I.O.I’s “Whatta Man” uses sample effectively, and maybe finds a concept that works

IOIWhattaMan

I.O.I dropped the music video for “Whatta Man“, which samples exactly what you think it samples, and they do their part by simply not ruining it.

Obviously I.O.I didn’t have to do much to appeal to me with the track due to the hook, but I was pleasantly surprised with the changes they did make. While their version is closer to Salt ‘N’ Pepa‘s track, it’s noticeably poppier and upbeat compared to the more sensual and R&B version, which definitely fits both their genre and their concept better. It’s not necessarily a significant departure from what’s already been done, but the minor tweaks were well executed.

The lead verse with vocal emphasis over rapping was outstanding, and in particular I was impressed with the double-time/triple-time vocals in the verses that setup a slow down for the chorus that really helps to emphasize the hook. Unfortunately, they went with rapping for the other verses and those are considerably more forgettable. I understand it probably has something to do with line distribution in a project idol group or something, but they should’ve stuck to one rap break and let the vocal verses carry the track.

Anyway, I was prepared for a rather lazy effort that would sound good nevertheless thanks to the built-in hook, but I actually think they did a great job of modifying this for modern pop tastes and making the use of the sample worthwhile.

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The music video was shot like an idol group debut or something, with lots of individual closeup cuts (presumably to get each member some screen time), and while the plot was cliche, it was amusing at times at least.

IOIWhattaManMV

The visuals of the group are obviously still good, but most importantly, “Whatta Man” works as a concept for them. I’m interested to see the whole choreography for this, because it actually looks interesting and not passive.

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The difficulty level of “Whatta Man” obviously wasn’t very high. Sure, it sounds like a hit to me, but they started with a cheat code of sampling an already extremely popular hook, and that’s like 90% of the job. Still, I enjoyed the song, and what’s more important is that I.O.I seems to have finally found their footing a bit conceptually. Of course, it’s a shame then that this might’ve come halfway into their existence together, but hopefully the momentum can carry over into their next comeback.

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