If you ask a K–Pop stan about the biggest groups currently on the scene, there’s a good chance that the girl group IVE will be among their top answers. Hailing from Starship Entertainment, the six–member band is one of the most popular groups in Korea, in part due to the popularity of IZ*ONE alums Jang Won–young and An Yu–jin. The group also boasts many hits of their own, with songs like “LOVE DIVE” and “I AM” boasting over 300 million streams on Spotify, reaching number one on Korean music charts, and hitting top 30 on the Billboard Global 200.
Following the release of their monstrous debut album I’ve IVE, however, the group seems to have taken a few creative detours. Their immediate follow–up project was their 2023 EP I’VE MINE, which feature three radically different singles: pop–ballad “Either Way,” disco–pop “Off the Record,” and braggadocious–trap “Baddie.” In 2024, the hip–hop/pop fusion single “HEYA” and maximalist–pop track “Accendio,” both from the curious mix that is the EP I’VE SWITCH. Amidst all the musical exploration of the group, the sextet continued to flaunt their confidence, luster, and cheekiness, all with a hint of vulnerability.
What scratches my head, then, is their latest release I’VE EMPATHY. On paper, it’s a continuation of the group’s signature sound and identity. Lead single “REBEL HEART” recently achieved a Perfect All–Kill on Korean charts, hitting number one on all possible streaming services in Korea, and the group continues to hold strong in their popularity. But despite all this success, the EP puts a hard stop to the group’s growth and exploration, defaulting to old formulae and relying on the group’s popularity to propel their songs.
First a look at the actual EP, “REBEL HEART” starts the EP strong with soaring vocals, thumping beats, and a strong message about being true to oneself. “ATTITUDE,” a single co–penned by member Won–young, is a cheeky pop offering about being “that girl,” where “even if [she] stumble[s], luck is always on [her] side.” Both singles are catchy, hooky, and would slide perfectly onto American radio stations, should they ever choose to play them. Tracks like “FLU” and “Thank U,” the latter featuring writing credits from member Liz, continue to showcase what the group is capable of sonically.
But doesn’t “REBEL HEART” sound eerily similar to “I AM”? Music nerds (I’m not calling myself out) might pick up the fact that the songs are in the same relative major/minor of G major or E minor and sport similar melodies. Both songs deal with self—confidence and owning one’s uniqueness. Both songs also have a nearly identical song structure, complete with an anthemic final chorus. A mashup of the two songs showed just how well they fit together.
But wait, there’s more! Doesn’t the hook of “ATTITUDE” remind listeners of a familiar melody? If one had guessed the iconic ‘90s hit “Tom’s Diner,” they’d be 100% correct, because the post–chorus is a direct sample from the original song. Casual listeners might overlook the album track “You Wanna Cry,” which interpolates another iconic song, “I Wanna Dance With Somebody (Who Loves Me)” by the great Whitney Houston.
This isn’t the first time the group has taken inspiration from a well–known song. One of the group’s biggest hits is their third single “After LIKE.” Sampling the riff from “I Will Survive” by Gloria Gaynor, the song was, at the time, the group’s defining hit single, in part because of the song’s well–known post–chorus melody. Of course, interpolation and sampling are not uncommon practices in music production. Western songs like Madonna’s “Hung Up,” Ariana Grande’s “7 rings,” and somewhat infamously, Ava Max’s “Whatever” have also been famous for using renowned pieces of music history and repurposing them to make new hits.
A lingering criticism from the last time IVE used a famous sample was that the sample ended up carrying the song’s identity. This criticism isn’t unfounded: the “Da–ra, da–da–da–ra” hook of “Tom’s Diner” begins “ATTITUDE” and serves as its post–chorus. While “ATTITUDE”and “After LIKE” do somewhat decent jobs integrating the sample artfully, “You Wanna Cry” shoehorns it in, making its chorus feel restrained and awkward. IVE’s sonic trajectory has always pointed upwards, but the group’s use of samples threaten to hold them back, making them stuck in the past.
Both “REBEL HEART” and “ATTITUDE” are co–produced by the group’s long–time resident producer Ryan S. Jhun, a prolific K–Pop producer in his own right. With nearly all of the group’s songs having Jhun’s touch somewhere along the process, it begs the question: is it time for the group to switch things up?
I’VE EMPATHY feels like a deliberate attempt to capitalize on nostalgia for past eras, both sonically and in terms of the group’s identity. Self–referential music can certainly be done well—take, for example, Lady Gaga’s “Abracadabra,” which in its own way recalls some of the famed pop star’s old sound and image. But it is far too early in IVE’s career for them to start reheating their own nachos. A group that debuted only three years ago does not need to pack a six–song EP with two sample–heavy tracks and one that calls back to their own song–not when they're capable of diversifying and reinventing themselves.
I find it more troubling that Starship Entertainment doesn’t seem to want to develop the group’s identity any further. It would be an understatement to say that Won–young and An Yu–jin are the group’s most popular members: the former readily gets international attention simply for appearing skinny or even pushing a kid away, while the latter appears frequently on variety shows and even won a major entertainment popularity award. But it’s rare to see an outing from the other four members. The group's joking nickname “Won–young and friends,” however mean–spirited its origins, holds some truth.
It’s easy to get complacent when your group is already popular and your songs continue to top the charts. But as BLACKPINK have shown us, when you allow your members space to explore on their own, even just a little bit, they can shine exponentially more. Perhaps the best way to elevate the group, which is still under an exclusive contract with Starship Entertainment, is to offer them more chances in composition and writing. All six members have at least one writing credit to their name, but giving them more opportunities to contribute to the album creation process may offer great rewards. Won–young writing a single on I’VE EMPATHY is, admittedly, a welcome surprise. Should she and the others continue to contribute in more original compositions, I can only imagine the group being even more respected and loved than they already are.
The group could also benefit from working with other producers. Their exploration phase included one–off singles with Saweetie (a remake of Icona Pop’s “All Night”) and David Guetta (“Supernova Love”), showing their intent to reach a wider global market. Bringing in other collaborators could also elevate their discography to a whole new level. Finally, allowing the other four members more chances to be publicly visible, from dancing or doing song covers to appearing on variety shows, would even out the unequal popularity of the members. While an imbalance of popularity between members may always exist, it’s only fair that the company invests in each of them and doesn’t play favorites.
IVE is a group that needs no further boost in popularity. The only thing holding them back is themselves (or really, their company), and I’m confident that if and when the members have greater creative control and can be the “rebels in [their] hearts,” the group can become an unforgettable name in the K–Pop canon.
