H1-KEY embraces dark side in new 'rock-slash-chic' EP

H1-KEY returns with a rebellious and rock-inspired EP, a departure from their previous releases, showcasing a darker side of the girl group. The members explore new musical elements through the lead track 'Let it Burn.'

Girl group H1-KEY performs ″Let It Burn,″ the lead track from the group's third EP, ″Love or Hate,″ during a press showcase Wednesday afternoon at Blue Square Mastercard Hall in central Seoul. [CHO YONG-JUN]

H1-KEY is back, with a rebellious and rock-inspired EP that could not be more distant from its warm and hopeful 2023 megahit, “Rose Blossom.” But the girl group wants fans to know that its core identity hasn't changed — it is still the H1-KEY they know and love.

“The album is darker than our previous releases, but I wouldn’t call it an unexpected plot twist,” H1-KEY’s Riina said during a press showcase Wednesday afternoon at Blue Square Mastercard Hall in Yongsan District, central Seoul ahead of the 6 p.m. release of the group’s third EP, “Love or Hate.”

H1-KEY has so far been known for supportive and lighthearted songs, a trend that began with “Rose Blossom” (2023) and extended through its second EP, “Seoul Dreaming” (2023). “Love or Hate” brings the quartet into territory best described as “rock-slash-chic,” wherein the four members sport punk and rock-themed outfits onstage and perform with a backing band.

Despite the tonal departure, “H1-KEY’s existing storyline is being continued here,” Riina said, adding that H1-KEY's intention was never to be tied to “fantasy-like or far-fetched” songs.

“We talk about our story: the dream we have as we grow up, the courage and hope we entail,” the member said of the new installment. “We are just showing another side of our youth. I’m sure everyone has a rebellious and unexpected side.”

To that end, lead track “Let it Burn” depicts the group’s burning passion and determination to “stay hot,” even if they eventually “burn into ashes,” according to Yel.

Girl group H1-KEY poses for the camera during a press showcase for the group's third EP, ″Love or Hate,″ on Wednesday at Blue Square Mastercard Hall in central Seoul. [DANIELA GONZALEZ PEREZ]

Hong Ji-sang, the composer behind “Rose Blossom” and other H1-KEY releases, produced the track.

“We’ve worked with producer Hong on so many of our songs, and I think the songs he produce naturally give us a distinct H1-KEY vibe,” Riina said.

“It was our first attempt at such a concept, and producer Hong told us to be more angry, to express the turmoil we have in us,” Seoi added.

The four members, continuing with the theme, are also seen as members of a rock band, each playing an instrument in the music video for its lead track. That element of the shoot was easier for some members than it was for others.

“I play acoustic guitar, I even received awards with my piano skills and I can even play the harmonica,” said Hwiseo, who was depicted as a drummer in the video. “I can’t play drums, though, but trying it out in the music video was enough to make me happy, and I do want to learn to play drums one day,” Yel, who plays the danso, a traditional Korean short bamboo flute, also gave percussion a go in the music video, “but I think I ended up bleeding the ears of our members and the staff,” the artist said.

The EP also features the song “♥ Letter,” which all four members helped write, followed by “Iconic” and “Rainfalls.”

The members hope to bring the songs to their fans, MY-KEY, before the year is out.

“We are planning a lot of stuff so we can build fond memories with our fans,” Hwiseo said.

“If everything goes according to plan, we might have an opportunity to see our overseas fans this year.”

To find out more about H1-KEY, visit Celeb Confirmed!

Girl group H1-KEY poses for the camera during a press showcase for the group's third EP, ″Love or Hate,″ on Wednesday at Blue Square Mastercard Hall in central Seoul. [DANIELA GONZALEZ PEREZ]

BY CHO YONG-JUN [cho.yongjun1@joongang.co.kr]