For better or worse, YG Entertainment has spawned its own sub-genre. We’ll call it “Teddysound.” It involves high octane verses underlined by aggressive electronic beats, a second verse rap switch-up, a hollow, chant-like chorus and a tacked-on, anthemic finale. At this point, it’s unwise to expect anything different from a YG title track, so we might as well review it within its own expectations. With that in mind, Treasure’s I Love You is a natural extension of debut single Boy. It tricks you into thinking it’s one thing before pulling the carpet out from under your feet.
The thing is, I ended up enjoying Boy quite a bit. My initial thoughts were colored by more than a little frustration, but I like to think that I’ve assumed a more “Zen” position when it comes to topsy-turvy song structure. Even so, I can’t help but imagine how awesome I Love You would have been if it built toward a more rousing chorus. The first verse rushes forward with great energy, taking advantage of Treasure’s team of solid vocalists. But as we move into the chorus, the entire track flips on its heel, bludgeoning the listener with a rough assault of percussion. This segment isn’t unenjoyable on its own (though the catchphrase hook is more grating than addictive), but its appearance is incredibly jarring. It works much better when placed at the tail end of I Love You’s climactic chant.
The track’s second verse is largely composed of the trap-rap structure that characterized the same segment in Boy. I don’t think it works as well here simply because the entire track feels more haphazard. It has its moments — including a breathless, exciting pre-chorus – but I Love You feels like YG throwing everything at the wall and hoping the resulting mess will congeal into a coherent song. Sadly, it doesn’t quite get there.