I’ve been quite obsessed with K-pop this year. One of the things I like about Korean’s version of pop music is their complete disregard for sticking to one type of genre in their songs. Frequently a song will change on a dime from standard bubblegum pop fare to add something completely wild and it’s refreshing.
The song “Kitsch” by girl group Ive is a great example. While most of their tunes are pretty much by the template K-pop, “Kitsch” is a confusing bit of a song that endears itself to you after a listen or two.

The track starts out as your normal bubblegum retro sounding K-pop track which, you know, sounds pretty good – full of hooks and catchy vocals. When you hit the chorus though, the track takes a 90 degree turn into something completely different before reverting back.

It was so wild for me when I heard this track, I was like what happened? Did some producer think, “You know what’s good for this moment? CLUB TRACK!” Anyways like I said it eventually endeared itself to me.

Check out the song below.