Song Review: I AM by IVE

Thanks to their startlingly consistent run of high-quality singles, IVE faced very high expectations from K-pop fans to deliver an outstanding full album. Their full album I’VE IVE is led by the title track ‘I AM’, which gives Key’s ‘Killer‘ and Boys Planet’s ‘Jelly Pop‘ a run for their money as my personal SOTY.

These days, it seems as if there is a worrying trend that a weaker track is promoted as a K-pop album’s title track and that some or at least a couple of its b-sides are simply better songs. Thankfully, this is not the case with ‘I AM’, which frankly steals the spotlight from the rest of the IVE’s album by a considerable amount.

The first thing that sticks out from ‘I AM’ is its incredibly sleek, polished, and fresh production. I’ve actively kept up with K-pop and numerous different boy and girl groups as a casual listener for the last 2 years, and I’ve yet to hear any K-pop song sound like ‘I AM’. The mixing of this song is superb, flattering both the girls’ vocals and the instrumental to its maximum potential. It is so well-mixed that despite ‘I AM’ sporting a large array of very high notes in its chorus, and IVE not being technical singers, the girls sound amazing. I don’t know the specifics of what they did here, but HYBE, please take notes. This is how you conceal technical proficiency with the help of production, not slathering their vocalists with robotic vocal effects. Taking a look at ENHYPEN’s recent album for example. I may not have emphasized this in my review, but the b-side ‘Sacrifice‘ suffered from the slathered vocal effects within the high notes, and it became painfully obvious how lacking in technique the members are. On the other hand, IVE and ENHYPEN are on a pretty similar level in terms of technique, but they sound far better within their songs in general. This is the power of vocal mixing and high-quality production.

‘I AM’ feels dynamic throughout. From its low beginning, making full use of Wonyoung’s naturally rich lower register, to the contrasting vocal tones and delivery of Yujin and Gaeul (warm and rich to cool and airy) in the second part of the verse, to the stripped-back emotional pre-chorus, to the soaring and powerful chorus where the girls sing their heart out, ‘I AM’ feels like an exhilarating adventure with ups and downs. Just as I thought it couldn’t be any better, ‘I AM’ amps everything to the max for its climax, perhaps sporting the most well-crafted, satisfying, and grand climax I’ve heard in a K-pop song this year. No, that isn’t quite right. It stands out even among any K-pop song. This is how songs should climax. Most K-pop songs these days do not fully commit and come out with a bang. I’ve mentioned this in all my recent reviews, and the trend does not seem to be changing any time soon. When a song does something that most songs released at the time do not, it only makes it all the more appealing. ‘I AM’s climax stands like a breath of fresh air amidst the current K-pop soundscape.

In terms of its hooks, I AM does not have many hooks that particularly stand out at first listen, except perhaps its pre-chorus. Hence, I worried slightly about how much I would be able to remember the song afterward. However, I had little to fear, for its well-developed melody lines and sung chorus ended up working for its longevity. Admittedly, its chorus sounds slightly nursery rhyme-esque, but I was never opposed to nursery rhyme choruses in the first place (See my reviews on NewJeans Zero and NMIXX Young Dumb Stupid), and it fits in the context of the song. Today, I can sing the song from beginning to end which does not happen often. That is the sign for me to give a 10/10 for the hooks.

I must also mention that the rap within I AM is well-delivered. I can see Gaeul improving in particular. I hope this keeps up within their next albums.

If I am being nitpicky, there is still a section where the lack of vocal technique becomes apparent. This is clear in the song’s bridge. Leeseo’s voice is very much stuck in her nose and throat, and it becomes very obvious in her line there. Thankfully, because of the great vocal directing of the song, she is sandwiched between Wonyoung and Yujin. Wonyoung is quite frankly the definition of a studio vocalist, and she absolutely kills it every time in the studio. Ever since her debut in IVE, I have yet to hear her sound bad in the studio. I would perhaps argue that she might have one of the best-sounding voices in studio in K-pop right now. As for Yujin, her thick and warm vocal timbre enables her to conceal her lack of technique, especially for the untrained ear, which is the vast majority of people. Hence, when you listen to the bridge, one does not get fixated on Leeseo’s line, but instead on Wonyoung’s opening line and Yujin’s sustained belt, which sounds great in studio.

I will admit that I feared that a song pitched as high as ‘I AM’ would expose IVE’s lack of vocal technique, but somehow, it managed to instead portray them as great singers who can sing their butt off when the occasion calls for it. It also helped their reputation immensely, and they deserve all the praise. I hope that one day in the future when the members (who are still very young) improve their technique, I would like to hear them perform ‘I AM’ once more.

Overall, ‘I AM’ is easily one of 2023’s strongest K-pop offerings. It may only run for about 3 minutes, yet I am utterly satisfied.

Hooks – 10
Production – 10
Vocal Delivery – 10
Rap Delivery – 10