It seems like wherever in the world you go, there is no shortage of reality show contestants having a go at a pop career.

What is exciting about "Half an Hour," the new single from "Survival Audition K-pop Star 3" finalists Almeng, is their willingness to stray from the rulebook, combining dance sounds and styles at an almost schizophrenic pace.

Channeling Western hip-hop acts from Luscious Jackson to Eminem and K-pop groups like 2NE1 and 4Minute with a flare for throwback rap, Almeng is a group with seemingly limitless potential.

After the mellow opening strains of an electric piano give way to an unapologetically pop hook, "Half an Hour" quickly jumps to a rap sound reminiscent of "Late Registration"-era Kanye West. By the end of the song Choi Rin is spitting raps with as much attitude as Nicki Minaj on a bad hair day.

Choi and bandmate Lee Haeyong demonstrate a deep knowledge of hip-hop's past and present. Both on "Half an Hour" and the other songs off of "compoSing Of Love" feature some of the most innovative beat programming to come out of South Korea in recent memory.

They also clearly have a strong pull towards emotive pop music.

With both members of Almeng able to deliver soaring vocals as well as offer a more raw delivery better suited to dance music, they can execute radio-friendly sounds quite proficiently. But for a group that can conjure up hip-hop this powerful and original, it almost seems like a waste to hear them playing it safe with well-traveled pop destinations.

What keeps the music of Almeng invigorating though, is the fact that they don't overplay their hand-after clearly establishing a hook, they are more than happy to leave it in the dust.

If this group ever tosses the pop thing aside in favor of making a straight up hip-hop record, they might just leave the entire international rap scene eating their dust.

Watch the music video for "Half an Hour," the new single from Almeng RIGHT HERE