullaby that will snugly tuck you under the covers. "Salty" closes the album up in a rougher, demo-like lullaby as well acting like a follow up to the previous track.
What CHAI are able to do throughout WINK in 34 minutes is impressive by pulling plenty of different types of pop, funk, R&B, and hip hop from different eras. There is plenty of room for improvement for sure: some the vocal and instrumental performances could definitely be tighter and cleaner. The sonic variation is refreshing and I love that the band is clearly having fun trying out new styles even though not all of them land with a seamless somersault and get a perfect "10" from all 3 judges. WINK is fun, charming, playful, funny, and has a lot of personality. I can for sure listen to it over and over again and still retain a toothy grin on my face. After listening to these 12 songs, I seem to know who CHAI are as a band and what they represent. The four members are having a blast making these songs pop with color, confetti and a laser show. All included free of charge.
My Rating: 7 / 10
Favorite Songs: "Donuts Mind If I Do," "ACTION, " "PING PONG!," "END," "It's Vitamin C"
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