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I went to observe the video for ETA on YouTube and it was instantly preceded by an iPhone commercial backed by the tune’s hook. Make no mistake what HYBE is doing right here. This NewJeans EP is branding at its most built-in. In truth, imagining these transient, jingle-like songs as fashionable commercials might provide a extra rewarding solution to body their strengths.
Pop music is clearly a enterprise, however the most effective pop songs obscure that by way of emotion, connection and craft. Too usually with these new-gen HYBE choices, I get the sturdy feeling I’m being offered a product. That product might merely be a “vibe” or a nebulous thought of “cool,” however this niggling consciousness tends to spawn resentment — unconscious or not. Once more, that is nothing new. I keep in mind when SM Leisure used to plaster provides for “Everysing” on their artists’ music movies, however I type of appreciated these apparent gestures. This new type of affect feels extra sinister and fewer concerning the music itself.
I’m getting off matter, however I’ve written about a number of NewJeans tracks this previous week and the discourse has remained largely the identical. To ETA‘s credit score, the tune lifts its vitality and provides the group extra bounce to work with. I’m a giant fan of the distorted brass loop that fuels the observe and want the producers would have performed extra with it.
Like each tune on this EP, ETA finds its energy by way of repetition. It takes one or two central concepts and grinds them into the bottom, highlighted by an ethereal, aloof vocal that twists in cadence to the rhythm. I want ETA‘s particular concepts to these in Tremendous Shy and Cool With You, making it my speedy favourite of the bunch. Nevertheless, I nonetheless crave the sonic improvement an additional minute or two would have given this tune. In spite of everything, dance music is at its most interesting when allowed to luxuriate in its personal hypnotic vitality.
Hooks | 8 |
Manufacturing | 9 |
Longevity | 8 |
Bias | 8 |
RATING | 8.25 |
Grade: B
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