While BTS may be the most globally known K-pop act, I’d argue that NCT has had greater influence on the sound of this generation’s boy groups. During the first few years of their existence – with various units tackling distinct styles – this influence was surely a boon for the industry. But, now we’ve reached a point where the music is starting to feel like a dog chasing its own tail. Once lauded for their experimentation, the whole NCT project has become – in its own way – predictable. These thoughts color my expectations as I approach new single Sticker. I always hope to be impressed, but I’m fatigued by the direction SM Entertainment is steering this ship.
Sticker cobbles together a who’s who of SM’s favorite producers. We’ve got the agency’s godfather Yoo Young-Jin, paired with familiar collaborators Ryan Jhun and Dem Jointz. Each has contributed their own standout NCT material in the past. Forged together, their talents should be unstoppable. Right?
Look, I appreciate what they’re trying to do here. This is a weird little song, and that in itself is great. I’m all for pushing music forward. The instrumental is daring, from that warped, seesawing bass to shrill flute. Vocals are twisted and chopped to create an interesting playground of percussion, and it’s all tied to a minimalist atmosphere that carves plenty of space to experience every eccentricity. Yeah, the producers had fun with this one. But do I enjoy listening to it? Not particularly.
This polarizing approach puts a heavy burden on Sticker’s melodies. NCT’s vocals sound fantastic, and I’m happy to hear them more prominently engaged with the track. But, the hook feels like a limp echo of 2018’s Regular, and lacks a knockout punch. Making matters worse, it’s all peppered with that damn screechy flute. Because the song is so quiet and subdued, these grating elements stick out all the more. That’s a benefit when talking about the vocals, but a huge drawback when trying to wrestle that flute from whoever’s fingers refuse to let it go.
There may be a lot of fascinating things hidden inside Sticker, but the end result feels oddly lifeless. It’s as if the creators got lost in the details of the track but forgot to take a step back and evaluate the overall listening experience. It’s fun to appreciate individual elements in a pop song, but before you can indulge in that, the music needs to grip you in a more primordial way. Sadly, this just isn’t gripping.
| Hooks | 6 |
| Production | 8 |
| Longevity | 7 |
| Bias | 7 |
| RATING | 7 |
The Bias List // K-Pop Reviews & Discussion 
dare i say wakey-wakey was better? 🤔
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Probably the most uninteresting song I’ve heard from them. The individual fancams are depressing to watch esp. the less popular members. Taeil looks sad af performing this song.
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I’ve listened to this a few times now. As with 7th Sense. I enjoy it more as a performance than as a song I want on my Spotify playlist. It’s interesting and different from other fare and the sheer perfection of their vocals and dancong is pretty impressive.
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If you all wanna have the proof that K-pop Stans will eat literally anything up, whether it’d be good or bad….
This song got 10 wins.
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I disagree. Is it that difficult to conceive that people may enjoy something you don’t? The song isn’t that weird or that experimental. It is certainly different from many kpop songs, but I don’t find it that odd. It is totally fine if you do. And if you dislike it. But I think to say it is proof that kpop stans will eat anything up is dismissive and demeaning. I mean kpop fans find this song polarizing as well and NCT 127 fans feel the same way. Some love it. Some don’t. So that in itself is proof that no, kpop fans will not eat literally anything up. Honestly, Sticker is what turned me into an NCT stan lol. I went from enjoying NCT’s music to really enjoying the group bc this song gave me that push. I don’t like their new song 2 baddies much. That 100% doesn’t mean I think those who do will “eat anything up”. Some of those fans who like 2 baddies disliked Sticker.
It is extremely juvenile to think that your opinion determines if something completely subjective is good/bad.
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I just listened to React to the K discuss this and it was an awesome analysis. And no, they don’t think it’s crap.
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I loved their reaction and them also trying to like figure the song out lol. Their brains were glitching trying to figure out how it was executed.
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