ITZY Gold MV Review | Leisurebyte
Director:
Ryan S. Jhun, Dem Jointz
3
The release of ITZY Gold MV feels like a long-awaited event for fans, especially because it marks Lia’s comeback after a 10-month hiatus. ITZY’s third studio album, consists of 11 tracks, including their latest singles Gold and Imaginary Friend, and five re-recorded tracks from their previous album Born to Be. Seeing Lia back on stage with the rest of the group as OT5 is undeniably emotional and heartwarming, a reminder of how much we missed her presence. It’s like having the missing piece of a puzzle finally snap into place.
But emotions aside, let’s dive into the MV and see how Gold fares.
ITZY Gold MV Review
Gold, as a track, is a blend of rock and hip-hop that packs a punch, no doubt about it. From the first beat, you’re hit with a barrage of electric guitars, booming drums, and that addictive 808 bass that gets you nodding along instantly. Ryan S. Jhun and Dem Jointz, who produced this song, have woven together something intense and gritty. The group’s vocals, particularly the powerful shouting in the chorus, add to the rebellious, almost untamed vibe of the track.
It’s the kind of song that demands your attention. Every beat, and every chord screams confidence, especially when backed by ITZY’s razor-sharp choreography. The visuals in the MV? Absolutely stunning. Bold colours, fierce outfits, and a backdrop that feels as dynamic and fast-paced as the song itself. You just know the girls will slay when they perform this live.
Speaking of choreography, the girls didn’t come to play—they came to devour. ITZY is known for their fierce dance moves, and this song is no exception. The way they attack each movement with precision is mesmerizing. It’s almost like the song was designed around the chores, which, to be fair, is where a lot of the song’s appeal lies. Even if the music itself has its ups and downs, the dancing keeps you glued to the screen, and you can’t help but be amazed at their sheer athleticism.
But as much as I’m in awe of their moves, I have to admit, I kept waiting for the song to hit a peak. A moment where everything would come together and leave me speechless. Unfortunately, that moment never quite arrived.
While this song definitely has some earworm qualities, it falls into the trap of being repetitive. The pre-chorus chant “It’s like, it’s like gold” starts off fun but quickly loses its charm after being repeated several times throughout the track. By the end of the song, it feels like you’ve heard the same 15-20 seconds on a loop without much variation. The beat is sick, no doubt about that, but it’s missing that next-level hook that ITZY songs like “Wannabe” or “Dalla Dalla” effortlessly deliver.
What makes this frustrating is knowing how talented these girls are. Their vocals, their stage presence—they’re top-tier. But ITZY Gold doesn’t fully showcase their potential, which, in my opinion, is a miss on the part of the A&R team. It feels like the song was crafted more for the aesthetic of the MV and the performance than for its musical depth.
If there’s one place the song could’ve taken off, it’s the bridge. Bridges are usually where K-pop songs take a breath before delivering that final punch. Instead, Gold gives us a short instrumental break that doesn’t quite live up to expectations. It’s like standing on the edge of a cliff, waiting to jump into something spectacular, but then the ground just…stops. That missed opportunity leaves the song feeling unfinished, which is a shame because it had the potential to be a real showstopper.
Now, before we go any further, I want to make one thing clear: this is not a criticism of ITZY themselves. The girls did their best and delivered the performance with all the energy and charisma we’ve come to expect from them. If anything, the problem lies in the production choices. ITZY deserves songs that fully tap into their talent and push them to new heights. This song while enjoyable in parts, just doesn’t get there.
It feels like the song is stuck in one gear when it should’ve been shifting up a notch. As a fan, I’m not disappointed in the girls—they continue to slay—but I do wish the producers had given them a track that matched their potential.
On a brighter note, ITZY 9th mini album Gold has the re-recorded tracks from Born to Be offering a more complete experience with Lia’s vocals finally added in. Tracks like Mr. Vampire and Escalator hit differently now that the group feels whole again.
Watch the ITZY Gold MV Below
ITZY 9th mini album Gold is now available on all music streaming platforms.
Did you guys like ITZY Comeback? What are your thoughts about this song let us know in the comments section below!
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