IDOLiSH7 “Mr.AFFECTiON” (Review)


Contrasting songs bring forth the energy and emotion of IDOLiSH7 in Mr.AFFECTiON.

i7 mr. affection
Label: Lantis
Release date: 08/01/2020
Genre: Pop/Ballad


02. ハツコイリズム
03. Mr.AFFECTiON (Off Vocal)
04. ハツコイリズム (Off Vocal)

Track by track analysis:


IDOLiSH7 are back with an intense, fast paced electro-pop track.

Mr.AFFECTiON is big on its progressive synths, glitchy synth hits and fills, a simple, bass-y beat and an upbeat main melody that takes this song to whole new level of energizing (or energy draining song if songs like this tend to drain you).

The bridge is made for this song to shine on a live setting.

Vocally, this group pulled off a synced and powerful performance that, together with the high throttle instrumental, was overflowing with energy.

02. ハツコイリズム

Hatsukoi Rhythm shines with its acoustic instrumental with a romantic yet melancholic vibe.

Acoustic guitars, sweet piano melodies, gentle bass line and drums create a warm and emotional soundscape, as if IDOLiSH7 are serenading the listener as street lights illuminate them and snow falls.

Its gentle instrumental, the vocal direction and consistent, quality performance for this track make it easily one of the group’s best songs. The highlight of the release.

Final considerations

After a year without any group releases, IDOLiSH7 made their return with Mr.AFFECTiON.

The single counts with two contrasting songs in tone and instrumentalization. On one hand we have the excitement and energy of the title track, riding on a lot of synth work and dance floor driven beats.

On the other we have IDOLiSH7 performing their best ballad to date.

Hatsukoi Rhythm has the makings of a MEZZO ballad but exudes a completely different warmth as that takes that quality up to a septet standard, richer on the vocal end.

All in all, this is one of the most consistent singles the group has released.

The group continues to improve on the vocal end. The music itself was catchy and quiet but both tracks with a lot of emotion – on different spectrums – in it.

This is a release that is exciting without being cheesy, and slow paced and gentle without being generic. Mr.AFFECTiON is a must listen.

Mr.AFFECTiON is available for purchase at CDJAPAN.


Mr.AFFECTiON showcases a matured IDOLiSH7 venturing towards uptempo EDM but tacking it in a simpler and cleaner way, as well as beautiful Christmas-themed songs. The highlight in this release is, undoubtedly, Hatsukoi Rhythm, song that could have been a MEZZO song and I wouldn't even had noticed the difference. It is sweet, gentle and beautiful, a song that fits this matured IDOLiSH7 like a T.


Vanessa Silva
The Hand That Feeds HQ founder and music reviewer writing about Japanese music since 2010. Also, the only person managing everything The Hand That Feeds HQ related. In 2011, I stumbled upon Mamoru Miyano's "Orpheus". Since then I have been writing about male seiyuu music. You may find me writing almost essays whenever music is really good (not limited to, but it happens a lot with Soma Saito's music). I also host the male seiyuu-centric podcast, SEIYUU LOUNGE (see Spotify link in this profile).





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