After IVE established itself as a number one lady group within the subsequent era of Ok-pop acts with three hit singles, the sextet begins the subsequent, most worldwide step of their profession but with the discharge of their subsequent single below a brand-new label deal.
The opening lyrics to IVE’s newest observe, “Kitsch,” appears prophetic as member Wonyoung opens by singing, “It’s our time.” Whereas the brand new tune has all of the markings of a quintessential global-pop hit to face alongside previous IVE singles “Eleven,” “Love Dive” and “After Like,” “Kitsch” crucially consists of the women’ now-signature themes and lyrics of oozing confidence and self-love.
“Even our OOTD is simply so like us/ In terms of my favourite issues/ Don’t decide them,” chief Yujin sings earlier than youngest member Leeseo ends the verse with, “I reside the way in which I would like, what extra would you like/ That’s my fashion.”
The accompanying music video performs off the same YOLO themes of following one’s distinctive path as Wonyoung sings in entrance of a mural of herself, and the women ferociously and playfully dance collectively in entrance of a neon signal with the phrase: “You’re So Bizarre, Don’t Change.” There’s even a little bit of social commentary when the digicam pans to a design on one of many members’ jacket again, with particulars boasting the phrase “Books, not weapons. Tradition, not violence.”
“Kitsch” is the pre-release buzz single for the group’s forthcoming full-length album I’ve IVE dropping subsequent month. The observe comes as step one after IVE signed a worldwide take care of Columbia Data within the States. Columbia will workforce with IVE’s Korean label Starship Leisure (house to Monsta X, WJSN, CRAVITY, Jeong Sewoon, and different Ok-pop artists) and Kakao Leisure America (the brand new, U.S.-based department of Kakao Leisure (the media and music-distribution subsidiary below South Korean know-how firm Kakao).
“We’re thrilled to be embarking on IVE’s world journey with Columbia Data, an organization with a wealthy historical past in pop music,” stated Joseph Chang, head of Kakao Leisure America, in a press launch. “This partnership holds vital that means for us. By strengthening the manufacturing and distribution capabilities of our music and artists in North America, we sit up for growing the worldwide competitiveness of Kakao Leisure’s music enterprise.”
After what Kakao Leisure describes as “IVE’s North America debut,” the corporate pledged abroad help for its artists careers and increasing its music enterprise globally.
Past Starship, Kakao Leisure owns and distributes music a number of Ok-pop labels together with IST Leisure (house to fashionable teams like Apink, Victon, The Boyz and Weeekly), EDAM (an company created for solo celebrity IU that lately expanded by signing WOODZ), and Antenna (the label based by musician and TV host You Hee-yeol boasting rock bands, ballad singers, leisure hosts and extra).
For worldwide distribution outdoors the U.S., IVE has signed with Sony Music’s subsidiary distributor The Orchard.
IVE’s full-length album I’ve IVE (which stands for “I Have IVE,” per press launch) drops on April 10 with new songs alongside “Kitsch” in addition to a brand new single.
Try the video for “Kitsch” under.
