The Ok-pop Group on New Music and Fifth Anniversary – WWD

First issues first: a spherical of applause for Ateez.

In late October, the eight-member K-pop group was in New York, having wrapped their year-long “The Fellowship” world tour just some weeks earlier. Every member claps at point out of the tour’s fruits, which kicked off in Seoul in early 2023 and took them throughout Asia, Europe, Africa, North America and Latin America.   

“Ateez is actually good at vitality and loopy ardour, and we will do any job,” says San, seated subsequent to his fellow group members on the Sony headquarters close to Madison Sq. Park. 

The group had not too long ago arrived from Korea, and was relishing uncommon downtime earlier than heading to the Prudential Middle, the place they might headline the primary Stateside “KBS Immortal Songs: Dwell Live performance.” “Yesterday, we did nothing,” says the group when requested what they’ve been as much as since touching down within the metropolis. 

A well-earned nothing — and really short-lived. In November, Ateez received two awards on the MAMA Awards (much like the Grammys, for the Asian music business), the place additionally they debuted the lead observe from their new album, “The World EP.Fin: Will.” Launched in early December, the album debuted atop the Billboard 200 chart, marking Ateez’s first number-one spot on the checklist. Shortly after, Ateez teased their subsequent world tour for 2024, “In direction of the Gentle: Will to Energy.” 

“With each launch, we have now to point out a brand new facet of ourselves that’s completely different from the earlier albums, so there’s a bigger quantity of effort and time that must be enter into making ready for a launch every time,” says Mingi. 

“Ateez as a gaggle has linked the whole lot since debut with one overarching storyline,” says Yeosang. “There’s a whole lot of feelings I’d like for listeners to really feel with these new songs and simply as I dance. Even when others aren’t, I hope our listeners achieve the braveness to problem what they wish to do with an unwavering spirit.”

Ateez not too long ago marked their fifth anniversary as a gaggle. They’ve since amassed a devoted fanbase, referred to as “Atiny,” and intensive musical repertoire. They keep a strong on-line presence, posting usually to their social media profiles, and this previous summer season launched a dance problem to have interaction their followers additional. The main focus is on holding issues contemporary for his or her followers watching and listening.

“Today many K-pop followers not solely take heed to music, they wish to see extra after we’re on the stage or music video,” says group captain Hongjoong, who has also cultivated a relationship with Balmain this yr. “Our followers and viewers wish to see one thing new. That’s why style is essential for Ok-pop.”

Private aesthetics throughout the group vary from “quite simple” (Jongho) to “clear and fashionable” (Mingi) and “distinctive” (San). “I might describe my fashion as chameleon,” says Hongjoong. “We every have our personal types that’s so completely different each time, however after we’re on the stage and the variations are mixed collectively, the synergy is loopy.”

“We do the identical motion after we’re dancing, however the garments change and [creates] a distinct vibe and feeling,” provides San.

Every of their accompanying music movies are cinematic and slickly choreographed, with a sartorial theme to match. For his or her final album, the throughline was “outlaws,” and their video hit “Bouncy” solid them as cowboys and boxers. Of their newest video, “Loopy Type,” the group dons purple Napoleonic-era jackets for the primary dance sequences. Requested about their aesthetic strategy for “Will” and the upcoming tour, the group loops again to an overarching description: new. 

“We’re not afraid to attempt new issues and tackle new challenges, as we work to create Ateez’s personal fashion. I believe that’s why we’re capable of present such a wide range of genres of music and an enormous vary in fashion,” says Seonghwa. “This ahead strategy in taking over new challenges doesn’t apply to only music, however to all elements. We wish to give the followers a brand new feeling by way of each element, and this contains attempting completely different style types, make-up and hairstyles.” 

“We ready rather a lot for the subsequent yr,” provides Hongjoong, requested what followers can count on for the yr forward. “We’re going to point out our subsequent step to our followers, Atiny: A brand new Ateez.”