Artms-Dall (Devine All Love & Live)

In the vibrant tapestry of K-pop, ARTMS stands out not just for their music but for their compelling backstories and strategic artistic decisions. The group, comprised of HeeJin, HaSeul, Kim Lip, JinSoul, and Choerry, has redefined their trajectory with the launch of their first full album DALL. This album, encapsulating the paradox of blessing and cruelty in love and life, marks a pivotal point in their career, following their successful tours across North America and Europe.

Previously, the members have engaged in significant projects such as the Odd Eye Circle and various solo endeavors, which have not only showcased their individual talents but also prepared them for this major group undertaking. HeeJin's solo album and HaSeul's solo concert in Seoul are notable milestones that have contributed to the buildup towards DALL.

As ARTMS gears up for a new beginning with DALL, they aim to reboot and expand their worldview, setting a new standard in the K-pop industry . This strategic move is anticipated to not only captivate their existing fanbase but also attract new listeners, setting the stage for a new era in their musical journey.

Type

Studio

Artist

ARTMS

Released

May 31, 2024

Format(s)

CD, QR, download, streaming

Recorded

2023–2024

Genre

Dance, Euro dance, hybrid, future bass, EDM, breakbeat, UK garage, pop, alternative R&B, city pop, sophisti-pop, boogie, synth funk, R&B, dancehall, afrobeats, alternative pop, art pop, electro-industrial, minimal DnB, techstep

Length

29:58

Label(s)

MODHAUS

Distributor(s)

Kakao Entertainment

ARTMS, stylized as ARTMS, is a South Korean girl group formed by Modhaus, consisting of five members: Heejin, Haseul, Kim Lip, Jinsoul, and Choerry, all of whom are former members of Loona. The group's name, inspired by the ancient Greek goddess Artemis and NASA’s Artemis program, symbolizes a return to glory and new beginnings. Officially debuting on May 31, 2024, ARTMS represents a strategic move by Modhaus, labeled the "Artemis Strategy," aimed at leveraging the individual talents of its members in a collaborative project.

The debut studio album "DALL," an acronym for "Devine All Love & Live," was released by ARTMS on May 31, 2024. This album marks a significant chapter in the members' careers, encapsulating themes of love, life, and resilience. It is distinguished by its exploration of dualities within love and life, reflecting on the complexities of each through its lyrics and music. The album, which includes pre-release singles and integrates elements from the members' past works, serves as a testament to their growth and unity as artists.

The DALL album by ARTMS features a meticulously curated tracklist, highlighting the group's diverse musical style and thematic depth. Each track is crafted to convey a unique narrative, resonating with the themes of love, transformation, and resilience that pervade the album.

Virtual Angel - 2:54 minutes

Sparkle - 2:31 minutes

The Hitchhiker's Guide to the Galaxy - 3:31 minutes

Flower Rhythm - 2:40 minutes

Candy Crush - 3:01 minutes

Air - 2:27 minutes

Unf/Air - 2:46 minutes

Distress - 2:57 minutes

Butterfly Effect - 3:26 minutes

Birth - 2:42 minutes

The creative process behind the DALL album involved significant contributions from various songwriters and composers, ensuring a rich tapestry of sound and emotion. Each track's lyrics and composition reflect a collaborative effort, weaving together the individual talents of ARTMS members and other artists involved in the production. Notable contributions include those by HeeJin, who has been actively involved in lyric writing since the Odd Eye Circle project, and JinSoul, who emphasizes a free and organic approach to lyric composition.

"Virtual Angel" stands out as a title track designed to captivate a broad audience with its synthwave influences and airy textures. The song successfully introduces new listeners to ARTMS' world, combining aesthetic visuals with a pleasant sonic experience. Critics have noted that while the track is not revolutionary, it excels in its artistic approach, though a more dynamic chorus could have enhanced its impact. The music video, despite its rapid editing which drew some criticism for needing a flash warning, complements the song's themes but has been suggested to be challenging to watch.

Following "Virtual Angel," "Sparkle" presents itself as a standard disco dance track. It might not stand out significantly in ARTMS' discography due to its more conventional approach, but it is still recognized for its lively and joyous expression. This track exemplifies a throwback style that, while basic, adds a vibrant layer to the album's overall sound palette.

