On April 28, 2020, Twice revealed the title and release date of the song during a press conference. A music video trailer for the song was released on May 24, followed by a teaser on May 26 at midnight. The clips depict the group in fairy-themed outfits inside a forest performing the track's "intro" choreography. "More & More" was released for streaming and digital download on June 1, 2020, by JYP Entertainment as the lead single of the group's ninth extended play of the same name. The song has lyrics written by Park Jin-young and BIBI and music composed by Zara Larsson, Julia Michaels, Justin Tranter, Uzoechi Emenike. It was arranged by Park Jin-young and MNEK, the latter also handling production. It was mixed by Lee Tae-seop and mastered by Kwon Nam-woo.
Composition
"More & More" has been described as a rhythmic, summery midtempo tropical house song. It incorporates an EDM-heavy and synth-pop instrumental chorus, and a dubstep-influenced dance-break music at its bridge. Based on characteristic "seasonal sounds," the song opens with "velvety vocals" that shifts towards a synth-based refrain. In terms of musical notation, the song is composed in the key of F major at a moderate tempo of 107 beats per minute. It runs for three minutes and nineteen seconds. The lyrics revolve around the intensifying longing and desire that a person in love endures.
Reception
Kim Do-heon of IZM praised the song's production, melody and sound writing, "Tropical House song 'More & More', which has a neat and calm sound structure, has been polished neatly and well, removing a considerable number of lively adrenaline and busy sound samples and putting in as much sound as necessary." Reviewing for Time, Kat Moon complimented the song's musical direction and dual concept, while also appreciating the group's vocals on the hook of the track. Upon release, "More & More" topped the real-time charts of major Korean music platforms including Melon, Bugs, Genie, Soribada and Naver Music. The track debuted at number four on the Gaon Digital Chart for the chart issue dated June 6, 2020. The song topped the component Download Chart while peaking at number five on the Streaming Chart. Additionally, the song charted at number two on the US BillboardWorld Digital Song Sales chart and at number three on the Billboard Japan Hot 100 chart.
Promotion
An accompanying music video for "More & More" was uploaded to JYP's official YouTube channel on June 1, 2020. Upon release, the video went viral, garnering 14.7 million views in only 15 hours. Filmed in Jeju Island, the video is choreography-heavy and inspired by the Garden of Eden. The opening scene depicts the group in the backdrop of a paradise-like forest surrounded by "bright neon foliage", butterflies, and animals. The clip is interspersed with scenes where the group is seen dancing, and reaching for apples or preparing to take a bite. Having a "bohemian" and summer festival-like vibe, it also features the members dancing on a platform on a lake. Besides the cheerful and vibrant atmosphere, the visual also includes shots of a serpent wrapped around a tree, a black cat, and tarantulas. A few hours after the album's release, the group's first performance of "More & More" was broadcast live through Naver's V Live app and YouTube. The group promoted the song on various South Korean music programs starting with Mnet's M! Countdown on June 4, 2020. This was followed by performances on KBS's Music Bank and SBS's Inkigayo. In their second week of promotion, Twice received their first music show trophy for "More & More" on MBC Music's Show Champion. The group appeared as guests on June 7 episode of the variety showRunning Man.
