IVE - Kitsch & I Am (MV) | HONEST Review! 

I've actually noticed a lot of people not being in love with I AM however this style of music with a grand epic angelic confident feeling is everything to me so I'm obsessed also I absolutely love this specific concept on girl groups the whole glamorous chic classy and powerful vibe is amazing, other examples being Apink Dumhdurum or MVSK by Kep1er . 4th gen girl groups are a force to be reckoned with I need boy groups to fight back lmao

I absolutely adore the title track. Kitsch was there to create buzz, love it or hate it, it got the whole kpop community talking for multiple reasons yet still managed to slayyy the charts. I AM however... my goodness, this is kpop at it’s best. This release is very nostalgic to me, as someone who loves second gen girl groups I can’t help but notice how IVE falls perfectly in line with some of the best girl groups that kpop has ever delivered. The sound of this song, especially the chorus, pulls from late 2000s to early 2010s kpop and the whole electronic dance era happening back then. Even the vocals deliver that. For them to come out with this title track for their debut album and literally say ‘THIS IS WHO I AM’ is insanity. I also agree, the branding with them is SO strong, all their releases are different from one another yet the feminine, elegant, sophisticated and chic concept remains at the core of everyone of them. They are amazing and they are just 1.5 years old... This, is hands down SOTY contender for me. It’s just so nostalgic but still so fresh, it’s a massive pop song and that’s what I love the most in this world.

I definitely feel like you should give the album a listen! I’m not a fan of Kitsch but I Am and Cherish (love Cherish btw) are a vibe~ these girls are growing on me for sure❤ love your reactions as per usual! On to the next premiere 😊

I AM made me feel like i could flip a car lol. it has that hello future, forever 1 build where it just totally fills you with energy as it goes on, especially in that final chorus. the pre-chorus is stunning, too. i felt he same as you re: kitsch - didn't hit for me. it was def supposed to be like, "90s binch" but they changed it to "19's kitsch" but the kitsch was NOT in the room with us for that MV lmao. all in all, hearing this, seeing the MV for I AM and the OUTFITS, the SOUND, made me appreciate the current girl group era we're in! it's cool to see them, stayc, newjeans, etc at the top of the game rn but they're all serving different vibes, genres, and concepts. it's fun! i love kpop!!!

IVE's album really showed how they are here to stay, proving themselves, once again, with both Kitsch and I Am!! Their level of chic is genuinely unmatched :O

Ive gives me the same energy as the early / old Barbie movies did for some reason and I’m here for it

I like Kitsch, just my style, haha.. but its also surprising how well its doing locally vs globally. Korean market itself is so saturated that I think it naturally gravitates towards anything "different". I do like how your taste is so well defined that I knew you would like "I am" and not "Kitsch" even before I saw your reaction. Keep doing your channel, really appreciate it. You are like a music critic from a bygone era :)

That’s one thing I like about IVE. The brand is consistent and for a rookie group it’s very strong. Each comeback they’ve switched up their sound but it still feels like a very IVE song. Im really looking forward to what Le sserafim brings when they comeback next month.

Girl groups are killing it for me this year!!! 90% of my new playlist additions are females!! Yay girls!!! ❤

5:53 yeah Liz is the strongest vocal in Ive, she's my fav with yujin (8:40) too

Kitsch is actually the fan-favorite of the two, believe it or not (myself included). I like ‘I AM’ as well, but it doesn’t stand out to me among their releases. I actually like how grungy and messy Kitsch sounds, because that’s what ‘kitsch’ is: something gaudy and not for everyone.

I’m so glad ive released i am cause i feel like it’s been so long since a kpop title track has been so VOCAL HEAVY. like they was really singing on that track it’s crazy

I actually like kitsch a lot but I didn’t think they would put a song out like it. The song and mv gives me EVERGLOW vibes tbh.

This song is really cool... The beat reminded me a little of Michael Jackson's music "The way you make me feel"... I really like when kpop groups puts something from the 80's in their music... Its really nice to hear... ❤

Starship's producers and/or their ability to pick songs for their artists has been great since day 1 with Boyfriend and Sistar, continuing on with WJSN and Monsta X to IVE and Cravity. WJSN and Monsta X, to me, have some of the best discographies in KPop and I see IVE carrying that torch extremely well.

The one you liked at the end of I AM is Yujin former IZ*ONE like Wonyoung

The one that you like is Yujin, she was in Iz*One with Wonyoung

IVE's full album has 11 songs. I really recommend Blue Blood if you get a chance to listen to it. They performed it before at their concert

I had 'I AM' on repeat all day yesterday that it is now 2nd on my Spotify 'On Repeat' playlist. IVE never misses. Kitsch took me another listen to really appreciate but I am happy that it is completely different from I AM. If Kitsch was the same as I AM I think it would have not worked as well. To have the two songs contrasting each other made the anticipation for the full album greater and pay off.

The one you like at 8:39 is our leader of the group, An Yujin!

Not sure why people are surprised about their stylist. Who doesn't know Starship got the best stylist in the industry. Monsta X anybody?

I am is definitely my introduce to IVE

I am obsessed with I AM. It’s right up there with Eleven for me.

Came to find this because I listened to their whole discography and it is so incredible - beautiful vocal work throughout and yes, great consistent 80s/90s vibe. I really like I AM as a song - I just was so thrown because I don’t like their standing-in-place flower hand choreo (also seen in Key’s CoolAs lol) or the “big big stage” choreo - it threw me off too much to appreciate the song 😭😂

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Kitsch is not my favorite IVE song. It feels like it was for another group.

