Just as July 2022 crescendoed with Beyoncé's triumphant Renaissance, August looks to keep the musical magic flowing with tons of highly anticipated, new albums across all genres dropping this month.

Dance music fans rejoice: GRAMMY winner Calvin Harris is back with Funk Wav Bounces Vol. 2 this week. Political protestors and punk heroes Pussy Riot are back to restart the fire with Matriarchy Now. And for the rest of the month, we're in for enticing prog offerings (Muse's Will Of The People), delightfully devilish rock (Demi Lovato's HOLY FVCK), synth-pop (Pale Waves' Unwanted), electronic-folk (T Bone Burnett's The Invisible Light: Spells), and so much more.

Below, check out an extensive guide to the must-hear new albums dropping in August 2022 and learn why they all should be on your radar — no matter where your stylistic arrow points. — Morgan Enos

Calvin Harris — Funk Wav Bounces Vol. 2

Release Date: Friday, Aug. 5

Things that make summer, summer: ice-cold lemonades, beach trips, blurry music festival weekends, and a wildly catchy and relatable Calvin Harris bop on your latest aesthetic playlist. Where the latter is concerned, the Scottish super-producer is offering you many to choose from with his second installment in his Funk Wav Bounces album series. Funk Wav Bounces Vol. 2 is a concentrated return to vocal-heavy, radio-friendly dance pop following Harris' years-long rave detour via his Love Regenerator alias — though in between stints, he collaborated with The Weeknd in 2020 on "Over Now" and released stand-alone single "By Your Side," featuring Tom Grennan, last year. 

Like its successful 2017 predecessor, Funk Wav Bounces Vol. 2 brings together many of today's hottest artists — Halsey, Latto and Lil Durk among them — on a record you can call upon to chill, hang out, and build a vibe. Lead single "Potion," with Dua Lipa and Young Thug, brings the type of seductive funk you post on TikTok when you're feeling yourself and hoping your crush will see the self-confidence, too. The balmy synths on "New Money," featuring 21 Savage, sparkle like ocean waves. Then you have Normani, Tinashe and Offset turning up the humidity on the syrupy disco number "New To You." Does summer have to end? Not if Calvin Harris has his way. — Krystal Rodriguez

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YoungBoy Never Broke Again — The Last Slimeto

Release Date: Friday, Aug. 5

Fans of Louisiana rap sensation YoungBoy Never Broke Again know to expect a whirlwind of new music at all times — and the hits keep coming. The prolific rapper's next album, The Last Slimeto, is out August 5 via his own Never Broke Again label and Atlantic Records; the album features a 30-song track list that has only been partially revealed.

The Last Slimeto comes hot on the heels of YoungBoy Never Broke Again's last mixtape, the hugely successful Colors, which debuted at No. 2 on the Billboard 200 chart following its release in January. Leading The Last Slimeto, the take-no-prisoners single "4KT Baby" boasts an equally bracing video. Like Colors before it, The Last Slimeto is sure to delve deep into YoungBoy Never Broke Again's dark past and conflicted psyche. — Jack Tregoning

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Pussy Riot — Matriarchy Now

Release Date: Friday, Aug. 5

Pussy Riot's debut mixtape, Matriarchy Now, is a capstone on a remarkable decade for the Russian punk agitators. Its August 5 release comes 10 years after Maria Alyokhina, Nadezhda Tolokonnikova and Yekaterina Samutsevich were convicted with "hooliganism motivated by religious hatred" for performing a song critical of Russian President Vladimir Putin in a church and sentenced to two years in prison. The verdict made international headlines and garnered the collective new fans in far-flung corners around the globe. 

Watch: Bun B and Pussy Riot's Nadya Tolokonnikova Talk Intersections Of Music And Activism During GRAMMY Career Day

A decade on, with the world now reeling from Putin's invasion of Ukraine, Pussy Riot's brand of protest art is more urgent than ever. The group tapped Swedish hitmaker Tove Lo as executive producer on Matriarchy Now, which also features an assortment of up-for-it guests including Big Freedia, Phoebe Ryan, mazie, and Slayyyter. Lead single "PLASTIC" is a twisted pop earworm featuring Atlanta-via-Los Angeles rapper ILOVEMAKONNEN, who slides right into the collective's off-kilter aesthetic. 

In June, Pussy Riot joined the national fight for reproductive rights by unfurling a 45-foot banner at the Texas State Capitol that read "Matriarchy Now." Expect the mixtape to be just as direct. — J.T.

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The Interrupters — In The Wild

Release Date: Friday, Aug. 5

With it raucous energy, hummable hooks, and classic ska-punk fusion, In The Wild, the fourth album by Los Angeles quartet the Interrupters, feels like a welcome breath of fresh air. The 14-track album finds lead singer/songwriter Aimee Interrupter, her romantic partner and guitarist Kevin Bivona, and his younger twin brothers Jesse and Justin, in an exuberant mood. The rollicking "In The Mirror" sounds tailor-made for the concert stage — the band is touring the U.S. with Celtic punk darlings Flogging Molly throughout the summer — while the gorgeous "As We Live" evokes the multicultural magic of late-'70s British two-tone at its elegant best.

Lyrically, the album pulsates with unrelenting honesty. During the pandemic, the Interrupters built a brand-new home studio in L.A., allowing Aimee a safe space where she could process and confront her wounds from a difficult childhood. The band has never sounded so self-assured — both musically and emotionally. — Ernesto Lechner

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T Bone Burnett — The Invisible Light: Spells

Release Date: Friday, Aug. 5

Three years ago, T Bone Burnett released the critically acclaimed and darkly experimental The Invisible Light: Acoustic Space, a collaboration with percussionist Jay Bellerose and musician/producer Keefus Ciancia. Inspired by a disturbing nightmare that plagued Burnett decades ago, the album touches on humanity's excessive reliance on technology, often resulting in a deluded interpretation of reality. The visionary trio returns with The Invisible Light: Spells, the second installment of a planned trilogy.

