Song Review: 8TURN – Ru-Pum-Pum

Though I didn’t love their debut track, 8TURN’s first comeback Excel proved to be a big grower and eventually took a spot on my “Top 50” year-end countdown. As with most rookies, I feel they have a ton of potential and they’d benefit from further exploring the raucous rock energy they delivered last summer. Sadly, new single Ru-Pum-Pum takes them in the opposite direction. It’s a major downturn for 8TURN.

If I had the power, I’d officially declare “Ru-Pum-Pum” an NG word in K-pop. Nothing good can come of it anymore. These sound effect phrases have become so overused and cloying — placeholders when you have nothing new to offer. Ru-Pum-Pum doubles down, trying to rhyme its titular hook with “Yeah we know we dope, duh duh duh duh dope dope.” It’s pretty lame, and not in a fun guilty pleasure way.

Ru-Pum-Pum is at its best when aping old-school hip-hop rhythms. The verses are playful and occasionally exciting, but too often the song becomes an NCT pastiche as the guys shout over abrasive production. I do like their all-blonde makeover, though. Perhaps it’s an ode to B.A.P?

Hooks 6 Production 7 Longevity 7 Bias 7 RATING 6.75

Grade: D+

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