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Subgroups

Main article: Girls' Generation-TTS

On April 19, SM Entertainment officially announced the creation of the Girls’ Generation subunit, Girls’ Generation–TaeTiSeo, composed of Taeyeon, Tiffany, and Seohyun. The subunit's first mini-album Twinkle was released on April 29, 2012. According to a statement made by SM Entertainment, "This subunit will aim to grab the attention of fans with all aspects of music, performance, and fashion styles."[151]

Artistry

During the beginning of their career, the group's music was predominantly bubblegum pop and teen pop. Singles such as "Gee" and "Oh!" utilize the teen pop and bubblegum pop genres while incorporating dance pop[152][153] In 2009 the group transitioned to electropop sound with the release of "Tell me Your Wish (Genie)".[154] The group continued this sound when debuting in Japan with Girls' Generation, using a more electropop[155] influenced sound.[156] They would carry this sound onto their second Japanese album with songs like "Paparazzi" and "Flower Power", the latter was noted for its use of a flowing base and prominent synths.[157] The group works extensively on Korean releases with producers Yoo Young-jin and Kenzie.[153][158] Lyrically, the group explores female empowerment, evident in songs like "Hoot" and "The Boys."[80][159] The first member to participate in the creation of the group's work was Yuri, who co-wrote the R&B-inspired song "Mistake" (내 잘못이죠) from the group's third EP Hoot.[160] The group extended more control with Tiffany and Sooyoung co-writing "The Boys," and "How Great Is Your Love" on the group's third Korean album, The Boys, respectively.[161] The group's fourth album, I Got a Boy, combines many different musical elements such as 80s new wave, electronic dance music, and modern R&B.[162] While their single "I Got a Boy" is an example of electronic dance song that mixes pop, retro, and urban genres.[163]

Imagery

The group's image has been a major role in their rise in popularity. In the early years of their career, the group wore relatively no makeup and dressed more conservatively. The song "Kissing You" had the girls use lollipops as a prop during performances.[164] During promotions for their 2009 single "Gee", the group dressed in jeans and plain-white shirts, highlighting the "purity" of the group and the song.[165] When promoting the "Oh!" single in January 2010, the group used a cheerleader concept.[166] Despite this, member Hyoyeon admitted in November 2011 that she felt nervous when she had to act "cute and pretty." She stated that, "it’s very hard to act. I squirm when I act cute and pretty. I tried gritting my teeth and doing it but I couldn’t."[167] In June 2009, the group left behind their 'pure' image, opting for a more mature image during the promotions for "Tell Me Your Wish (Genie)". The concept was based off marines, with members dressing in short-shorts highlighting their legs.[40] The choreography was designed around their legs and became popular in Korea "Jegi-kicking dance" (제기차기 춤) and the "Leg-beauty dance" (각선미 춤).[168] For 2010's "Hoot", the group's image was based on Bond Girls.[169] Earlier that year, whilst gearing up for promotion for "Run Devil Run", the group was noted for using a much darker, sexy image, nicknamed "Black SoShi" by their fans.[170] In 2011, the group returned to Korea with "The Boys", which used a "heroine" image, with members choosing their own outfits, emphasizing each of the members' own tastes.[169] When creating choreography, the group works with Rino Nakasone Razalan.[171] The group's choreography focuses on "seductive imagery" as well as synchronization, for which the group is famed for.[172] Their choreography usually centers around member Hyoyeon, who is famous for her abilities as a dancer, specializing in Hip-Hop.[173] In 2012, the group used retro-inspired flight attendants as concept for Girls & Peace.[174] During the promotions of I Got a Boy, the group opted to the use of flat shoes instead of their trademark heels in order to perform the choreography correctly.[175]