The music video for XG’s not-quite-new single Is This Love was delayed to improve quality, only to have fans calling out its use of AI transitions. I don’t really have a horse in this race so I’ll bow out of the controversy, but I am always interested in the music. Thus far, XG have swerved between hip-hop, dance and R&B. Is This Love fits within the latter category, offering their take on current girl group trends.
I know readers are so tired of this comparison (and I’m sorry!), but Is This Love feels like a more robust version of what NewJeans were doing last year — particularly with the sugary How Sweet. The perky, polished beat has its roots firmly in the early 2000’s when R&B was at its glossiest and most commercial. There are many great songs of that era that employ similar production and Is This Love ultimately makes me want to go back and listen to those.
To XG’s credit, they buoy Is This Love with plenty of energy. The balance between rap and vocals is effective and the chorus — while very repetitive — has a nice lilt that suits the bouncy production. The song remains consistent throughout, crafting a pleasant haze that would be ideal on a department store shopping soundtrack. Whether that’s praise or criticism depends on your taste. For me, it lands somewhere between the two.
| Hooks | 8 |
| Production | 8 |
| Longevity | 8 |
| Bias | 8 |
| RATING | 8 |
The Bias List // K-Pop Reviews & Discussion 
For a company that gave us MVs like Shooting Star, Grl Gvng, Woke Up and Howling and the like (even Tippy Toes and Mascara had decent MVs), throwing in half-assed AI slop is so disappointing. I’d rather have them take their time to film the MV than rush it just because the song’s getting popular, cause you can tell how the MV looks awfully rushed.
Anyways, for the song, XG’s strongest forte is definitely R&B and Is This Love is a good example. The production tries and the verses have a good balance of vocals and raps and how they actively compliment each other while adding to the liveliness of the track. The hooks also has some good vocal layerings so the repetitive hook never seems flat and ensures better longevity.
(And for the NewJeans comparison, I get you given NewJeans has always dipped their feet into the early 00s R&B sound, although often subdued even if I don’t see any similarities with them in this track 😭)
Anyways, 8.5 (8, 8, 9, 9) for me :p
LikeLiked by 2 people
IIRC Some people already called out AI use in Grl Gvng, Woke Up, and Howling, albeit the use was more minimal and less evident in their cases.
LikeLike
I know about the AI transitions in IYKYK (although at a minimum and actually well-executed), and also in Grl Gvng, but idk about the one in Woke Up and Howling though :
LikeLike
I was hyped when they announced this song as a single because it’s my favorite XG song (singles included lol). The video is definitely underwhelming, makes me wonder what they did with the two extra days the video was delayed.
As per the song, I love the chorus. It feels massive, their voices take the lead and we can even get to hear the rappers doing lines that would typically be given to the main vocalists.
Also, I understand the NewJeans comparisons, as they were the first ones to bring back this type or RnB sound, and when talking about girl groups, pointing out these similarties is inevitable. I’ve also heard people say it reminds them of Tinashe and Ariana Grande, in terms of Western artists.
What are the songs from the early 2000s that Is This Love makes you want to hear? I love RnB but I was age 0 to 3 when the genre was at its commercial peak. Still, anything that sounds like Is This Love is totally welcomed to my library.
Oh and this song is a 10 to me lol.
LikeLike
Yeah. Not even the first time too. They used AI throughout the highlight medley for AWE and when you get exposed to it enough, you can TELL. And it sucks because started way back in their MV for TGIF, it was also just mixed in better, used it for that 1 MV (that I know of), and it was during a time when it was just starting to become a concern and not now when it has blown into a much bigger problem.
The other reason it sucks is a because they had some seriously good creative design and editing even with the AI, but creative is just getting… so sloppy with the usage.
The song itself is really nice in production, saw the MV and I guess… at least its not as frequent or blatant as I thought it would be, but it immediately hit me the moment I saw it. Not cool.
LikeLiked by 1 person
Dammit, I just noticed several errors in my typing. Point still stands, their creative team has BEEN guilty of using AI for their content since 2023. Obviously not a slight against the performers, but I’ve always had the itch that their concept would lead to their creative team stooping to this level sometime.
Sorry to be a downer, but this context is kinda needed when one of the talking points is about their usage of AI in their content. That’s not a new problem with them.
LikeLiked by 1 person
Agreed. The use of AI in “GRL GVNG” really turned me off from them. “Shooting Star” was pretty much a perfect music video and comeback, so I don’t understand why they’d turn around and do this. If they did any market research, they’d know AI is wildly unpopular amongst international kpop fans.
LikeLike
I think you meant or not of in the last sentence
LikeLike
second to last*
LikeLike
That’s what happens on the sixth review of the morning! haha thanks
LikeLiked by 1 person
I like the production! It’s a straight 10/10 summer vibes even it’s still early yet, and it’s giving Tinashe – Superlove style.
LikeLike
Pretty much all of XG’s singles have grown on me eventually, if not caught on immediately, and feel like this will be no different. Something about this in particular reminds me of M-Flo’s “M-Flo loves” series of songs.
LikeLike