Starship Entertainment’s collaboration with Pepsi continues to bear unexpected collaborations. This time, it’s ex-Sistar member Soyou and Produce 48 girl group IZ*ONE (with rapper pH-1 thrown in for good measure). With ZERO:ATTITUDE, they’re given the kind of frothy dance pop befitting a soft drink advertisement. The track is pleasant fun, buoyed by production by popular team Galactika.
As you might expect from that producer credit, ZERO:ATTITUDE sounds a little like ITZY thrown into the IZ*ONE/WJSN blender. The song is emblematic of this era of K-pop girl groups, vacillating between catchy hooks and aimless sing-talk breakdowns. The instrumental is boisterous and bold, though it doesn’t boast its own unique character. Instead, Galactika pull from familiar sounds, forging a solid – but unspectacular – whole. At the very least, the track has a lot of moxy. The energy rarely flags, giving the artists plenty to play with.
However, ZERO:ATTITUDE lacks a clear through-line. The track swerves this way and that, diving into one boisterous segment after another. There just isn’t a strong hook to tie it all together. The chorus is fine, but not particularly memorable. The chanted post-chorus feels more representative of the track, though too many repetitions would cause it to quickly wear out its welcome. As a fan of maximalist pop, I rarely wish for songs to pull back, but I think ZERO:ATTITUDE might have improved by removing one or two of its many elements. By trying to do so much, its overall impact becomes oddly muted.