(Photo courtesy of YG ENTERTAINMENT)
[Hanteo News = Reporter KIM YEONWOO] TREASURE has returned with ‘SHOCK’, a new single that puts YG ENTERTAINMENT’s signature hip-hop sound front and center. After exploring various musical styles throughout its career, the group is now embracing its hip-hop roots with a clearer artistic direction, signaling a new chapter in its musical journey.
TREASURE released its new digital single ‘SHOCK’ on November 2 at 6 PM KST. The accompanying music video has already surpassed 6 million views on YouTube, drawing attention from music fans worldwide.
Debuting in 2020, TREASURE was formed through YG ENTERTAINMENT’s survival program ‘YG TREASURE BOX’. The group established its presence early on with powerful performances and hip-hop-based music, steadily expanding its popularity and achieving million-seller status with its second full-length album ‘REBOOT’.
However, TREASURE’s musical journey has not always followed a single direction. Through releases such as ‘KING KONG’, ‘LAST NIGHT’, ‘PLEASURE’, and ‘LOVE PULSE’, the group experimented with different genres and moods, broadening its musical range. While these diverse attempts helped TREASURE explore its own identity, there were also calls for the group to bring the distinctive hip-hop energy associated with YG more prominently to the forefront.
A turning point came in June with the release of its fourth mini-album ‘NEW WAV’. For the first time since debut, TREASURE built an entire album around hip-hop-based tracks, marking a deliberate shift in its musical direction. From the title track ‘IF I’ to ‘ZOOM ZOOM’, ‘난리나 (NALLY-NA) (HYUNHAYO)’, and ‘DANGER’, the album explored different styles of hip-hop while reinforcing the group’s musical identity.
In particular, ‘NEW WAV’ served almost as a musical declaration marking the beginning of TREASURE’s second chapter. The members had also expressed their desire to showcase the kind of music they do best, drawing on the hip-hop they have loved since their trainee days.
‘SHOCK’ takes this musical direction even further. The electronic hip-hop track features trendy synth sounds and a fast-paced arrangement, combining heavy beats with the members’ sharp rap delivery and distinctive vocals. Its repetitive ‘SHOCK’ hook and explosive climax add to the song’s addictive appeal.
The lyrics also reference ‘Hot 뜨거’ by 1TYM, paying homage to YG’s hip-hop legacy. By reinterpreting the musical heritage that YG has built over the years through TREASURE’s own energy, the group makes its artistic direction more explicit than ever.
The music video brings this musical identity to life visually. Dark, imposing structures are combined with striking special effects, including lightning and flames, creating a visually captivating atmosphere. In particular, the large-scale choreography featuring an extensive group of backup dancers amplifies the song’s impact with its grand production and explosive energy. The members’ powerful performances and sharply synchronized movements further demonstrate TREASURE’s commanding stage presence.
Through ‘SHOCK’, TREASURE continues the musical transformation it began with ‘NEW WAV’, further solidifying its distinctive approach to hip-hop. Having explored a variety of musical styles before returning to its core strengths, the group is now drawing attention to the new direction it may establish through this latest release.
yeonwoo38@hanteo.com
