ILY:1's past few comebacks have traded in the kind of post-GFriend/Lovelyz "innocent" sound not found often in today's girl groups. The song have been facsimiles, but nostalgic ones. Now, the group has taken an edgier swerve with the funky dance pop of new single IMMM. And for the first minute or so I was convinced this may be the best girl group song of the year.
IMMM is still solid, but its gimmicky chorus (and especially post-chorus) fumble much of the goodwill built by its brisk, disco-kissed verses. I imagine this hook will be quite polarizing. It could be seen as a fun earworm in Crayon Pop/Orange Caramel style -- a bit of novelty delivered with a knowing wink. Or, it could be viewed as a huge missed opportunity, replacing a soaring, megawatt chorus with a talky, catchphrase jingle. I don't lean heavily toward either direction, but I'm definitely underwhelmed by portions of the track.
On the plus side, the bulk of IMMM crackles with kinetic energy. It has the driving energy missing from most current girl group fare. The group's vocals have never sounded stronger, bursting with confidence and clarity. It may need some structural changes, but overall this is a promising direction for ILY:1.
| Hooks | 8 |
| Production | 8 |
| Longevity | 9 |
| Bias | 8 |
| RATING | 8.25 |
Grade: B
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