UP10TION are one of a handful of rookie boy groups from mid-size agencies that are poised to usher in the next generation of kpop. Up to this point, they’ve released two solid mini-albums, though the title tracks from each haven’t been as strong as some some of the songs that they didn’t promote.

Attention seeks to change that, with its loose, funk-driven beat and impressive choreography. And though it’s pretty generic throughout, it’s the good kind of classic kpop generic. There’s no element in the production that we haven’t heard a thousand times before, but I kind of appreciate the fact that the instrumentation doesn’t try to take the spotlight away from the vocals or melody. The touches of brass and nimble percussion gives the song a smooth, classy feel, without seeming cluttered or overdone.

The verses are largely forgettable, as the members trade off lines without leaving much of a mark. I think this is a product of their hesitance to work towards any sort of build. It’s on trend now for dance tracks to feature a momentum-boosting bridge before the chorus drops, and I appreciate how Attention sidesteps the obvious for something more timeless. Still, it leaves the energy a bit too samey throughout. Luckily, the chorus flies in with an instantly addictive, soaring melody that makes smart use of the main vocals. As great as this hook is, it feels a bit underdeveloped, like it’s missing a few extra bars before returning to the verses. All in all, it’s another solid track from the guys, but one that could have been phenomenal if given just a bit of extra oomph.