There are some groups in K-pop that I want to love even as their music keeps me at an arm’s length. Such is the case with XLOV, who have a wonderful concept and compelling imagery. However, most of their songs just haven’t matched that potential so far. Because of this, I’m happy to see them move in a more dance-focused direction, starting with the club-ready Serve.
We’re still a ways from where I think XLOV can go, but we’re making steps in the right direction with this comeback. The hazy, propulsive instrumental offers a newfound sense of drive and purpose, delivering an immersive aesthetic. The song itself still needs some work, relying way too heavily on errant sing-talk and straight-up talking over a beat. Apart from a cool moment of vocal drama that appears unexpectedly mid-way through, the songwriting lacks ambition.
The thing about exclamations and proclamations as pop song hooks is that — while they might be fun in the moment — they rarely stand the test of time. There’s only so many times you can hear an artist say “serve” or “slay” before the words lose all meaning. As always, I’d much rather they show than tell. XLOV are masters at showing, but their music insists on telling. We must figure out a better balance, because there’s so much potential here.
| Hooks | 7 |
| Production | 8 |
| Longevity | 8 |
| Bias | 8 |
| RATING | 7.75 |
Grade: C+
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