IVE's Bold Comeback with 'XOXZ': A Hit or Miss?

IVE has made a dazzling return with their new track 'XOXZ'. While fans are thrilled about the comeback, industry insiders express mixed feelings, suggesting that IVE may not have fully captured their unique charm in this album.

On October 25th, IVE released their fourth mini-album 'IVE SECRET'. By October 26th, 'XOXZ' had climbed to 25th place on Melon's TOP100 chart, after debuting at 32nd place the previous day. The music video for 'XOXZ' garnered over 4.9 million views within 20 hours of its release, topping YouTube's trending music chart.

Despite the public's enthusiasm, not all feedback has been positive. A K-pop fan described the song as "a well-set table" but felt it lacked substance, stating, "It feels like there's nothing uniquely IVE about it."

IVE's attempt to reinvent their style may have contributed to these mixed reviews. Since their 'ATTITUDE' era, IVE has been striving to break away from their established sound, incorporating hip-hop elements to align with current music trends.

However, the global success of the Netflix animation 'K-Pop Demon Hunters' OST 'GOLDEN' has drawn more attention to IVE's signature track 'I AM', solidifying the association of 'IVE style' with 'I AM'. In response, IVE aimed for a more noticeable musical transformation.

IVE also worked to ensure their image remained distinct from other artists, successfully presenting a unique concept both visually and musically. Yet, they struggled to showcase what makes IVE truly unique.

While the music video highlighted the members' beauty, some critics noted a loss of individuality, with comments like "all members look like Jang Wonyoung". The chorus, featuring a subdued sing-rap instead of their usual melodic hooks, failed to deliver the exhilarating 'IVE thrill'.

IVE's hits like 'I AM' and 'REBEL HEART' are celebrated for their strong vocals, catchy choruses, and the members' distinctive visuals. This time, both the visual and musical uniqueness of IVE seemed to be missing. A fan remarked, "They did their best with the given concept, but focusing more on IVE's essence rather than the concept might have been better."