I don’t know why the name “ME:I” makes me giggle, but it does. It sounds like something you’d come up with from a random K-pop name generator. In fact, ME:I are a J-pop act, formed through the latest season of Produce 101 Japan. But like their predecessors JO1 and INI, they’re essentially a Japanese act buoyed by Korean management. Debut single Click feels like a bridge between the two markets, stuck somewhere in the middle.

Looking at the charts, Japan is currently experiencing a golden age of boy groups while much of its girl group success comes from crossover K-pop acts. Given the cachet of the Produce franchise, ME:I could easily dominate the market and I hope the quality of their music bears this out. For now, Click is an inauspicious start. Its quirky instrumental carries some hallmarks from past J-pop highlights but could stand to be weirder and more distinct. There’s a lot going on within the constraints of its production, but not much of it is memorable.

This criticism extends to Click‘s topline. Again, there’s a lot going on and much of it involves the kind of sing-talk favored by so many K-pop acts. I like the chorus, though I’m not sure how well the repetitive “click click” hook will age. I’m more impressed with the girls’ airy vocals, which have a lot of personality. Given stronger material, I can easily see them carving out a niche for themselves.

Grade: C+