The music video for XG’s not-quite-new single Is This Love was delayed to enhance high quality, solely to have followers calling out its use of AI transitions. I don’t actually have a horse on this race so I’ll bow out of the controversy, however I’m at all times within the music. Up to now, XG have swerved between hip-hop, dance and R&B. Is This Love suits inside the latter class, providing their tackle present woman group developments.
I do know readers are so uninterested in this comparability (and I’m sorry!), however Is This Love looks like a extra strong model of what NewJeans have been doing final 12 months — notably with the sugary How Candy. The perky, polished beat has its roots firmly within the early 2000’s when R&B was at its glossiest and most industrial. There are various nice songs of that period that make use of related manufacturing and Is This Love finally makes me wish to return and hearken to these.
To XG’s credit score, they buoy Is This Love with loads of vitality. The steadiness between rap and vocals is efficient and the refrain — whereas very repetitive — has a pleasant lilt that fits the bouncy manufacturing. The music stays constant all through, crafting a nice haze that may be perfect on a division retailer buying soundtrack. Whether or not that’s reward or criticism relies on your style. For me, it lands someplace between the 2.
| Hooks | 8 |
| Manufacturing | 8 |
| Longevity | 8 |
| Bias | 8 |
| RATING | 8 |
Grade: B-
