K-pop girl group H1-KEY performs its latest single, "Let It Burn," during a press event at the BlueSquare Mastercard Hall in Yongsan District, Seoul, Wednesday. Yonhap
Aiming to transform the summer soundscape with its new album, "LOVE or HATE," the K-pop girl group H1-KEY has returned to the music scene, diverging from its trademark emotional ballads to embrace a bold, daring rock star persona.
H1-KEY — a rookie four-piece act consisting of members Seoi, Riina, Hwiseo and Yel — is currently in its second year under K-pop newcomer GLG Entertainment.
The group gained significant traction with its emotional hit, "Rose Blossom," which achieved considerable success on Korean music charts just a year after its debut.
Building on this momentum, H1-KEY is back with its latest release, the group's third mini-album, "LOVE or HATE." During a lively press event Wednesday at the BlueSquare Mastercard Hall in Seoul's Yongsan District, the group emphasized the album's more rebellious vibe compared to their previous songs.
"Our earlier songs focused more on delivering messages of hope and empathy, but this time, we wanted to show that the rebellious and flawed sides are also parts of us and that we should equally accept and love them," Riina said.
The mini-album features four tracks, including the title "Let It Burn," which blends a groovy boom-bap hip-hop rhythm with aggressive grunge rock sounds.
According to the band's leader, Seoi, this new concept posed quite a challenge for H1-KEY, known for its emotionally driven music.
"It was our first attempt at embracing a rebellious rock star persona, so we put a lot of thought into how to capture that essence," Seoi said. "Our music producer suggested recording with anger to convey intense emotions. I practiced my expressions extensively and did a lot of research."
The H1-KEY members revealed they were confident in their new song from the moment they first heard it.
"The moment we heard the song, it just instantly hit us: 'This is so H1-KEY.' We were confident we could bring it to life and perform it well. We all liked it from the start, so we're eager to see the reactions from the public and our fans," Seoi added.
Choreographed by Lia Kim — chief choreographer of the renowned dance crew 1MILLION — added extra polish to the new track's presentation.
K-pop girl group H1-KEY speaks during a press event at the BlueSquare Mastercard Hall, Yongsan District, Seoul, Wednesday. From left are members Yel, Hwiseo, Seoi and Riina. Yonhap
Despite the shift in concept, H1-KEY still aims to maintain a consistent message of empathy and comfort. The group believes its unique appeal lies in conveying relatable stories through music, the members said.
"Our lyrics resonate universally, reflecting the narratives of our daily lives. Since 'Rose Blossom,' we believe our music defines what makes H1-KEY truly unique, with our band sound adding an extra layer of distinctiveness," Riina said.
For H1-KEY, surpassing the success of "Rose Blossom" with this album was not a major concern.
"While some may perceive pressure from the love 'Rose Blossom' received, we are focused on preserving H1-KEY's essence and showcasing a different charm. We hope 'Let It Burn' garners similar acclaim, but our priority is to work diligently to affirm our distinctive artistic identity," Seoi concluded.