With each release that TREASURE puts out, I become more convinced that their company, the famous YG Entertainment, has no clue what to do with them. Their releases are consistent: they average 1-2 comebacks a year, but their sound profile changes frequently. After some strong performances exploring pop and retro-pop releases with LAST NIGHT, YELLOW, and PARADISE in 2024 and 2025, the group has made their first comeback of the year with a sound change (or reversion) with the title track, IF I, and their new mini-album, NEW WAV.

TREASURE hails from YG Entertainment, which is known in KPOP for its more hip-hop-leaning releases. And they did start off with some of that sound in their initial releases. Hence why I described this as a sound reversion. But at least the music back then had some meat to it. IF I perplexes me, however. It is very clear that the new song has mature and edgy vibes, intense production, and powerful delivery from the members throughout. But none of it lands. The production feels very generic and bland, and there isn’t a memorable aspect to the song. There isn’t much of a hook I can grab onto for the song to grow on me. IF I simply blur by with little recognition. To the point where I didn’t even get a chance to realise that the entirety of IF I was in English. Beyond that, I don’t have much else to say about the song, unfortunately.

The music video did fair a lot better than the song. I liked how IF I‘s edgy vibes translated into the music video’s visuals. The members looked cool and bold throughout the video, particularly in their styling. The monochromatic nature of the video helps build intensity and also makes it look old-school. Some of the reverse shots and the off-centring of some solo parts also make it feel modern and trendy.

Again, the members do a good job of showcasing the edgy vibes and their stage presence in IF I‘s performance. But what I remember the most from the entire performance was the penguin dance (not sure how else to call it) and the subsequent body vibration bit that occurs during the “IF I, IF I, IF I” part of the song/chorus.

Song – 6/10
Music Video – 8/10
Performance – 7/10
Overall Rating – 6.8/10