TREASURE Sets off a New Global Sensation with Debut Single “BOY”
Competition amongst rookie idol groups is getting more intense by day, especially with the constant K-Pop craze around the globe. Breaking records and sweeping charts, the long-awaited monster rookie group TREASURE joins the fierce competition this summer with their debut single “BOY.”
As a newly debuting idol group under one of Korea’s top entertainment companies, an intense level of interest has been and is currently still concentrated towards the team. To say that the boys’ first official step into the music scene was pretty successful is surely an understatement. Building a record of high achievement in their own agency for surpassing 100,000 pre-order sales in the span of two days stands as concrete evidence of TREASURE’s rapidly rising popularity. Furthermore, the group currently trending on YouTube and achieving a grand total of 10 million views in 26 hours of the music video release simply shows the impact of the third-day rookie TREASURE.
How the Treasures Were Found
Although the team only debuted this summer, it took two long years for the 12 boys to take their first step into the world.
TREASURE was a team formed through YG TREASURE BOX, YG Entertainment’s audition reality show that aired back in 2018. However, the initial plan for YG’s fourth male group didn’t resemble the current rookie band. With the original debut lineup made up of only 7 members (Hyunsuk, Junkyu, Jaehyuk, Yedam, Haruto, Jungwoo, Junghwan), many TREASURE MAKERS––the name of TREASURE fans (also called Teumes for short)––were disheartened by the elimination of a number of talented YG trainees. In response, a new debut lineup group of six members called MAGNUM (Jihoon, Yoshi, Asahi, Mashiho, Doyoung, Ha Yoonbin) was created.
But a change of plans regarding the two groups was soon announced, notifying the public of Ha Yoonbin’s departure from YG along with the reorganization of TREASURE and MAGNUM into a single 12-member team under the name TREASURE. Although the public has been awaiting TREASURE’s official debut following the grand finale of YG TREASURE BOX, the band never came out into the world in 2019 as promised by the company due to the sudden outbreak of big scale controversies and scandals. Since then, fans were left to wonder about the undisclosed debut date and wait for updates about the indefinitely delayed release.
Throughout the indeterminate period of time prior to their debut, TREASURE utilized YouTube as one of their main platforms to communicate with fans. The group accompanied and comforted many TREASURE MAKERS with a regular flow of content that allowed fans to discover charms of individual members and team chemistry. By the time TREASURE’s debut date was announced, Teumes were ready to make this long-awaited release the best for the boys.
The Start of the Treasure Effect
Despite their official musical release getting pushed back for what seemed like an infinite amount of time, TREASURE finally came out with their first single album The First Step : Chapter One, consisting of two tracks “BOY” and “들어와 (COME TO ME)” (and both instrumentals available only in the physical album). The First Step : Chapter One is the first part of the rookie group’s album series that centers around the stories of the members’ first experiences as young adults and a rookie group in the industry.
Falling in line with the fresh, youthful vibes of the album as well as the group itself, Chapter One expresses the uncontrollable emotions of a boy who falls in love for the first time.
The seamless integration of the bass and drum sounds plays a fundamental part in TREASURE’s title track “BOY,” creating a definite combination of powerful beats that formulate a steady rhythmic base. Encompassing an energetic and dynamic melodical buildup, the song smoothly proceeds with the guide of its rhythmically active flow and the synthesizer that acts as a catalyst for the escalation of tension in the track. The group’s iconic signature sound, “shh TREASURE,” is definitely a contrasting point that accelerates the release of the tension after reaching the climax. It’s a complete mood booster and an essential element to add onto the hype while leaving a lasting impression of the artist’s identity to the listener. Among all, the most elemental part of “BOY” is the dance break segment as it exudes a sense of youthful exuberance that perfectly aligns with TREASURE’s fresh concept.
In essence, the music video is a vibrant swirl of colors itself. The intro shows a rolling soccer ball on fire which soon transitions into a dark area that displays lights dramatically turning on to brighten the stage. Standing in the middle of the stage is Bang Yedam, who starts off the song with his melodious vocals. All of the members look dashing and stylish with their varicolored fashion and top-tier looks, and their performance qualities––especially facial expressions and stage presence––are no joke. Inclusion of digital graphic elements throughout the film seem to play a dual role in manifesting as well as enhancing the swirl of emotions that one feels when in love for the first time.
The choreography scenes further exhibit the boys’ confidence that comes with performing; taking advantage of the large number of members, the choreography movements place emphasis on unison, despite the complex sequence, in order to accentuate the charisma and power. The dance break scene led by leader Choi Hyunsuk is captivating as the 12 members perform in unison, playing around with dynamic levels and partnerwork to amplify the team’s energetic aura. Synchronization of the sharp, powerful choreography with a wide variation of formations work side by side, boosting the quality of the dance as well as the impact it leaves on the audience. The mood after the dance break emits party vibes as the music video shows multicolored confetti in the air and clips of members doing acrobatics to hype up the mood. Playful scenes displaying the boys’ quirkiness and lively characters are included throughout the film, directly portraying the youthful vitality of TREASURE.
To be fairly honest, the pace of the music video seems slightly speedy at some parts, but it doesn’t stand as a bothersome element because it’s understandable that the business is meant to keep up with the song’s dynamic and rhythmic flow. The film is definitely a great way to get to know the rookie group, and who knows if you’ll end up becoming a TREASURE MAKER?
The First Step : Chapter One is comprised of an additional song aside from the title track “BOY.” Giving a twist from the musical style of their title track, TREASURE’s second song, “들어와 (COME TO ME),” starts off with a refreshing series of synth sounds that soon yield into a lighthearted, bouncy track. Unlike the straightforward lyrics of confession that “BOY” consists of, “들어와 (COME TO ME)” embraces a melodic flow that represents the boys’ careful, soft, and reassuring approach in asking their upset lover to come back to them. This melodical track provides a nice opportunity to listen to the unique and diverse tones of TREASURE’s vocalists and rappers that perfectly harmonize with one another to embody and exhibit the song’s heart fluttering vibe.
TREASURE’s original sound in terms of vocalists as well as rappers plays a substantial role in the stylistic aspect of the album. Indeed, the rookie group’s debut album is a great starting point for the boys’ musical career, and the team has so much more potential to unleash through future releases and pursuit of their unique music style. With the virtuosic and versatile individuals that make up the group, and the rookie band’s musical identity in the works, it’s highly anticipated that the TREASURE will go far into their career as one of the leading acts of the fourth generation of the K-Pop industry. Now that the 12 members have finally achieved their dream of debuting, let’s wait and see what TREASURE has in store for us in the future.