"Butterfly Effect" is highlighted as a favorite track among listeners, praised for its clever callback to previous works and its exceptional composition within the K-pop genre. This track is noted for its ability to craft a perfect K-pop song experience, resonating well with the audience and maintaining high standards of musical quality.

The lyrics of the "DALL" album by ARTMS delve into profound emotional landscapes, particularly exploring the grieving process associated with a breakup. The album's tracks navigate through various stages of grief, each marked by distinct shifts in tempo, sound, and visuals. This thematic exploration adds a layer of depth to the album, inviting listeners to experience the emotional turmoil and eventual healing that accompanies such personal upheavals.

One of the standout tracks, "Birth," encapsulates the innovative approach ARTMS takes towards music production. While not traditionally structured as a pop song, "Birth" intrigues with its novel sound and the craftsmanship of its musical elements. The lyrics of this track may not resonate with everyone due to its abstract nature, but they offer a unique auditory experience that challenges conventional music norms. The track's complexity and the novelty of its composition make it a piece that listeners might find themselves returning to, discovering new layers and meanings with each listen.

During the production of the "DALL" album, the recording process was characterized by a high level of member involvement, particularly noted in the lyric writing and decision-making for song inclusivity. HeeJin, for instance, had been actively participating in lyric writing since the Odd Eye Circle project, a testament to the open creative environment fostered by the management. This inclusive approach allowed for a diverse range of inputs, which significantly shaped the album's lyrical content.

The production team for "DALL" was led by notable figures such as Jayden Jung, who had previously been instrumental in shaping the musical direction of other major projects. His collaboration with Digipedi, who directed the music video for the title track "Virtual Angel," played a crucial role in aligning the album's audio-visual elements with ARTMS' established world view. This synergy between audio and visual production teams ensured a coherent narrative and thematic consistency across all elements of the album.

The album cover art for ARTMS' "DALL" serves as the cornerstone of its visual identity, intricately designed to mirror the album's thematic essence and musical mood. It is crafted to be visually striking, aiming to capture the attention of potential listeners and set the tone for the auditory experience that follows. This visual representation is not only memorable but also aligns seamlessly with the artistic vision, enhancing the overall appeal and narrative depth of the album.

The music videos accompanying the "DALL" album tracks, notably "Virtual Angel," feature a unique and carefully planned visual style that complements the music's thematic elements. These videos are more than just promotional tools; they are an extension of the album's storytelling, offering a visual narrative that deepens the listener's engagement with the songs. The ethereal vocal performances and the upbeat production of "Virtual Angel" are visually represented through a heavenly soundscape, creating a cohesive and immersive experience. The editing style, although frantic, has sparked discussions among fans, highlighting ARTMS' willingness to push creative boundaries within the K-pop industry.

The release of ARTMS' "DALL" album stirred significant discussions on social media platforms. Notably, the "Virtual Angel" title poster, suspected of using generative artificial intelligence, sparked debates concerning the authenticity of the creative process. This controversy extended with the subsequent "Air" poster, intensifying suspicions about AI involvement. In response, Jaden Jeong clarified that the use of AI was intended as a critique and assured that it was limited to promotional materials.

Despite initial criticisms regarding the album's unconventional inclusions, such as the absence of typical K-pop album elements like photocards, the introduction of the Objekt Music Album version helped mitigate concerns. This version, which includes one Objekt per package, has been counted towards the album's chart performance, addressing fans' sales concerns effectively.

The reception of ARTMS' "DALL" album among critics presents a spectrum of opinions, reflecting a diverse range of critical perspectives. Some critics found the album to be satisfactory, appreciating the vocal quality and the occasional intensity of the instrumentals. However, they also noted moments where the production felt either excessive or insufficient, leading to a mixed overall impression.

A particular critic expressed a lukewarm reception, stating, "It's nothing special to me but I can definitely see why people like this". This sentiment was echoed in another review that described the album as "kind of mid," though acknowledging a few standout tracks that managed to impress.

Despite not typically enjoying K-pop, another reviewer admitted to finding enjoyment in some of the innovative aspects of the album, albeit buried under heavy production. They criticized the lyrics for being "painfully empty" and the song structures as "generic," yet conceded that the melodies were catchy and served their purpose in creating engaging dance-pop tracks.

In terms of broader audience reception, statistical data shows a significant approval rating, with 80% of users expressing liking for the album, while only 1% did not favor it. This data illustrates a generally positive reception from the listening public, despite the critical voices that highlight areas for potential improvement.