ATEEZ has taken the K-Pop scene by storm once again with their comeback, releasing “WORK” from their 10th mini album, ‘GOLDEN HOUR : Part.1.’ This highly anticipated release showcases ATEEZ’s unique colors and vibrant energy, setting a new standard for the group’s future endeavors.
ATEEZ releases ‘GOLDEN HOUR : Part.1’
ATEEZ’s ‘GOLDEN HOUR : Part. 1’ symbolizes a brand new stage in the group’s life, which portrays their process of turning into their dreams. Such is the dominance of effortlessness and endless strive, as ATEEZ tells their story on the album called ‘Dreamers.’ In the title track “WORK”, ATEEZ stays true to what they are known for offering a unique and catchy sound that highlights the power and danceability of the group.
Conveying messages through music
It is notable that ATEEZ has always delivered meaningful concepts and messages in their music. As for the academic critique of ‘conceptual content,’ ‘WORK’ contains significantly more lyrics that relate to the group’s vision of the future and the future work of the audience. Therefore, the Spanishing of various words, including in songs by ATEEZ, brings out the world’s cultural experience to the group. The music that ATEEZ produces is different from what many other K-Pop groups create and results in a unique cultural experience for fans.
Collaborating with industry professionals
For the concept of the music video for “WORK,” ATEEZ teamed up with a choreographer and dancer J BLAZE who previously worked with pop icons like Justin Bieber and Chris Brown which helped exactly to indicate a new and artistic sight for the group’s performance that enlivened the video for the popular song. The visually and audibly enticing song WORK had its accompanying music video filmed in Los Angeles, USA. This concept contributes to the group’s artistic sensibilities and narratives.
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Embracing change and evolution
As ATEEZ embarks on a new chapter with ‘GOLDEN HOUR : Part 1,’ the group illustrates another facet of readiness to contend with new challenges”, ATEEZ began working on the album before the preparation for the Coachella music festival so that their music would contain the crowd’s expectations. Nearly every aspect of the album, from sound quality and arrangement to the videos and concepts presented in the media, evidences the performers’ work, reflecting their development during their time in the band.