In the summer of 2025, the coveted throne of ‘song of the summer’ may well belong to a rising rookie girl group. Amidst a wave of high-profile comebacks from top-tier artists, the newly released single “iLy” by SAY MY NAME—a girl group just 10 months into their debut—is poised to exceed 10 million views on its official YouTube channel within its first week. “iLy” is rapidly becoming the strongest contender for this year’s ultimate seasonal hit.

What exactly does this rookie group possess that has so quickly captured the discerning ears of the public and come to dominate the summer of 2025? The secret lies in their clever strategy, which expertly weaves together the familiar and the new.

Interpolation: The Fruit of Unseen Labor

At the core of this unexpected sensation is the unmistakable power of “a melody you know.” “iLy” employs the technique of interpolation, reimagining the legendary pop song “Can’t Take My Eyes Off You” by Frankie Valli. But this was far more than a shrewd choice; it was the culmination of an enormous, behind-the-scenes effort by their agency.

Unlike simple sampling—which uses portions of the original song—interpolation recreates the melodic line and requires painstaking approval from the original song’s writers for all new arrangements or alterations. Behind the birth of “iLy” were months of global negotiations and planning led by iNKODE’s chief producer Kim Jaejoong and CEO No Hyuntae. Notably, No Hyuntae personally oversaw every step, from selecting the song to coordinating with the composition team, making this complicated process possible. Thanks to these efforts, “iLy” offers older listeners a wave of nostalgia while also delivering a melody that resonates with the short-form content-loving MZ generation, solidifying its appeal as a true cross-generational “cheat code.”

A Fresh Twist: UK Garage Meets K-pop

If a familiar melody opens listeners’ hearts, then it’s the entirely new K-pop sensibility that fills them. The romantic mood of the original is reborn as a modern dance-pop track rooted in the trendy UK Garage genre. With a spirited chant, the group’s refreshing vocal tones, and the addition of new member Shuyi—rounding out the group as an eight-member ensemble—SAY MY NAME delivers a vibrant and energetic summer song tailored for 2025.

This musical savvy was matched by meticulously planned promotions and the group’s own charm, which turned their efforts into real-world success. Even before the song’s official release, the “iLy Challenge” featured not only former IZ*ONE members but also actors and fellow idols, generating buzz and creating the perfect viral marketing storm across the K-pop fandom. The interplay of Hitomi’s proven star power, the instantly recognizable melody, and the fresh image of an 8-member group came together to create a perfect triad for success.

In the end, the triumph of “iLy” is far from a mere surprise hit. It is the result of clever planning—conveying the universal emotion of nostalgia in the trendiest way possible. With an instantly familiar melody paired with exciting new arrangements and the group’s youthful energy, SAY MY NAME’s “iLy” may well be remembered as the defining track of the 2025 summer.

Note “This article was translated from the original Korean version using AI assistance, and subsequently edited by a native-speaking journalist.”

Photo=iNKODE