NCT 127 is the Seoul-focused unit of the NCT brand (that, so far, includes three different sects) that sees its new EP Limitless: The 2nd Mini Album debut at No. 1 on World Albums while also hitting No. 4 on Heatseekers Albums for the charts dated Jan. 28, 2017 — both new peaks. While many K-pop acts bow on World Albums (with five Korean acts making up the Top 10 this week), less land on Heatseekers with only three acts (Winner, GOT7 and Seventeen) scoring entries in the Top 5 last year.
The Limitless EP is led by its dance-pop title track that’s co-produced by R&B-pop hitmakers The Underdogs. The swelling pop cut begins with a minimal, drum ‘n’ bass sound previously heard in NCT’s “The 7th Sense” until it evolves to its bubblegum earworm chorus, further hinting at the range of styles and sounds the act looks to conquer. True to its name, the Limitless EP spans sounds and genres featuring standouts like the groovin’ R&B cut “Back 2 U (AM 01:27),” bouncy, brassy banger “Good Thing,” plus the racing EDM jam “Heartbreaker.”
The single came accompanied with two music videos: A “Rough” version (above) that includes grainy, candid footage of the nine members and a “Performance” version (below) that showcases the guys’ intense choreography.
“Limitless” also debuts at No. 4 on World Digital Songs chart. Previously, NCT 127 had charted as high as No. 2 on World Digital Songs with 2016’s “Fire Truck.” To date, the NCT brand has scored three No. 2-peaking tracks with “Fire Truck,” “The 7th Sense” (performed by NCT U) and “Chewing Gum” (performed by NCT Dream).
While complicated, NCT continues to perform well on the Billboard charts and indicates that even U.S. fans can get into a boy-band “brand” with rotating members, concepts and sounds.