Buried Treasure: LOONA – Voice

Most of the time, a k-pop group’s title track is the best song on their album. But, sometimes b-sides deserve recognition too. In the singles-oriented world of K-pop, I want to spotlight some of these buried treasures and give them the props they deserve.

I can appreciate LOONA’s Why Not for what it is, but I understand why it’s not the kind of song that the group’s fans hope to hear from them. For one, it’s largely a sing-talk affair, failing to take advantage of the girls’ vocals in a meaningful way. And, its trendy sound doesn’t exactly fulfill the promise teased during LOONA’s year-long pre-debut roll-out. For these reasons, I think that Voice would have served as a better title track.

Voice is also trendy, but in a different way. It embraces the retro synth sound that’s currently making waves across K-pop, and it does so in a classy, melodic way. Right from the start, Voice unveils a great sense of atmosphere. Its verses deliver a series of ascending melodies, adding tension to a segment that can often feel throwaway in idol tracks. Filtered background chants add a punchy spice to the arrangement without derailing it, and Voice soon builds to a supremely catchy chorus. The track becomes more sprightly in tempo, but the girls’ performance remains somewhat reserved.

This combination of upbeat and sophisticated gives Voice a unique appeal, and would have been a great showcase for the qualities that make LOONA special. Slowed down, Voice could even have passed as a lounge track. I’m thankful it’s not, as the percolating synths go a long way in contributing to its charm. But either way, this is a refreshing departure from the more exuberant girl group sound that’s been so popular throughout 2020.

 Hooks 9
 Production 8
 Longevity 9
 Bias 8



9 thoughts on “Buried Treasure: LOONA – Voice

  1. Not really big on their new album, but gosh Voice is amazing and should have been their single. I mean, the had a choreo for it and an English version! It would have been amazing but ehh, whatever now.

    Liked by 1 person

    • It’s not a video… just the song. Does it say it’s blocked in your region or something? Plays fine from me, and it’s from youtube’s own channel so it should never get blocked for copyright.

      Liked by 1 person

  2. Yep, this is a pretty solid pop song. Actual hook! Actual sung song!

    It has a lot of momentum that carries it through, which does not stall with any awkward breaks. Even when the instrumental drops out, such as for the prechorus, the forward momentum continues.

    If there is a problem with it that keeps the song in the mid 8’s, or perhaps low 8’s for me, its that the voices lack character. The vocal itself is competent, but for once I am craving some kind of vocal affectation or belt or curl or twirl or something that makes me say, yes this has Their Stamp on it. As is, it is played so cool that it could be almost any group, could be almost anyone singing it. It could even be the guiding track, which its not, but its so generic sounding that it could be.

    Liked by 2 people

    • It is really really ironic cuz every competent vocalist in the group went through very different training (yyxy ones are basically hired guns, Jinsol went to academy) yet 3 albums in they all blend in using the same kind of reverb.


  3. With the still rising trend of retro sound these days (JYP is probably so happy for that), make you really wonder why this wasn’t chosen as the main title.


  4. I also liked voice better than their title track which sounds like yet another tiktok songs 💀 this track has everything you expect from the current trend, hope they pushed this one more


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