K-pop’s pioneering mixed-gender quartet KARD is set to release its seventh EP, "Where To Now? (Part. 1: Yellow Light)," on Tuesday at 6 p.m., as announced by the group. Known for its distinctive blend of moombahton—a fusion of house music and reggaeton—the band has achieved considerable success internationally, particularly in South America and Europe.
Despite the group's global success, which sees over 90 percent of its music streams coming from international listeners, KARD has expressed a strong desire to deepen its connection with its domestic audience. This ambition has influenced their latest project, resulting in a shift in musical direction for this EP.
In a media interview held at a Seoul café, member J.Seph explained that the group was initially torn between maintaining their signature sound and exploring new musical avenues. "When we were divided on the direction, our label’s CEO stepped in and made the final decision, which streamlined the process," J.Seph noted.
The decision to pivot stems from feedback indicating that previous tracks were perceived as less accessible. To address this, KARD has opted for a more approachable sound with "Tell My Momma," the lead track from the new album. "Tell My Momma" features a catchy chorus and full English lyrics, except for a Korean rap segment by J.Seph. Jiwoo described the song as a lighthearted anthem about wanting to impress one’s mother with a new romantic interest.
The album, which features seven tracks, includes a range of genres from tropical pop to electro-pop and hip-hop dance, along with two instrumental versions. The fifth track, "Spin," pays homage to the band’s roots with its reggaeton beat, aiming to satisfy long-time fans.
The group has also made notable changes in their performance style. BM, the main dancer, highlighted that the choreography has been simplified to focus on essential movements. Somin acknowledged mixed feelings about the changes, expressing a need for fan reactions to gauge the effectiveness of their new approach.
KARD, which debuted in 2017, has established itself as a trailblazer in the K-pop industry with hits like "Oh NaNa," "Don't Recall," "Hola Hola," and "Ring the Alarm." The group remains committed to evolving its sound while expressing gratitude to its supporters.
As KARD enters its eighth year, the members emphasize their belief in their music and performances. Somin stated, "We approach our work with confidence and gratitude, aiming to deliver quality music and performances to our fans." BM added, "The journey matters more than the destination, and we are confident in our progress with the current lineup."
Sayart / Kelly.K, pittou8181@gmail.com
Courtesy of DSP Media
K-pop’s pioneering mixed-gender quartet KARD is set to release its seventh EP, "Where To Now? (Part. 1: Yellow Light)," on Tuesday at 6 p.m., as announced by the group. Known for its distinctive blend of moombahton—a fusion of house music and reggaeton—the band has achieved considerable success internationally, particularly in South America and Europe.
Despite the group's global success, which sees over 90 percent of its music streams coming from international listeners, KARD has expressed a strong desire to deepen its connection with its domestic audience. This ambition has influenced their latest project, resulting in a shift in musical direction for this EP.
In a media interview held at a Seoul café, member J.Seph explained that the group was initially torn between maintaining their signature sound and exploring new musical avenues. "When we were divided on the direction, our label’s CEO stepped in and made the final decision, which streamlined the process," J.Seph noted.
The decision to pivot stems from feedback indicating that previous tracks were perceived as less accessible. To address this, KARD has opted for a more approachable sound with "Tell My Momma," the lead track from the new album. "Tell My Momma" features a catchy chorus and full English lyrics, except for a Korean rap segment by J.Seph. Jiwoo described the song as a lighthearted anthem about wanting to impress one’s mother with a new romantic interest.
The album, which features seven tracks, includes a range of genres from tropical pop to electro-pop and hip-hop dance, along with two instrumental versions. The fifth track, "Spin," pays homage to the band’s roots with its reggaeton beat, aiming to satisfy long-time fans.
The group has also made notable changes in their performance style. BM, the main dancer, highlighted that the choreography has been simplified to focus on essential movements. Somin acknowledged mixed feelings about the changes, expressing a need for fan reactions to gauge the effectiveness of their new approach.
KARD, which debuted in 2017, has established itself as a trailblazer in the K-pop industry with hits like "Oh NaNa," "Don't Recall," "Hola Hola," and "Ring the Alarm." The group remains committed to evolving its sound while expressing gratitude to its supporters.
As KARD enters its eighth year, the members emphasize their belief in their music and performances. Somin stated, "We approach our work with confidence and gratitude, aiming to deliver quality music and performances to our fans." BM added, "The journey matters more than the destination, and we are confident in our progress with the current lineup."
