XG releases the frisky and fantasy-like "IYKYK" music video

XG is quickly becoming one of the most intriguing girl groups around. A Japanese girl group based in South Korea, releasing catchy music in English, has certainly caught the attention of global audiences. "IYKYK" marks XG's sixth digital release and serves as the pre-release track for their upcoming second mini-album, Awe. With its fantasy-like vibe, "IYKYK" feels almost like The Chronicles of Narnia leaping off the pages of a book and taking musical form in its accompanying music video.

"IYKYK" is a dance-pop track with a 2-step beat, easy to sing along to, and has the playful, frisky energy of a pop song designed for TikTok virality. However, the rise of the 'TikTok-ification' of song releases is becoming alarming, setting a potentially dangerous precedent. For the uninitiated, 'TikTok-ification' refers to the trend of crafting songs with the primary aim of making them go viral on platforms like TikTok, which in turn boosts views, shares, and revenue for the company. There's no harm in creating a fun, frothy track meant for light listening and easy foot-tapping, but when this becomes the standard, it can be problematic.

While "IYKYK" is an enjoyable listen, it stays safely within its initial brief without pushing any boundaries. I would have loved to see the song challenge itself more, as the fantasy theme provides a solid bedrock for something more ambitious. Unfortunately, it doesn’t quite go beyond a hollow pop experience.

Watch the fun and frisky song below!