ITZY 'NOT SHY' (2020)
What is Not Shy by ITZY?
Not Shy is the third extended play by South Korean girl group ITZY, released on August 17, 2020, by JYP Entertainment. The EP contains six tracks and is available in three physical versions: A, B, and C. The album features the lead single of the same name and represents a significant shift in the group's thematic direction, marking their first exploration of love as a central concept since their 2019 debut.
The EP represents a growth in music production and collaboration, engaging prominent K-pop hitmakers including SM Entertainment songwriter Kenzie, producers LDN Noise, and young songwriter Kobee. JYP Entertainment's founder Park Jin-young devoted extensive involvement in crafting the love song to suit ITZY's characteristic style. Musically, the album is a K-pop record that incorporates influences of pop rock and hip hop, with the title track specifically blending braggadocious hip-hop and pop production.
The album's conceptual framework centers on the quintet's teenage years under the limelight while acknowledging their loyal MIDZY fanbase. The title track conveys emotions of being deeply in love without concern for outcomes, expressed through candid vocals and quick beats accompanied by intense saxophone elements. Upon its release, Not Shy debuted at the top spot of the Gaon Albums Chart and sold almost 206,280 copies during its first month of release in South Korea. The album achieved international recognition, charting in Japan, Poland, and the United States, where it peaked at number 8 on the Billboard World Albums chart. Critics praised the album positively, particularly commending ITZY's departure from their established themes of independence and self-love toward exploring romantic themes.
Not Shy tracks and composition
Not Shy (title track)
The title track is an up tempo R&B dance song featuring quick beats and intense saxophone elements, with candid vocals expressing emotions of being deeply in love. Young songwriter Kobee participated in producing and completing the impactful sound.
Don't Give a What
This pop-rock track features a catchy hook and represents a natural progression in feminist themes. Co-written by lyricist 이스란, who worked with SHINEE and GOT7, and collapsedone, who participated in producing TWICE's "Knock Knock" and "What Is Love?". The song incorporates cool rock 'n' roll sound with guitar riffs, house beats, and synth bass that make the vocals stand out.
Louder
A confident dance hip-hop song encouraging hesitant individuals to speak louder about their feelings. The lyrics were written by Dr.JO, known for working with girl groups such as TWICE and Apink.
iD
Features retro-style percussion and a powerful chorus, creating a fun dance song suitable for summer.
Surf
This track showcases a funky bassline. Lyrics were written by songwriting team danke, with arrangements by British producing team LDN Noise.
Be in Love
The EP's first slower vocally-focused song with guitar melody throughout. KENZIE, known for creating hit songs for Girls' Generation and EXO, worked on the track, with all five members participating directly in the chorus.
Commercial success of Not Shy
Chart performance in South Korea
The album debuted at number one on the Gaon Weekly Album Chart with 206,280 album-equivalent units, marking their largest monthly sales figures at the time. First week sales reached 144,355 copies, more than doubling the performance of their previous mini album "IT'z ME," which sold 64,659 copies in its first week. The title track entered Melon's chart at number six and peaked at number nine on the Gaon Digital Chart. The song also reached number four on the Billboard K-pop Hot 100, earning the group their fourth top-ten hit on both Korean charts.
International chart performance
The title track appeared on Billboard's Global 200 at number 124 and the Global Excl. U.S. chart at number 70. The album peaked at number eight on the Billboard World Albums chart and charted in multiple Asian markets, reaching number two in Singapore, number five in Malaysia, and number eighteen on Japan's Hot 100. The EP also debuted at number 23 in Poland, marking their highest appearance on a European chart at that time.
Critical response
Time recognized the title track as one of the songs that defined 2020, praising its saxophone tunes, urgent percussion, and the group's delivery. Billboard provided favorable commentary on the album's exploration of teenage experiences under the spotlight. PopCrush noted the EP marks a growth in music production and collaboration.
Awards and music show wins
The title track secured five music program awards in South Korea, including a triple crown on M Countdown. The song received the Hanteo Certification Plaque for surpassing 100,000 copies and earned gold certification from the Recording Industry Association of Japan in 2022.
What makes Not Shy different from previous ITZY releases?
The EP represents a turning point as the group enlisted a team of new producers and shifted their creative direction. Previously, ITZY built their identity on themes of independence and self-love through songs like "DALLA DALLA" and "ICY." The album marks their first exploration of romantic themes, with members stating this was their initial attempt at writing songs about love. The thematic evolution represents a coming-of-age progression, moving from empowerment anthems to expressing emotions about romantic relationships.
Musically, the release diverged from their established sound palette. While previous works like "IT'z ME" featured EDM and pop-rock synergy with angsty self-confidence, this album incorporated trap beats and chopped brass instrumentation. The production approach emphasized less melodic structures compared to earlier releases, focusing instead on rhythmic patterns and sing-talk delivery. Critics noted the instrumental arrangement lacked the fuller sound and bass presence that characterized prior ITZY singles, with even the dance break feeling oddly muted by the group's standards.
The sonic shift drew mixed observations from reviewers. Some critics observed that capitalizing on the girl crush trend ITZY themselves helped popularize resulted in the group beginning to sound similar to other acts in the genre. Listeners who appreciated the preceding album's distinctive style found the new direction lacking certain elements that defined ITZY's earlier musical identity.
Members provided insights into specific tracks during promotional interviews, with Ryujin expressing particular pride in "Be In Love," noting it presented a style MIDZY had not encountered in previous releases. Multiple members identified the title track as their most valued contribution to the EP, citing extensive preparation and practice invested in its development. According to member statements, the central message encourages confident expression of emotions without fear in romantic contexts.
For listeners new to the group, Yuna specifically recommended "Nobody Like You" and "DALLA DALLA," identifying the debut single as particularly meaningful due to fan reception. Regarding choreography preferences across their discography, Yuna highlighted "Wannabe" as the most enjoyable dance despite its high energy requirements.
Members articulated future aspirations during the album's promotional period. Yeji expressed desire to conduct a full concert in the United States, referencing positive experiences with fan energy during previous American appearances. Furthermore, Ryujin identified Sunmi as a desired collaboration partner, citing her remarkable stage presence. The group maintained focus on album preparation during quarantine periods, balancing practice schedules with self-care activities including video consumption and music listening.
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