As mentioned yesterday, this week is going to be a busy one. And it all begins with Monday’s comebacks. One of these comebacks belongs to IVE, who is returning for the first time since the release of Baddie. Their new single HEYA (해야) is the title track off their 2nd mini-album, Ive Switch.

HEYA continues IVE’s exploration of the hip-hop genre. However, unlike Baddie, I instantly found IVE’s delivery of HEYA to feel a lot more vivid, exciting and colourful. These are all words that I associate with IVE’s earlier releases, so I personally think this is an improvement from Baddie already. HEYA may not be as pop-coded as their earlier releases, but it definitely heads in that direction a bit. So aside from feeling different, what has the group done differently in HEYA? I like that the instrumentation did not feel as weighted, and so HEYA did not feel heavy. Going into Summer, a heavy song doesn’t usually bode well, so the producers were really clever in using flourishes in its percussion to help liven up the backing. Rei, Leeseo and Yujin’s rapping in the verses feels equally as lively and engaging, bringing out a more dynamic tone in HEYA. This pays off in dividends for the group, as it highlights a newfound edginess and powerful delivery. HEYA also features more vocal parts, which makes way for more melodic touches in the song. The bridge was extremely successful in championing this (which is my second best moment within HEYA, following the choruses). I also like how they extended the melodic touch into the opening hook of HEYA, setting up the catchy and chanty chorus quite well. The extra layer in the instrumentation for the final chorus did a really good job of signaling the end, in my mind. Overall, IVE and HEYA‘s producers did a really great job improving upon the previous song, making for IVE’s next hit.

The lyrics and music video of HEYA sees the group reference a traditional Korean folklore known as ‘The Tiger Who Loved the Sun‘, which is a story that speaks to the formation of the sun and the moon. In the video, we see the members appear as the tiger in the story, dancing in front of the sun and moon to enchant us, before leaving their mark on us. Just like how the tiger did so to the mother, just a lot less gruesome in our case. Keeping to the traditional influence, I really like traditional Korean elements in the sets and post-production. The colours and lighting made everything look very pretty and aesthetic. I also really like IVE’s look throughout the music video, as it adds a bit of a modern flair in the midst of all of the traditional Korean elements present in the video.

From what I can see in the music video, the performance for this comeback is going to look great. The start of the chorus already looks like it is going to be a catchy key point of the choreography, and the rest of the routine looks robust and dynamic.

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