In the Morning (Itzy song)

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"In the Morning"
Itzy - In the Morning (English Version).jpg
English version cover
Single by Itzy
from the EP Guess Who
Released
  • April 30, 2021 (2021-04-30) (Korean)
  • May 14, 2021 (2021-05-14) (English)
Recorded2021
StudioJYPE Studios, Seoul
Genre
Length2:52
LabelJYP
Composer(s)
Lyricist(s)
  • Lyre
  • J.Y. Park "The Asiansoul"
  • Kass
  • Danke
Itzy singles chronology
"Not Shy"
(2020) 		"In the Morning"
(2021) 		"Loco"
(2021)
Music video
"In the Morning" on YouTube

"In the Morning" (stylized in sentence case, also called "Mafia in the Morning";[1][2] Korean: 마.피.아. In the morning; RR: Ma.pi.a In the morning) is a song recorded by South Korean girl group Itzy. It was released on April 30, 2021, through JYP Entertainment, as the lead single from the group's fourth extended play, Guess Who. Produced by JYP Entertainment's founder, J.Y. Park, alongside South Korean songwriters Danke and Kass and composer Lee Hae-sol, the track's transfixing chorus sees the group explore various new vocal styles to match the trippy synth of the single.

"In the Morning" was described as a song about secretly stealing someone's heart. Musically, it is primarily a hip hop track with elements of dance and trap with its title referring to the popular party game Mafia, and a metaphor for aiming to be caught in a relationship. The accompanying music video, directed by Bang Jae-yeob, premiered simultaneously with the release of the single. Sporting a dark atmosphere, the video depicts Itzy performing fierce choreography on various glamorous sets.

Commercially, the song became the group's fifth top-ten hit, peaking at number ten on Gaon Digital Chart and at number four on the component Download Chart. It also attained commercial success on Billboard charts, peaking at number 7 on K-pop Hot 100, number 3 on World Digital Songs and number 22 on Global Excl. U.S..

To promote "In the Morning", the group appeared and performed on several South Korean music programs including M! Countdown, Music Bank, and Show! Music Core. An English version of the song was released as a digital single on May 14, 2021.

Background and release[]

On April 12, 2021, the group unveiled the track listing to the EP on the group's official SNS accounts and website, revealing "In the Morning" as the lead single.[3] Starting from April 13, the group's label uploaded various teasers for each member on their respective social media accounts.[4][5] The first music video teaser for "In the Morning" was released on April 26.[6] On the next day, the second music video teaser for the song was published.[7] On April 28, the third music video teaser for the lead single was published.[8] "In the Morning" was released for digital download and streaming as the lead single from Guess Who on April 30, 2021, by JYP Entertainment.[8] The English version of "In the Morning" was released on May 14, along with the song's lyric video.[9]

Composition and reception[]

"In the Morning" was written by Park Jin-young, Kass, Danke and Lyre. The song is a "powerful" hip hop track with an "addictive" dance-trap composition, heightening the track's core concepts of ambiguity and suspense.[10][1][2] The track's chorus sees the group explore various vocal styles backed by a "trippy" synth.[2] Lyrically, the song is about secretly stealing someone's heart.[2] The title is a reference to the popular party game Mafia, and a metaphor for aiming to be caught in a relationship.[1] Itzy compare their power to a mafia as they vow to win their future partner over.[10] In terms of musical notation, the song is composed in the key of B minor, with a tempo of 140 beats per minute, and runs for two minutes and fifty-two seconds.[11]

The song is inspired by the mafia game, the werewolves, where the main character has to hide their emotions and act very differently. The song talks about relating that to capturing someone’s heart. This song is a way for us to show different sides of ourselves. The performance is really something very special like with through this song. So, I really want you to look forward to our performance too.

