IVE’s “Kitsch” is a critically acclaimed and commercially successful pre-release single from their first full-length album, I’ve IVE, released on March 27, 2023. It marked a significant evolution in IVE’s sound and concept.
Here’s a breakdown of what makes “Kitsch” stand out:
1. Release Strategy
As a pre-release, “Kitsch” served to build immense hype for the full album. It was a strategic move that allowed IVE to showcase a different, bolder side of their artistry before unveiling the main title track, “I AM.”
2. Musical Style & Sound
- Genre: “Kitsch” leans into a more hip-hop influenced, dark pop, and electronic sound, a departure from the elegant, bright, and often dream-like pop of their previous singles (“Eleven,” “Love Dive,” “After LIKE”).
- Production: It features a heavy, driving bassline, prominent synths, and trap elements, creating a powerful and somewhat gritty atmosphere. The beat is assertive and commanding.
- Vocal Delivery: The members adopt a more confident, almost swaggering vocal delivery, emphasizing their self-assured lyrics. The song has catchy, almost chant-like hooks.
3. Concept & Theme
- Self-Love & Confidence (IVE’s Core): While self-love has always been a core theme for IVE, “Kitsch” takes it to an audacious new level. It’s about embracing every aspect of oneself, even the parts that others might deem “excessive” or “in poor taste.”
- Rebellion Against Norms: The song challenges societal standards and expectations. It’s a defiant declaration that IVE will live and express themselves authentically, regardless of external judgment.
- The Meaning of “Kitsch”: The title itself is brilliant. “Kitsch” often refers to art or objects considered to be in poor taste because of excessive garishness or sentimentality, but sometimes appreciated in an ironic or knowing way. IVE reclaims this term, essentially saying, “What you might call ‘kitsch’ or ‘too much’ is our unique style, and we own it completely. Our ‘bad taste’ is our high art.”
- Lyrics: The lyrics are direct and assertive, filled with lines that exude self-worth and a refusal to be defined by others.
4. Visuals & Music Video
- Aesthetics: The music video matches the song’s energy with bold, flashy, and vibrant aesthetics. It’s visually rich with sharp cuts, dynamic choreography, and powerful close-ups.
- Styling: The members sport edgy, high-fashion outfits, often incorporating exaggerated or unconventional elements that play into the “kitsch” theme – sometimes over-the-top, but always intentional and stylish.
- Choreography: The dance is powerful, sharp, and impactful, conveying the song’s confident message through strong movements and formations.
5. Performance & Impact
- Commercial Success: “Kitsch” was a massive success, topping major South Korean music charts (Melon, Genie, Bugs) even as a pre-release. This demonstrated IVE’s immense popularity and chart power, proving they could dominate with a sound different from their signature elegant pop.
- Critical Reception: It was widely praised for its fresh sound, bold concept, and for showcasing IVE’s versatility as artists.
- Fan Reaction: DIVE (IVE’s fanbase) enthusiastically embraced this new, edgier side of the group.
Overall Significance
“Kitsch” was a pivotal release for IVE. It expanded their musical spectrum, proved their adaptability, and cemented their status as a top-tier girl group capable of delivering diverse concepts while maintaining their core message of self-love and confidence. It perfectly set the stage for the I’ve IVE album, which further explored different facets of their identity.