For Burnett, Spells marks a bold, new chapter in a career that includes mainstream fame as a guitarist with Bob Dylan in the '70s and, most recently, creating — together with Ciancia — the haunting music for "True Detective." Opening with the tribal, spoken-word march "Realities.com" and continuing with the stark "I'm Starting A New Life Today," a glorious slice of industrial rock that shimmers with vague echoes of '80s Peter Gabriel, Spells picks up where its predecessor left off: a gloomy meditation on the dangers of today, framed by gorgeous soundscapes. Years from now, it will be remembered as one of the most challenging albums of 2022. — E.L.

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Kokoroko — Could We Be More

Release Date: Friday, Aug. 5

Kokoroko, the eight-piece U.K. jazz/Afrobeat fusion collective, take their name from the Nigerian Urhobo language; the moniker translates to "be strong." The phrase could represent the band's resolve to share Afrobeats and highlife music with the world, from their parents' generation to their own and, hopefully, the next one, too. If so, their plan is working. After starting out performing covers, the group elevated to the next level after their track, "Abusey Junction," was featured on the 2018 compilation We Out Here, released on Gilles Peterson's Brownswood Recordings.

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Four years, a self-titled EP, and a handful of singles later, Kokoroko are releasing their debut album, Could We Be More. The 15-track LP blends Afrobeat, highlife, soul, and funk in a heartwarming homage to the West African and Caribbean sounds from their childhood. "It's that feeling when you're younger and you hear something and you feel some ownership over it," the band's percussionist Onome Edgeworth said in a statement. "Recreating a piece of music that fills you with pride, 'this is a piece of me and this is what I came from.'" Album singles "Age of Ascent," "We Give Thanks" and "Something's Going On" surge with an energy that's nostalgic, spirited, and life-giving. Play this at sunrise or sunset and groove away. — K.R.

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Pale Waves — Unwanted

Release Date: Friday, Aug. 12

Manchester group Pale Waves released their last album, Who Am I?, early in 2021, with the pandemic raging and lead singer Heather Baron-Gracie battling heartbreak and burnout. This year, the band came back strong, starting in May with "Lies," a fierce pop-punk rebuke to a deceitful lover. In July, Pale Waves released "The Hard Way," which draws on Baron-Gracie's high school memories of a girl who was bullied and took her own life. 

The contrasting-yet-connected emotions on "Lies" and "The Hard Way" set the stage for the new Pale Waves album, Unwanted, out August 12 on Dirty Hit, home to the likes of the 1975 and Wolf Alice. The album sees the band exploring deeper themes of love, loss and gender identity. "Unwanted had to be honest, provocative and loud," Baron-Gracie said in a statement. "Not only thematically, but in the music as well."

Coming hot from supporting 5 Seconds of Summer around North America, Pale Waves are shootings for indie-pop glory on Unwanted. — J.T.

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Demi Lovato — HOLY FVCK

Release Date: Friday, Aug. 19

Global pop star Demi Lovato will soon excite fans once again with their new album HOLY FVCK, a 16-track project, out Aug. 19, exploring the singer's ups and downs. And already, the sonic direction of the album promises an edgy vibe, tapping into Lovato's beloved rock and pop-punk sound. Lead single "Skin of My Teeth" dropped June 10 alongside a darkly tinged music video. The song, which showcases the singer's intense vocal ability atop an infectious rock sound, delves into Lovato's hardships and need for freedom, ultimately giving an unfiltered look into their emotions.

Lovato released their last album, Dancing with the Devil... the Art of Starting Over, in April last year; it received critical acclaim and debuted at No. 2 on the Billboard 200 chart. Full of honest, relatable stories, HOLY FVCK now shows the star's growth, a step forward in their career. When speaking on the project, Lovato shouts out their "Lovatics," the fan base that has stood with them through the years as they evolved as an artist and person. Describing the album-making process as fulfilling, Lovato has clearly found their footing and creative confidence on HOLY FVCK. — Ashlee Mitchell

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TWICE — Between 1&2

Release Date: Friday, Aug. 26

Armed with chart-dominating and addictively catchy songs like "Fancy" and "What is Love," TWICE have remained a heavyweight force in the global K-pop scene, converting millions of listeners into ONCE, their fan base, along the way. Now, the K-pop world is in for a treat: TWICE will soon release their highly anticipated, seven-track album Between 1&2, which finally drops on Aug. 26.

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The mini-album's track list, which TWICE recently shared on social media, includes songs like "Talk That Talk," "Queen of Hearts," "Basics," "Trouble," "Brave," "Gone," and "When We Were Kids." Members Chaeyoung, Jihyo and Dahyun also have solo writing credits on the album.

After seven awesome years making a name for themselves in this industry, TWICE are now giving K-pop fans around the world a taste of what's in store with Between 1&2. — A.M.

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Muse — Will Of The People

Release Date: Friday, Aug. 26

British rock trio Muse are no strangers to grand statements, and one of their grandest yet is coming this month. According to a statement from frontman Matt Bellamy, the band's ninth album, Will Of The People, out Aug. 26, grapples with all the ills of the world as we know it today — from Russia's invasion of Ukraine to the pandemic to natural disasters fueled by climate change. "This album is a personal navigation through those fears and preparation for what comes next," Bellamy said. 

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The weightiness of those themes will be matched, of course, by Muse's operatic, hard-rock riffs. The band has already delivered four singles, including the recent "Kill or Be Killed," which Bellamy described as "Muse at their heaviest." The trio hits select North American cities in October to road-test the new songs from Will Of The People, which include an album closer called "We Are Fucking F—". Don't say they didn't warn us. — J.T.

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With summer almost in the rear view, it’s time to welcome the first must-hear albums of the fall season. With the onset of chillier days comes a genre-spanning array of new music — from R&B sensation Jorja Smith to indie-rock maestro Mitski. 

