The extended “LOONAverse” continues to fracture and expand since the initial group’s dissolution last year. Some members have become a new act called Loossemble, Chuu’s gone solo and five more (JinSoul, HaSeul, Kim Lip, HeeJin, and Choerry) have signed with creative director Jaden Jeong to form ARTMS. This new group doesn’t officially debut until the end of May, but they’re leading up to that date with five (!) pre-releases. First up is Birth — a fitting title for an artistic reinvention.
This being a Jaden Jeong production, artistic direction is going to be just as important as the music itself. Regardless how you feel about the song, the imagery and mood will certainly captivate. Of course, K-pop has no shortness of “mood” lately, so Birth would do well to push past that and stake its claim in other arenas.
I applaud the song’s creative blend of genre elements. From one moment to the next, there’s no telling where it’s going to go. That can be exciting the first time through, but for true longevity each of these disparate elements need to be compelling on their own. I’m not sure that’s happening here. Birth is rather threadbare in the melody department, making it feel more like a dramatic intro or teaser than a satisfying piece of standalone music. I feel like I’m listening to lore.
It would have been great to hear some of the track’s most interesting elements (those buzzsaw synths, that skittering breakbeat) developed further, but Birth pauses too often to maintain its spooky, unsettled atmosphere. It works for what it is, but I can’t say I’d be drawn to it without the accompanying visuals.
Hooks
7
Production
8
Longevity
8
Bias
7
RATING
7.5