Regardless of how you feel about Lovelyz‘ music, they’ve been able to carve out their own sound within the girl group landscape. More often than not their material pulls in the lighthearted, cutesy elements that so many other acts have ridden to fame, but its all within a distinctly synth-heavy framework that has a hazy, almost dreamlike quality. For new single Now, We (지금, 우리), the girls have continued to work with production team OnePiece. This results in a song that sounds very much like the rest of their work, though it doesn’t quite reach the heights of their best singles.

Since debut, Lovelyz have often delivered their vocals in an affected, high-pitched tone. I imagine this limits their appeal somewhat, as the quirky sound isn’t for everyone. For Now, We, nearly the entire track is performed at this fever pitch, spinning energy off of each line in its hyper-exuberant chorus. It’s like Candy Jelly Love on speed, and I’m still not sure if that’s a good thing or a bad thing. At the very least, the song’s chorus is memorable and engaging, perched on top of a nimble synth beat that feels layered and dense.

Now, We‘s verses aren’t quite as interesting. The vocals are (thankfully) more toned down, but the melody itself spins its wheels as if simply counting time until the next chorus. Again, the tempo switches and overall structure give the impression of a Candy Jelly Love retread, but this time around none of the elements click as strongly. Maybe it’s simply a case of “been there, done that.” Lovelyz certainly excel at this specific sound, but I can’t help but feel like they’re painting themselves into a corner when they could be exploring new avenues.

http://www.youtube.com/watch?v=UyLQz1y9UzE