Almost a year after I (Part 1), NINE.i is back with NEW MIND. Not only is it the group’s third mini-album, but it is also the third instalment in their five-part series, where each release starts with the letters of NINE.i.
NEW MIND contains six songs, with each song fulfilling the brief of transporting i.ENIN (the official name of the group’s fandom) to a paradise away from the hardships of modern-day society.
NINE.i only debuted in 2022 and have already begun to impress fans with their talent and unusual concept. On top of that, the group manages to produce music that fits into their own genre of “Nine Eye Pop”. Coming from a smaller company, FirstOne Entertainment, NINE.i has the freedom of building their own reputation and image, something that they have used to their advantage when developing their own unique sound.
The mini-album starts off with One, a slower song that leaves ample room for the group’s vocalists to demonstrate their talent. The concept of “being one” is not only reflected in the opening lyrics, “We are nine pieces of yourself”, but also through the way the group’s voices effortlessly blend together while creating beautiful harmonies. Next up is Turn it off, the title track of the album, which is recommended to fans by Vahn, who believes that it is a perfect remedy for fans looking for an escape from loud and busy cities. Vahn has writing credits on the track and has been involved with the production of every single mini-album the group has released so far. In the music video for Turn it off, the members explore a variety of different virtual worlds with strikingly different atmospheres, such as futuristic cities and a foreign planet. It is possible that these locations pay homage to their previous two releases with shared colour palettes and imagery.
Like Crazy takes influences from old-school Pop, with key elements of the song coming from an electric guitar and keyboard. This sort of sound is usually associated with K-bands, rather than K-pop groups, and is an outlier from NINE.i’s usual style. Meanwhile, the lyrics to Power Up were soley written by Vahn and Joo Hyoung, who both have a mixture of credits across the mini-album. Vahn contributed to five songs and Joo Hyoung contributed to three. Power Up is a quick contender for the catchiest song on NEW MIND, with vibes that perfectly reflect the spirit of summer. When talking about the song, Vari claims that, “I want i.ENIN to listen to Power Up the most. Since our fans were very much looking forward to a refreshing song suitable for Summer, we want to share Power Up with them the most!”
Despite its name, Hurt will most likely get fans up and dancing. With its fast tempo, heavy bass, and clear techno influence, this song would fit right in at a nightclub. That said, if you want to have a good time, it’s probably not the best idea to listen to the lyrics.
The final track, Highschool Love, is entirely in English, which allows international fans to sing along to the group’s beautiful vocals. The lyrics depict a desperate love story in which the singer is overcome with passion for their partner in a way that is often felt by high school students; there is nothing more important to them than their relationship and the intensity of how they feel about their loved one. Highschool Love is calmer and slower when it comes to the musical arrangements, and it is an interesting choice to place it as the last track on the mini-album.
With the release of NEW MIND, NINE.i have marked a change in their musical direction. In NEW WORLD and I (Part 1), the group begins with introductory tracks in English that tackle themes of youth and change. They flip the structure in NEW MIND when the English track appears at the end of the album, which depicts someone enamoured with their lover. It’s unusual from what we are used to seeing in K-pop with groups often sticking to the same album format for all of their releases in a series.
NINE.i’s development is also noticeable in their involvement in the production of their music, with Joo Hyoung continuing to join Vahn in contributing to the writing of their lyrics. Being the sole writers of Power Up shows promise for the group’s potential to release a self-written album one day. Overall, the mini-album displays a variety of genres, more so than any of the group’s other releases. However, with so many great sounds to choose from, Turn it off has turned out to be an odd choice for the title track, as Like Crazy or Power Up would have felt like a better pick. NEW MIND is great for newer fans of K-pop and those who are discovering the range of styles that the genre has to offer, or alternatively, for those more experienced fans willing to learn about an emerging, talented group.
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Written by Claire Campion
View of the Arts is a British online publication that chiefly deals with films, music, and art, with an emphasis on the Asian entertainment industry. We are hoping our audience will grow with us as we begin to explore new platforms such as K-pop / K-music, and Asian music in general, and continue to dive into the talented and ever-growing scene of film, music, and arts, worldwide.
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