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Treasure will 'Reboot' for newest album, show off its latest upgrades
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HOME > ENTERTAINMENT > K-POP

Friday

July 28, 2023

dictionary + A - A
Published: 28 Jul. 2023, 16:19


TREASURE WILL 'REBOOT' FOR NEWEST ALBUM, SHOW OFF ITS LATEST UPGRADES

Boy band Treasure [YG ENTERTAINMENT]

 
It’s a complete “Reboot” for Treasure, YG Entertainment’s youngest and currently
biggest act, as its senior boy bands take breaks and girl group Blackpink’s
contract renewal is still up in the air.
 
The band will drop its second full-length album “Reboot” at 6 p.m. on Friday,
July 28, 10 months after its last EP, “The Second Step: Chapter Two” (2022), and
two and a half years since its first full-length album “The First Step: Treasure
Effect” dropped January 2021.
 
“The name ‘Reboot’ is quite literal, meaning that we’re rebooting ourselves,”
Jihoon, the leader of Treasure, said to reporters in a press conference held the
morning ahead of the album’s release.




 
“Treasure had been going for an energetic, sporty and young music and look in
the past,” he said. “But three years have passed [since our debut], and we
wanted to show you a newer side that has come with members’ maturity both in our
minds and looks.”
 
“Reboot” contains 10 tracks including lead dance number “Bona Bona,” for which
members Junkyu, Choi Hyun-suk, Yoshi and Haruto participated in writing the
lyrics. Treasure members also took part in writing the lyrics and melody for
many of the tracks within the album, including “I Want Your Love,” “Run,”
“G.O.A.T,” “Stupid” and “Wonderland.”
 
“Move,” a song released last month by Treasure’s five-member subunit T5, was
also included in the album.
 


Boy band Treasure [YG ENTERTAINMENT]

 
“This album really has a bit of every genre, from pop and hip-hop to ballad,”
said Choi Hyun-suk, co-leader of Treasure. “It’s the result of the hard work
that the members have put in and the training we’ve gone through. We’ll really
be able to show you what we have with this album.”
 
The band has a lot on its shoulders. Boy bands from the agency — Big Bang,
Winner and iKON — are either taking a break or the members have been working
solo, while girl group Blackpink's contract renewal is still in talks. A new
girl group named BabyMonster is set to debut in September, but a K-pop scene
filled with promising girl groups from other agencies makes competition tough.
 
Treasure’s timely return was announced by Yang Hyun-suk, YG Entertainment’s
founder and chief producer, in June when he apologized for not having been able
to focus on making new music for the group due to “various circumstances."
 
Neither Yang nor the bandmates gave any details on what kind of circumstances
they were referring to, but Treasure did go through a major change last year.
 
The band bid farewell to its former member Bang Ye-dam, who was the main
vocalist of the group, and Japanese member Mashiho last November, bringing the
number of members from 12 down to 10. This album is the first project as a
10-member group. Member Haruto will also be taking a break for an unspecified
amount of time due to his grandfather’s illness.
 


Boy band Treasure [YG ENTERTAINMENT]

 
“We took more responsibility than before to release music that is worth all the
love that we’ve been given so far,” Jihoon said when she asked how the members
felt about the two members leaving the group. “We were feeling a sense of
responsibility as strong as the happiness we felt while preparing for this
album.”
 
Treasure has been gaining a wider fan base overseas than in Korea, especially in
Southeast Asia.
 
Of the top 10 countries that took up the largest number of views on its official
YouTube channel last year, Korea came in at No. 7 and took up only 3.3 percent
of the 509 million views that were made within a year. Indonesia came in at No.
1 with 26.9 percent and was followed by Thailand, Japan, the Philippines,
Vietnam and Malaysia.
 
The band recently finished its Asia tour in May, after performing 40 times in 17
countries around the continent and meeting with 420,000 fans in total.
 
“I feel that we’ve really improved our live performance skills such as our stage
manners, among all the many things that we experienced during the tour,” Park
Jeong-woo said. “I would carefully like to think that the reason many fans from
overseas like us is because of the unique charms that each of us has as
Treasure.”
 
Treasure signed a partnership deal with U.S. music company Columbia Records
earlier this month for its promotions and activities in the North American
market, seeking to expand its foothold in the Western music scene.
 


Boy band Treasure [YG ENTERTAINMENT]

 
“We saw how many fans are out there waiting for us during the Asia tour,” Jihoon
said. “We’ve always said to ourselves that we want to perform around the world.
That’s our ultimate goal. I believe that the U.S. deal is going to bring us one
step closer to that dream and be an opportunity for us to learn a lot.”
 
The bandmates will meet with fans in an online session tonight at 8 p.m., which
will be livestreamed on YouTube, TikTok and fan community app Weverse.
 
To find out more about Treasure, visit https://celebconfirmed.com/

BY YOON SO-YEON [yoon.soyeon@joongang.co.kr]


Treasure YG Entertainment Yang Hyun-suk Treasure Maker Reboot



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