— Yeji on the inspiration behind the song.[12]

"In the Morning" was met with mixed reviews from music critics. Writing for Forbes, Jeff Benjamin described the song as a "sinister" hip hop track with "one of their boldest and most experimental sounds yet".[12] Divyansha Dongre from the India version of Rolling Stone noted that the song "sees the group explore various new vocal styles".[2] In a mixed review, Sofiana Ramli of NME felt that the track "sounds like almost every other EDM-oriented song that’s been churned out in K-pop today".[13] Joshua Minsoo Kim of Pitchfork found that, although their debut "established the quintet as a massive new force in the industry", their latest release, "In the Morning", was the biggest offender from Guess Who, commenting that in the song "there's a Cardi B lilt in the verses, but it otherwise feels like Blackpink without the stadium-sized grandeur".[14]

Commercial performance[]

"In the Morning" debuted and peaked at number 22 on the Global Excl. U.S. chart with 36.2 million streams outside the US and also at number 34 on the Global 200 chart, becoming their highest entry on both.[15] By doubling their total number of appearances, the band became the second-ever girl group from South Korea to hit the ranking more than once.[16] The song peaked at number ten on South Korea's Gaon Digital Chart with chart issue dated May 9–15, 2021, making it Itzy's fifth top ten single on the chart.[17] It also peaked at number four and nine on Download Chart and Streaming Chart, respectively.[18][19] In addition, it peaked at number 59 on the component BGM chart.[20]

Music video[]

A still of Itzy dancing surrounded by flames, from the music video for "In the Morning".

Three teaser videos were released prior to the song's release.[8] An accompanying music video was uploaded to JYP Entertainment's YouTube channel on April 30, 2021. It was directed by Bang Jae-yeob.[21] In three days, the music video reached fifty million views.[22] After one week, the video suprassed over 70 million views.[23] The dance practice video was uploaded on May 2, 2021, and has received over 6 million views as of May 2021.[24] On May 22, 2021, the music video hit 100 million views, which took only 22 days and 12 hours to achieved, becoming the quickest of the group's videos to reach the milestone.[25] The music video opens with Ryujin in a cropped jacket and pleated skirt posing among mannequins in a fashion shop. The next scene shows the group all in black while dancing in a streets in a small town. The scene shifts to a quaint floral greenhouse, where Lia is shown singing in a floral gown with Itzy dressed in elegant clothes. Later in the clip, the girl group showcase their fierce choreography on a set decorated with samurai swords. Then, Yuna is shown next to a mirror in a neon green draped dress with a black bodysuit. In the next part, the group is dancing surrounded by flames.

Track listing[]

  • Digital download and streaming (English version)[26]
  1. "In the Morning" (English version) – 2:52

Credits and personnel[]

Credits adapted from Melon.[27]

Recording and management
  • Original published by JYP Publishing (KOMCA), Big Stage Music LLC, BMG Gold Songs, Lalala Studio, Copyright Control
  • Sub-published by JYP Publishing (KOMCA), Fujipacific Music Korea Inc., Copyright Control
  • Instrumental recording and production at LYRE Lair
  • Digital edited, recorded, mixed at JYPE Studios
  • Mastered at Sterling Sound, United States
Personnel
  • Itzy – lead vocals
  • J.Y. Park "The Asiansoul" – lyrics, composition, arrangement, sessions all instruments, vocal director
  • Kass – lyrics, composition
  • Danke – lyrics
  • Lyre – lyrics, composition, arrangement
  • Earattack – composition, arrangement, keyboard
  • Lee Hae-sol – composition, arrangement, sessions all instruments
  • Alina Smith – instrumental recording and production
  • Annalise Morelli – instrumental recording and production
  • Sound Kim – background vocals
  • Uhm Se-hee – digital editing, recording
  • Gu Hye-jin – recording
  • Lee Tae-seop – mixing
  • Chris Gehringer – mastering

Accolades[]

Music program awards
Program Network Date Ref.
M Countdown Mnet May 6, 2021 [28]
May 13, 2021 [29]
Show Champion MBC M May 12, 2021 [30]
Music Bank KBS May 14, 2021 [31]
Inkigayo SBS May 16, 2021 [32]

Charts[]

Release history[]

Release formats for "In the Morning"
Region Date Format Version Label Ref.
Various April 30, 2021 Digital download, streaming Original (Korean) JYP
[44]
May 14, 2021 English
[26]

References[]

