In the morning

"In the morning" by ITZY uses the popular social deduction game, Mafia (also known as Werewolf), as a central metaphor for the complex and strategic art of winning someone's heart. In the game, players must hide their true identities (as either mafia or innocent townspeople) to achieve their goals. The song translates this concept to romance, describing a protagonist who conceals their feelings and true, captivating self during the day, only to reveal their intentions and make their move to capture their love interest's heart at night.

The lyrics portray a story of confident seduction and psychological gameplay. The speaker is portrayed as a powerful and mysterious figure who is secretly plotting to make someone fall for them. As member Ryujin explained, the song is about the duality of concealing oneself in the morning but succeeding in winning someone's heart by night. This theme of duality is central, contrasting a hidden, poker-faced demeanor with a bold, assertive approach to love. The song is a declaration of confidence, with the members vowing to win over a future partner by comparing their power and strategy to that of the mafia in the game.

The song unfolds from the perspective of someone who is a master of disguise in the game of love, comparing their tactics to the popular party game 'Mafia.' By day, they maintain a hidden, unassuming presence, carefully concealing their true intentions and powerful allure. Their actions are calculated and secretive, much like a mafia member operating in the shadows. They watch their target, waiting for the perfect moment to strike, creating an atmosphere of suspense and mystery. The persona is one of control and confidence, fully aware of their ability to captivate and steal someone's heart without the target even realizing what is happening.

As night falls, a transformation occurs. The hidden self is unleashed, revealing a bold and direct personality ready to make its move. The lyrics describe this process as a strategic game of cat and mouse, a dance of seduction where the speaker holds all the power. They drop hints and create confusion, enjoying the thrill of the chase and the certainty of their eventual victory. Phrases like "I'm the mafia" and "we do it like a mafia" are repeated to emphasize this dual identity and the ruthless efficiency with which they plan to win their love interest over. The repeated assertion is that by the morning, the target will inevitably belong to them; their heart will be captured. The narrative is a confident declaration of intent, portraying love as a thrilling conquest where the speaker, through cleverness and irresistible charm, is destined to be the winner.

"마.피.아. In the morning" was released on April 30, 2021, as the lead single from ITZY's fourth extended play, Guess Who. The song was written and produced by JYP Entertainment's founder, Park Jin-young (J.Y. Park), alongside South Korean songwriters Danke and Kass, and composer Lee Hae-sol. The production team also included the international composer collective LYRE, marking their first collaboration with ITZY and bringing a new synergy to the group's sound.

This was the first time that J.Y. Park was directly involved in the recording direction for an ITZY song. According to member Lia, he provided detailed advice to help them embody the song's concept. For instance, he suggested dimming the lights in the recording booth to help the members concentrate and deliver their inner feelings more sincerely. Yeji also noted that Park paid close attention to their performance, expressing his belief that it would showcase a significant level of growth for the group. The song was part of a conscious effort to explore a deeper and darker concept than ITZY's previous work, moving towards a more intense and fierce image.

"In the morning" is built on a driving, high-tempo rhythm, with a pace of 140 beats per minute (BPM) that creates a sense of urgency and suspense. The song's rhythmic structure is rooted in trap and hip-hop, featuring heavy bass, prominent 808s, and a syncopated, dance-focused beat. The verses are largely rap-based, with a spoken-word delivery that prioritizes rhythmic flow and attitude over melodic content, creating a tense and unsettling mood.

The pre-chorus introduces a more melodic and vocally stable section, providing a brief release from the rhythmic tension before plunging into the chorus. The chorus itself is rhythmically sparse but impactful, relying on an addictive synth loop and the repeated chant-like hook, "I'm the mafia." This interplay between the dense, rhythmic verses and the more open, atmospheric chorus is a key feature of the song's structure. While a detailed rhyme scheme analysis is complex for translated lyrics, the original Korean lyrics utilize a mix of rhymes and near-rhymes common in K-pop rap to maintain flow and create memorable lines. The overall feel is one of relentless forward momentum, mirroring the determined pursuit described in the lyrics.

