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Headline : IVE Drop ‘Kitsch’ as First Release Under New Columbia Records Deal

Read more from the original article on here at www.billboard.com.




Tags : #ive #drop #kitsch #first #release #under #new #columbia #recordsdeal


No. of Paragraph 17

After IVE established itself as a leading girl group in the next generation of K-pop acts with three hit singles, the sextet begins the next, most international step in their career yet with the release of their next single under a brand-new label deal.

The opening lyrics to IVE’s latest track, “Kitsch,” seems prophetic as member Wonyoung opens by singing, “It’s our time.” While the new song has all the markings of a quintessential global–pop hit to stand alongside past IVE singles “Eleven,” “Love Dive” and “After Like,” “Kitsch” crucially includes the girls’ now-signature themes and lyrics of oozing confidence and self-love.

“Even our OOTD is just so like us/ When it comes to my favorite things/ Don’t judge them,” leader Yujin sings before youngest member Leeseo ends the verse with, “I live the way I want, what more do you want/ That’s my style.”

The accompanying music video plays off the similar YOLO themes of following one’s unique path as Wonyoung sings in front of a mural of herself, and the girls ferociously and playfully dance together in front of a neon sign with the phrase: “You’re So Weird, Don’t Change.” There’s even a bit of social commentary when the camera pans to a design on one of the members’ jacket back, with details boasting the phrase “Books, not guns. Culture, not violence.”

Read more from the original article on here at www.billboard.com.


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