The sheer audacity of ITZY’s uneven Gold has (type of) received me over, however when their latest album was launched most followers had been extra targeted on its b-sides. I didn’t discover many of those b-sides all that partaking myself. Nonetheless, Imaginary Pal instantly stood out as a spotlight. JYP appears to assume so too, because it’s being promoted as a follow-up single with a brand new music video launched right this moment.

Imaginary Pal flips expectations for ITZY’s music, abandoning the brash charisma that always drives their singles for a softer, extra melodic strategy. Given the context of 2024’s beige musical traits, “softer” shouldn’t be a praise, however Imaginary Pal helps its easy-listening vibes with compelling melodies and a hearty association. Its refrain is particularly stunning. The lyrics are a bit of odd at first since most individuals affiliate the thought of an “imaginary good friend” with little youngsters, however that childlike conceit kinds the track’s central idea and compliments the wistful manufacturing.

Talking of manufacturing, Imaginary Pal‘s association deserves main reward. ITZY’s vocals have by no means sounded extra attractive, layered to perfection on the pre-chorus and refrain. Ornate instrumental prospers deepen the sound, giving the monitor actual weight. And at almost three and a half minutes, Imaginary Pal takes time to luxuriate in its strengths. Little touches just like the instrumental break earlier than verse two would have been minimize from most songs these days, however their presence right here offers the construction a way of story and gravitas. I’d love to listen to an entire album modeled on this strategy.

Grade: B+