A K-pop act’s title track isn’t always the best song on their album, even if it’s the one most people will hear. Sometimes, b-sides deserve recognition too. In the singles-oriented world of K-pop, I want to spotlight some of these buried treasures and give them the props they deserve.

Kiss Of Life’s Who Is She is a perfectly solid 2000s pop pastiche — it’s just missing that extra oomph that so much of K-pop has lost at the moment. It’s like they’re scared to fully commit to the bit and give us the full feast (and runtime) we deserve. That isn’t a problem with b-side Don’t Mind Me, and that’s partially because it’s less gimmicky and simply gives itself time to breathe.

There’s a certain type of breezy, brass-kissed pop/r&b track I’ll always enjoy. This sound reminds me of the 90s, so there’s probably more than a little nostalgia attached. However, I also love an easy, feelgood melody that has a sense of warmth and isn’t trying too hard to adhere to a meme or catchphrase. Don’t Mind Me may be relatively unambitious, but that unassuming nature is a strength and will likely give it the edge longterm. This song reminds me of the light (but vocally-focused) work Mamamoo used to churn out during their first few years. That would be a great lane for Kiss Of Life to position themselves, both to restore their goodwill with the public and ensure a legacy that goes beyond the trends of the day.

Grade: B