Around this time last year, IVE kicked off a successful run with pre-release Rebel Heart and title track Attitude. Now, they’re seeking to replicate that hat trick with a similar approach surrounding their second full-length album. We’ll hear the title track later this month, but today we have Bang Bang as a taster of what’s to come.
While IVE debuted with a specific sonic attitude and stuck with that for their first year or so, their material has run the gamut over the past few promotion periods. You never know whether you’ll get big, anthemic melodies or an icier hip-hop beat. Bang Bang borrows mostly from the latter while injecting new sounds to their palette. The song’s main calling card is its high-tempo dance beat. It boasts that kind of steady “oontz oontz” club sound that’s become quite popular with K-pop’s girl groups. I love this energy when it’s paired with equally bold melodies, but most current groups opt for a steady dose of sing-talk instead.
Bang Bang is no different in this regard. Its spoken-word chorus is trussed up with some vocal layering that gives it extra presence, but when it comes down to it there’s very little singing involved. Several momentum-killing breakdowns (including the entirety of verse one) neutralize the song’s potential and the hook is so threadbare that I assume it will quickly become grating. There’s only so many times you can hear “bang bang!” over a basic club beat and pretend that you’re thrilled. However, I’m sure the song will do well. These low-effort, catchy-in-the-most-obvious-way tracks seem to be beloved at the moment, even if I find their “style over substance” approach undercooked and uninspiring.
Hooks
7
Production
8
Longevity
8
Bias
7
RATING
7.5
Grade: C
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