K-Pop A-Z Review: GFriend – L.U.V.

One song. Every day. Alphabetical order.

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L.U.V. (from Time For Us – 2019)

Whenever I see this track pop up I want to sing the classic Apink song of the same name. GFriend’s L.U.V. is quite different but includes the requisite spelling you tend to get with a title like this. The track melds bright synths to a light new jack swing influenced beat. In this way, L.U.V. hearkens back to their earlier days. However, the production feels overly brittle to me, never hitting as hard as it needs to. The melodies have a celebratory warmth that works well but there’s something about this song that’s just a bit off. The structure would benefit from a sense of growth and storytelling. As it stands, we start at one energy and maintain that same vibe all the way through.

Grade: C+