IVE have quickly established themselves as one of this generation's representative girl groups, unleashing hits that stay on the charts for months (I Am is still in the top 50 more than a year after its release). With their previous EP, they began branching in new musical directions. This had the potential to be exciting, but I wasn't a huge fan of those genre switch-ups. Comeback single HEYA (the first of two title tracks) continues to develop their sound by melding the hip-hop undertones of Baddie to a more robust melodic centerpiece.
HEYA also represents new collaborators, as IVE work with longtime NCT producer Dem Jointz for the first time. His touch is felt all over the production, which features heavier percussion than most of their title tracks. Much of the track is built upon a sample of Blackstreet's 90's classic No Diggity and I'm not sure how I feel about this. On one hand, referencing this song brings immediate nostalgia. But at the same time, its inclusion reminds me how funky HEYA could have been and how overthought it feels at times. This is most apparent during the chorus, which is either a stadium-ready sing-along or cheap homage. I honestly can't decide which at this point. Either way, it's not one of IVE's strongest hooks.
HEYA is at its best when it gets a bit adventurous. I love the rhythmic switch-up before the final chorus, planting the group in territory where they excel. The call-and-response use of backing vocals during the verses is also fun, though I wonder how these sections might have fared with a less plodding instrumental. It feels like the entire song wants to be faster than it is. In the end, HEYA is mid-tier IVE, stronger than the title tracks from their last album but rarely matching the excitement of their most enduring work.
| Hooks | 8 |
| Production | 8 |
| Longevity | 9 |
| Bias | 8 |
| RATING | 8.25 |
Grade: B
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