HYBE’s new girl group TUIDE (pronounced “Tyoo-ih”), the first act under the company’s new label ABD, released their first-ever performance video, “Meet my GIRLS, TUIDE,” today. The video was a full performance of their pre-debut track, “GRLS,” from their debut EP, TUNE & PLAY, which is set to release on August 24, 2 AM PST/ 5 AM EST / 6 PM KST.
TUIDE takes its name from the phrase, “Tune the Tide,” which reflects the septet’s ambition to “experience the tides of the world and tune them into new forms of joy through music.” As for their first formal introduction to the world, “GRLS” is an upbeat, dance pop track that really showcases the seven members’ performance styles and their connection with each other – as “besties.” The mood the girls give off feels like their bold generation of girly pop, which also gives off this youthful, confident charm. Each member is highlighted in the song, anchored by the addictive hook: “Meet my girls / Me & My girls.”
The music video itself is very colorful, bright, and hopeful. It’s very clean and simple, which allows viewers to focus on the members —SEOHEE, SEOYEON, ELENA, JIA, SAKI, SEAH, and YI HANI— and their vocals. It feels like a one-shot, as the girls are being followed into each room. Their choreography is fun and youthful, filled with moves from hip-hop, house, and soul. The girls are also wearing TUIDE sport custom pieces by Los Angeles-based designer BODE. The custom jackets show off each member’s personality and style.
More information about the girls has been released. The girls themselves all come from different cultural backgrounds – South Korea, Japan, the U.S. and the U.K. The girls’ ages range from 15 to 19 years old, with Seohee as the oldest and Yi Hani as the youngest (maknae) of the group. Seohee, Seoyeon, and Seah are from South Korea; Saki hails from Japan; Jia and Elena are Korean Americans; Yi Hani is mixed Korean-British from Korea. ABD posted individual videos introducing each member and profile photos of the girls, which included their date of birth, debut date, nationality, and hobbies, along with individual photos of them.
According to ABD, “Together, the seven members shape an effortless yet vibrant groove, while each member’s individuality shines in their own way. Driven by this harmonious energy, TUIDE are poised to emerge as K-pop’s new tide—a global breakout act creating ripples across playlists around the world.”
ABD first launched in May, with former PLEDIS Entertainment Head of Artist Planning, Jiwon No, serving as ABD’s President and overseeing the label’s overall management and strategic direction. Sung Soo Han, a.k.a. Master Professional, the creative mastermind behind artists like SEVENTEEN, TWS, IZ*ONE, and After School, led the group’s overall creative production – music, concepts, and performances.
The label specializes in girl groups, with its motto being “ABD is driven by its creative philosophy of imagining ‘D’ instead of the expected ‘C’ after ‘A’ and B,” which reflects the label’s playful approach to music.
TUIDE is set to debut on August 24 with their EP, TUNE & PLAY.
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