Though not many people gave it the time of day, Target released a solid single album last January with the help of producers Sweetune. My hope was that the group would gradually build on this sound in the way that Snuper did last year, but Target has switched up collaborators for new single Is It True. Where Awake put hip-hop front and center, this song takes a much more melodic route.
I’ve always find it problematic when rookie groups veer wildly between styles during their first year or two of debut. I get the idea — that casting the net wide might reel in casual listeners — but more often than not this simply results in confusion and a case of increasingly diminishing returns. Is It True isn’t a complete 180 from Target’s previous work, but its moody, downbeat vibe doesn’t really bring anything new to its chosen genre.
The song’s hazy melody is a departure from the summer’s steady stream of upbeat dance tracks, but it’s supported by a constant pulse of percussion that gives it more drive than a typical mid-tempo. Its languid pace reminds me of the work of composer Kim Tae Joo, who has co-created so many Beast/Highlight and KNK songs. Is It True would be more impressive if it built towards any sort of climax, but the entire track passes by like a gentle breeze. It never feels unwelcome, but rarely compels. This is a shame, especially when we’ve already heard how strong Target can be when given a dynamite pop song.