Sunmi’s “Forever July”: A Disappointing Dip Into The NewJeans Sound?

Sunmi, the “Queen of Performance” and a true K-pop icon, often delivers tracks that push boundaries and captivate listeners. Her latest single, “Forever July,” was highly anticipated, promising to be another summer anthem. However, sometimes even the most celebrated artists can release music that leaves fans wanting more. Our expert reviewer dives deep into why this track might not hit the mark.

Is “Forever July” Too Subdued?

As someone with summers off, “Forever July” sounds like a pretty good proposition to me. However, this July in K-pop hasn’t been particularly exciting so if we’re talking about the music alone I’m ready to move on to greener pastures. Sunmi’s Forever July might as well be called “Forever NewJeans” because it’s the latest in an endless line of hazy, subdued pop music that’s followed in that group’s influential wake.

I really thought we were beginning to emerge from this glut of monotonous drum and bass inspired K-pop. To be fair, Sunmi’s vocals have always suited this type of moody fare, but I find the sound of Forever July hopelessly boring. It’s like a waking dream, or that moment when you’re starting to fade into sleep and the world kind of melts around you. You sense there’s a song playing in the background, but it’s too detached and distant to leave any sort of mark.

A Flat Line: Production and Melodies

Forever July‘s structure isn’t just a flat line. It’s one of those faint dotted lines that isn’t even commanding enough to lay itself down in bold font. The melodies are as muddled and forgettable as the production and the entire thing passes by without ever exerting itself. How on earth did we go from dynamic material like Heroine, Siren and Pporappippam to this?

Hooks
7

 Production
7

 Longevity
7

 Bias
6

 RATING
6.75

Grade: D+

Hopes for Sunmi’s Next Chapter

This candid review highlights a growing concern within the K-pop landscape: the pervasive influence of a specific sound, sometimes at the expense of an artist’s unique color. While imitation is often a form of flattery, for a veteran like Sunmi, whose discography boasts so many distinct and powerful tracks, “Forever July” feels like a missed opportunity to truly shine. Fans adore Sunmi for her boldness and innovation, and many will undoubtedly hope her next release recaptures that signature spark.