I’ve made them self into a luxury brand, how can you not stan that!

8:42 it’s yujin the leader

I AM is already iconic🔥 This could potentially be my SOTY(unless my other ults ,le sserafim and fromis, release something even more epic than this)

the term "rookie group" has always been tricky for ive and to that extent lesserafim is it really a rookie group if it was built around veterans? sure they have rookie members but it just seems like both group's rookie members just absorb every thing the veterans had like leeso was so cute in 11 and now just a year later she's already a young queen same with eunchae

Here we goooooo❤

Kitsch reminds me of another song, but i cant put my finger on it🤔 They’re both growers to me🤷🏾‍♀️ BUT my gurl Liz only had FIVE SECONDS!!! Huh? Starship needs a good slap👋🏾🥴

8:45 Yujinnie haha - she’s such a PERFORMER

I like alll the songs omg

Why is it elegant? Why stop asking questions there? Conceptually, 'I Am' goes for a jewelry or couture commercial, which, to me, is a runway leading nowhere. I don't understand why this would in any way illustrate any kind of superiority in any field. Why is this understanding of elegance attractive to people? That's not a particularly difficult question to resolve, but when confronted with the claims MVs (like this one) make implicitly, trying to embody a particular and popular understanding of confidence, a critic would need to ask what kind of confidence is being presented here? For instance, I think the choreography could be cool and the vocals are interesting at certain points, but the structure of the song isn't particularly exciting, same as 'Kitsch'. But the entire presentation of 'I Am' personally doesn't provide me with anything to latch unto: why would "expensive" be a positive attribute I'd want people to use to describe a song, or the presentation of a song? The presentation of the MV and other promotional material for 'I Am' is vacuous and impersonal, the few bits of good vocal work drowning in an empty display of empty power; it reads as hollow optimism for rich people. Another comment here describes it as "grand epic angelic confident" and it's not like that's word salad; it's word fast food! These are empty signifiers that we could each have at least a five minute discussion about. We would have to. It's like when I want to talk about a game I played and the other person says "it's fun", and then the conversation ends. Okay, I guess? This dynamic reminds me of my teenage years where I used empty words like that and then forgot to add the meaning in when I tried to communicate my impressions and feelings to others. The result is some seriously weird communication structures, none of which particularly conducive to insight. And that's okay for the primary audience demographic of idol music, or for casual conversation, but I expect more from adults who comment on it? One of the other comments definitely strikes me as true: your tastes are well-defined, but I really wish you'd be more open to interrogating why you like or dislike something. and then give yourself some actual room to think about it, verbally or not, before you provide your understanding. I think you're generally flexible, but that doesn't always come across. I get the 'reaction'-format is the anti-thesis of thoughtful criticism, but there's definitely value in thinking through whether you want to follow your first instinct and impression right away or digest it for a moment. Because, to me, the switch-up in 'Kitsch' is immediately and clearly legible as part of the (high) teenage experience, and since I want more distortion and dirtier sounds generally, I vastly prefer it. And I think the song itself supports an argument in a way 'I Am' also does, but is far more convincing conceptually; pretending to be good kids gets broken down and presented as a somewhat meaningless facade. And, I don't know, that seems consistent with the high teen aesthetic they are going for. I take "be weird" over "the world is your oyster" any day of the week. It elevates the song for me. Why would the chorus need to be more clean? Like, I need those questions to appear right away and they just don't. You definitely slip into fan culture speak here where I think it'd be more valuable to question your own assumptions and the ones you're being confronted with at any moment in time. It's not interesting for a person to go "I just (dis)like this because I do". When you're through with 'Kitsch' here, I'm left with asking what "boy group-y" means and then it's on to the next thing. I like this channel. I like you. But there are many instances where I cannot follow your train of thought because you don't even permit the train to leave the station; you move to the next thing or the video ends. I wish you'd take just a little bit more time. I know time is precious, but, I don't know, I think you're at your best when you do not go with the flow; when you actively resist it and take the time to say something meaningful. And I want to say: I see you do that a lot. But these are definitely things that come to my mind when I watch you, which I do frequently and gladly. Like you, I think there's value in criticizing even the things we love.

What’s the song name from the intro in the video can someone tell me 🥹

Kitsch was Def not for me so in glad I like the tt. I Am feels like an experience. I like how the production cuts in and out at certain points, first listen it gave me chills cuz after Kitsch I wasn't expecting this at all. Good for them!

i was not a fan at all at all at first. try one more listen now that you know what's coming and it goes so hard. Been on repeat since it's in my top 5 for the year so far

Lachica did the choreography for this song. They’ve took part in almost all of their lead track songs except their debut song eleven if I am correct. If not then I’m sure someone on here will no doubt correct me on that lol

I love Yujin so much

I felt the same way. I really enjoy the sound of the verses, but don't care for the chorus at all (plus "nineteen's kitsch" doesn't make sense linguistically). I'm a big fan of IVE, they look amazing in the video, but I hate the chorus.

Yes, you definitely should do the full album. Otherwise, I will never listen to it 😂

just remember gossip girls or New york n the 2012s

I am is SOTY🔥🔥

the album b-sides are really good but kitsch really wasn't for me. For I AM something is missing for me but it's good pop

I think we can add this to that list of successful pre-releases to title tracks lol

Not people in the comments calling a 19 year old mother 💀

You were saying negative things about Kitsch while the song was playing, effectively missing parts you may have liked alot. Personally, I love every song on the album, so much so that I've ordered it (Wonyoung version!), and I'm waiting for it to arrive!

The second song is so Ava Max

the chorus of kitch i don't like💣