NEWBEAT
The group NEWBEAT has captured the attention of K-pop fans with their official debut, titled “Unique Group,” after a special pre-production.
NEWBEAT released its debut album “RAW AND RAD” on the 24th of last month, welcoming K-pop fans around the world for the first time. They prepared a full-length album based on their debut, revealing a colorful and unique musical universe, heralding the emergence of a “unique group.”
The group had previously conducted a series of tours and released high-quality videos both in South Korea and abroad. They also implemented exceptional communication initiatives by offering various participatory content, including a “month-end evaluation” allowing fans to prepare for their debut.
The two pre-release tracks also helped fuel excitement for their debut. Their performance was impressive, with the unique rap and bass riff of “JeLLo” over an old-school beat, and “Hiccups,” with its addictive choruses, unique rhythms, and sonic overtones.
The group notably depicted the moment when hidden power is expressed in “JeLLo,” and completed the story of this personal challenge, its limitations, as well as the conflicts and evolution it experienced in “Hiccups,” thus completing its own story of growth.
The pre-release music video for the song is also a must-see. Legend Film director Yoon Seungrim, who has worked with Park Bee, aespa, and Ive, participated in the art direction. Additionally, King Gun (Kim Gunwoo) and Park Joowoo directed “JeLLo” and “Hiccups,” attracting industry attention with their lavish lineup.
NEWBEAT’s extraordinary activities have shone even after its debut. Through “Drop the NEWBEAT,” their debut broadcast on Mnet and M2 YouTube channels, they showcased their unique chemistry through various sections, including “자기소개 (Introduce yourself),” “깜짝 카메라 (Surprise Camera),” and “비밀서클단 JeLLo 찾기 레이스.” They also met fans from all over the world through their first fan showcase, “Drop the Newbeat,” unveiled on SBS’s official YouTube channel “SBSKPOP X INKIGAYO.”
NEWBEAT is currently living up to expectations with “Flip the coin,” the title track from “RAW AND RAD,” which has been featured on several music shows. “Flip the coin” tells the story of two sides of the world, like two sides of a coin, from the boys’ perspective. It is a continuous experience and reflection on the positive situations that arise when all negativity, temptation, and hurt are reversed.
The performance was also extraordinary. The message of “Flip the coin” reads “Everything is double” and “Everything has duality just like me,” creating a strong presence through unique concepts and visuals, including horns on their foreheads. Thus, NEWBEAT displays its own unique musical flavor.
NEWBEAT continues its ascent. They have presented high-quality live performances and unique entertainment talents on YouTube, including “It’s Live,” “Idol Human Theater,” “Democrat’s Pink Cabinet,” and “Relay Dance,” and plan to connect with their fans through various online entertainment content.
NEWBEAT is expected to perform at several festivals. They also made a name for themselves on the lineup for “KCON JAPAN 2025” and “Seoul Spring Festa,” confirming their presence as a new generation of global trendsetters. They are also building their excitement by the day, announcing new stages like “Love Some Festival 2025,” a first for an idol group.
Journalist: Shawn
Translator: Shawn
Source: SNS NEWBEAT
