Over the past year or so, Just B have developed buzz that their infrequent release schedule isn’t taking full advantage of. When we last heard from them this spring, they dabbled in an electronic hyperpop sound that fit them surprisingly well and began to carve out a nice musical niche. A new mini album is on the horizon and judging from pre-release Going South the group intends to expand upon this newfound style.
Going South plays as a natural extension of Chest, though it’s not quite as surprising or satisfying. True to hyperpop form, the song is extremely short. As far as I understand it, one of the core tenets of this genre is to boil pop music down to its most root form. It’s maximalist but in a raw and unembellished way. This often results in two minute tracks that sound more like song sketches than fully fleshed out works — at least to me. Going South has some nice moments that could make for launching pads toward great tracks but much of the song feels like unfulfilled potential.
Cascading synths collide with pumping percussion to craft a consistently upbeat energy. Vocal effects are used liberally, often slurring the guys’ voices into an otherworldly texture. The song feels as if it’s building toward a big moment of payoff that never materializes. Instead, Going South lurches to an unceremonious end. In a way, this approach carries a punk edge that’s exciting for K-pop, but if you compare it to the many, many hyperpop tracks already existing in the global market there’s nothing particularly unique happening here. It’s a solid addition to Just B’s updated sound, but I suspect there’s better material waiting in the wings.
| Hooks | 8 |
| Production | 8 |
| Longevity | 8 |
| Bias | 8 |
| RATING | 8 |
