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#HitsOfTomorrow: A Weekly Rundown Of The ‘Should-Be’ Hits

Beyond Jung Kook's "Seven," we dive into the latest from Troye Sivan's "Rush," EXO's "Cream Soda," Rhea Raj's "Oops! Ur Single Now" and ZHU's "Not Like This" and more

Published by

Amit Vaidya

July 15, 2023

Over the past few years, K-pop has found a way to diversify its sound and its audience by frequently featuring collabs with established western artists. From Selena Gomez to Coldplay to Charlie Puth and most recently Jonas Brothers – it’s a formula that works and almost guarantees a global cross-cultural hit.

But with the latest collab single of Jung Kook with Latto, we’re getting something we’ve not really heard before – explicit lyrics and they aren’t coming from the “Big Energy” rapper. It seems much like Jackson Wang before him, the BTS star is hoping his audience is aging with him so they won’t be as shocked that his latest single “Seven” is literally talking about the f-word daily (and explicitly sang!). This is a bold move on the singer’s part to enter dare I say Enrique Iglesias territory because there is a possibility that there could be backlash or even worse, be seen as pandering from his hardcore fanbase. It’s an interesting conundrum as we rarely look at male artists and think about their sexual evolution but if this single is any indication of what’s to come from his upcoming debut album, well, button up!

Beyond this likely smash collab, Billie Eilish returns with “What Was I Made For?” from the Barbie soundtrack – likely another Oscar nomination awaits as the singer pours her heart into the vocals and the lyrics of this rather deep song from what’s being sold as a rather deep film.

Regardless of how big the film becomes, it’s certainly clear that after a long long time, we have a soundtrack this big and diverse, could soundtracks make a legit comeback? Here’s hoping.

With that said, let’s keep our focus on the new singles that deserve a little extra attention – the SHOULD-BE hits of the week. Here are this week’s #HitsOfTomorrow.

“Rush” – Troye Sivan

Not sure Troye Sivan really needs an extra nudge at this point but much like “Padam Padam” earlier this summer, I’m hoping to push the song into the mainstream because the song is instantly going to be loved on the dancefloor and embraced with open arms by the queer community. While there is nothing wrong with this, in fact, it’s a great thing that communities are quick to embrace certain artists and their releases but “Rush” is a smash straight out of the floodgates. Sivan has had some successes at Top 40 to varying levels but the single hits all the right notes for a global smash – and that sing-along chorus by a chorus is a genius move that likely will be polarizing. But at a time when everything sounds the same and we can’t seem to have an opinion about anything, Sivan feels both at home and wanting to push both his and our limits. It’s ironic that The Idol on HBO just completed where Sivan felt so restrained – it actually makes the single shine even brighter – as if he’s found himself and we’re loving it.

“Cream Soda” – EXO

Seven albums in, EXO returns with EXIST and while the album is full of bangers, there’s no denying that the sweetest and mostly likely to become a global smash hit on the LP is “Cream Soda.” The single is just the right K-pop track for the summer to get you moving and thankfully the track doesn’t go the conventional route and rather is a complicated melodic bop that fuses their personality with soul and hip-hop (it’s produced by Tre Jean-Marie who’s worked with everyone from Little Mix to Mabel to KAYTRANADA). If there’s any justice, this primarily Korean track will get global support!

“Not Like This” – Emotional Oranges, ZHU

I’ve been a huge fan of Emotional Oranges and likewise of ZHU. Did I ever think the two acts would come together? Definitely not. But any doubt I may have had upon seeing the two names paired together goes away with that beat. ZHU has got to be one of the most interesting producers out there right now – somehow, he’s able to bring different artists into his world to give them that “Zhu-ness” yet, the acts never lose their own identity in the process. Much like the Bob Moses collab “Desire,” this is a proper union of two individual sounds coming together in the best possible way. “Not Like This” is a winner through and through and would be a perfect addition to radio playlists this summer.

“Back To Love” – Robert Glasper, SiR, Alex Isley

I’ll be honest, I’ve barely heard of the series Run The World, let alone seen it. But the STARZ series is now into its second season and if this Robert Glasper single is any indication of the vibe of the show then I’m about to have a new binge series! “Back To Love” is everything great soul should be – emotive, clear and a mood that gets built within the first few seconds of the track.

It certainly helps that the single features the vocals of SiR and one my faves Alex Isley. Their voices blend beautifully with Glasper’s production to create summer soul for 2023. I really hope the track gets a push beyond the series as this single is just too good to be attached to a show and needs to become one of the chill anthems of the summer. Programmers – take note!

“Oops! Ur Single Now” – Rhea Raj

One of my favorite things about this column is when I am able to feature South Asian or SA-origin artists without any marketing push and the music just seamlessly flows through any Top 40 playlist. Rhea Raj has been steadily building buzz for herself and “Oops! Ur Single Now” may prove to be the single that helps catapult the multi-hyphenated talent from the bubbling under category to the next Rina Sawayama category. The single is playful and witty and Raj’s delivery is full of personality. At a time when so many artists are trying to prove their ethnic mantle and also their mainstream global potential, this one feels like the real deal, and we are most excited!

Even More Hits!