The bold and clever gambit by the group ILLIT paid off. Beyond simply showing a new concept, they are pulling out one signature move after another that captivates the public, as if a "magical girl" were evolving through stages.
The recently released mini album 4 "MAMIHLAPINATAPAI" by ILLIT is the result of defiantly shattering the stereotypes directed at them.
The title track "It's Me" places techno at the forefront and further enriches ILLIT's musical worldview. This is not a sudden change. Through their previous single 1 "NOT CUTE ANYMORE," they declared an identity not limited to "cuteness," and in this new release they proved that limitless potential for expansion.
Members Yoon-a, Min-ju, Moka, Won-hee and Iroha show outstanding versatility across vocals, choreography and styling, firmly supporting the new challenge. The "ILLIT core," which broadens its view to the world and never loses its candid and confident spirit, became even clearer through this promotion.
The explosive sound and distinctive performance of "It's Me" have created an intense addictiveness and spread by word of mouth at a fast pace. Its chart rise is also fierce. Starting at No. 46 on Melon "Top 100" (May 4), it surged to No. 20 (June 6) and No. 12 (May 7), drawing a steep upward curve. Among fans, enthusiastic praise is pouring in, saying, "The melody keeps lingering in my ears," and "I suddenly found myself immersed in the dopamine-exploding 'It's Me'."
Also, "It's Me" ranked sixth on Spotify's global "Top Song Debut" chart, and continued to climb on Apple Music's "Top 100 Today" global chart (No. 54 on the 6th), asserting its presence. The music video has also maintained a top position on YouTube's global chart for six days.
With lyrics that are quirky, lively and resonate with the 10s and 20s generation, and ILLIT's unique aesthetic sensibility woven into this promotion, it once again cements why they are the "trend." Although the mode of expression has changed, attention is focused on ILLIT's trajectory, which does not stop its autonomous growth.<
[Photo] Belift Lab Inc. (HYBE)
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