The momentum of the group ILLIT is unusual. Having built a distinctive image with quirky and lively charm, they break the existing mold and return equipped with a deeper and more intense energy. Through the mini fourth album MAMIHLAPINATAPAI, which will be released on the 30th, ILLIT is expected to face another musical inflection point.
The album's title track "It's Me" provokes curiosity in that it is the techno genre ILLIT is attempting for the first time since debut. The upbeat beat and addictive melody zero in on listeners' "dopamine," and even from the briefly released sound it delivers an auditory pleasure clearly different from previous works. This proves that ILLIT's musical spectrum is expanding without limits.
The change in concept is also dramatic. While preserving ILLIT's characteristic loveliness, the way they express emotion has become much bolder and firmer. In the recently released campaign film, the five members displayed a confident aura that explodes with emotion as their hearts lead, rather than agonizing over ambiguous relationships. In particular, the scenes in which they emit a cool charisma and actively go to seek affection gave fans a fresh shock and raised anticipation for the comeback to a peak.
This move by ILLIT is a continuation of their previous single, NOT CUTE ANYMORE. At that time, they declared that their identity was not simply limited to "cuteness" and gave the public a thrilling twist. This new record, too, is expected not merely to change concepts but to be a process of infinitely expanding the boundaries of "ILLIT core," which refers to their unique sensibility and aesthetics.
Like the team name's meaning of "able to be anything," ILLIT has led trends among the global 1020 generation with original music and style on every album. Already recognized for their potential in mainstream pop markets such as the Billboard song charts, they return in their most ILLIT-like yet most unfamiliar form, drawing the attention of music fans worldwide to see what new records they will write.
[Photo] Belift Lab Inc. (HYBE)
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