Rookie group New Beat has opened a new chapter in K-pop with their second pre-released song.

Group New Beat (Park Min-seok, Hong Min-seong, Jeon Yeo-yeo-jeong, Choi Seo-hyun, Kim Tae-yang, Jo Yoon-hoo, Kim Li-woo) released the second pre-released song ‘HICCUPS’ and music video from their first full-length album ‘RAW AND RAD’ through various music streaming sites on the afternoon of the 12th.

‘HICCUPS’ is a song that stands out with its addictive hook, unique beat, and unique sound. The challenge and pain that the boys face as they grow up, trying to overcome their internal and external limitations, are expressed through the element of ‘hiccups’.

If the previously released first song ‘JeLLo’ depicted the moment when hidden strength is revealed, ‘HICCUPS’ tells the story of the process of pushing oneself to one‘s limits and challenging oneself, as well as the conflicts and growth experienced in the process. In particular, ‘hiccups’ is a trigger right before the boys’ bodily organs become overactive, giving it a connection with ‘JeLLo’, making the song even more fun to enjoy.

The ‘HICCUPS’ music video maximized the song‘s appeal by going back and forth between a trendy mood and a retro atmosphere, drawing admiration. Also, New Beat’s unique performance and kitschy yet fresh visuals immediately captured the attention of the viewers.

In particular, the music videos for ‘JeLLo(힘숨찐)’ and ‘HICCUPS’ were creatively directed by creative director Park Bi, who is currently active in various fields, and director Yoon Seung-rim of Legend Film, who has worked with aespa and Ive. In addition, rookie director King Gun (Kim Gun-woo) and Weekly Magazine Park Joo-woo participated in the directing of ‘JeLLo(힘숨찐)’, and director Lee Ye-ji participated in the directing of ‘HICCUPS’.

As such, both music videos have attracted a lot of attention for their unrivaled quality as they feature a super luxurious lineup.

New Beat is a seven-member boy group presented by Beat Interactive, and includes Park Min-seok, who was from Mnet‘s ‘Boyz Planet’, and Jeon Yeo-yeo-jeong, who was from group TO1. Also, even before their debut, they built up their skills through domestic and international busking tours and formed a global fandom. In addition, they are raising expectations for their official debut with unusual moves such as releasing two pre-released songs, debuting with a full-length album, and even announcing a global debut show on Mnet.

New Beat will release their first full-length album ‘RAW AND RAD’ on the 24th at 6 PM, and will hold their global debut show ‘Drop the NEWBEAT’ on the Mnet and M2 YouTube channels at 8 PM on the same day.

Jeon Hyo-jin, Donga.com reporter jhj@donga.com

This article is automatically translated using Google AI. If you notice any inaccuracies, please let us know at allkstar@donga.com.