IVE have quickly established themselves as one of this generation’s representative girl groups, unleashing hits that stay on the charts for months (I Am is still in the top 50 more than a year after its release). With their previous EP, they began branching in new musical directions. This had the potential to be exciting, but I wasn’t a huge fan of those genre switch-ups. Comeback single HEYA (the first of two title tracks) continues to develop their sound by melding the hip-hop undertones of Baddie to a more robust melodic centerpiece.
HEYA also represents new collaborators, as IVE work with longtime NCT producer Dem Jointz for the first time. His touch is felt all over the production, which features heavier percussion than most of their title tracks. Much of the track is built upon a sample of Blackstreet’s 90’s classic No Diggity and I’m not sure how I feel about this. On one hand, referencing this song brings immediate nostalgia. But at the same time, its inclusion reminds me how funky HEYA could have been and how overthought it feels at times. This is most apparent during the chorus, which is either a stadium-ready sing-along or cheap homage. I honestly can’t decide which at this point. Either way, it’s not one of IVE’s strongest hooks.
HEYA is at its best when it gets a bit adventurous. I love the rhythmic switch-up before the final chorus, planting the group in territory where they excel. The call-and-response use of backing vocals during the verses is also fun, though I wonder how these sections might have fared with a less plodding instrumental. It feels like the entire song wants to be faster than it is. In the end, HEYA is mid-tier IVE, stronger than the title tracks from their last album but rarely matching the excitement of their most enduring work.
| Hooks | 8 |
| Production | 8 |
| Longevity | 9 |
| Bias | 8 |
| RATING | 8.25 |
Grade: B
The Bias List // K-Pop Reviews & Discussion 
I like it! I enjoyed the production a lot. All members got to shine decently, especially Rei and Liz! Kinda wish the song didn’t end abruptly, but what can we say when we’re lucky to have a song reach 3 minutes? 🫠
Same ratings, but production is a 9, while longevity is a 8, cause idk how the “Heya heya heya” hook will age, but we’ll see!
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I had the same thoughts. The song got to about 2:45 and I had to check the full length, as most recent releases are shorter. I’m happy for a full song. It’s a 9 for me. I’m not a huge fan of the group, but I have enjoyed most of their releases. Plus, I think Yujin is one of the hidden gems in KPop. Just great all arounder and very entertaining.
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Im honestly still waiting for the day IVE misses. Even Baddie grew on me later on but this is incredible compared to baddie. I actually prefer this tt over Accendio and im kinda glad this is promoted to be the “main one” Also Nick, will you be ranking the other title track when the mv for it releases?
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Of course!
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It sounds like Everglow. Which isn’t a bad thing, but it isn’t quite the knock it out of the park IVE signature sound. This hear sounds very 2020 hit song.
(I don’t follow the kpop news much, but I have no idea where Everglow is these days. For a few years there, they were the dominant force.)
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Everglow came back on August last year with Slay, 20 months since Pirate (Dec 2021), and since I don’t follow them closely, I don’t know much about what they’re up to, except that they’re currently on tour. Damn, they lost a lot of momentum from debut till 2020. Idk what went downhill apart from Yuehua’s mismanagement, but looks like I answered my own question 🫠
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I thought Slay was just a mish/mash of previous songs and didn’t break any new ground (nor was it better than the previous songs it mashed together IMHO). I really don’t know what Yueha is thinking. They have done a pretty good job of promoting Yena-except when they allowed her to shoot herself in the foot with Hate Rodrigo. All they had to do was change the title to Hate (Love) Rodrigo, change the last chorus to “love” and not infringe upon OR’s NIL). But then again, all these KPop companies would rather hire Swedish, American, etc. songwriters, then change the lyrics into something cringey. Lemme step don’t from my soap box.
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down from my
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I love this song. After a few mid songs and the awful All Night I was worried IVE’s desperation to enter the US market was going to affect their music.
but the EP is amazing and uses smartly hip hop and rnb influences. The sample works because it’s ethereal but intense through the bass.
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I loved what IVE did with I Will Survive in After Like, and after a few listens, I think I’m down with this use of No Diggity. But as a dance pop fan, it is a bit tiring these days to constantly be going “Haven’t I heard this song before?” and finding out that they sampled or interpolated. Or maybe I just feel that way because my gym plays Ava Max’s My Head and My Heart and David Guetta/Bebe Rexha’s “I’m Good” every other second. A little more originality would be nice…
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I like how bold it sounds. you put into words what I was thinking of while listening to the song
my biggest gripe with this song and the other tracks from the album… there’s way too much sing-talk now. Starship needs to let them stick to singing. having said that, I prefer Accendio and I hope the music video is as good or better, because the HEYA music video is probably the best one so far of this year.
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Its a far better song at 1.15x.
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I didn’t hear anything special here. I don’t dislike it but it doesn’t really stand out for me either. If a group like ITZY would have released this I think you would have rated it much lower.
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lmao why? I know nick loves IVE (for the most part i beileve so) but that would not happen lol. He rated Itzy’s last comeback an 8.75. If the song is good its good. This is also not a song that would fit itzy.
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Maybe because it’s new, and it’ll grown on me over time, but for now, I’m not much of a fan. The visuals are gorgeous, but the song, kind of reminded me of NMIXX in away. I love NMIXX, but both groups have their own strengths and I liked IVE’s older concepts more (Before Baddie).
