Meet ATEEZ, The Rookie K-pop Group Poised To Break Big In 2019

By Taylor Glasby


ATEEZ have just played a sweaty showcase in Seoul for their second mini-album, Treasure EP.2: Zero To One, five new cuts of what already feels like their signature sound — pop-rap fused with orchestral brass and dance beats, ranging from trop-house to dubstep. Three months into their career, and the eight-member Korean boy categorize (consisting of Hong Joong, Min Gi, Woo Young, Yun Ho, San, Yeo Sang, Jong Ho, and Seong Hwa) are making waves: EP.2 bowed at No. 5 on the Billboard World Albums chart this week, and so they recently announced their first U.S. Tour.


Treasure EP.2: Zero To One is the follow-up to last October’s debut, Treasure EP.1: All To Zero, on which "Treasure," with its vast, cinematic chorus, flexed hard — husky-voiced rapper Min Gi predicted ATEEZ would "melt everything, we’re going to be all over the press in two years." With this and the lead single, the blustery "Pirate King," they accumulated over 7 million views. The new single, "Say My Name," which charismatic rapper and lyricist Hong Joong describes as a nation music fashion of EDM with trap sounds," garnered upwards of 1.4 million YouTube views in two days. In the saturated K-pop industry, this is indeed a very big deal for a rookie sort from a tiny company.


The two rappers and six vocalists are aged between 18 and 20 and, like most K-pop groups, their laser-focused stage presence is the polar opposite of their robust, youthful off-stage nature. They exude ambition nevertheless worry about each efficiency, and despite the anticipation for EP.2, Hong Joong, the group’s leader, downplays the strenuous run up to release. "We’ve been practicing hard to make he tells MTV News. "We’re a rookie order who just debuted, we have to try our best."


ATEEZ kicked off 2019 with a single image on Twitter — a hunting horn adorned with a tattered flag bearing their logo — accompanied by a line of Morse code which translated as mention my name." The initial concept pictures saw them veiled by black face masks, wearing vigilante-esque wide-brimmed hats and black tailoring. They contained walkie talkies and, oddly, a wand; it was at odds with the pale denim and white cotton of their debut videos, shot in the desert and riads of Morocco.


“It’s hard to explain the connection between the two different Treasure [albums]. We hope people interpret it freely,” Hong Joong says cagily, then relents a split-second later. “I’ll give you a hint why there’s a wand in the promo: The concept of the album symbolizes ATEEZ vs. ATEEZ. The black photo is about one identity that’s pressuring and controlling us.”


These bandit outfits were used in an efficiency video teaser for EP.2’s “HALA HALA,” whose lyrics call to break out and find success, and feature in mention My Name" like alter-egos. In the event you look back to the trailer for EP.1’s “Intro: Long Journey,” ATEEZ wear variations of the black outfits as they question what treasures people seek — eternal life, fame, love. It becomes clear ATEEZ are creating their own map on which themes (success, youth), key words (treasure, light, darkness, dreams), and colours link and cross like magical ley lines.


In an additional twist, the video for mention My Name" segues into the initial bars of "Treasure," positioning it because the latter’s precursor in terms of storytelling, and charting the categorize as they step onto the path of an artist, supported by their fans (known as ATINY, a mix of "ATEEZ" and "destiny"). They seem to allude to ATINY in mention My Name" — "I believe in me the moment you called me" — although, interestingly, ATEEZ have ambiguous lyrics that could reference each other, fans, companions, or lovers at any point. Hong Joong points out that “one of the single’s meanings is as soon as someone calls my name, we go forward towards the bright future. ATEEZ look for a treasure that’s concealed somewhere.”


For Hong Joong, his admiration of long-standing boy categorize Block B inspired him to reach out to their label, KQ, about joining the business as a trainee: "I sent my mixtape to KQ as I didn’t get a chance to have an audition. Luckily, one of these listened to it and contacted me!"


Having turned 20 last November, Hong Joong’s path has seen him sacrifice what several trainees give up: a regular life. "I began as a trainee producing music earlier than others, whereas my companions were studying at school," he explains. "Most people mention the most memorable period in life is high school and spending a lot of time with companions. I just have a memory that I had to practice all of the time rather than having fun. Although I don’t have regrets. It was a valuable time."


He’s written several songs although says he’s "still learning," adding, "I converse with EDEN, who is my teacher and producer, all of the time.” Hong Joong and Min Gi are credited on all however one of their songs as lyricists. “I write for my part,” says Min Gi. “For other parts, I get feedback from the producing team and Hong Joong. We make it all together.”


Prior to their debut, the members partook in two reality shows, Code Name ATEEZ and KQ Fellaz (their early moniker), and travelled to Los Angeles for training at renowned dance schools, including Millennium Studio. Yun Ho (who chooses himself as team motivator because of his unstoppable ambition) recalls that "it was a wonderful experience. Our movements became more accurate, and we had a new confidence." The feline-looking San adds, "We thought it was an excellent chance for us to experience new things and have a strong base any time it comes to dance. Since then, any time we learn new choreography or methods, we’re able to give it our own style."


Being followed by a bank of cameras, nevertheless, wasn’t without its pressures. "It was exhilarating and we were so curious," recalls Seong Hwa, yet we felt awkward, also. Some members were nervous about being on the show yet people began to assist us at the end, so we thought we have to put more effort into making good music for them."


ATEEZ have already made a splash with international fans — one only needs to look at the thousands of English comments beneath the videos and social posts — and the timing of their debut couldn’t be better at K-pop right now at its highest-ever level of popularity outdoor of Asia. This advantage comes with its own issues, however; the stakes are higher, there’s a unstoppable flow of new groups, and customary idol groups are more frequently releasing material.


Perhaps the hugest hurdle for ATEEZ is that they buck the trend for groups formed through hugely successful survival shows, which give them a ready-made fanbase. ATEEZ are doggedly building theirs from scratch, and nevertheless more than equipped to rise via K-pop ranks, Hong Joong is pragmatic about their future and potential for global success. "Senior groups have performed greatly overseas and we’d like to follow in their footsteps," he says. However first, he admits: "I just believe that we need to have our own story to tell fans through our music and performance."


They cite groundbreakers like G-Dragon, BTS, Zico, and Jay Park as influences. "They’re the artists I can learn a lot from [because] they’re trying their best to show new things to the audience," Woo Young, the group's moodmaker, explains. On stage, ATEEZ don’t look like a rookie sort. It’s not just the polished moves and music that impart this nevertheless their remarkable self-assuredness and solid sense of identity. The nerves are all however invisible and the thrill of performing is evident.


Their visual (or, visually striking member), Yeo Sang, credits this dynamic to constant communication. "We chat together all of the time," he says. "We set each Saturday to talk about something with each other, and share advice about how we should change or improve. This process is most important to us."


Despite being with each other 24/7, the members have gotten used to one another's individual quirks. "Even as soon as he sleeps, I’ve never seen someone like Seong Hwa," the youngest, Jong Ho, says. "We sleep in different rooms, however he heard the alarm from mine and came to turn it off."


"Our members are very understanding. We attempt to create each other comfortable, thus we don’t have any conflicts for now adds Seong Hwa. He pauses. "Ah! With the exception of choosing food! Each person wants a different menu all of the time."