“Not Shy” is a pivotal song in ITZY’s discography, released on August 17, 2020, as the lead single from their fourth mini-album of the same name. It marked a significant evolution in their “teen crush” concept, moving from self-love and self-acceptance to a more direct, bold, and unapologetic expression of desire.
Here’s a breakdown of what makes “Not Shy” stand out:
1. Concept & Theme
- Bold Confession: Unlike previous songs that focused on “it’s okay to be different” (“DALLA DALLA”) or “I’m confidently me” (“ICY,” “WANNABE”), “Not Shy” is about being direct and fearless in expressing your feelings for someone. The core message is “I’m not shy about telling you I like you, so what are you waiting for?”
- Mature & Daring: It showcased a more mature and daring side of ITZY, emphasizing assertiveness and taking the initiative in a relationship, rather than waiting for someone else to make a move.
- No Hesitation: The lyrics strongly convey a sense of urgency and impatience, urging the other person to respond and not waste time.
2. Musical Style & Production
- Signature ITZY Sound: Produced by J.Y. Park (lyrics) and composed/arranged by Kobee, the song maintains ITZY’s energetic, powerful, and dynamic sound.
- Driving Beat: It features a strong, driving beat with prominent synths and a bassline that propels the song forward, creating an anthemic feel.
- Dynamic Vocals: The members’ powerful vocals are showcased, with memorable hooks and chant-like sections that are characteristic of ITZY’s title tracks.
3. Music Video
- Western Outlaw Aesthetic: The music video adopts a striking Western-themed concept, with the members portraying stylish “outlaws” or “bank robbers” in a desert setting.
- Action-Packed Narrative: It features car chases, explosions, and a general sense of thrilling adventure, visually reinforcing the song’s theme of boldness and going after what you want.
- Fierce Visuals: The styling is sharp, confident, and glamorous, matching the song’s strong attitude.
4. Choreography
- High-Energy & Sharp: As expected from ITZY, the choreography is incredibly dynamic, intricate, and high-energy. It’s known for its sharp movements and powerful formations.
- Memorable Hooks: It includes several iconic and catchy dance moves that are easy to recognize and attempt, solidifying ITZY’s reputation as a “performance powerhouse.”
5. Reception & Impact
- Commercial Success: “Not Shy” was a commercial success, topping various domestic charts and earning several music show wins.
- Critical Acclaim: It was well-received by critics and fans for its strong concept, powerful performance, and catchy tune.
- Evolution of Sound: Many saw it as a successful step forward for ITZY, demonstrating their ability to evolve their sound and concept while staying true to their core identity of confidence and empowerment.
In essence, “Not Shy” is a bold, confident, and incredibly energetic anthem that solidified ITZY’s place as a leading force in the 4th generation of K-pop, showcasing their unparalleled performance skills and their capacity to tackle more mature and direct themes.