September's first big release comes from rock royalty the Pretenders, who return at the top of the month with their twelfth studio album, Relentless. The following week, pop firebrand Olivia Rodrigo will reveal GUTS, the feverishly anticipated follow-up to her 2021 debut, SOUR. 

Rodrigo shares a release date with star-studded company, including disco queen Róisín Murphy, dance veterans the Chemical Brothers, shapeshifting singer/songwriter James Blake, and soul newcomer Jalen Ngonda. Elsewhere in the month, there’s something for all tastes, from the pop-rock reawakening of Demi Lovato to the noodly electronics of Animal Collective.

As we gear up for a season packed with musical highs, we’ve put together a handy guide to the 15 must-hear albums dropping in September 2023.

The Pretenders -  Relentless

Release date: Sept. 1

For a band that released its debut album in 1979, the Pretenders still sounds remarkably vital 44 years on. Led by iconic songwriter and frontwoman Chrissie Hynde, the band is back in full force this September with the appropriately titled Relentless, which follows 2020’s on-form Hate for Sale. 

The Pretenders announced their twelfth LP with a rousing-yet-poetic lead single, "Let the Sun Come In," and the album closes with an intriguing collaboration with Radiohead’s Jonny Greenwood on strings. 

"I think anyone in a band is constantly questioning if they should keep going," Hynde said of the album’s title in a statement. "It starts as a youthful pursuit and eventually, it makes you wonder, why am I doing this? It’s the life of the artist. You never retire. You become relentless."

Speedy Ortiz - Rabbit Rabbit 

Release date: Sept. 1

Philadelphia rock quartet Speedy Ortiz has kept fans waiting five long years for a new LP, having released their pop-inflected Twerp Verse back in 2018. This September, the band returns with Rabbit Rabbit, its first album on mercurial frontwoman Sadie Dupuis’ label, Wax Nine. 

To record Rabbit Rabbit, Speedy Ortiz jumped between two locations steeped in rock lore: Rancho de la Luna in Joshua Tree and Sonic Ranch in Tornillo, Texas. The band has already shared a few songs so far, including the spiky "You S02" and the crunching, cathartic closer "Ghostwriter." The album also opens with a song called "Kim Cattrall."

"I turned 33 while writing this album, a palindrome birthday and a lucky number associated with knowledge," Dupuis said in a statement. "I wanted to mark how I was making better choices as I got older, letting go of heedless anger even when it’s warranted."

Olivia Rodrigo - GUTS

Release date: Sept. 8 

As far as breakout albums go, Olivia Rodrigo’s SOUR was about as good as it gets. Powered by the stage-setting singles "drivers license" and "deja vu," the album dropped in May 2021 as a balm for dark pandemic days. Coming in at a lean 34 minutes, SOUR was all killer, no filler— and went on to pick up Best Pop Vocal Album at the 2022 GRAMMYs, alongside Rodrigo’s wins for Best Pop Solo Performance ("drivers license") and Best New Artist. 

With Rodrigo now a bona fide pop superstar, she’s readying her second album, GUTS, for a buzzy September drop. Lead single "vampire" arrived back in June with a lush, swelling sound (producer Dan Nigro makes several appearances on GUTS) and score-settling lyrics that cut like a knife. Rodrigo followed this strong return with "bad idea right?," a gleefully fun throwback to the pop-punk and grunge that soundtracked her teens.

In an interview with the New York Times ahead of GUTS, Rodrigo enthused about embracing crunchy guitars and big emotional swings: "\[I\] always loved rock music, and always wanted to find a way that I could make it feel like me, and make it feel feminine and still telling a story and having something to say that’s vulnerable and intimate."

James Blake - Playing Robots In Heaven 

Release date: Sept. 8 

Following 2021’s acclaimed Friends That Break Your Heart, which featured guest turns from the likes of SZA, JID and Monica Martin, James Blake is stripping it back to basics on his sixth studio album, Playing Robots Into Heaven. 

This time around, the etherally-voiced singer has seemingly gone back to the electronic roots of his earlier works that emerged as part of the UK’s post-dubstep scene. 

With no featured guests, the tracklist includes the already-released singles "Big Hammer," which is all chopped-up samples and low-end frequencies, and "Loading," which recalls the vocal manipulations of the producer’s self-titled debut LP. Blake also shared the ambient title track, which will close the album in perfect contemplation. 

Jalen Ngonda - Come Around and Love Me 

Release date: Sept. 8

Growing up outside of Washington, D.C., Jalen Ngonda was immersed from an early age in soul music, courtesy of his music-obsessed father. Fast forward to 2023, and Ngonda is himself a talented soul artist signed to the revered Brooklyn indie label Daptone Records. 

The singer's debut album, Come Around and Love Me, features lushly arranged singles "If You Don’t Want My Love" and "Just Like You Used To," which showcase his timeless vocal prowess.

In a statement announcing the album, Ngonda revealed, "To a stranger, I’d describe my music as modern soul and R&B, while trying to fit in the Beach Boys and the Beatles somewhere in between."  

The Chemical Brothers - For That Beautiful Feeling

Release date: Sept. 8

On their ninth album, 2019’s No Geography, UK electronic duo the Chemical Brothers sounded thrillingly energized. Now, after weathering a global pandemic, the veteran producers return with their tenth studio outing, For That Beautiful Feeling. 

The album features a new version of the duo’s cautiously hopeful 2021 release, "The Darkness That You Fear," alongside the propulsive, classically-Chems single, "No Reason," and collaborations with indie darling Beck and French singer/songwriter Halo Maud. 

The duo is set to follow the album in October with a career-spanning retrospective book, Paused in Cosmic Reflection, that’ll have fans clamoring. 

Demi Lovato - REVAMPED 

Release date: Sept. 15

Already an experienced master of reinvention, Demi Lovato is continuing her rock era with REVAMPED 5. On last year’s Holy Fvck, the pop chameleon wholeheartedly embraced hard rock and pop-punk, including collaborations with Yungblud, Royal & the Serpent and Dead Sara. 

