IVE Drop ‘Kitsch’ as First Release Under New Columbia Records – Billboard

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After IVE established themselves as the leading girl group for the next generation of K-pop acts with three hit singles, the sextet will be the next most international star by releasing their next single under a new label deal. career steps start. .

The opening lyric of IVE’s latest song “Kitsch” sounds prophetic as a member Wonyoung It opens with the song “It’s our time”. The new song has all the hallmarks of the typical global pop hits alongside his past IVE singles “Eleven,” “Love Dive,” and “After Like,” but “Kitsch” is an Definitively contains current characteristic themes and lyrics. Confidence and self-love that oozes.

“Even our OOTD’s like us / As for what I like / Don’t judge them” Reader Eugene sing in front of the youngest member lease “I live the way I want. What more do you want/That’s my style.”

The accompanying music video is similar to Wonyoung singing in front of a mural of herself and following her own path as the girls furiously and playfully dance in front of a neon sign with the phrase “You’re So Weird”. Performing the YOLO theme. , do not change. There’s even a bit of social commentary when the camera pans to the design on the back of the member’s jacket. Specifically, “Books, not guns. Culture, not violence.”

“Kitsch” is the pre-release buzz single for the group’s upcoming full-length album. i have ive Drops next month. The track comes as IVE’s first step after signing a worldwide deal with Columbia Records in the US. Columbia is the US-based of IVE’s Korean label Starship Entertainment (home to Monsta X, WJSN, CRAVITY, Jeong Sewoon, and his other K-pop artists) and Kakao Entertainment America (media and music). new branch office). Distribution subsidiary of South Korean technology company Kakao).

Joseph Chang, Head of Kakao Entertainment America, said in a press release: “This partnership means a lot to us. increase.”

After Kakao Entertainment described it as “IVE’s North American debut,” the company expanded its music business globally, promising overseas support for artists’ careers.

Beyond Starship, Kakao Entertainment also includes IST Entertainment (home to popular groups like Apink, Victon, The Boyz and Weeekly) and EDAM (the agency created for solo superstar IU, which recently expanded with a deal with WOODZ). , Antenna (a label founded by musician and TV host Yoo Hee-yeol, who boasts rock bands, ballad singers, entertainment hosts, and more).

For international distribution outside the United States, IVE has an agreement with The Orchard, a subsidiary of Sony Music.

IVE full album i have ive (which stands for “I Have IVE” according to the press release) will be released on April 10, with new songs and a new single alongside “Kitsch.”

Check out the “Kitsch” video below.