I watched last summer’s survival series Makemate (and even featured one of their songs on the blog), but it left such little impression that I struggle to recall many details about it. Its debuting group NouerA is here to fix that, arriving with a whopper of an electro-funk track that definitely leaves its mark.
K-pop’s older generation of producers just hit different. N.I.N (New Is Now) is an e.one production — specifically e.one’s Jung Ho Hyun who is responsible for great work from GFriend, April and Wanna One (among many others). The song does a nice job melding the old with the new, though when it does falter its thanks to those pesky “new” musical touches. Apart from a clunky, momentum-killing dance break and a few unnecessary slowdowns, N.I.N is a thrilling debut. The song is at its best when leaning into its showstopping energy. I love the multi-part chorus, festooned with dynamic synth and brassy flourishes. The second verse is also a major highlight, adding handclaps and a perky synthline to the mix.
Most refreshingly, N.I.N sounds like K-pop — or at least, the K-pop that first brought me into the fandom. It’s hard to imagine this specific sound being pitched in many other music markets. The track doesn’t feel focus-grouped to appeal to as many international fans as possible and that allows it to retain a sense of individuality. I hope NouerA continue to stake their claim on this 2nd/3rd-gen style because there’s a massive hole in the market they’re clearly capable of filling.
Hooks
9
Production
9
Longevity
9
Bias
9
RATING
9