The word “Navillera” hits me with an instant serotonin boost because I instantly remember the GFriend song of the same name. For my money, no girl group has released a better title track than that in the last ten years, which is actually a depressing thought when I ruminate on it too long. Today, “Navillera” refers to the debut of a new group. Sadly, their name is not indicative of their music.

The video for No Limit is one of those thrown-together, “five dollars and a dream” style dance clips shot in some garage. The budget is clearly not budgeting. However, we’ve seen great music spawn from under-funded groups in the past. It’s not impossible! It just isn’t happening here.

No Limit offers reheated girl group tropes — sing-talk at every turn, plonky percussion that can’t decide what tempo it wants to operate at, and plenty of nonsense about “running this town.” At this point, I’m so beyond sick of K-pop songs with no lyrical content beyond extolling how badass and awesome their performers are. In No Limit‘s case, the concept isn’t convincing. By the time we hit the song’s peak, the production has devolved into a collection of irritating noises loosely assembled into rhythm. And worst of all, it just doesn’t stand out. I can throw a stone in any direction and hear five other K-pop songs that sound like this.

Grade: C-