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[-REVIEW-] IVE: I've IVE

Album cover taken from YoutubeMusic

Background pictures taken from reddit [1] [2] [3]

“It’s our time, we’re different, we like special things | Oh what a good time | I’m good, worrying about me is a waste of time | No reply after reading the DM you sent | That’s my answer (That’s my style)”

(english translation taken from colorcodedlyrics.com)

Ok, so first things first… this is my first album review in a looong long time, how exciting (and intimidating… kinda) ! If i’m not just de-rusting, I guess I am sort of debuting too, albeit today’s feature already debuted and this is another kind of debut for them but yeah you get the point.

Anyways, enough about me, and more about the feature in question, because it’s quite a heavy hitter ! If you’ve paid any attention to kpop lately, you might have heard of IVE – PAKs flying everywhere, broken records all across the board, enough albums sold to build a bridge across the sea and a handful of very strong songs to their name. What a year. Which made I’ve IVE (yeah), their first full-length project (and a full album at that !!!) all the more exciting; I mean, I really don’t consider myself an IVE stan (...yet?), even though I either really liked or LOVED everything they had released so far, but I can’t deny that I was impatiently waiting for April 10th to come – if only because, don’t lie, the thought of one of the leading girl groups of our times releasing their first album after an unbroken until now string of singles would at least slightly pique the interest of anyone. Well, it’s finally here, so what now ?

One of my main questions when this was announced was; just what sound exactly would they go for ? If ELEVEN, LOVE DIVE and After LIKE were all united in being excellent upbeat goodness, I wouldn’t really say they were cohesive sonically. And the answer is… honestly, a little bit of each ! But more precisely, I’ve IVE seems to follow in the girlboss crush (?) footsteps of After LIKE b-side My Satisfaction – somewhat of a surprise, but ultimately quite a pleasant one for sure. I maintain that My Satisfaction far outclassed After LIKE and was very close to being their best song and look at us now

I was actually a bit afraid of what the final result would be at first, especially after hearing the highlight medley. What I had heard was undeniably good, but not necessarily up my alley – to give you an example that stays within the kpop sphere, my heart is usually with the likes of T-ARA’s (immortal banger) Bo Beep Bo Beep. But I thought, well, it’s just a highlight medley… they have not missed so far… people said the songs they performed at the fanmeet were great (someone called NOT YOUR GIRL a Sistar song which DEFINITELY had me listening)… it’s IVE… surely an album tied to these insane concept photos won't miss… let’s wait and see. And I was right !! Because ultimately, I’ve IVE stands as an extremely enjoyable record !

The sound they went for here is very in-line with (what I perceive to be) their chic, elegant, cool girl concept; I’d say for the most part (mostly the b-sides) it’s very soft and never really in-your-face, quite easy to listen to with a nice flow, but at the same time it’s still really cool and commands your attention just by existing and doing it pretty much flawlessly. I’d compare it to silk. It straddles the line between cool and vibey & catchy and engaging perfectly; which I have to give it credit for, because like I said it’s usually really not the type of sound I'm fully into. I also think a lot of songs that go for it can easily fall in the trap of trying to be a ‘soft bop’ so hard that they end up feeling bland / boring / sanitized and turn into the musical equivalent of watching white paint dry. But here, it’s executed perfectly, from the subtle groove of Lips to the spacey synth touches of Cherish and many more. It’s also one more thing that works in the album’s favor, because as it’s located perfectly at those crossroads – for exemple, it’s both music to get ready to for a night out and music to actually live that night out to –, it’s a very versatile album that you’ll be more likely to run back to in different situations, and as such it’s always a strong player no matter where or what.

Part of why it works so well is that even though pretty much every song exists in that sonic universe, with super smooth modern beats and arrangements that feel minimal without ever becoming too sparse, they all have a different enough energy and goal that they try to achieve. You have the funk and playfulness of Lips & Kitsch, the calm and stillness of Cherish & Heroine, the subtle emotions of Mine & Shine With Me, the edgier sounds of Blue Blood, the super boppy joy and sass of NOT YOUR GIRL & I AM, and not only does it differentiates every track while also keeping the experience fresh without ever having to uproot the listener, it also helps the whole package come together into a strong album that at least touches every mark of what a typical album should be. Chill bops, boppier bops, more emotional bops, you have it all with no stark tonal shift; so as a self-contained work, I’ve IVE covers every ground it needs to in order to confidently stand tall while also keeping enough strengths redistributed in certain areas to add just that bit of charm that makes it shine.

There is sort of an outlier here however, and that is track 7, Hypnosis; one hell of an outlier too, and one that I'm gonna have to give the spotlight to for a bit because whew. From the very beginning with those disorienting and rattling electric synths, you know you’re in for a treat, and the song is quick to confirm that. It’s almost the antithesis of the album, in a way; whereas I’ve IVE is elegant and subtle, Hypnosis is twisted and almost crooked in a way, with dissonants and irregular instruments crawling around the floor of a beat that ultimately proves itself to be SO addictive, contrasting with the soft and dreamy voices of the girls like a solar eclipse. Hypnosis takes the formula of the album and twists it inside out, resulting in this sort of shadow twin that feels like an occult experiment gone wrong in the best possible way. On 1st listen, it reminded me a lot of something I’d hear in the gym of Ecruteak City in Pokemon Gold, mostly because of those electric synths that have a very GameBoy Color quality to them, and god knows that hit me straight in the heart. If you feel bored by I’ve IVE "playing it too safe", then at least try this one, because it’s certainly experimental and genuinely such a great song like oh my god… no subtlety here, just a fever nightmare that won’t let you escape.

