Rookie boy group HIGH4 have had the most confusing roll-out plan. From what I’ve seen, the rookies that end up with the most success are those who develop an identity quickly and ride the formula out until they’re big enough to experiment a bit. HIGH4 have done the complete opposite, moving from a successful indie duet debut with IU, to balladry, to colorful hip-hop, to dark electro-pop. This has likely made it hard for most to become a fan, and honestly I haven’t jumped aboard until now. I really hope they stay with the sound of D.O.A. Despite an odd song structure, the song’s clipped, seesaw synth and dramatic chorus caught my attention straight away. I guess with all the shifting genres, they were bound to stumble onto my personal taste eventually. The track allows all four members to shine, but vocalist Myunghan, who’s most prominent in the chorus, really carries it. Most importantly, the song has real dynamics to it, building to an amped up climax that ends just a bit too early. I would’ve loved an entire mini album in this style rather than just a single, but I hope it brings them some success so that their management will be inclined to continue down this route.