  1. ^ Jump up to: a b c Herman, Tamar (30 April 2021). "K-pop girl group Itzy release new song Mafia in the Morning, and explain the meaning behind their EP title Guess Who". Retrieved 30 April 2021 – via South China Morning Post.
  2. ^ Jump up to: a b c d e Dongre, Divyansha (30 April 2021). "ITZY Makes Fierce Comeback With 'Mafia In The Morning'". Retrieved 30 April 2021 – via Rolling Stone India.
  3. ^ Gladys, Yeo (12 April 2021). "ITZY unveil tracklist for upcoming mini-album, 'Guess Who'". NME. Archived from the original on March 22, 2021. Retrieved May 13, 2021.
  4. ^ Cho, Seung-Hyun (14 April 2021). "있지 신보 'GUESS WHO' 역대급 콘셉트 예고" (in Korean). SeDaily. Archived from the original on April 14, 2021. Retrieved May 13, 2021 – via Naver.
  5. ^ Seung-Hyun, Choo (16 April 2021). "있지 'GUESS WHO' 유닛 티저 공개···시크·도도 매력 물씬" (in Korean). SeDaily. Archived from the original on April 17, 2021. Retrieved May 13, 2021 – via Naver.
  6. ^ Seung-Hyun, Choo (26 April 2021). ""마피아는 누구?"···있지, 강렬한 티저로 시선 강탈" (in Korean). Naver. Retrieved May 13, 2021 – via Naver.
  7. ^ Mi-Hyun, Hwang (27 April 2021). "'컴백 D-2' 있지, 새 티저 공개…의미심장 분위기" (in Korean). News1. Retrieved May 13, 2021 – via Naver.
  8. ^ Jump up to: a b c Choo, Seung-Hyun (28 April 2021). "있지 '마.피.아. In the morning' 퍼포먼스, 박력 있는 권총춤 눈길" (in Korean). SeDaily. Retrieved May 13, 2021 – via Naver.
  9. ^ Park, Se-yeon (May 12, 2021). "있지 '마피아 인 더 모닝' 영어 버전 발매". Star Today (in Korean). Maeil Business. Maeil Business. Retrieved May 14, 2021.
  10. ^ Jump up to: a b Sumampow, Gabriela Caeli (30 April 2021). "K-Pop's ITZY on Their Evolution as a Girl Group and New Album 'GUESS WHO'". Retrieved 1 May 2021 – via Vice.
  11. ^ "Key, BPM and analysis of "In the Morning" by Itzy". MusicStax. Retrieved May 13, 2021.
  12. ^ Jump up to: a b Benjamin, Jeff (May 15, 2021). "ITZY Are Going Global For The Fans Who Help Them Grow Their Confidence & Power". Retrieved May 15, 2021 – via Forbes.
  13. ^ Ramil, Sofiana (May 4, 2021). "ITZY – 'Guess Who' review: K-pop quintet continue to perfect their girl crush image". NME. Retrieved May 17, 2021.
  14. ^ Kim, Joshua Minsoo (May 6, 2021). "ITZY: Guess Who Album Review". Pitchfork. Retrieved May 17, 2021.
  15. ^ Frankenberg, Eric (May 12, 2021). "Vietnam, Belgium & More Among 10 Non-English-Language Global Chart Debuts". Billboard. Retrieved May 18, 2021.
  16. ^ McIntyre, Hugh (May 16, 2021). "Itzy Breaks A Tie With Aespa And Twice On Billboard's Global Chart Among Korean Girl Groups". Forbes. Retrieved May 25, 2021.
  17. ^ Jump up to: a b "Gaon Digital Chart". May 2–8, 2021. Retrieved May 13, 2021.
  18. ^ 2021년 19주차 Download Chart [2021, Week 19 Download Chart] (in Korean). Gaon Music Chart. May 2–8, 2021. Retrieved June 13, 2021.
  19. ^ 2021년 20주차 Streaming Chart [2021, Week 20 Streaming Chart] (in Korean). Gaon Music Chart. May 9–15, 2021. Retrieved June 13, 2021.
