Okay-pop label JYP Entertainment unveiled its latest boy band Boy Story final week, the corporate’s first entirely-Chinese act.
The younger group — all the members had been born between 2004 and 2007– unveiled their music video for his or her dynamic “Enough” late Thursday evening (Sept. 20; Sept. 21 in China). The highly effective observe poses Boy Story as a rebellious new staff hoping to inform their “actual story” by way of hip-hop. It incorporates propulsive beats, scratchy synths and traditionally-inspired strings because the six fiercely declare their arrival by way of pulsating raps and chant-like choral melodies.
“Enough” fronts an EP of the identical identify.
Boy Story is a co-production between South Korean “Big 3” Okay-pop firm JYP Entertainment and Chinese streaming service Tencent Music Entertainment, which is aiming to lift $2 billion in an upcoming IPO. Despite being shaped by a Okay-pop label, they won’t be energetic in South Korea. The group held their debut showcase in Guangzhou on Saturday (Sept. 22).
The six members of Boy Story had been chosen by JYP founder Park Jin-young in 2016 and have skilled beneath the corporate since. The Korean label introduced its plans to supply localized acts aiming at each the Chinese and Japanese markets earlier this 12 months, and Boy Story is ready to be adopted by Japanese lady group. In the previous, the corporate has integrated foreign-born stars into Okay-pop teams, akin to TWICE’s three Japanese members, however Boy Story is the label’s first act explicitly shaped to advertise in an abroad market quite than South Korea.
Boy Story’s member ages are a bit youthful than common for Okay-pop-adjacent boy bands, however follows within the footsteps of one in every of China’s hottest boy bands, TFBoys. That group, whose members had been born in 1999 and 2000, grew common upon its begin in 2013, when the members had been additionally of their early teenagers.
South Korean music labels have more and more targeted on localized acts to interrupt into the Chinese music market after cooling political relations between South Korea and China final 12 months heavily impacted the industry. SM Entertainment, one other “Big 3” Okay-pop label, is reportedly set to supply a Chinese staff of their NCT unit later this 12 months.
Watch the music video for “Enough” under.
