ILLIT is no longer relying solely on a cute image. The five-member girl group has stepped away from the bright and bubbly concept it carried since debut and instead made a bold turn in the opposite direction, using its latest release to expand its musical identity. Through “It’s Me,” the lead track of fourth mini album “MAMIHLAPINATAPAI,” ILLIT has embraced a techno sound inspired by 1990s dance music and showcased a broader musical spectrum. Since debuting with “Magnetic,” the group had built its identity around playful and youthful tracks such as “Cherish,” “Do the Dance” and “Not Cute Anymore,” making the latest transformation stand out even more. Initial reactions to the new concept were mixed. Some listeners said the song felt unfamiliar because it replaced the group’s previous girlish image with heavy beats, fast-paced progression and dynamic performances. But the experiment ultimately paid off. Fueled by an addictive melody, powerful “dopamine techno” sound and eye-catching choreography, “It’s Me” quickly gained momentum through word of mouth
