Ailet's Bold Musical Shift: Embracing Techno in 'MAMIHLAPINATAPAI'

Ailet returns with a techno twist, leaving some fans excited and others bewildered by the sudden transformation.

On the 30th of last month, Ailet released their mini 4th album 'MAMIHLAPINATAPAI', marking a significant musical shift. The title track 'It's Me' ventures into the techno genre, characterized by its intense and fast-paced beats. This change is a stark contrast to their debut track 'Magnetic' and the subsequent release 'Borrowed Cat', which had established their public recognition.

Ailet has been known for their easy-listening tracks reminiscent of magical girls, creating a unique musical identity. Their attempt to expand their musical spectrum is noteworthy. Given Ailet's history of trendy music, their foray into techno can be seen as a continuation of their evolving journey.

However, the challenge lies in the transition's persuasiveness. The abrupt change, rather than a fusion with their existing style, has left many feeling a disconnect. While there are instances where initial reactions to music performances have been overturned, the initial feedback for this release remains consistent.

Having debuted in March 2024, Ailet is now in their third year of activity, still defining their identity. This sudden musical transformation carries risks, especially as they are in the process of solidifying their core fandom and public presence. If the needs of fans drawn to their previous songs and concepts are not continually met, there is a risk of diminishing anticipation for future activities.

The label structure also presents challenges. Some have noted that Ailet's new release resembles styles from other labels under HYBE, such as Le Sserafim and Cat's Eye. However, one of the advantages of a multi-label system is the potential for musical diversity. Concerns arise when the distinctions between each team become blurred.

A group's unique musical identity significantly impacts fandom retention and public image building. While showcasing new aspects as artists is important, maintaining their distinct color should also be considered.

Kim Ji-won, Ten Asia Reporter one@tenasia.co.kr