Despite really enjoying BOYNEXTDOOR, their past few comebacks haven’t done much for me. Then, I thought it might all be over with the blustering hip-hop pre-release ddok ddok ddok. However, that song ended up growing on me in a way a track like Hollywood Action never did, and I’m not quite sure why. Regardless, this primed expectations for the group’s first full album and title track Viral.

With a title like “Viral,” my initial expectations completely cratered. The desire to “go viral” has done serious damage to the K-pop song machine and I imagined some lame catchphrasey track designed for TikTok. Instead, we get a more serious affair that sounds like a natural follow-up to last year’s mega hit If I Say, I Love You. As Viral’s first verse begins to unfurl, I briefly thought I was listening to an old Bigbang song. The somber melodies carry a different energy than we’re used to from BOYNEXTDOOR (or at least from their titles). The track goes on to evolve from here and is at its best when it melds its angst with robust percussion.

I like how the instrumental utilizes Afrobeats in a sneaky way, pulling them into the mix when needed but not basing the entire track around one trend. This gives Viral its own musical space. It’s not as instantly catchy as past BOYNEXTDOOR songs, but it boasts a drama and atmosphere that takes you on a journey. Rather than one idea meant to be played in isolation, this is a full experience designed to listen to for three and a half minutes. That approach is quite refreshing and shows a newfound maturity that fits the group well. Consider this a lesson for all HYBE artists: longer songs offer the opportunity for more dynamic experiences.

Grade: B+