David Tizzard is a professor at Seoul Women’s University, holds a PhD in Korean Studies, and hosts the Korea Deconstructed podcast. He has lived and worked in Seoul for more than two decades. Reach him at datizzard@swu.ac.kr.
Growing up with IVE: A father, a daughter and a 17-minute EP
Courtesy of Starship Entertainment
By David A. Tizzard
It’s been fun watching my young daughter immerse herself in IVE. From the songs, the variety show performances, the v-logs, the photocards, and everything else, the six member K-pop group are everything to her. Our car trips regularly feature "Love Dive," "Accendio," "Heya," "I Am," "Rebel Heart" and "After Like" on the stereo. My personal favourite is probably "Attitude," particularly the pre-chorus. And I really really like their recent Japanese single “Be Alright.” It has some super spicy chords, and I often play it on guitar with my daughter singing along.
Our television is always blaring out the laughter and rowdiness from the television program “Earth Arcade.” Yujin might be the leader of IVE but she’s the youngest member of this particular show and my daughter loves watching her interact with Mimi, Eunji and the constantly outrageous Young-ji. It’s actually quite refreshing seeing these huge stars in minimal to no-make up and acting in a completely natural and unscripted way. I’m actually surprised there hasn’t been more mention of it in the English-language press considering how popular it is here in Korea.
And then there’s the merchandise and constant attention. A few months ago it it was decided we were driving to the Sokcho branch of Papa John’s Pizza (about 45 minutes each way in the car), and my wife and I would be entering the store and ordering individually so that we could receive two sets of IVE photocards. Opening the packets and sitting excitedly in the back of the car staring longingly at photos of her heroes was lovely. I was happy to be able to be there and share it with her.
I know that of all the groups, this is the one she loves. She knows all the members, their personalities, the dance choreography, and everything else. I don’t know why it’s this group and not AESPA or BLACKPINK, to be honest. She loves the songs from those groups, of course. But with IVE it’s seemingly about the personalities and the presentation. Maybe it’s designed for a younger audience? Maybe the princess vibes hit her? I try not to question it and just embrace her taste. And, to be honest, they’ve got some great songs with some ridiculously good melodies.
So with all that, I decided to explore their latest EP: "Secret." These tracks no longer feature Ryan Jhun, the man who produced some of IVE’s biggest bangers to date. He’s also done "Celebrity" by IU, "Love Me Right" by Exo, "After School" by Weeekly and many many more. How would the group fare without him?
The songs
The first thing I noticed is just how short the EP is. Growing up in an era when you had to save your money to buy CDs, anything less than 45 minutes was considered short. You wanted your money’s worth. Here, IVE have 6 tracks clocking in at just over seventeen minutes. The closing ballad "Midnight Kiss" makes up most of that, with the album’s other pop songs clocking it at around 2 minutes 30 seconds each. One would imagine that the length is intentional. We read infinite reports about shrinking attention spans and the tik-tokification of mainstream culture, and this might be another example of that. Everything condensed into a product that can be consumed as easily and as quickly as possible. Seventeen minutes is a pretty short car ride.
The other thing that becomes immediately noticeable upon listening to it is that there are no straight-up bangers. IVE have had anthems in the past, and with BLACKPINK’s "Jump" and Demon Hunter’s "Golden" proving that either rave or epicness can be a winning formula, it’s surprising to hear that this album avoids that. Every time a song approaches a chorus or a middle-eight, it backs off. It walks down. There are no gigantic climaxes. No key changes. Again, one can only image that this is intentional.
Another theme is the BPM. I ran by the river to this album a couple of times while trying to understand it and, doing so, I noticed how each song was basically the same tempo. Yes, there were some slight variations but each song sits around 90-100 beats per minute. The album never really goes fast. As if it’s purposefully avoiding the high speeds and drum and bass vibes that gave NewJeans a lot of their hits.
