The sheer audacity of ITZY’s uneven Gold has (sort of) won me over, but when their newest album was released most fans were more focused on its b-sides. I didn’t find many of these b-sides all that engaging myself. However, Imaginary Friend immediately stood out as a highlight. JYP seems to think so too, as it’s being promoted as a follow-up single with a new music video released today.
Imaginary Friend flips expectations for ITZY’s music, abandoning the brash charisma that often drives their singles for a softer, more melodic approach. Given the context of 2024’s beige musical trends, “softer” shouldn’t be a compliment, but Imaginary Friend supports its easy-listening vibes with compelling melodies and a hearty arrangement. Its chorus is especially beautiful. The lyrics are a little odd at first since most people associate the idea of an “imaginary friend” with little children, but that childlike conceit forms the song’s central concept and compliments the wistful production.
Speaking of production, Imaginary Friend‘s arrangement deserves major praise. ITZY’s vocals have never sounded more gorgeous, layered to perfection on the pre-chorus and chorus. Ornate instrumental flourishes deepen the sound, giving the track real weight. And at nearly three and a half minutes, Imaginary Friend takes time to luxuriate in its strengths. Little touches like the instrumental break before verse two would have been cut from most songs in this day and age, but their presence here gives the structure a sense of story and gravitas. I’d love to hear a whole album modeled on this approach.
| Hooks | 9 |
| Production | 9 |
| Longevity | 8 |
| Bias | 9 |
| RATING | 8.75 |
The Bias List // K-Pop Reviews & Discussion 
this is so much better than GOLD, I wish this was the direction their music went. the girls have never sounded better than on this track.
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I thoroughly enjoyed it!! It unexpectedly reminded me of BerryGood’s angel in a sort of psychedelic delivery? I loved it. Probably my favorite Itzy song if a while!
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Also, this mv is everything NCT Dream’s icantfeelanthing concept for Dream()scape could’ve been. But instead we got Smoothie 😑
https://imgur.com/a/E2HpZaG
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I don’t hate “Gold”, but it’s a ok song. It’s something you’d expect from them. But this song it’s far more interesting and a new concept for them. I would love to see them release more comebacks like “Imaginary Friend” in the future (even though I don’t think they will)
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When I played the album for the first time I loved it right away, together with Supernatural. Gorgeous song and so much better than Gold.
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Omg me too! Imaginary Friend and Supernatural were my fav from this album, and they have become some of my favourite songs from kpop right now.
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This is one of my favourite itzy songs ever.
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Just wanted to point out that they very much said at the beginning that this was going to be a double title track kind of situation, i.e. it’s not a b-side that it snuck up on them how popular it became. It’s like you said in your Armageddon review, it’s becoming a more and more common strategy (by the big agencies especially) as they’re trying to cast a wider net of listeners with each release.
As for the “imaginary friend” messaging, I know that’s probably not what they were going for but I can’t help but read it as a commentary on the parasocial relationship between idols and fans.
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I really like the song but I don’t know if the vocal delivery is doing it for me
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This is gold, haven’t stop listening to it since the release, now the MV just made it even more interesting, there’s this nostalgic feeling you get while listening to the song, can’t quite place my finger on it but the feeling of great nostalgia is there. The vocals just exaggerated the sound. Excellent!
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As a fan of Itzy’ s more quirky and upbeat songs I wasn’ t really expecting to like this, but wow, this is an absolutely stunning song! It’s soft and wistful without losing its energy. The chorus is awesome. The vocal layering is awesome, and even though it never really gets loud there is a sense of drama here – I love it!
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It’s the only song I liked from the album. I don’t think it’s title track material, but as a promoted bside it is very nice!!
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Someone already said this, but GOLD was a double tt album(which is becoming increasingly popular). I saw someone saying that ryujin made the choreo? i love these vocals. not hating, but i think they had the “THIS SONG IS TOO SHORT’ers” in mind with that instrumental break.
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I never doubt their talent, all they need is good material. This seems like their best song in a long while. I need to hear the album now! Quite beautiful, actually…8.5/10
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Finally, ITZY are back!
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I’m very high on this song like most others seem to be. However, I can’t help but wonder what this song would’ve been like with a group of stronger vocalists. Don’t get me wrong itzy have never sounded better, but that only makes me more curious what the taeyeons, yujus, seunghees, sunmis, and Luna’s of the world could’ve wrung out of this already solid track
It would also be a shame for this to be a one off. They don’t need to do this over and over again, but this feels like the start of a new era for them so I hope some elements from “imaginary friend” inform their future music
One of the best music videos of the year, great choreography too
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I’m not seeing anyone point this out, but Imaginary Friend IS a title track. That what made the album so interesting to me, because it contains 2 title track, GOLD & Imaginary Friend. That’s also why it has its own promotions alongside GOLD. Hope this can clear up some confusion ❤️
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People did mention that it is a title track, and 2 lead single comebacks have become sort of standard. Like how many b-sides now also get music videos and promotion.
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Imaginary Friend is a wonderful song and the beautiful vocals are not a surprise to someone who thinks that Domino (Checkmate) is also one of their best. Domino’s hook is every bit as gorgeous, if not more so. I’d love to see it reviewed on this site.
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