Song Review: ALLDAY PROJECT – Famous

Mixed gender groups are notoriously difficult for K-pop. Though many have thrived overseas (especially in Japan), the formula often results in quick disbandment in Korea — at least post-90’s. Here to buck that trend are ALLDAY PROJECT, a new five-member group from Teddy’s Black Label. Digital single Famous introduces them to the world with plenty of bravado and style.

Famous feels more like a statement of intent than an exciting song on its own. As expected, it’s heavy on hip-hop — or in this case, talking. When I think of hip-hop, I imagine a heavy emphasis on flow and wordplay. That appears here and there throughout Famous, but most of the track is simply fashionable talking over a club beat. And unfortunately, that beat doesn’t modulate enough to sustain interest. I keep waiting for the song to go somewhere, whether that involves its instrumental, melody or performance. Instead, it just rumbles along repeating the same catchphrases over and over.

I know it’s become a cliche to say this, but I’m amazing how far Teddy’s ear for a hook has fallen. This is the man who co-wrote many of YG Entertainment’s biggest classics. For the debut single from an ambitious co-ed project, you’d think he’d want to give his very best to secure attention and interest. Instead, Famous feels like a fashionable lookbook or even a branding film. The song plays second fiddle to every other element. I hear great potential in these members but without a real chorus or engaging centerpiece, this comes off as a ton of style with little substance. I hope they find better material in the future, but with the current state of The Black Label’s output I’m not holding my breath.

Grade: C