WAYF BOYS
“We will not be the 5th generation, but the 1st generation of Nu-Kpop”
The rookie idol group WAYF BOYS obtains reactions from global fans thanks to an unusual growth momentum even before its official debut.
WAYF BOYS attracts the attention of global fans by reaching 300,000 followers last June 10, only ten days after the opening of its social networks. The a cappella cover video of “Human nature” by Michael Jackson unveiled recently is spreading at the center of communities as well as social networks, continuing its popularity.
This attracts all the more looks since it is a result accomplished while the faces and information of all the members have not yet been unveiled. Instead of a method of building a fandom through large-scale promotions, WAYF BOYS grows on the basis of the strength of its own content and the voluntary participation of fans.
WAYF BOYS escapes from the existing framework that defines the “5th generation of K-POP” and announces an independent step as the “1st generation of Nu-Kpop” under the direction consisting of presenting a new current. Such an attempt also leads to the interest of global music professionals and the investment sector, and WAYF BOYS is mentioned as one of the beginners attracting the most attention this year.
With the new start of WAYF BOYS, interest also gathers on its agency WAYF. WAYF contains two meanings, namely “Where Art Yields Freedom” (the place where art creates freedom) and “We Are Your Friend” (we are your friend). Rather than seeing the artist remain inside a stereotyped framework, the agency aims for a culture where he finds his own identity through the freedom of creation and expression, and where fans and the public connect more closely.
Czaer (Son sung ho), founder and general producer of WAYF, explained:
“I want to be a company that opens up possibilities for artists. The role of WAYF is to help the artist find their own color and grow within a free creation environment”.
Particularly, the “Nu-Kpop” presented by WAYF BOYS has been defined as a new cultural movement combining autonomy centered on the creator, digital culture, lifestyle, fashion, and music, beyond a simple musical genre. Czaer (Son sung ho) transmitted: “If K-pop expanded to the entire world through a structured system, Nu-Kpop is a movement that creates the culture itself”, and “WAYF BOYS will be the first example of it”.
WAYF BOYS plans to unveil its first project next June 26 and to present in a more concrete way the orientation and identity of Nu-Kpop.
Journalist: Shawn
Translator: Shawn
Source: SNS WAYF BOYS
