ILLIT’s music has always been good at capturing the K-pop zeitgeist of the moment, resulting in a very trendy — but often uneven — discography. My favorite ILLIT tracks have gone against the grain to carve out a niche that feels more unique to them. With new single It’s Me, the group has tried on the “let’s all talk over a techno beat” trend sweeping the industry this year. As expected, the result is fun but way too hollow.
At its best, It’s Me has a madcap energy reminiscent of some of K-pop’s more gimmicky acts of the early-2010s. It’s nice to see humor make its way back to the forefront alongside the pulsing dance beats that drive songs like this. It’s Me is incredibly referential to K-pop fandom, framing its hook around repeated “Who’s you’re bias?” taunts. However, the song has about three ideas and they get old pretty fast. This isn’t a long piece of music (2:19, to be exact), but even this brief runtime feels padded with constant repetitions of the hook and central beat drop. It’s Me would be more successful if it added competing elements to its structure, giving us room between all the shouting and yapping so that those moments held more weight when they come around.
As it stands, It’s Me is meme music, similar to what fellow HYBE girl groups Katseye and LE SSERAFIM have been doling out lately. This works for quick engagement in shortform content, but tends to result in a thin discography that struggles to stand the test of time. It’s Me may be a party, but it’s yet another indication that K-pop is moving away from songs in favor of exercises in branding and shameless bids for SNS domination.
Hooks
6
Production
8
Longevity
7
Bias
8
RATING
7.25