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K-pop has overtaken the Western music scene, with groups locking in on light, generic sounds to appeal to larger audiences and perfectly manufactured concepts to achieve commercial success.

The most popular groups, like LOONA, carved their niche in K-pop while being able to amass a global audience. After a lengthy legal battle and many controversies with the mismanagement of the 12 members, each member has now reemerged within the K-pop industry. Loossemble and ARTMS formed after all members terminated their exclusive contracts with their former agency, while the star of LOONA, Chuu, went solo.

The last member to fly solo, Yves, delivered a star quality in her debut EP “LOOP.” Now, she’s back with “I Did,” her sophomore EP jam-packed with carefree lyricism and eclectic K-pop production.

“Viola,” the title track, is a treat for seasoned listeners of global pop music and doesn’t stick to an inoffensive sound to appeal to different music markets. The song brings a PC Music-inspired, glittery hyperpop sound to the K-pop industry. The vocal editing combined with the glossy, digitized bubblegum bass production separates her from others by brandishing innovative concepts in the industry.

“Hashtag” follows with slick R&B, swiftly turning the rest of the piece toward a more soulful sound, which is a good change of pace for Yves, as LOONA was more pop- and electronic-oriented. The lyrics talk about a partner who isn’t upfront about their feelings in the relationship. It embodies a 2000s R&B single, with sassy and thought-provoking lyrics from Yves’ breathy and sleek vocal cadence. With the song’s length barely passing the two minute mark, Yves was able to quickly get the message across while infusing her own personality and attitude.

The next track, “Gone Girl,” strides into the EP with a calmer approach. The track is driven by a slick guitar sample, while Yves’ vocals glide through on this indie pop track. Although the sample is repetitive, the guitar serves the track well in delivering a smooth and predictable song. The lyrics set the vibe of the song by speaking on themes of leaving a bad situation and taking the high road instead.

“Tik Tok,” a standalone single released three months ago, has a soulful tinge with a catchy rhythm. The production’s folk-like sound is accompanied by Yves’ refreshing vocals, delivering a pleasant, light feeling attached to the track. Though it’s a generic song, Yves peers through a likable track with her personality.

The closing track, “DIM” does not start off as a normal end to an EP. A string melody starts the track and immediately cuts to a slower trap beat while Yves brings airy vocals into the deep-cutting instrumental. The track builds up by ending the beat and bringing back strings.

This buildup forms a much more dynamic and riveting drum and bass sound, which, surprisingly, makes it even more emotional. “DIM” closes off the album in an open-ended way, almost reflecting on the entire EP and bringing a bit of inspiration to Yves’ music journey.

Yves’ choice of singing the album’s majority in English dulls her sound for a commercial appeal, like some of her contemporaries. The length of the EP was a highlight of the album, punching in at around 14 minutes with each track averaging almost three minutes. Yves displays her artistic ability and catchy lyricism without cutting songs down to barely two minutes, something often heard in current K-pop tracks.

This EP was a great reintroduction to Yves’ own individual power as a soloist while maintaining a solid K-R&B sound. In some regard, diving deeper into niche subgenres of popular music may increase her global reach in certain markets. Her branding feels conceptually original, a more cutting-edge vision in a commercially driven industry. Alongside her other members’ latest endeavors, she stands out on her own by creating her prospect within her career.

Published on December 3, 2024 at 10:43 pm