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“Ghosting” is slightly better, if only because it sounds like its wafting from the British high street which makes it instantly half a tick better than an American mall, because hey UK! Big Hit have also done that microphone trick again to make it seem like the boys are singing live (they are not). It’s usually the busiest store in the mall right after the Apple and Lego stores. Somehow they sell out of all these versions of vanilla, and seem to be doing quite well. There is the French Vanilla, Champagne Vanilla, Brown Sugar and Vanilla, Sugar Cookie, Vanilla Buttercream, etc. You know how Bath & Body Works sells multiple versions of vanilla candles BOGO with coupon in their rewards program. Instead of sounding like a Target store like Dynamite did, it sounds like the American mall itself, that light pop soundscape infused with the smell of the Cinnabon and Auntie Anne’s wafting from the food court. Let’s be frank: This song is a Dynamite leftover, the one that came in 3rd or 4th choice from Dynamite. There are the avant garde long form videos every summer, the happy clappy Crown Cat Dog songs, the dark themes copycat ones from spring, and the more original Run Away 9 ¾ from last autumn (which I quite liked).Īnd then there are the songs like these, the ones that make you wonder if TXT has a separate identity at Big Hit that is differentiated from BTS, something other than being BTS’s little brothers, the ones who have to take over should the worst happen.
I really don’t know who TXT are at this point. A crisper vocal might have sent Blue Hour up a notch, but even so the song feels like a return-to-form after Can’t You See Me’s angsty detour. I’ll never understand why the agency decided to move in this direction, as it seems to be overwhelming unpopular with listeners. Unfortunately, Big Hit’s awful vocal processing strikes again, robbing TXT’s members of most of their unique vocal color. Taken apart from the cotton-candy music video, the song feels less sugary, but still bright and exuberant. It delivers a breezy pop melody that sneaks up on you. The production may not really modulate, but that’s okay. There’s something so ingratiated about Blue Hour’s rhythmic energy.
I actually think this approach may prove helpful in the long run. It’s not that the song is subdued, but there’s an ease to its arrangement that initially comes across as underwhelming. Unlike many K-pop title tracks, its structure is kind of flat, and that’s oddly jarring the first time through. Blue Hour has a laidback disco groove, heavy on percussion and light on tonal shifts. I think this style fits TXT more convincingly than BTS, even if its ebullient energy feels better suited to spring or summer than the dog days of October. Luckily, new single Blue Hour (5시 53분의 하늘에서 발견한 너와 나) returns TXT to the bright sound of their debut, though its heavily-processed disco sheen pulls equally from BTS’s recent hit Dynamite. This hit a sour note with May’s Can’t You See Me, which felt like a junior version of Fake Love, minus the charm. Visuals and lore aside, it felt like Big Hit was pushing them too hard to sound like agency-seniors BTS, rather than embracing the group’s unique strengths. After an incredibly strong debut year, I began to worry about TXT.