Back in May, YG Entertainment announced plans for BABYMONSTER to return later in the year with their first studio album, and that a single would be released in July as a pre-release. Well, it is now July and YG Entertainment confirmed BABYMONSTER release officially dropped on Monday as promised! Hahaha… Remember those days? The pre-release single is titled FOREVER and follows on from the release of STUCK IN THE MIDDLE and SHEESH from earlier on in the year.

I am genuinely surprised with FOREVER, particularly when we hit the choruses. BABYMONSTER’s songs have not really pulled me in thus far, but FOREVER is the first to catch my attention and bring out a positive reaction from me (for the most part). The pop vibes in the chorus are different from what YG usually produces and releases for their artists. For the instrumentation, FOREVER‘s club-like background during chorus hits the mark, for me. The vocal work in the pre-chorus and choruses of FOREVER were nicely executed and further demonstrates that there is promise for the group. Even I received the rapping throughout the track positively. But while I do appreciate all of this, FOREVER does have a few issues that limits the song’s potential collectively. Firstly, I felt FOREVER was disjointed due to the various pauses between different segments of the song. If the song was ‘tighter’ on many fronts, I felt this would have made FOREVER more cohesive as one piece. Secondly, FOREVER suffers due to the presence of the not-so-innovative second verse. It isn’t the rapping that gets me (per my earlier comments), but rather it is the breakdown that has to accompany the second verse rap in every YG song. I don’t see the need to stick to a breakdown every single time. Surely, someone would have realized this by now. I also think this sequence features the same (or extremely similar) synths to what we heard in SHEESH, which confirms to me there is a lack of innovation at the company. Thirdly, not keen on the soft utterances of “Like I’mma live forever” and “Like I’mma like I’mma” in the background of the chorus. They felt needless and don’t add anything to the song. Overall, FOREVER is a refreshing turn for BABYMONSTER (and their company), but there are some issues meddling its overall potential.

With KPOP’s growing presence at the big fashion shows, we see BABYMONSTER get ready for one of them in the music video for FOREVER. And following that, they have fun in each other’s company, what is assume, is following that fashion show. I liked the classy yet modern looks they had on throughout the video, and the sets were pretty cool. However, I do feel like there is a slip in standards. YG Entertainment videos always scream out to me for its high quality, but I don’t feel that here.

FOREVER has one of those routines that looks goods and feels fitting for the song. But it didn’t have anything in it that really stands out.

Song – 8/10
Music Video – 8/10
Performance – 7/10
Overall Rating – 7.8/10