So although she’s only nine, I don’t think my daughter will be playing this getting ready for a Friday night out. It’s more likely designed for chilling in a café or sitting in one’s room and analyzing the lyrics while you either fall in or out of love with someone.
And then the songs. "XOXZ" is my daughter’s favourite and the lead track. It’s been super popular in the domestic charts but it marks a very different approach from what we’re used to with IVE. Normally, you expect hyper-polished, upbeat, sing-a-long pop music. This, however, is minimalist hip-hop with the members rapping over a trap beat. The chorus is certainly catchy because of the ethereal sounds but it feels undercooked. Maybe we should celebrate a new direction for the group, but it lacks the brashness of their previous hits.
"Wild Bird" is one for the Gaeul fangirls because she gets a lot of lines in this one and it will provide nostalgic vibes to the group’s early years. It will definitely sound good closing out a live concert. On the album, I was always expecting the “girls” chorus to kick a bit more, but it comes down every time. The album continues to be a lazy summer evening rather than a raging Friday night.
"Dear, My Feelings" is my favourite track of the album. It’s a wonderful piece of dreamy house with some great vocals and a memorable hook that’s used sparingly enough to make it grow on you. It sounds like something I would hear on a 90s compilation with teens in crop tops spinning round and round on a beach with the camera floating above them. It’s the track with probably the best lyrics as well. Kinda cool isn’t it? Writing a letter to your feelings? Riley Andersen would be proud.
"Gotcha (Baddest Eros)" sounds to my ears like a straight up AESPA song. I know I might get in trouble for saying that but if I heard the track without any other information, I would have said it came out of the Dem Jointz and Kenzie wheelhouse. From the beat, the syncopated vocals, and particularly the whispery spoken word chorus. The bass also has mega "Concrete Jungle" vibes by Bad Omens. I’m sure a music video for this will drive fans insane with a bad girl concept and "Queen Never Cry" aura all over the place.
Track 5, "BBibik" (lovebeats) is probably the best produced track on the record. And it’s the kind of thing that when you first hear it, you’ll probably hate it. It’s weird and it uses what sounds like Jamaican steel drums for the beat. A bold choice and one I can’t say I’ve heard a lot recently. It sounds like a video game to be honest. Very cool. But why it doesn’t kick up a gear after the chorus is still a very strange decision to me. I normally expect K-pop to be music that lifts you up, that provides smiles, and cheese in untold amounts. This album remains forever minimal.
The album’s closer is one where Liz is allowed to shine and this will be of great value to all her fans. It’s got great vocals and it’s going to touch a lot of people with its message, for sure. It also closes the record on a note of vulnerability: the one song designed to last longer than a TikTok clip. That seems very appropriate.
Change is good
Overall, this is a decent sounding EP. It was quite hard for me to deal with because it was everything I wasn’t expecting. I’m not the biggest IVE fan but I’ve come to know and enjoy most of their tracks through my daughter’s fandom. Yet this sounded like something completely different.
In the art world change is not necessarily bad. The members are growing, the production teams are changing, and as culture spins around us, it’s good to explore new worlds. Not everything has to have a billion views or become a global phenomenon. Things are allowed to just be good or simply "alright." And, that’s how I felt about this. Instead of the euphoric high of "Love Dive" or the brash confidence of "I Am," "Secret" seems content to stay mellow, restrained, and atmospheric.
What pleases me most, however, is that my daughter is growing up with role models like these. Young women who seem to handle themselves with decorum, who are letting their best sides shine, and releasing music that promotes positivity, honesty, and good vibes. That more than anything makes me happy she’s on the IVE Starship.
In the end, "Secret" isn’t the IVE album I expected. It’s restrained, minimalist, and at times frustratingly hesitant. But that doesn’t make it meaningless. The sound reflects a group willing to try something different. And what matters most is watching my daughter find joy, inspiration, and role models in these six young women. That’s the real "secret," I think: IVE aren’t just releasing music, they’re shaping memories.