While touring Holy Fvck, Lovato also played heavier versions of her earlier songs, and discovered her fans loved it. This inspired her to re-record rock versions of ten songs from past albums, including Demi and Confident, which are now brought together on REVAMPED. 

On the evidence of early singles like "Heart Attack (Rock Version)" and "Sorry Not Sorry (Rock Version)", the latter featuring Guns N Roses shredder Slash, Lovato is relishing the chance to rock out. 

Mitski - The Land Is Inhospitable and So Are We 

Release date: Sept. 15

Back in July, ever-inventive singer-songwriter Mitski sent a voice memo to fans via her newsletter. "Hi, this is Mitski, and I’m at Bomb Shelter Studios in Nashville, where we recorded my new album that’s coming out," Mitski revealed. "It’s called The Land Is Inhospitable and So Are We, and its first single is coming out on Wednesday." 

That beautifully elegiac first single "Bug Like An Angel" suggests a heart-rending album to come from one of the boldest voices in indie-rock. The single also features a surprising (and powerfully effective) appearance from a 17-person choir that’s likely to appear elsewhere on The Land Is Inhospitable and So Are We. As Mitski teased in a statement, "This is my most American album." 

NEEDTOBREATHE - CAVES 

Release date: Sept. 15 

Following 2021’s Into The Mystery and its country-rock crossover hit, "I Wanna Remember," featuring Carrie Underwood, Christian rock troupe NEEDTOBREATHE returns with their ninth album, CAVES. 

As documented in an intimate making-of video, the GRAMMY-winning band assembled in a house overlooking the majestic mountains of Utah to begin writing the album, which they completed while on the road with OneRepublic. 

"We always believed we could make a record that would feel at home on the world’s biggest stages," the band wrote in a statement announcing CAVES. "It was important to us to prove that we could. This is the most ambitious record we’ve made in a really long time."

Kylie Minogue - Tension

Release date: Sept. 22

Thanks to the runaway viral success of her dance-pop earworm "Padam Padam," 2023 has already been a triumphant year for Australian pop veteran Kylie Minogue. Released in May, the single went on to vie for song of the summer status, powered by countless dance videos on TikTok and its warm embrace as a Pride anthem. 

Buoyed by her surprise chart hit, Minogue will release her sixteenth studio album, Tension. As suggested by the glossy cover art, and the presence of producers such as Oliver Heldens and Biff Stannard, Minogue is ready to reclaim her electro-pop crown. 

"I started this album with an open mind and a blank page," Minogue said in a statement. "Unlike my last two albums, there wasn’t a 'theme.' It was about finding the heart or the fun or the fantasy of that moment and always trying to service the song." 

Bakar - Halo

Release date: Sept. 22

Acclaimed British artist Bakar will help kick off the month in style with his second album, Halo. The sophomore release is billed as a sonic counterpart to his genre-hopping 2018 mixtape, BADKID. Like that breakout release, Halo is set to blend indie, punk and hip-hop, with Bakar’s beguiling voice at front and center. 

Ahead of a busy summer jumping between festival stages, Bakar dropped a mood-lifting single, "Alive!," accompanied by a music video featuring the artist bringing traffic to a standstill (for real) in Central London. 

Animal Collective - Isn't It Now?  

Release date: Sept. 29

Following 2022’s Time Skiffs, experimental pop four-piece Animal Collective returns with its most expansive album to date. With a total runtime of 64 minutes, Isn’t It Now? will explore a rich sonic palette, as suggested by the layered and hypnotic single, "Soul Capturer."

Co-produced, mixed and recorded with GRAMMY-winning producer Russell Elevado, Isn’t It Now? reportedly finds each band member digging deep into their current musical whims — such as multi-instrumentalist Panda Bear focusing more on drumming. 

The centerpiece of the album is "Defeat," a 22-minute epic that captures Animal Collective at its most exploratory. 

Jorja Smith -  Falling or Flying 

Release date: Sept. 29

As one of the brightest stars to emerge from the UK in the past decade, Jorja Smith has already put together an accomplished discography. Following her 2018 debut, Lost & Found, and 2021’s three-track EP, Be Right Back, Smith will release her most complete artistic statement to date. 

Like her previous releases, the singer’s long-awaited second album, Falling or Flying, will connect the dots between soul, R&B, UK garage and house, with a song for every mood and situation. 

"This album is like my brain,” Smith said in a statement. “There’s always so much going on but each song is definitely a standstill moment." So far, Smith has given us two standout singles — the garage-tinged "Little Things" and the more contemplative "Try Me" — so anticipation is sky high. 

TINASHE - BB/ANG3L 

Release date: TBD 

While it’s yet to lock an official release date, the hype is building for Tinashe’s sixth studio album, BB/ANG3L — her first under a new deal with GRAMMY-winning hitmaker Ricky Reed’s record label, Nice Life. 

"I’ve enjoyed stripping back layers of aesthetic fluff, smoke & mirrors, and white noise to get down to the core of myself," the alternative R&B star said of the album in a statement. 

On lead single, "Talk to Me Nice," Tinashe’s indelible smoky vocals are offset by skittering, seductive production from hip-hop beatmaker Scoop DeVille and electronic artist Nosaj Thing. Follow-up single "Needs" is another undeniable bop, setting the stage for a standout album.

(G)I-DLE - HEAT

Release date: Oct. 15

Prolific K-pop girl group (G)I-DLE is set to release its first English language project, HEAT. 

HEAT follows the group’s 2022 debut album, I Never Die, which opens with the pop-punk-influenced single, "TOMBOY." While little has been revealed about HEAT, the project comes via the Asian market-focused U.S. music company 88rising and South Korean label Cube Entertainment, and will showcase the songwriting prowess of group leader Jeon So-yeon. 

(G)I-DLE has released one single from HEAT so far — the highly polished synth-pop love song, "I DO" — and the anticipation has K-pop fans feeling giddy.

