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On top of their hit-filled Korean discography, IVE are quickly establishing a solid string of Japanese singles. Crush is their follow-up to last year’s Wave, a song I enjoyed and one that already seems to be a fan favorite. Now, the group has returned to the grand pop sound of highlights I Am and Love Dive, though Crush feels a bit watered down compared to those highlights. 
My first emotion upon hearing Crush was relief. Though IVE’s Korean work has remained solid, I haven’t been the biggest fan of their two most recent albums. Crush operates in my preferred IVE landscape, fueling its melodic hooks with a chugging beat and plenty of strings. The song blossoms right from the start, draping its verse with layered vocals that give it a stately appeal. IVE sound particularly stunning during the pre-chorus, which jettisons much of the instrumental to shine full spotlight on their voices.
Crush‘s chorus has a similar effect. The melody is a bit too airy for me and lacks the impact of songs like I Am, but the overall sound plays to their strengths and acts as a worthy centerpiece. The only thing holding back Crush is a sense that the group has already recorded stronger versions of this song. It doesn’t do much to distinguish itself, choosing instead to waft on goodwill and please fans with a sound they already love.
| Hooks | 8 |
| Production | 9 |
| Longevity | 9 |
| Bias | 8 |
| RATING | 8.5 |
Grade: B
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