ALL(H)OURS joined January’s pre-release rush with the underwhelming Graffiti, but teasers for new title track Gimme Gimme seemed to promise a return to the pounding dance sound of last summer’s Shock. In this current K-pop climate, it’s more important than ever to develop a distinct sonic identity and ALL(H)OURS would do well to hitch their wagon to this high-octane approach.
Gimme Gimme is a bit rough around the edges, but that seems to be the point. Its insistent shout-rap style echoes too many of the group’s peers, but the song differs in one important way. Rather than support itself with a fitful instrumental, Gimme Gimme pulses with hard-hitting dancefloor drive. Opening with a Western motif, the track quickly abandons that influence to become bigger and clubbier. The second half of the track is my favorite. The production becomes more focused and frenzied as the song makes way for a melodic bridge.
I can’t help but wish Gimme Gimme unfurled one more indelible hook. Its “gimme gimme gimme” chorus grows a bit repetitive as the track goes on and would fare better if paired with a more melodic counterpunch. As is, this feels like super engaging production without much of a song underneath all the bombast. Still, that bombast goes a long way and every time they grunt-scream “We gotta go!!” during the chorus it’s clear they’re not taking themselves too seriously.
Hooks
8
Production
9
Longevity
8
Bias
9
RATING
8.5