Girl group Fifty Fifty are set to officially debut at the end of the month, but they’ve pre-released Lovin’ Me today. I was struck by its teaser, which seemed to promise a more refined, mature sound than many of K-pop’s current girl groups are offering. The full song more-or-less delivers on this promise and points toward a bright future for Fifty Fifty’s music.
As a debut, Lovin’ Me lacks a bit of punch. This makes me wonder if there might be another track arriving before their debut. But as a piece of music, the song is quite satisfying. It doesn’t hit you over the head with gimmicks or shout at you incessantly. Instead, Lovin’ Me unfolds gradually. Its synth backbone forms a through-line that becomes more majestic as we hit the full brunt of the chorus. The melodies are pretty if subdued, but the sparkling arrangement makes up for the familiarity of the songwriting.
Fifty Fifty’s performance is refreshingly devoid of typical K-pop affectations, opting for a straightforward vocalization that lets the song shine. This approach hearkens back to past generations, but Lovin’ Me’s synth-pop sheen is pure 2022. It remains to be seen how this all plays in the long run. For today, I think it’s safe to say these unknown rookies eclipsed three title tracks by K-pop acts with a lot more money and attention behind them. I’m excited to hear what comes next.