As SM Entertainment’s Avengers-like super group, SuperM have been deployed as K-pop ambassadors, scooping up CFs in a variety of spaces. Occasionally, this results in new music. 2019’s Let’s Go Everywhere was a fun advert for Korean Air, while the newly released We Do soundtracks a partnership with Prudential Corporation Asia.
Songs like this threaten to devolve into little more than commercial jingles, and We Do suffers from this fact. It brings an upbeat funk-pop energy — right within SM’s wheelhouse. It’ll catch your attention immediately, as stabs of brass open the track in aggressive fashion. From here, We Do moves into a brisk, bass-driven verse. A series of catchy refrains make up this segment, but each feels too much like a funk pastiche to be truly funky. It’s the BTS Dynamite effect, where commercial polish drains the soul out of a song.
Still, I’m always ready to invite another funk pop track to the party. I like this general sound for SuperM, and it lets them showcase their personalities more than some of their fussier work. But, I wish We Do opted for a stronger chorus. The track feels repetitive to the point of redundancy, and could use a better-defined build and climax. Then, there are those English lyrics. There’s a reason I don’t listen to much Western pop music anymore. Trite or corny lyrics instantly take me out of a song, and We Do’s generic platitudes feel feigned and uninspiring. Still, the track’s upbeat energy is harmless, and occasionally quite fun.