Belift Lab (HYBE)
Girl group ILLIT’s ‘It’s Me’ has sparked a dopamine-surging ‘magical girl’ transformation.
ILLIT’s bold and shrewd gambit with the new track ‘It’s Me’ has paid off. It did more than merely unveil a new concept. Like a magical girl who transforms and grows with each stage, ILLIT is steadily adding one crowd-capturing killer move after another.
ILLIT’s recently released 4th mini album ‘MAMIHLAPINATAPAI’ is an album that breaks the stereotypes about them. The techno title track ‘It’s Me’ is not a choice that denies their existing color, but one step in the process of further enriching and building up their musical world.
This is not a sudden move. In their first single album ‘NOT CUTE ANYMORE’, ILLIT had already declared that their identity is not confined to ‘cuteness’, signaling limitless potential to expand their spectrum. The five members (Yunah, Minju, Moka, Wonhee, Iroha) again shine in this new release, as their outstanding ability to pull off not only musical genres but also vocals, choreography, and overall styling firmly supports the new challenge.
Belift Lab (HYBE)
Even as change continues, ILLIT’s identity is growing deeper. Having focused on ‘me’ at debut, they are gradually widening their gaze to the world while never losing their honest and confident spirit. The broader the world they look to, the clearer and more solid the message they want to convey has become. This naturally led to fierce genres and concepts, taking shape as ‘MAMIHLAPINATAPAI’. In the end, only the method of expression has changed; their direction of always acting with agency remains the same.
The distinctive elements associated with ILLIT are still there: quirky, lively lyrics that heighten resonance among listeners in their teens and 20s, and trendy, addictive melodies. The ‘ILLIT core’completing any style with ILLIT’s unique sensibility and aestheticsis becoming even more vivid.
Global music fans have responded passionately to ILLIT’s fresh variations. In particular, the explosive sound of ‘It’s Me’ meeting its unique performance has created powerful addictiveness and spread quickly by word of mouth. After the first week of comeback music-show stages was revealed, the song surged on Melon’s ‘Top 100’ from No. 46 (May 4) to No. 36 (May 5), No. 20 (May 6), and No. 12 (May 7), gaining upward momentum. Fans are raving: “The melody keeps lingering in my ears”, “I’ve already been immersed in the dopamine-sparking ‘It’s Me’”, “A song that you just have to put on the playlist”.
Interest in ‘It’s Me’ spans both domestically and internationally. The track entered Spotify’s global ‘Top Song Debut’ (aggregation period May 1~3) at No. 6, and after debuting on Apple Music’s global ‘Top 100 Today’ at No. 88 (as of May 4), it has climbed daily to No. 75 (May 5) and No. 54 (May 6). The music video has been listed on YouTube’s global ‘Daily Popular Music Videos’ chart for six consecutive days.
