It’s been several months since ILLIT returned with Not Cute Anymore, and since then the song has become a popular TikTok challenge. That’s not too surprising, given how the song’s whole identity was designed to become a viral challenge. Even its ultra-brief running time was well-matched to SNS. Today, the girls have surprised fans with a music video for Not Cute Anymore‘s b-side, the similarly curt Not Me.
Not Me exists in a world I’m thinking of calling “post-song pop music.” This isn’t much of a song at all, and I assume that’s the point. Apart from its constant riff on the Ting Tings’ enduring 2008 hit That’s Not My Name, Not Me is an assembly line of declarations over a bare bones beat that melds stomping percussion with trap hi-hats and squelchy synth. It kind of feels like an SNL sketch of a song, where concept takes precedence over structure and scope.
Going into Not Me with these modified expectations, it’s a fun enough diversion. However, I prefer hearing more from my pop music. This could have easily been an interlude or intro on one of K-pop’s older albums, setting the tone before we burst into a thrilling, three minute title track. But sadly, this is an intro to nothing. It is the thing. As consumers of music, I firmly believe we need to ask for more than truncated TikTok bait. I don’t hate listening to Not Me, but it’s not remotely satisfying.
Hooks
7
Production
7
Longevity
7
Bias
7
RATING
7