Since the success of Ditto late last year, NewJeans have been heavily leaning into the more atmospheric and vibe focused soundscape that framed the best aspects of that release. Because of this, while undoubtedly catchy and immaculately produced, the songs have largely lacked the kind of impact of their one two punch of Attention and Hype Boy. New single ETA works to alter this particular trajectory, delivering a more upbeat soundscape that though enticing, proves to be rather hit or miss.
Now here’s the thing. Very rarely does a songs overall merits and enjoyment rest so heavily on a single element. ETA‘s noisy synth loop is as jarring as it is enjoyable, powering the entire track from start to finish. It’s a sonic shift for the girls and while that in itself does excite, its overall construction does heavily point towards a less than electric choice of textures. But while I can easily see this getting tiring over the long run, it does its job initially. It gives the production some bite alongside a welcome carnivalesque energy that helps differentiate it from the purely atmospheric nature of the groups recent efforts.
The bright and addictive melodies are once again a highlight. After only a few listens, it’s near impossible to not come away from the track without at least the central hook reverberating in your mind. Sure the performance is oddly low-key for the upbeat production of the track but the contrast comes across as more endearing than expected. Which I guess makes sense when the groups brand revolves around such types of performances. But while potent, it still makes me yearn for the kind of knockout vocal or pop oriented moments characterised in a track like Hype Boy. And at a measly 2.5 minutes, there really isn’t much opportunity to grow beyond that. ETA feels like it’s attempting to capture a similar vibe as the groups crown jewel but instead leans much more into disjointed noise than addictive pop moment. It’s no doubt another solid effort from the girls but still lacks the spark to elevate it from solid to great. A sentiment I may not agree with in a few months given my track record with the group but one I have to stand with currently.
Verses: 8
Chorus: 8
Production: 8
Performance: 8
Final Rating: 8 / 10
KBopped 
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