  20. ^ 2021년 21주차 BGM Chart [2021, Week 21 BGM Chart] (in Korean). Gaon Music Chart. May 16–22, 2021. Archived from the original on May 28, 2021. Retrieved May 28, 2021.
  21. ^ Guess Who (photobook). Itzy. South Korea: JYP Entertainment, Dreamus Company. 2021. Credits.CS1 maint: others in cite AV media (notes) (link)
  22. ^ Lee, Namkyung (May 4, 2021). "있지 5천만뷰 돌파…'마.피.아. In the morning' MV로 자체 최단 기록". MBN Star.
  23. ^ Won-gyeom, Kim (May 14, 2021). "있지, '마.피.아. 인 더 모닝' 영어버전 리릭비디오 공개…뮤비 8000만 뷰". SpoTVNews.
  24. ^ Itzy (May 2, 2021). "ITZY "마.피.아. In the morning" Dance Practice (Moving Ver.)". Retrieved May 14, 2021 – via YouTube.
  25. ^ Boram Oh (May 24, 2021). "있지 '마.피.아.' MV도 1억뷰…다섯곡 연속 억대뷰". Retrieved May 25, 2021 – via Naver.
  26. ^ Jump up to: a b "In the morning (English Ver.) – Single by ITZY on Apple Music". Apple Music (US). Apple Inc. May 14, 2021. Retrieved May 18, 2021.
  27. ^ "GUESS WHO". Melon (in Korean). Kakao Corp. Retrieved May 18, 2021.
  28. ^ Jinju-hee (May 6, 2021). "'엠카운트다운'있지, 컴백과 동시에 1위". Naver. Korea. Retrieved May 7, 2021.
  29. ^ Shin So-won (May 13, 2021). "ITZY, 하이라이트 제치고 1위 "행복하다" ('엠카')". Naver. Korea. Retrieved May 13, 2021.
  30. ^ Ji Min-kyung (May 12, 2021). "'쇼챔' ITZY, '마피아 인 더 모닝'으로 1위..하이라이트 컴백 [종합]". Osen. Korea. Retrieved May 13, 2021.
  31. ^ "'뮤직뱅크' 있지 1위 "믿지 덕분..감사하고 사랑해" NCT 드림-김다비-오마이걸 컴백(종합)". Heraldpop (in Korean). May 14, 2021. Retrieved May 14, 2021.
  32. ^ Hwang, Hye-jin (May 16, 2021). ‘인기가요’ ITZY 1위, NCT DREAM·원어스 컴백(종합) ['Inkigayo' ITZY win 1st place, NCT Dream and ONEUS comeback [General]]. Newsen (in Korean). Retrieved May 16, 2021 – via Naver.
  33. ^ "Itzy Chart History (Canadian Hot 100)". Billboard. Retrieved May 14, 2021.
  34. ^ "Itzy Chart History: Billboard Global 200". Billboard. Retrieved 2021-05-17.
  35. ^ "Japan Hot 100". Billboard Japan. May 12, 2021. Retrieved May 12, 2021.
  36. ^ "Top 20 Most Streamed International + Domestic Songs Week 18 (30/04/2021-06/05/2021)". Recording Industry Association of Malaysia. May 20, 2021. Retrieved May 20, 2021.
  37. ^ "New Zealand Hot Singles". May 10, 2021. Retrieved May 8, 2021.
  38. ^ "RIAS Top Charts". Recording Industry Association Singapore. Archived from the original on May 13, 2021. Retrieved May 15, 2021.
  39. ^ "Itzy Chart History: Billboard Korea K-Pop 100". Billboard. Archived from the original on May 14, 2021. Retrieved May 14, 2020.
  40. ^ "Official Independent Singles Chart Top 50". Official Charts Company. Retrieved May 16, 2021.
  41. ^ "Itzy Chart History: World Digital Song Sales". Billboard. Archived from the original on May 14, 2021. Retrieved May 14, 2021.
  42. ^ 2021년 05월 Digital Chart [May 2021 Digital Chart]. Gaon Music Chart (in Korean). Archived from the original on June 10, 2021. Retrieved June 10, 2021.
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  44. ^ "In the Morning by Itzy". Tidal. Retrieved May 17, 2021.
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