From pop to grunge, Very Coy Bunny continues to explore new ground

By Jamie Finn (@jamiefinn2209)

With her infectious pop-rock sound and cheerful performance style, Jang Eunseon, better known as Very Coy Bunny, has become one of the more well-loved acts on Korea's scene. Since the release of her first single in 2019, Bunny has become well-known for her appealing and sweet sound. Her recent album, however, has explored darker territory. Here, she talks to us about her musical evolution, rejecting labels, and never having free time ever ever.

Very Coy Bunny is, for anyone who has listened to her music, precisely what you might imagine. Her bright and bubbly music is reflected perfectly in her personality, and she enters Platform HQ with the same kind of energy that her songs have. Yet, just like her music, Bunny answers our questions with a level of thoughtfulness that may be surprising to some. Since the release of her 2021 EP, BUNNY, VCB has produced sunny-side-up pop-rock music with a strong 80s twist. With much of her music, however, there is a twinge of reflective sadness: an emotional side that acts as a counterweight to the poppy brightness. Take her 2022 song On Your Mark, its anthemic chorus and driving beat underpinned by reflective lyrics and emotional vocals.

This brings us to her recent EP,  NOW OR NEVER, which builds on some of the more melancholic influences that can be found in her music. The seven-track release has a darker sound than anything she has made before. But this is something that Bunny pushes back on; "that makes NOW OR NEVER sound depressing. It's definitely not depressing. But I agree it's a heavier sound than my earlier music." 

"When I make music," she expands, "it all starts with my experiences and emotions. Both my bright and upbeat music and my deeper music mirror me at that moment. Each song is just about me sharing that current moment in 'The Life of Very Coy Bunny'".

While Bunny insists that she is in a good place mentally and her new songs are not a result of personal hardships, she adds that there may be some external factors causing the darker sound. "Between working on this EP and my first album, Where's The Exit? which came out last year, I haven't had a single day off. I have released a lot of music over two years, and I've been working non-stop, so I'm pretty exhausted. It's taken a toll on me physically and mentally, but like always, I'll shake it off and get back to it."

Even when Bunny has "free time", it's usually spent in service of adding to her performance. "I usually spend my time looking in vintage stores. While I'm there, though, I usually end up shopping for cute props and costumes that I can use on stage or in a film." She laughs, "the work never ends!"

NOW OR NEVER also sees Bunny expand her musical palette with the introduction of new influences and genres. The album opens with the haunting I don't see anything else, possibly Bunny's slowest and most emotional song to date. Elsewhere, she explores grunge, Britrock, and even shoegaze. It's a bigger and more densely textured set than we may be used to, yet there's something so VCB about everything here. The unmistakable obsession with hooks is delivered through her trademark hushed harmonies to create a rich and effective listen.

Album closer and standout song, 0117, is emblematic of this. It opens with a fuzzy, Cure-esque intro, with the fog clearing to reveal one of VCB's most moving songs. "That's my favourite, too," Bunny explains. "Originally, it sounded completely different to what it is now. But I realised it wasn't exactly right like I was putting the wrong screw in the hole. I kept working on it, and after so much tinkering, it became my favourite from this album!"

Very Coy Bunny's music sits directly in the centre between the worlds of pop and rock, and the singer seems to consciously resist the draw of either. "Some people describe my music as pop, and some people describe it as rock. I think I'm doing music that embraces both. I've even been called "bubblegum pop", which was surprising! I think I was just trying to create music that I liked and ended up with something that's kind of a hybrid of the two."

The rockier vibes, however, weren't always part of Bunny's music, and her early singles are pure pop. "Actually, the move towards including guitar came about simply because I wanted to play guitar. I majored in singing, and even when I was learning, I knew I didn't want to be someone who just sang. So I picked up the guitar for that very simple reason, and from then on, I just fell in love with the sound of it! I've always loved rock and rock stars, ever since I was a kid, but I didn't realise I would be one of them," she jokes.

Being in the world of rock can often be a challenge in Korea, where commercial pop can often feel ubiquitous. Bunny, however, is optimistic about the future of rock music here. "There's a growing interest in rock music, which I'm very grateful for. The indie scene in Korea is still small, but I think better days are ahead! I hope to meet and collaborate with some cool local indie artists in the future."

The over-saturation of pop music is not the only problem facing Bunny. While she says that being a woman has never held her back as a musician in Korea, she does share one minor frustration that often comes up. "I wouldn't say it's been difficult for me as a woman," she explains, "but it is a shame that you're always being compared to others and that those comparisons are sometimes a bit lazy. I don't think my music is similar to anyone else's, but some people think that any women who play guitar and sing are the same. You get unwanted labels, or you get compared to major artists. I think the Korean indie scene is like a question that not everyone has an answer to. Some give up trying to solve it, and others make their own answer."

This response is understandable. Bunny's unique energy, vibrant sound and unusual visual style make her a complete original. No comparisons needed.

Very Coy Bunny’s new EP NOW OR NEVER is out now. She and her band will have a showcase for the album on November 16th at Club On Air. For more information, follow her on Instagram, @verycoybunny.