Musically, "In the morning" is a powerful hip-hop and dance-trap track characterized by its dark, sinister atmosphere and experimental sound. The composition is noted for its addictive, trippy synth sounds in the chorus and a structure that emphasizes rhythm and rap over strong melodic hooks, which some critics found reminiscent of BLACKPINK's drop-chorus style. The song is composed in the key of B minor with a tempo of 140 beats per minute, creating a driving and intense pace. The vocal delivery is varied, with the members exploring different styles, from spoken-word boasts and rap-based verses to more melodic pre-choruses, showcasing their versatility.

Lyrically, the song's primary literary device is the extended metaphor of the Mafia party game, which frames the entire narrative of romantic pursuit. This metaphor dictates the lyrical content, focusing on themes of hiding, deception, and eventual conquest. The repetition of the phrase "I'm the mafia" serves as a powerful and memorable hook that reinforces this central concept. The choreography is also a key stylistic element, featuring fierce, powerful movements that complement the song's dark theme, including the controversial use of finger guns and other gestures that mimic action movie aesthetics to illustrate the 'killer' moves of the mafia character.

"In the morning" marked a significant moment in ITZY's career, showcasing a bolder and more experimental sound that expanded their artistic identity. Upon its release, the song and its parent EP, Guess Who, achieved notable commercial success both domestically and internationally. It became the group's fifth top-ten hit in South Korea, peaking at number ten on the Gaon Digital Chart. Globally, the song made a significant impact, debuting at number 22 on the Billboard Global Excl. U.S. chart and number 34 on the Global 200 chart. The EP Guess Who gave ITZY their first-ever entry on the US Billboard 200 chart, highlighting their growing global popularity.

The music video garnered immense attention, reaching fifty million views within three days of its release. An English version of the song was released on May 14, 2021, to further cater to their international fanbase. However, the reception from music critics was mixed; some praised the track for its sinister, experimental hip-hop sound, while others found it generic compared to the group's previous, more unique hits. Despite the divided critical opinion, the comeback solidified ITZY's position as a leading group of K-pop's fourth generation, demonstrating their ability to tackle darker, more mature concepts.

The most significant metaphor in the song is the direct comparison of seduction to the game of 'Mafia.' This popular party game, where players must deceive others to win, serves as the entire conceptual framework. The "mafia" symbolizes the confident and strategic pursuer in a romantic relationship, who hides their intentions and feelings to orchestrate a successful conquest of their love interest's heart.

This central metaphor is reinforced by several key elements:

• Duality of Day and Night: The lyrics and concept teasers contrast the "Day" and "Night" versions, symbolizing the protagonist's two-faced strategy. During the day, they maintain a hidden, innocent facade, but at night, their true, predatory nature as the "mafia" is revealed as they make their move.
• "In the morning": This phrase acts as a promise and a deadline. It signifies the ultimate victory, the point at which the game is over and the love interest has been successfully won over. It's the moment of revelation when the target realizes they've been captured.
• Imagery of Hiding and Revealing: Lyrics like "conceal our feelings" and then "reveal ourselves in the nighttime" directly tie into the gameplay of Mafia, where hiding one's identity is crucial. This creates a sense of suspense and mystery, portraying love as a thrilling psychological game.

The most prominent and significant recurring phrase in the song is the declaration, "I'm the mafia" and the related line, "We do it like a mafia." This hook is the core of the song's identity, repeated throughout the chorus and reinforcing the central metaphor of love as a strategic game of deception and conquest. Its repetition serves to build a confident, intimidating, and mysterious persona for the speaker.

The title phrase, "In the morning," also functions as a crucial recurring motif. It appears in the chorus and at key moments, serving as a promise and a final goal. It represents the ultimate moment of victory when the speaker's hidden efforts pay off, and they have successfully captured their love interest's heart. This repetition builds anticipation for the inevitable conclusion of their romantic "game."

Another recurring idea is the contrast between hiding one's identity and then revealing it, often tied to the imagery of day and night. Lines about concealing feelings and showing a "poker face" are juxtaposed with the idea of revealing their true selves at night to strike, which mirrors the phases of the actual Mafia game. This thematic motif of duality and transformation is central to the song's narrative.