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I was also thinking it sounded like an NMixx B-side! But I listen to them often so I thought that was just my bias talking…
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I only casually listen to IVE (tho mostly their popular tts like Eleven, Love Dive, I Am etc.) and tho this one may not be on that same level as their earlier ones (maybe except Baddie? Tho that was a grower tbh), I actually liked this at first listen. The visuals of the mv were gorgeous as well, and it looks like there’s hints of a modernized korean folktale vibe to it? Idk lol I hope ive fans can enlighten me if it really is the case
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Fuck me, why couldn’t we just have a strong song like I Am, After Like or Love Dive.
Heya isn’t bad, and it’s an improvement on Baddie, but it’s not close to the quality I’m expecting from Ive.
The rest of the EP isn’t as strong either, especially not compared to I’ve Mine and I’ve Ive.
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I actually think this up there with strongest title tracks, even stronger than After Like (my favourite) but after like’s melody is really what brings the track up.
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I need a few more listens to this, I don’t know if its the song or the music video thats making me a tad bit overwhelmed. First thought was that the chorus hook wasn’t as strong as what IVE had offered. But in true IVE fashion, that last chorus was BOMBASTIC AF.
Next title track Accendio is an instant like on first listen. I love the horns(?) or strings idk but it slaps on the post chorus. I love grand instrumentals like it with the girls’ vocals.
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Better than Baddie but…idk. Something is holding me back from getting behind this. Accendio >>>
Don’t know why companies bother with multiple title tracks when one always comes out on top.
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After Eleven, Love Dive and After Like (maybe also Wave), I dont feel the same exciment with IVEs songs
This 4 songs are near pop perfection, not because each part of the music formula is perfect, but because everything works so well together
They are hymns, in the best way possible, not in a try hard way like imagine dragons or NJ – Gods
But baddie and this song seem so luckluster for me.
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better than baddie but not better than any of their other titles in my opinion
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The prechorus was good, but I got bored with the verses and chorus due to the lack of singing and monotone rap at the start.
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I agree %100, you’re not alone!!
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No song can yet compete IVE first few releases from Eleven (debut) to I AM, and yes I do agree that this is a good direction for IVE to keep the pace and switch away from the last album & 3 singles’ mistake where all 3 songs kinda flat and muted.
The instrumental really feels like it’s from Everglow’ Dun Dun, but with more IVE in it, perhaps their vocal did a good job on making it sounds IVE. When the first pre-chorus started to slow down, I seriously wish that it is not Kitcsh 2.0 (luckily it doesn’t!). What a journey to go through with this song, we have a complete song structure.
Honestly for the album, I’ll rate 8.5.
Blue Heart and Ice Queen are also both title-track-worthy song choices and this album do deserve the ‘3 titles’ marketing idea (or even all titles like NJ) if Starship wish to go through.
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hahaha the Dem Jointz thing explains why my first thought after listening to 30 seconds was “this is the most NCT thing IVE has put out.”
It’s not my style, but it’s far from being a failure or a bad song, it’s entertaining and I wouldn’t mind if it popped up on my playlist.
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to me it kinda feels like a slowed down version of stamp on it by got the beat (a song which initially i thought was too grating but has seriously grown on me since) and i feel like this songs gonna have a similar trajectory
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I loved the song very much. Also, am I the only one here who is happy that they are not sticking on to their after like-I am sound because no matter how good a group does a style well, hanging on to it only means decay in the long run. So, I am happy that they are trying new things while also being good at it. I am sure this will be a grower.
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“Either way, it’s not one of IVE’s strongest hooks.”
I see what you did there 😏
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It’s a good, not great IVE song. I may like it a lot more after a while because their songs tend to grow on me. The other songs on the EP are pretty good too, and a few might be better than this. A little too much chanting and rapping this time? I love IVE for their melodies but melodies don’t seem to be very popular anymore. 7.5- 8/10
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For me the song desperately need more melodic content. The sing talk is one thing I’m tired of, but more importantly it’s the music behind that ask for something more.
Most of the song is just an 808 bass (and some horn stab) playing an F, that’s it.
Pre chorus finally move (barely, but then chorus goes back to it…
Only the last chorus finally bring some movement.
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I enjoyed this a lot! It took a “while” (i.e 2 hours) but when you’re on a “new comeback high” 2 hours can feel like 5-10. The traditional elements embedded in this comeback are GORGEOUS (and youtuber “choujimi” did an excellent analysis of its deeper meaning). The vocals, MV, concept, lyrics, *everything* is great!
Can’t wait for the Accendio MV on the 15th!
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I’ve loved every TT/prerelease from IVE , including Kitsch, Baddie, Either Way and Off the Record. Time will tell, but this might be the one that doesn’t make it to my playlist. The chorus is very annoying. Everything else is good, I guess. Accendio is more listenable imo. I’d rate “Heya” an 7.75/10
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Better than Baddie, and I’m glad that they finally treat Liz as the main vocal and this not being their usual wonyong and yujin featuring their friends. Accendio on the other hand is bad. That song should stay as bside instead
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Liz is the main vocal and Gaeul is non existent :’)
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The way that every b-side on their EP is better than the title. Their Red Velvet serve
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trending
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i hated accendio and loved heya lmao, music taste is wild. really like the production this time around, the slowed “da dun da dun dun dun” part in the background is so addicting.
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I enjoyed this. I usually find IVE a little bloodless, but this has warmth and quirkiness.
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I don’t really agree with the production rating, verses 1 and 2 aren’t made that well in my opinion (they’re flat, if yk what i mean) but also I think the heya heya heya part is amazing and soo catchy I’d give hook a 10!!
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