Tune Evaluate: IVE – HEYA

IVE have rapidly established themselves as certainly one of this era’s consultant woman teams, unleashing hits that keep on the charts for months (I Am is nonetheless within the high 50 greater than a 12 months after its launch). With their earlier EP, they started branching in new musical instructions. This had the potential to be thrilling, however I wasn’t an enormous fan of these style switch-ups. Comeback single HEYA (the primary of two title tracks) continues to develop their sound by melding the hip-hop undertones of Baddie to a extra sturdy melodic centerpiece.

HEYA additionally represents new collaborators, as IVE work with longtime NCT producer Dem Jointz for the primary time. His contact is felt all around the manufacturing, which options heavier percussion than most of their title tracks. A lot of the monitor is constructed upon a pattern of Blackstreet’s 90’s basic No Diggity and I’m unsure how I really feel about this. On one hand, referencing this music brings quick nostalgia. However on the similar time, its inclusion jogs my memory how funky HEYA might have been and the way overthought it feels at occasions. That is most obvious through the refrain, which is both a stadium-ready sing-along or low-cost homage. I actually can’t resolve which at this level. Both means, it’s not certainly one of IVE’s strongest hooks.

HEYA is at its finest when it will get a bit adventurous. I really like the rhythmic switch-up earlier than the ultimate refrain, planting the group in territory the place they excel. The decision-and-response use of backing vocals through the verses can also be enjoyable, although I’m wondering how these sections might need fared with a much less plodding instrumental. It appears like all the music needs to be sooner than it’s. Ultimately, HEYA is mid-tier IVE, stronger than the title tracks from their final album however not often matching the joy of their most enduring work.

Grade: B