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Park Jihyo first entered the spotlight in a child acting competition when she was 8 years old. Her performance left an impression on agents from K-pop behemoth JYP Entertainment. Much has happened in the interim — including a record-breaking tour with her group TWICE  — but 18 years after that competition, Jihyo will make her official solo debut via JYPE.

Jihyo is the latest member of TWICE to debut with a solo release; her first mini-album, Zone, drops on Aug. 18. Jihyo has contributed to the composition and lyrics for the majority of the seven-track EP.

"I wanted to diversify as much as possible so that listeners can have fun while listening to my album. Each song has a different genre and feel to it," she tells GRAMMY.com, adding, "I am both nervous and excited at the same time!"

It seems as if every moment in Jihyo's career has led to this point. Jihyo signed with JYPE in 2005 and spent the majority of her youth refining her singing, dancing, and self-confidence. She joined the reality girl group survival competition "Sixteen" in 2015, and was eventually selected to join the lineup of JYPE’s next girl group. Today, Jihyo is the leader and main vocalist of the nine-member ensemble TWICE, performing alongside Nayeon, Jeongyeon, Momo, Sana, Mina, Dahyun, Chaeyoung, and Tzuyu. 

Jihyo has penned a number of tracks in TWICE's discography such as "Get Loud," "First Time," and "Trouble" to name a few, and lent her vocal skills to three 2022 Korean drama original soundtrack singles — "Stardust love song" ("Twenty-Five Twenty-One"), "I Fly" ("Today's Webtoon"), and "A Strange Day" ("Summer Strike"). Zone is expected to be Jihyo’s most compelling and personal project to date that aims to highlight her musical self-discovery, impressive vocal range, and audacious spirit.  

Zone's teaser trailer, promotional images and highlight medley have led to highly anticipated chatter among TWICE's fans — some of whom got to experience one track from Zone live during their recent Ready To Be tour. Relying heavily on perseverance and grace to get to this moment, Jihyo believes it's time for her respective musical prowess to take the spotlight. 

Over Zoom, Jihyo discussed Zone, her first collaboration with a Western artist, and what she'd tell her younger self as a soloist. 

This interview has been edited for brevity and clarity. 

Can you take me through your songwriting process for Zone? After previously penning 13 tracks in TWICE's discography, it must have felt different to write six songs for your own album.

After my solo album was decided, they [company management] wanted me to participate in the songwriting process. The most difficult part was that they didn't really give me a concept for the album because they wanted me to choose what I wanted to express. It was really difficult to decide what I wanted to share and figure out what it is I wanted to tell in [Zone]. 

That's why the songs on the album are so diverse — it's the process of me figuring out what message I wanted to convey through this album. So, [Zone] actually shows [my] discovery process. 

What can you tell us about the first track,  "Killin’ Me Good?"

The genre of the song is up-tempo R&B. While listening to other candidates for the [opening] track, "Killin' Me Good" really stood out because of the melody in the verse. It was really catchy to my ears, and I really feel that "Killin' Me Good" is suitable as the title.

Zone had two artist collaborations: "Don’t Wanna Go Back," featuring Korean R&B singer Heize, and "Talkin’ About It," featuring Western singer/rapper 24kGoldn. Can you share your experience on the process? 

Which [songs] would have features wasn't decided in the beginning. We [then] chose songs that needed something to enhance it with another mood, vocals, or rap part. 

For "Don't Wanna Go Back," we decided that we wanted a female voice that is suitable for ballads. For "Talkin' About It," it needed a male rap part. 

24kGoldn's feature in "Talkin' About It" is actually the first time a TWICE member has collaborated with a Western artist. How did that come about?

The writing process for "Talkin' About It" began in February when I was in the U.S. I felt that the mood of the song needed English lyrics. 

Since we were writing the song in the States, we wanted to work with artists that are fluent [in English] and from the States, as well. So that's why we chose to go with 24kGoldn and I am super satisfied with the result! 

Was there a vision you had in mind when preparing the visual concepts for Zone? 

In the trailer, I wanted to show my natural and positive side while at the same time, a little bit of a chic and dark side of me to showcase many looks at the same time. I wanted to show both myself and the mood of this album. 

Fans who attended the Ready To Be tour were given a chance to watch you perform your upcoming b-side "Nightmare." How did it feel to showcase it live for the first time? 

When I sang "Nightmare" for the tour, my solo album wasn't officially announced at that time. I wanted to showcase the song as a little bit of a spoiler. And since it is completely different from the title track, I thought it was a really great song to use to spoil my album and it was a lot of fun!

When preparing your solo debut, as you mentioned earlier, you felt nervous and a little bit worried about the end result. How do you keep yourself grounded in the face of uncertainty?

When I was preparing for [Zone], I was also doing the concerts. So I was actually in the middle of two very big things in my career. And of course, I felt a lot of pressure. 

I doubted myself on whether I could pull it off or not. But I knew deep down that if I didn't give it my all, and if I didn't do my best in pursuing these two really great things in my life, I [would] regret it later. So I didn't really think about how successful my solo album or the concert will be. I wanted to focus on the process and I wanted to focus on doing my best. And once I realized that, I felt much more at ease.

That seems like a lot to juggle all at the same time. So now that it's done, I'm sure you must feel a little more relaxed now that it's completed!  

Yeah, I'm very relieved! [Laughs]

You've been a member of TWICE since 2015 and trained at JYP for over a decade. What’s the most important thing you learned as an idol so far?

I never realized how my career was going up until recently. But with the [Ready To Be world tour], it really made me realize how far I've come and how much success I've gained. This tour really meant a lot to me.

At 8 years old, you began your journey as an artist,and now you're here sharing your solo debut with the world. If you were given the chance to, is there anything you'd like to tell your younger self?

My personality is that I easily forget things. 

So, of course, the journey that started at 8 years old has not been an easy one, or has not always been easy. But I don't dwell on [the] things that pains me. I'd rather focus on the moment and try to enjoy every single moment. That's what I would like to tell my younger self: try to enjoy every moment of this.

