[Review] LATATA – (G)I-DLE

There is a new girl group in town. (G)I-DLE, which has been shortened from GIRL-I-DLE, is the latest girl group from Cube Entertainment, which houses KPOP idols such as Hyuna, BTOB, CLC and Pentagon. Their debut single is LATATA, which is featured on their first mini-album titled as I Am. The group consist of 6 members: Miyeon, Minnie, Soyeon (who has debuted as a solo artist and participated in Produce 101 Season 1), Soojin, Yuqi and Shuhua.

It seems like Cube Entertainment has taken notice of the disappointing performance of CLC’s cutesy tracks that they started off with. LATATA takes on a more fierce and strong sound, which aligns well with the more popular and successful sound that is garnering CLC attention at the moment. It starts off with a very minimal instrumental but quickly builds up to the intense chorus. I find the way they sang the first verse very interesting. And while it was interesting, it also did capture my attention. While the chorus wasn’t that strong in my point of view, I am enjoying the post-chorus instrumental, which is definitely the catchiest moment of the song. The ‘LATATA‘ part of the chorus seems okay but I am unsure whether it will grow on me or not. The vocals and rapping were quite good. I really liked the combination of the two during the bridge of the track, which was a great moment for the song.  Overall, LATATA seems to be a strong track for a debut and it definitely puts the girls on the map, in my opinion.

The music video seems to be a weak point for this debut. It feels very typical and doesn’t really offer anything new to get the audience’s attention. Like the visuals are nice and the members all looked good. But I expected something a little more from the background that would have either enhanced the member’s visuals or enhanced the song. None of that happened in the video. Instead, we see a lot of overused sets and some cheesy acting (though the acting did add a twist to their strong and fierce concept).

The post-chorus instrumental featured some nice choreography. It was probably their strongest part as well. The rest of the performance was okay but it just doesn’t live up to the same standard as the post-chorus choreography.

Song – 8/10
Music Video – 6/10 
Performance – 6.5/10
Overall Rating – 7.1/10

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