History of K-Pop: KARD
With only days away from kicking off their latest world tour, this month we will go into the history of the groundbreaking group KARD.
KARD has been breaking barriers and standards in the K-Pop industry since their debut in 2016. The four member group consists of two female and two male idols. Co-ed groups have debuted in the past, Trouble Maker, Akdong Musician or AKMU, and Koyote or KYT just to name a few. However, KARD has surpassed the expectations for co-ed groups. Since their debut, KARD has released six mini-albums, gone on three world tours, and is set for their upcoming PLAYGROUND world tour in 2023. Their fusion of Latin, urban, and hip-hop genres has given them a large international fan base, particularly among Latin America.
Forming KARD
KARD was formed under DSP Media, a small company that wanted to create a mixed-gender group. This unique goal led to a series of auditions and trainee evaluations until all four members were selected. The final lineup consists of J.Seph, BM, Somin, and Jiwoo.
The name KARD refers to the group concept of playing with cards and each member representing a suit and/or face card: J.Seph (Ace), BM (King), Somin (Black Joker), and Jiwoo (Color Joker).
The group released three singles “Oh NaNa”, “Don’t Recall”’ and “RUMOR”, before their debut between 2016 and 2017, until their official debut on July 19, 2017, with their mini-album Hola Hola.
Group Style and Critics
KARD’s discography, just like the group, is unique in the K-Pop industry. Their music is a blend of urban and hip-hop with a Latin American spin. Their choreography compliments all members while they perform on stage no matter what gender. Finding the right balance when it comes to writing songs and making choreography that suits both genders’ voices is a challenge KARD has successfully overcome.
All members of KARD are credited for being involved in the music production of their songs with BM playing a big role as a composer.
Co-ed groups are rare in K-Pop, thus, KARD was not expected to gain much popularity for not following the norm in the industry according to critics. Boy groups attract more female fans and girl groups attract more male fans. Mixing male and female idols in a group will spark tension among the fandom. However, KARD has gained a strong and loyal fandom that could give opportunities for more co-ed groups to debut.
Another reason co-ed groups are rare to come by is the dorm arrangements. Companies have groups live in a dorm together to better their team working skills as part of their training. However, in Korea that is not an option for co-ed groups as it is considered inappropriate for male and female idols to live together.
The members of KARD have stated they feel like family and keep their relationships strictly business. Each member of KARD lives separately from one another, shutting down any potential dating rumors.
International Fanbase and Achievements
The group is more recognized and popular internationally versus domestically. The fandom also known as Hidden KARD has steadily grown and is noticeably bigger in Latin America than in any other region. KARD is praised for their ability to communicate with Hidden KARDS from various parts of the world.
KARD demonstrated their success on music charts both domestically and internationally. Their debut Extended Play (EP) Hola Hola peaked No. 3 on both the Gaon Album Chart and Billboard World Albums Chart a month after its release in 2017, proving their success in Korea and worldwide.
In 2020, member J.Seph enlisted in the military prompting a two-year hiatus in group activity. During that time, Hidden KARDS waited patiently for the group's comeback in 2022, with their fifth mini-album Re: which they sold over 17,000 copies of on their first day setting a new record for the group and demonstrating the strength among their fanbase.
KARD has gone on three world tours since their debut and is ready to kick off this latest world tour PLAYGROUND in July 2023 to promote their latest mini-album and title track “ICKY,” which has over 10 million views on YouTube.
Conclusion
KARD has continuously shown the industry that there is potential for co-ed groups to succeed. They have made their mark in the industry with their unique co-ed concept, catchy music, and international success.
Their fandom Hidden KARD have shown their love and support for the group by accumulating millions of views on YouTube for music videos and album-buying, placing KARD high on music charts both in Korea and internationally.
The group continues to open new doors of opportunity for collaborations and partnerships with artists and companies all around the world. Their journey to succeed in the K-Pop industry has been met with international recognition and praise. Ultimately, paving the way for more co-ed groups to succeed in the future.
Edited by Vivian N.