Looking towards the future, what kind of legacy do you hope to leave behind as an artist?

In this album, I wanted to showcase dance tracks. But at some point in the future, I want to release a ballad album and I also want to try jazz at some point. 

I think I would describe myself as an adventurous type, so I want to try everything! I want to show the world a very diverse output. I think the process of going through that adventure would mean a lot to me personally.

What's Next For K-Pop? A Roundtable Unpacks The Genre's Past, Present And Future

If the name Jon Bellion sounds familiar, it's probably because of his 2016 single "All Time Low." With its relentless "low-low-low-low-low" chorus, the electronic-fused pop confection scored Bellion his first major hit — as a solo artist, that is.

Prior to Bellion's breakthrough with his debut solo single, he'd already made a name for himself behind the scenes by writing and producing songs for the likes of Eminem, Jason Derulo, Zedd and CeeLo Green. And in the seven years since "All Time Low" became a top 20 hit, he's celebrated plenty of other smashes with some of pop's A-listers from Christina Aguilera to Justin Bieber.

This year alone, he worked with the Jonas Brothers to executive produce their statement-making record The Album, helped shape Maroon 5's "Middle Ground" — which is expected to be the lead single off the veteran pop-rockers' forthcoming eighth studio album — and teamed up with Switchfoot for an orchestral 2023 update of the band's 2003 breakout single "Meant to Live."

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Bellion's most recent work can be heard on Tori Kelly's new self-titled EP tori, which dropped July 28. Along with producing the project, Bellion joined Kelly for a magnetic, electro-tinged track titled "young gun." Upon the EP's release, Kelly herself noted Bellion's impact, calling their collaboration "the start of something really special."

In honor of Bellion's latest project, take a look at nine songs you may not have known contained Bellion's signature touch — a roadmap to his becoming one of the most in-demand producers of the moment.

Eminem feat. Rihanna — "The Monster"

One of Bellion's earliest smashes came courtesy of Eminem — well, and Bebe Rexha. The pop singer penned the track's dark hook while working on her debut album, but it later made its way to Eminem and eventually shapeshifted into his fourth collaboration with Rihanna. The song became the duo's second No. 1 collaboration following 2010's "Love The Way You Lie" and remains one of most monstrous hits in Bellion's career.

Jason Derulo — "Trumpets"

Jason Derulo worked solely with Bellion on this top 20 hit from his 2013 Tattoos, which was later re-packaged as 2014's Talk Dirty. Built around an irresistible horn line of, yes, literal trumpets, Bellion and Derulo concocted a bouncy, flirtatious symphony to smoothly objectify the R&B singer's lady love, and manages to name drop Coldplay, Katy Perry and Kanye West over the course of just three minutes and thirty-seven seconds.

Christina Aguilera feat. Demi Lovato — "Fall in Line"

Bellion handled production on Christina Aguilera's fierce 2018 team-up with Demi Lovato, "Fall in Line," off the former's 2018 LP Liberation. Behind the boards, Bellion effectively captured all of the feminist rage and empowerment that the two vocal powerhouses lit into their lyrics, pairing their sneering vocals with a vamping strings section, rattling chains and a robotic male overlord futilely demanding, "March, two, three, right, two, three/ Shut your mouth, stick your ass out for me."

"Fall in Line" scored a nomination for Best Pop Duo/Group Performance at the 2019 GRAMMYs, marking Aguilera's twentieth career nod and Lovato's second. 

Maroon 5 — "Memories"

To kick off their seventh album, JORDI, Maroon 5 enlisted Bellion to co-write lead single "Memories." The gentle ballad found frontman Adam Levine mourning the loss of a friend, pouring one out over a lilting reggae-pop line that cleverly samples Johann Pachelbel's "Canon in D Major." While the heartfelt song is dedicated to the band's longtime manager (and namesake of the LP) Jordan Feldstein, who tragically passed away in 2017 due to a blood clot, the relatable sentiment of "Memories" helped it peak at No. 2 on the Hot 100.

In addition to "Memories," Bellion also worked with the band on two other songs from JORDI, co-writing fourth single "Lost" as well as Anuel AA and Tainy collab "Button." Three years later, he would reunite with the band to co-write and co-produce their latest, equally delicate single "Middle Ground" alongside the likes of Andrew Watt and Rodney Jerkins.

Miley Cyrus — "Midnight Sky"

Miley Cyrus came raring into her glam rock-inspired album Plastic Hearts on the back of "Midnight Sky," an unapologetic statement of independence following her split from longtime love Liam Hemsworth. Dripping in sultry synths, the power ballad took a page from '80s rock icons like Joan Jett, Debbie Harry and Stevie Nicks.

The sound was an entirely new one for Cyrus — which is one of Bellion's tools when working with a new superstar for the first time. In a 2023 Billboard interview, he likened his approach to inventing a new kind of ride for the given A-lister. "They have already built an amazing theme park: millions of people go to it and experience their roller coasters," he said. "They put me in charge of revamping or creating a new section of the theme park, and they let me be the foreman of it all." The new style worked in Cyrus' favor, and earned Bellion yet another top 20 hit on the Hot 100.

Justin Bieber — "Holy"

Bellion's fingerprints are all over Justin Bieber's 2021 album Justice, starting notably with its Chance the Rapper-assisted lead single "Holy," which he both co-wrote and co-produced. The superproducer contributed to six other songs on the pop-driven LP — including the pop radio No. 1 "Ghost," which was inspired by Bellion's late grandmother — as well as three deluxe tracks. And though Bellion didn't have any credited features, his voice can still be heard: he offered background vocals on seven of the songs.

Justice earned Bellion his very first GRAMMY nomination, as the project was nominated for Album Of The Year at the 2022 GRAMMYs (Bieber also received seven other nods). 

Selena Gomez — "My Mind & Me"

Bellion first collaborated with Selena Gomez on Rare album cut "Vulnerable" alongside Amy Allen, Michael Pollack and The Monsters & Strangerz. Two years later, the entire team reunited for the title track to the pop singer's Apple TV+ documentary My Mind & Me.

