“Without the courage to fall, you will never fly.”
In their relatively short time in the kpop scene, ITZY has already seen its fair share of highs and lows with regards to their reception. Their stellar debut single, DALLA DALLA, immediately shot them to the forefront of the 4th generation in 2019, yet it is quite unfortunate that in recent times they seem to have fallen out of favour; their 3rd mini-album, CHECKMATE, received received mixed reviews, with criticism directed particularly towards its lead single, “Sneakers”. Acknowledging this, yet undeterred, the quintet (consisting of Yeji, Lia, Ryujin, Chaeryeong, and Yuna) are back with their latest effort, KILL MY DOUBT.
Despite a rather confusing rollout strategy, pre-release singles “Bet On Me” and “None Of My Business” laid some assuring groundwork for the upcoming mini. The former is a bold admission to their confidence being shaken but having a desire to find it again. Led by a groovy bassline, the track is more minimalistic, putting the spotlight on the vocals. Its story-driven music is a particularly interesting and risky choice given the group’s impressively precise choreography. This effort was undoubtedly meaningful and showing a step forward in maturity.
“None Of My Business” resides in more familiar ITZY territory: a summer-infused pop song that subtly addresses the hate they’ve received. Although a somewhat safe approach, each member gets ample stage time here, with special mention to Ryujin and her smooth vocals, both in singing and rapping. Lia also gets to show off some rap skills, which is a pleasant surprise. Pushing her already impressive range, the track shows immediately that, with KILL MY DOUBT, ITZY are willing to evolve and avoid the stagnation that has plagued the genre in recent years.
Lead single “Cake” had me concerned when I heard the previews; it seemed be relying on the trend of making an annoying earworm of a hook. It was thus a massive relief that the rest of the track sports a lot more (much-needed) variation. However, the word ‘cake’ is still repeated excessively, and it feels oversaturated, not unlike the sickening sweetness of too much cake. Constant confectionary mentions aside, the track is thankfully better than expected, and the music video is quite amusing, with references to their previous music videos, Squid Game, and more, making it sure to be a fan favourite. As is standard, their visuals are on point.
“Psychic Lover” is a massively refreshing step in the right direction. It may start like a typical ITZY track but it launches into an energetic and catchy bubblegum pop chorus reminiscent of the early discography of their label seniors, TWICE. Yeji and Charyeong’s voices suit the chorus well, bringing power to the track. “Psychic Lover” is ultimately straightforward and fun, something I wouldn’t mind hearing more of from the group.
With its bassy, deep house melodies, closing track “Kill Shot” is, frankly, a certified banger. ITZY has displayed their ability to pull off darker sounds with previous title track “In the morning”, and this track captures that essence. Yuna’s bubbly voice provides an interesting contrast to this track. I only wish the track was longer. To KILLY MY DOUBT‘s immense credit, all of the tracks apart from “Bratty” have something memorable and impactful to them, making the record a fun and worthwhile ride.
Ultimately, KILL MY DOUBT does see a general step up production wise. Most the tracks are quite catchy, though some have noticeably more character. Sonically, it feels like a sampler for the different styles they are capable of, which is surprisingly varied. Perhaps ITZY’s biggest stumbling block this comeback was the marketing; the promotion push on this mini-album saw the pre-release tracks only available on YouTube. I can’t help but feel like puzzling decisions like these may affect the impact of this release.
Does KILL MY DOUBT succeed in, well, killing our doubts? In some ways, yes. It’s not as outwardly loud as previous comebacks, but it’s still a bold statement from the group about being able to face their low points. They do so with grace and spirit that promises a bright future for future releases. ITZY display maturity with this mini-album, and hopefully this newfound confidence will lead them to greater heights.
8/10
KILL MY DOUBT is out now via JYP Entertainment. You can find the mini-album here.