We Chose to Demonstrate Our Maturity

Over the past seven years, KARD has prided itself on being unique in the Korean music industry. Unlike the typical K-pop boy and girl groups, KARD consists of two male and two female members.

“KARD likes to go left when everyone goes right and do things a little bit differently,” says Big Matthew, also known as BM.

Maintaining their distinctive identity, KARD is now venturing into new musical territory with their latest album, “Where To Now?”, released on August 13.

After a year-long hiatus since their previous comeback “ICKY”, KARD returns with a new focus.

“We wanted to make this album easy-listening for the fans,” shares Somin, 27, describing the album as a point of expansion for the group.

“We pondered a lot over how to advance our musical artistry,” she explains. “The album title, ‘Where to Now?’, reflects our thoughts on our future artistic direction.”

KARD’s discography is known for its versatility, and “Where To Now?” continues that trend, presenting the group in a fresh light.

“We aimed for a ‘less is more’ approach,” BM, 31, elucidates. “Whether in choreography or music, we wanted each element to shine without excessive embellishment.”

The creative process for the new album began right after “ICKY” dropped. While the previous album was heavily influenced by the members’ ideas, this time, KARD sought external perspectives.

“We didn’t want to be too close-minded,” BM adds.

Collaborating with their company, KARD developed the new concept and direction, resulting in seven new tracks.

“Typically, we receive demos more suited for solo female artists. We then restructure the beat and melody, which is a fun process,” BM says.

Both J.seph and BM contribute their lyrical talents to the group. J.seph, 32, dedicated significant time to perfecting his verses for the album, particularly his part in the current single.

Besides musical shifts, KARD also underwent a visual transformation. “We wanted a more colorful concept,” Somin notes, evident from their new styling and members dyeing their hair blonde.

Choreography has also been relaxed for this comeback, moving away from their typically tight performances.

“Choosing a more easy-listening, less performance-heavy song was a way to show our maturity musically,” BM says.

Reflecting on their journey, Somin admits there have been tough times.

“There were moments when things were very hard for us,” she reveals, adding that these challenges have only strengthened the group’s bond. “We rely a lot on each other.”

J.seph recalls the emotional support he received from his bandmates during his mandatory military service.

“They visited me, and it was very emotional because I really missed them,” he says.

KARD has also built a strong connection with their fans over the years.

“During recent music shows, we received a lot of love. The crowd in South Korea was louder than ever, almost as loud as in the States,” shares Jiwoo, 27.

Along with their new album release, KARD will embark on a U.S. tour starting on October 4 in Washington D.C.

“We’re very excited to visit both familiar and new cities,” Jiwoo says. “I can’t wait to be there.”

The nine-city tour promises to deliver even more energy than the last, with new songs, stages, and performances.

“Where To Now?” marks a new chapter for the group.

“I think it’s a nice step,” says J.seph, noting the album’s simplicity.

“In the past, we released strong concepts, choreography, and melodies that fans loved. Initially, we thought this might be the route for KARD,” Somin shares.

J.seph admits some initial hesitancy towards the simplicity of the new concept.

“At first, we felt it might be too simple,” he says.

However, the positive reception has given KARD renewed confidence.

“This album really means trust to me—trust in my team, my members, and our vision,” BM explains. “Opening my mind to what others see for us has been liberating.”

Jiwoo agrees, noting a more relaxed and happy working environment this time around.

“We felt comfortable, both physically and mentally, which allowed us to be more relaxed and happy during the overall process,” she says.

Looking ahead, KARD aims to evolve without limitations.

“This opportunity has given us more options for the future,” Somin says, revealing that part two of “Where to Now?” is already in recording and expected to release within the year.

“Individually and as a team, we have much more to show,” BM adds. “I want people to have fun with us and feel something. Life is too short, and everyone deserves a break. If we can help with that, that’s all I want.”

This article originally appeared on USA TODAY: KARD on taking a refined approach to new album: ‘We chose to show our maturity’

Source: USA TODAY