Bellion and co. helped Gomez tap even further into the most vulnerable side of her psyche to date. "Vulnerable" saw Gomez letting her guard down with a new flame, but "My Mind & Me" allowed her to completely lay bare her mental health journey. "Sometimes I feel like an accident, people look when they're passin' it/ Never check on the passenger, they just want the free show," she sings. "Yeah, I'm constantly tryna fight somethin' that my eyes can't see," over spare guitar and piano.

Jonas Brothers — "Waffle House"

After the success of their 2019 comeback album Happiness Begins with producer Ryan Tedder, the Jonas Brothers recruited Bellion to helm the boards on their 2023 follow-up The Album. The producer helped the hitmaking siblings tap into a new facet of their pop-rock sound, finding inspiration in the '70s music their dad raised them on. (As Joe Jonas told GRAMMY.com upon the album's release, Bellion "was saying exactly what we were hoping for" when they first met to mull over ideas.)

While Bellion had a hand in every song on The Album, second single "Waffle House" is the latest to earn both him and Jonas Brothers a top 15 hit on pop radio. Bellion also serves as the one and only featured artist on The Album, coming out from behind the boards and into the vocal booth for bombastic closer "Walls."

Tori Kelly — "missin u"

Tori Kelly first linked up with Bellion thanks to Justin Bieber, as the pair worked together with the Biebs on tender bonus cut "Name" from the Justice sessions. So, when it came time to launch a new era with her self-titled EP tori, the songstress turned to Bellion to help bring her vision to life.

On lead single "missin u," the two-time GRAMMY winner throws the guitar-driven singer/songwriter vibes of her past work out the window in favor of a sleek R&B sound reminiscent of the early 2000s. The sonic gear shift is a natural fit for her lithe voice as she replays a romance that "was rainin' purple skies in my room." Somehow, Kelly even manages to outdo the vocal acrobatics of "missin u" with a deliriously brilliant "R&B edit" that adds even more layers, soul and vocal flourishes to the single.

"When I first started working with Jon Bellion, we were just beginning to scratch the surface on a new sound that truly felt like my own," Kelly explains in a video celebrating the release of her self-titled EP tori. "I know that I'm gonna look back on this collaboration as the start of something really special." As for Bellion's thoughts on his latest project? "Tori Kelly's the greatest vocalist of all time!"

Ariana Grande's Musical Growth In 15 Tracks, From "The Way" To "Positions"

K-pop recently entered its third decade since pioneers Seo Taiji and Boys upheaved South Korea with 1992’s nonconforming "Nan Arayo" — considered by many the inception of the industry. Propelled by the Hallyu (or Korean Wave, the phenomenon driving international growth and popularity to the country’s cultural exports), K-pop has evolved from a niche genre to a global scene whose influence is felt in music, fashion, business, tech, and many other fields.

Characterized by a strong visual focus, musical innovation that can include anything from reggae to EDM influences in a single song, knife-sharp choreographies, and devoted fandoms, K-pop’s reach outside of South Korea is nothing short of outstanding — if not expected. While mostly known for multi-member boy and girl groups (some with upwards to 10 singers), there are also plenty of soloists, duos, trios, and a few co-ed ensembles, ensuring that even the pickiest music listener can find something to enjoy.

Its idols — as K-pop artists are called — are inspirational, often skilled in singing, dancing, rapping, songwriting, and producing after years of arduous training. Many are fashion ambassadors to high fashion brands (such as BTS’ Jimin for Dior), and several have ventured into acting, modeling, and designing their own collections. Idols remain in touch with global fans through tours, fan meetings, virtual fancalls and social media, including  K-pop-specific paid apps, like HYBE’s Weverse and DearU’s Bubble, where they can send direct messages to fans detailing their routines and heartfelt thoughts.

All those factors contribute to the worldwide growth of K-pop. According to the International Federation of the Phonographic Industry, eight of the top 10 global album sales in 2022 were by K-pop acts, including BTS, Stray Kids, and ENHYPEN. For the first quarter of 2023, Billboard reported that stocks from K-pop's largest companies — HYBE, SM Entertainment, YG Entertainment, and JYP Entertainment — have risen an average of 75.1 percent year to date, surpassing both Universal Music Group and Warner Music Group, which each presented a decline. 

Ten years after PSY’s 2012 mania "Gangnam Style," K-pop has risen to the upper echelons of the music industry. A BTS music video nominated for A GRAMMY Award (last year’s "Yet to Come"); Fifty Fifty’s viral hit "Cupid" can be heard on the radio; BLACKPINK headlined Coachella and TWICE sold out Los Angeles' SoFI Stadium.  Each a feat that seemed impossible not too long ago.

Moving at breakneck speed, K-pop continues to present a new evolution of itself within each year. But what makes it so enticing? And what awaits in the future? GRAMMY.com invited several leaders and luminaries of the industry to discuss its current state, demystify some of its biggest misconceptions, and celebrate its magic.

Quotes from these interviews have been edited for brevity and clarity.

What do you think are the key elements to make a K-pop hit? Have these elements changed throughout the years?

Vince (singer/songwriter/producer under THEBLACKLABEL, an associate company to YG Entertainment): Being a Korean American living in Korea gave me cultural influences that are unique and diverse. With so many creatives from different backgrounds just like mine, I think we’ve been able to make songs that blend all those influences and resonate with not only the Korean audience, but the global audience too. Also, our emphasis on making the right visuals to provide a wholesome experience was a major key to success. I think this approach hasn’t changed and we will continue to do that moving forward.

Marion Van der wees (manager/A&R consultant at VDW Music Group, who placed songs for BTS, TXT, and more): Honestly, nowadays, nobody knows what a hit is. Lots of songs have gone viral in the most surprising ways. Fifty Fifty, who recently debuted, is now topping the global charts with their song "Cupid." However, the ideal recipe for a great K-pop song would be a catchy hook/chorus — which is usually in English so more people can sing it — and a danceable song that can bring on a choreography that is infectious enough so people want to learn them and make TikToks.

