Despite boasting incredible album sales and hailing from a proven agency, I couldn’t find the reasoning to include CRAVITY in my “top rookies of 2020” list last month. To me, their music thus far has been the definition of “generic boy group.” It’s never been objectively bad, but CRAVITY haven’t yet released anything that sounds distinct to them. I get the sense that their A&R team is pulling tracks from a big bag labeled “K-pop: Male” and cobbling them together into albums. Then, they feign a sense of cohesion by connecting those albums in a halfhearted “series” with evocative titles. It’s very “K-pop 101,” and that makes it difficult to get too excited about their music.
Nevertheless, I am the eternal optimist when it comes to new comebacks. CRAVITY may not have impressed me yet, but some of their b-sides have been great. Unfortunately, new single My Turn is anything but. Honestly, it’s been awhile since my first reaction to a new song was: “are they serious?” But My Turn’s reliance on a “skrrt skrrt” chorus is confounding, to say the least.
Through most of its running time, My Turn bops along like you’d expect it to, driven by blocky percussion and the usual nothingness that characterizes too many verses these days. All the familiar elements are present, and they come together to forge an engaging – if forgettable – groove. The pre-chorus is a bit silly, but also catchy in an NCT-lite way.
Then, we hit the chorus. This segment sees the guys literally mimicking the sounds of a car, then continuing to weave that silly affectation across the rest of the hook. A satisfying blend of airy vocals acts as a salve, but it can’t simply paint over the ridiculousness that preceded it. I mean, I’m all for car metaphors and soundscapes, and a more daring song might have fashioned honks, slamming doors and skidding tires into the fabric of the beat itself. My Turn attempts this during its standout bridge, but rather than be bold and ambitious, too much of the track comes across as bad parody.