Over the past few years, JUSTB have been playing around with hyperpop, reinventing themselves as an alternative to K-pop’s mainstream idol groups. Now, they’ve returned with a concept album of sorts, and that concept is K-pop itself. This reminds me of the early-2000s group that was actually called “K-pop” (not a great SEO choice!). For new single Party Time (난리나), JUSTB don’t travel that far back into history, but they do deliver an ode to early-2010s electro excess.

I’m cautiously optimistic that this era will provide a major touchstone for the next year or so of K-pop releases. The trend has bubbled up slowly but surely and the massive, out-the-gate success of A2O Lite’s Neon may be the crack that finally bursts the dam. Party Time takes a somewhat less commercial stab at the sound. The song retains some of JUSTB’s hyperpop edge. You can hear it in the way the instrumental is cobbled together. The heavy production and incessent focus on the mid-range is very much a product of the internet era. In this way, it’s a reference to its inspiration rather than a full re-creation.

Because of this, I’m of two minds when it comes to Party Time. I’m about the biggest fan you could find of the material it’s referencing and that makes me extra critical. The song’s bones are sturdy, cycling through a melody that captures freewheeling energy in a real “hands in the air” fashion. It’s instantly familiar yet goes beyond simple pastiche. On the other hand, the entire track feels as if it’s been run through a blender with a generous heaping of studio effects thrown into the mix. From vocals to instrumental, there’s a highly processed texture that removes much of the urgency and human drama that are key to the success of this kind of song. These competing interests make it difficult to fully surrender to a track that wants you to lose your mind on the dancefloor.

Grade: B