ILLIT chant the hypnotising mantra "who's your bias? I'm your bias" to reinforce their place in every GLLIT's heart, as they charge head first into a bold and alluring new era with their upcoming 4th Mini Album MAMIHLAPINATAPAI.
They tease the lead single of the album 'It's Me' with an edgy and unapologetically confident campaign film which sees ILLIT as they escape from a dilapidated house just to strut their stuff across the streets of Paris. The repeated lyrics are more than just the verse and chorus, but a statement to the unmistakable boss babe energy that album is set to exude. ILLIT knows that 'It's Me' and MAMIHLAPINATAPAI are set to dominate the charts, they're just setting the record straight.
The captivating campaign film tells a story of the five members navigating the uncertainty of a situationship as they stay shrouded in the darkness and emptiness of a cold lifeless house. They put an end to the repetitive cycle of being led on and never being given a straight answer by their partner, literally breaking free, finally having had enough. They sashay across the streets of Paris with an unwavering strength and unflappable expression ready to own whatever challenge comes next.
Beyond the beautiful story that the campaign film paints, it also builds an incredibly layered sonic atmosphere. With a booming bass combined with club classic techno elements, making the song feels like an anthem of growth. ILLIT also previewed their upcoming release with a highlight medley shot entirely using their smartphones, capturing relatable everyday moments, reinforcing their voice for today’s generation.
'It's Me' is set to join the stunning tracklist of MAMIHLAPINATAPAI taking its place as the GLLIT-ering lead single alongside genre defying songs such as the quiet lilt of 'GRWM (Get Ready With Me)' to the high-octane electro-Pop shine of 'paw, paw!' and the exhilarating pop-Rock-infused title track 'Mamihlapinatapai.'
With the impactful beats, tongue in cheek lyrics and depth of the concept behind the song, ILLIT has definitely evolved confirming in this new era they're definitely 'NOT CUTE ANYMORE'. Pivoting from their usual pop princess sensibilities, they take on a more dynamic sound channeling emotions such as frustration and confusion along with a renewed sense of assuredness to create a rich meaning and addictive sound for the song. As they explore various genre channeling their signature charisma and charm into each song they capture the versatility of ILLIT in one power packed mini album set to shatter all expectations.
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