There are some groups in K-pop that I want to love even as their music keeps me at an arm’s length. Such is the case with XLOV, who have a wonderful concept and compelling imagery. However, most of their songs just haven’t matched that potential so far. Because of this, I’m happy to see them move in a more dance-focused direction, starting with the club-ready Serve.
We’re still a ways from where I think XLOV can go, but we’re making steps in the right direction with this comeback. The hazy, propulsive instrumental offers a newfound sense of drive and purpose, delivering an immersive aesthetic. The song itself still needs some work, relying way too heavily on errant sing-talk and straight-up talking over a beat. Apart from a cool moment of vocal drama that appears unexpectedly mid-way through, the songwriting lacks ambition.
The thing about exclamations and proclamations as pop song hooks is that — while they might be fun in the moment — they rarely stand the test of time. There’s only so many times you can hear an artist say “serve” or “slay” before the words lose all meaning. As always, I’d much rather they show than tell. XLOV are masters at showing, but their music insists on telling. We must figure out a better balance, because there’s so much potential here.
| Hooks | 7 |
| Production | 8 |
| Longevity | 8 |
| Bias | 8 |
| RATING | 7.75 |
Grade: C+
The Bias List // K-Pop Reviews & Discussion 
Ahhh, I may be biased with this group because they express themselves in a way that really resonates with me at this point. This is the best single they’ve released and this EP is leaps and bounds above their 1st one.
Dynamic instrumental, everyone gets to shine, there’s a bridge and a full outro, it’s sad I have to point that out in this landscape but it matters. A bit of post chorus would have probably boosted that section and filled the song out even more and tidied the structure a bit (that pre-bridge section with Hyun though HOLY SH- even if the structure is a bit wacky they know how to keep you hooked). While they’re still early into their career as a group and still batting down the hatches to their sound, this is just a massive improvement in giving the song more time, making themselves louder and more characteristic in their voices, this is way more assertive in both their identity and production. Hell yeah.
In regard to the EP, not sure if anything would be a buried treasure for you but Extancy and Masterpiece are pretty closely aligned with this track and they’re also both great. Like a quick rating of those in order is 9.25 (8,10,9,10) and 8.5 (8,9,8,9).
8.75 (8,9,8,10), they’ve finally got their footing and they’re starting to flesh out most of their tracks more, which is something I really wanted. Hope they keep amping it up, they’re doing great.
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This is a me thing. But I really have an obsession for forward thinking songs in K-pop. I loved libidO so much and SERVE is basically the sonic successor to the alternative sound OnlyOneOf left but it works even better because of how smooth and easygoing it approaches itself. It harnesses incredible emotionality and rhythm in a very novel way while maintaining the melody. SERVE might be one of the best alternative K-pop tracks of all time, it works so well. 10/10.
There’s something incredibly satisfying about how this single approaches house music as its chorus and the overall arrangement of the instruments remind me of how K-pop can master afrobeat, house and hip-hop at the same time.
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