As anyone who has ever seen a great hip-hop DJ knows, the first 15-to-20 seconds of a song can get major play on the dance floor if it starts out strong.
You'll often hear DJs loop the beginning of a song, especially if it's a new release, dropping the sounds from another record over it, or showing off their scratching technique with the first 20 seconds looping in the background.
While it is unlikely many hip-hop heavyweights will be dropping the beat from "She's Mine," the new single from K-pop boy band U-KISS, anytime soon, the track features strikingly powerful rhymes from band members Eli and AJ.
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And the first 20 seconds of "She's Mine" are without a doubt the highlight of the song.
There are two main rap sections in the new U-KISS single, from their new album "Moments."
They are both the highlights of "She's Mine."
But the backing instrumentation in the opening 20 seconds of the song is more stripped down, making it the perfect bed for the rappers.
And while the bass playing is a bit busy for a hip-hop song, the rhyming is surprisingly solid, making it easy to wonder what an Eli and AJ side project would sound like.
But what follows that killer opening flow is a barrage of hooks that feels forced.
The producer appears to have placed diplomacy (i.e. giving everyone in the band a chance) over musicality, a near-tragic error.
The first hook in "She's Mine" works, but by the third and fourth it feels like overkill.
Which isn't a putdown of any of the members of U-KISS. They are all solid performers and they deliver the music written for them in a proficient and confident manner.
Yet with the fire that the U-KISS's two MCs are spitting on the mic, there is a clear opportunity here to produce something way more musically significant that just another boy band.
Check out the music video for the new U-KISS single "My Girl (She's Mine) " RIGHT HERE
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