u/Gullible-Distance594

First of all I guess we're all on the same page that this illit's new record doesn't sound like illit, but visual-wise, unexpectedly, I enjoyed It’s Me music video. They all look stunning there and completely own every outfit they wear. I like the colorful tone, the high energy, and the positive vibe in the video. Music-wise, I’m not personally a fan of this techno-pop, EDM kind of music. I feel like the pre-chorus and chorus didn’t go well. Instead of making another great song like Almond Chocolate, they decided to try to emulate the virality of NCA, with a tiktokable song designed to set off another trend.

I gave myself a listen to all the songs. I think the title track Mami is the best song on the album and as we all know, they altered their musical approach. No more video game, magical, cute-sounding elements in their songs. This is an album where illit seem to have consciously decided to avoid everything that gives them character. Instead of continuing the colorful blueprint of Bomb, they backpedal, turning out more generic and formulaic. A puzzling move, especially at the point when they seemed to be growing gracefully into their own style. It’s only been two years for them, I think it’s too soon to change direction.

‎Is this album rushed? I think yes, the fact that other Hybe groups released new music at the same time makes it feel like it’s all planned. It don’t always hit me, listening to music, when I feel that somebody’s doing it because they’re contractually obligated to. It feels pushed and less organic. If you listen to the songs, they used a lot of effects. The girls have really good voices, so what’s with the autotune galore? Chances are they used it to speed up the production process.

Also, Illit schedules have been insane. They were very busy toward the end of last year and within 4 months, they had to promote new Japanese songs for soundtracks and then start recording again for the next album, performing shows and going on tour, not to mention filming vlogs, ads, music videos, and learning new choreos (It’s Me choreo absolutely looks like a workout). With Moka taking a break, I guess, maybe that was too much for some people. I wish her a speedy recovery, and of course, I hope this illit’s new record does well too.