Rookie group KiiiKiii have launched their fourth music video from their debut mini album, milking the mission way over most acts would. I recognize this “visible album” strategy, although it might have been extra satisfying if I additionally liked the music behind it. Of all of the songs on the EP, Groundwork factors towards probably the most attention-grabbing approach ahead for KiiiKiii. I simply want their composers may discover a strategy to meld experimentalism with satisfying pop hooks.

I’ve seen some examine Groundwork to f(x)’s work (a discography I’m very acquainted with!). Nonetheless, the standard that made these f(x) songs so good was their capacity to fuse leftfield manufacturing decisions with glistening melodies and considerable hooks. With the rise of sub-genres like hyper pop, Okay-pop clearly desires to go experimental however doesn’t appear to have as a lot curiosity in beneficiant prime strains. That is the place a tune like Groundwork will get into bother with a listener like me. I like its prickly sound and the ladies promote it properly, however the prolonged “groooouuuunnnnddddwork” hook simply doesn’t do something for me.

Due to this, I’m pressured to benefit from the tune extra as a efficiency piece than successful by itself. Given Okay-pop’s hyper-visual part, this strategy is smart. However with out that aural factor, the tune fizzles. It is perhaps that I’m approaching this tune with the fallacious mindset, however one of the best Okay-pop classics stand as one thing I’m keen to observe and take heed to. Groundwork may have simply conquered each fields if as a lot thought had been put into its songwriting as its manufacturing and efficiency.

Grade: C