ITZY Dive Into Hip-Hop Territory For “Not Shy”

The budding Kpop group, ITZY, just put out their third mini-album, “Not Shy”. The title track of the same name was also treated to its very own music video. 

Now, diving straight into their lead track, ‘Not Shy’ it does a fine job of blending both hip-hop and pop production elements together. Layered with funky beats, fiery rap verses and pretty melodies, ‘Not Shy’ proves to be quite the groovy number.  Composed by Kobee and Charlotte Wilson, this track also  incorporates a wild saxophone tune, one that stands out as the defining factor of the song.

Coming to the concept, much like the title suggests, ITZY seems to be embracing this new era with an air of confidence. They’re not shying away from their tastes, lovers or experimentation with new sounds – as seen in this track itself. And this sentiment is echoed in their music video. The girls are seen in sparkly, eye-catching outfits as they embark on a fiery car chase through a sunny desert. Their visual for the track also explores the aesthetics of a Hollywood Western through vibrant character introductions, pistols, dusty locations and of course…cowboy boots. 

ITZY also does complete justice to their rigorous dance routine – one that proves to be both charismatic and endearing. 

A Dip Into Other Gems on “Not Shy”

Now, much like their title track, the band’s entire album is defined by its funky production elements and fiery raps. The girls seem to have taken a step away from their dramatic pop bangers and delved more into the hip-hop territory. The evidence of this can be found in their tracks, ‘Louder’, ‘iD’ and ‘Surf’. Though the two remaining numbers on this album, ‘Don’t Give A What’ and ‘Be in Love’ see the girls revert to their sweet melodies, along with a more lighthearted pop decor. 

As a rookie band, ITZY, have proven to be brave enough to dabble with different sounds for this album. So, for a proper taste of “Not Shy”, listen on. 

By: Nina Karun