Time to make a start on the new releases of the week. And first up is ONF’s grand return with Love Effect, the title of both of the lead single and their 7th mini-album. This is the group’s first comeback since their Goosebumps release in 2021 and their military enlistment. The group (sans U, who is Japanese) all enlisted around the same time and was discharged from the military around the same time this year, eager to return to the stage as a whole group for their fans to release new music. ONF had also released a special mini-album last year with Your Song and Storage of ONF.

The more I listen to Love Effect, the more I find myself falling for the track. I will admit that I wasn’t completely won over when I first heard Love Effect yesterday upon its release, simply because the track didn’t feel concentrated enough when you compare it to their previous dance tracks they promoted with. But Love Effect was clever, drawing upon elements of their previous title tracks (Complete and Beautiful Beautiful springs to mind instantly during my first listen) to form this new song. And this very much got me coming back for more. In addition to the nostalgia above, Love Effect adds in more of a funky undertone throughout the rest of the track and a jazzy backing to Wyatt’s rapping. I also enjoyed the piano flourishes that appears in the background. Other than that, the upbeat instrumentation exudes a bright and poppy energy that makes me instantly smile. Their vocals and rapping does the exact same, with the melodies and hooks all fun and lighthearted. The best part of the song, for me, has to be in the bridge and at the end of Love Effect, when the members sing together in a simple yet anthemic manner. It is lowkey and straightforward, charming in an easygoing manner. Overall, Love Effect is super positive in terms of energy and output, and a great return for the group!

Matching the brightness of the song is the music video, which was quite vibrant and colourful. I found the editing and cinematography of the video to be a super cool aspect of the video, along with the inclusion of the special effects (which takes you back to their virtual world era). Even the start had flashes of scenery from their Beautiful Beautiful and Ugly Dance videos! And the members look like they are all glad to be back, which makes the smiles and energy from the music video even more convincing.

In addition to being a fun and playful routine, I like how the choreography felt quite substantial and isn’t too lighthearted or wispy. While nothing stands out like (compared to their past performances), I would still say the whole routine is still quite robust and the energy the members put into the dance made it one to still watch.

Song – 9/10
Music Video – 9/10
Performance – 8/10
Overall Rating – 8.8/10