…Back to the album now. If this sound palette works so well here, it has to be said, it’s because the production is EXCELLENT. It’s clean, tight, professional and straight to the point, like a shiny, deep-cleaned high end kitchen. Good tools make for great work if used correctly, and the group was armed with nothing but quality here. But what I really like about it, and what lifts I’ve IVE higher, is that it’s littered with a bunch of sparkly flourishes that add the finishing touch to already strong songs. The kazoo in Kitsch, the violin-like strings in the Blue Blood post-chorus, the smooth piano and strings in the background of Cherish, the guitar slowly emerging in Mine for exemple; all are insanely neat little details that add so much to their respective song and truly take them there. In fact, I’d say that they make the softer songs like Lips & Cherish win over their more energetic peers such as I AM & NOT YOUR GIRL because that’s where they’re easier to pick up on and also where they work excellently, making use of the minimal landscapes to place themselves just where they need to and give the songs very pleasant depth – once again, that’s one of the ways in which I’ve IVE avoids the pitfalls of boringness, and that’s by knowing exactly how to mix its ingredients with the perfect amount of pop-up-y flavor to leave a mark. It’s not just “yeah make it as unoffensive as possible” minimalism, it’s minimalism where every little piece is perfectly arranged with the others and completed by that one touch which seals the deal. Their producers did amazing work, for sure, and it gave us such a treat to Listen™ to.

I do wish the songs themselves were a bit longer though – they’re already all pretty much great, but some would still hugely benefit from something like a longer bridge, an actual bridge, a post chorus, another verse… I’m thinking of Blue Blood in particular, it’s a good bop and serves as a great intro but it would blossom so beautifully if it was extended just a bit. Hypnosis also kind of suffers from this, but that one is so impressive that I kind of forget it’s very short lol, yet imagine if it was longer??? The 11-tracks length is perfect because the album doesn’t ever overstay its welcome while also having enough room to expand and do everything it needs to – you can’t take away from I’ve IVE that it’s an extremely concise experience, and that’s sort of a good thing. But I really think that effect would have been kept had the songs been given more time, so it’s a shame that a lot of them are pretty short, usually stopping at around 3 minutes. For all the things I love about it, I guess that’s the big drawback of the streaming era. In that way, it clearly works, because while writing this I went through the album like twice and I didn’t intend to do so at all but I just didn’t notice that it was looped lol, so here are the extra streams in question – but part of that does lie in the fact that like I said, I’ve IVE is an easy listen.

For a first full-length album, I’ve IVE was definitely a great start. It’s very approachable and appeals to a wide audience, but it’s not satisfied by just doing the bare minimum and sacrificing all individuality to reach as many people as possible. Instead, the album pulls out the tricks it has up its sleeve at perfect times to climb up to the next levels on this flawless model walk it’s taking – all without ever breaking a sweat. You can tell there was effort put into this and that they weren’t just like “oh yeah who cares this will sell anyways”. I’ve IVE invites the audience to get into its groove very smoothly, but it never babies them or insults their intelligence by giving them pleasing mind-numbness, instead opting to serve precisely-crafted offerings with that ‘connoisseur’ feel that they know will be genuinely appreciated. The end result is without a doubt a high quality product. Even if IVE’s concept is a match-made in heaven with the sound of the album – i honestly think this was the perfect road to take for them –, it’s still one that any group would be honored to have to its name. They landed on the ground strutting, and wherever it goes from there, this stop has not shown a single sign of wavering flames; if anything, they’re only getting higher thanks to a perpetually-refined craft.

Ranking:

Hypnosis 9.5

Next Page 9.5

Shine With Me 9.4

Cherish 9.3

Lips 9.2

Blue Blood 9.2

Kitsch 9.2

NOT YOUR GIRL 9.2

I AM 9.2

Mine 9.1

Heroine 8.8

Note: 9.3

Average: 9.2

…Now about me and this blog… as you know, this is my very first review, so this feels relevant to say here, but I’ll admit – allow me to be a bit dramatic – this is kind of a scary experience ?? I really don’t know what I’m doing and I’m still trying to tune this into something with a nice structure and good commentary and a strong footing that I don’t think I have found yet and I don’t even know if I’m just gonna lose interest after a week or keep it running for a month or two or a year who knows??? Certainly not me. So yeah it’s a bit shaky for now. But I guess I'll just keep walking until I get the hang of things ? (I haven’t even figured out Tumblr yet😭) So… until then, look forward to it !! (and I promise i won’t be pesky like that every single time lol, keep watching and you’ll see!)