UP10TION have always been an unclassifiable group for me. I tend to either love their title tracks in a top-ten-of-the-year kind of way or feel absolutely nothing. This uncertainty has led me to keep them at a distance despite musical triumphs like Tonight, Going Crazy and Spin Off. This on-again-off-again relationship seems to be stuck in the “off” phase this year, as neither Crazy About You nor new single What If Love has made much of an impression.
Honestly, I can’t even remember what Crazy About You sounds like, so What If Love definitely has the edge right now. But rather than deliver one of their insta-classics, UP10TION have reverted to a cavalcade of boy group tropes. They string them together in a polished way, especially as we reach the groovy chorus. But, too much of the song plays like reheated leftovers. Its verses are fitful and forgettable and its pre-chorus is completely predictable.
So, we’re left with that chorus. It’s easily What If Love’s strongest asset, though its repetitive nature threatens to grow stale after even one listen. Add some whistling over the top (you know how I feel about whistling!) and we’ve got an amiable hook that’ll get your head nodding. But, I’m more interested in the gurgling synths that underline the verses. Occasionally, What If Love seeks to transform into something a bit weirder, and I wish the producers had run with those instincts. Its bridge offers a strange, sing-song melody at odds with everything around it, but before we know it we’re back to the smooth stylings of that ultra-polished chorus.
Hooks 7 Production 8 Longevity 8 Bias 7 RATING 7.5