Nayeon (singer/songwriter, TWICE member): First, I think we were lucky enough to have amazing songs. "Luck" plays an important role when making a hit. Also, there has to be a concept, choreography, and additional content to support it. I don’t think these factors change with time drastically, but rather our attitudes and minds tend to change.

Adrian McKinnon (songwriter, producer): I think it's important to love what you're working on, period. In any career, there comes a point when a person can just phone in an idea, a letter, a proposal, etc. You may be able to get away with that once or twice, but if you get used to operating in that manner, don't be surprised if you get fewer and fewer calls over time. When you love what you do, you grow. When you float along half-assing your work, you're stagnant.

Wonderkid (songwriter/producer under BELIFT LAB, a label founded by CJ ENM and HYBE responsible for boy group ENHYPEN): It is difficult to make a public appeal solely through the power that a track holds. When the concept and plan go hand in hand with the track, it creates a synergistic effect.

There are definitely certain trends during certain periods, but it’s mostly a façade. At the core of high quality music (or art) in any era lies in the essence of "beauty." I think artists should always be humble when it comes to the beauty of art, which is the only definite signpost that connects the past, present, and future.

Changbin (singer/songwriter, Stray Kids member): I think that keeping our style consistent while venturing into diverse sounds is part of what allows people to listen to our music. At first it was difficult because our color is very strong, but now we have a solid idea as to what direction we have to go in. [Editor's note: "Colors" are often used in reference to a group's charms, musical identity and appeal.]

HAN (singer/songwriter, Stray Kids member): Trends change very quickly these days, so while I do believe that there are certain sounds that are trending, I don’t necessarily believe that trends are what make a good song. The fact that Stray Kids’ music is always consistent is the reason why listeners are interested in us. A successful song should contain something familiar yet fresh.

Felix (singer/songwriter, Stray Kids member): I don’t believe we’ve found the key elements to make a K-pop hit yet, but we do have our own way of making our own music. We understand and can express our colors well.

Although K-pop reached unimaginable heights since its origins, it's still an industry that is often misunderstood. Why do you think it's so hard for people to appreciate the true value of K-pop?

Vince: I think idols get misunderstood because they have to present themselves in the media in a lot more diverse ways than a conventional artist would. Most of them are people that have been training to do music for years and are just like any other artist who go through the process of making music. A lot of times, for me, it was a cooperative effort in the studio with artists —  just like with any other writer and producer.

Shin Cho (Head of K-pop at Warner Music Asia): I simply see it as stereotypes, misunderstandings, and preferences from people who come from a different background. This occurs in many industries, not just music. 

One might think a self-producing singer/songwriter is a better artist than a K-pop group. Although the scene is continuously evolving, K-pop idols are more closely monitored and coached by talented and experienced professionals, compared to other genres. It’s an approach that has created its own successes, but I see why it’s a method that not many can agree on. 

McKinnon: I want to preface this answer with my belief that K-pop idols are some of the hardest-working people in show business. I've spoken to some of my idol friends about their daily routines. Let's just say they are very, very busy people.

I think it's multi-layered. People know that idols work within a system of creators, stylists, choreographers, taste-makers, and directors who, more often than not, put together all the ideas for them. I've heard of people challenging their authenticity because of this. I don't think this is fair, because systems like this exist outside of K-pop as well. It's also important to mention that there are many K-pop idols who have more hands-on with their projects.

Simon Jakops (CEO/Executive Producer at XGALX, responsible for girl group XG; former member of boy group DMTN): Being involved in the K-pop scene for over 10 years, I believe that idols are true artists. For the K-pop system, there is an element that is considered as important as talent, and it is "spirit." A true artist won’t lose the grit to walk their own path.

I have been in charge of producing and directing XG, a girl group with all-Japanese members currently active in Korea, for the past six years. It took five years for them to debut. Out of 1,300 applicants, only seven made their final debut. I believe K-pop stars' challenging spirit and dedication [to the process] are one of the most basic virtues an artist should have. And I hope that these qualities will be evaluated more properly.

Dom Rodriguez (SVP/Head of SM Entertainment USA): I often find myself comparing K-pop idols to professional athletes: people who work and strive for years and years to take raw talent and develop it to the highest level. When people take a moment to understand the dedication, commitment, and passion that goes into becoming a K-pop artist, they quickly learn how to appreciate that and any of those other thoughts they might have are put to rest.

Many media outlets spread harmful narratives about K-pop. Claims of it being a "factory system" or that it hides a "dark side" worse than any other field only flatten and dehumanize the very real humans behind it. What would you like to say about these misconceptions?

Vince: We have so many people trying to be "in the system" to become artists, but it’s really a select few that get to come and go through the training program. As far as I’m concerned, I haven’t witnessed any dehumanizing process with the "system" at all.

Cho: Incubating and developing a K-pop artist is a massive investment. It’s a business that cannot be operated without real humans’ dedication and commitment. There were cases where "factory system" and "dark side" happened, but at least in this new K-pop era, no labels that carried over some of those bad practices have survived.

Wonderkid: To understand the misconceptions about the K-pop industry, you need to understand the situation in South Korea, both past and present. The word "factory system" brings an image of a cold factory full of machines churning out products without any passion. [If it were,] the public would see right through it and turn away immediately. If "factory system" pertains to "well-organized systems in place to do multiple tasks simultaneously," then I would agree with this specific concept.

Earlier this year, HYBE's Chairman Bang Si-hyuk said in an interview for CNN that "K-pop is not as hot in the market as you might perceive," and was concerned about its slowdown in growth. Is this something you are also experiencing in your work?

Van der wees: On the song side it’s the opposite. More than ever, competition is at its peak, in my opinion. A lot of people reach out to me to work in K-pop, and it feels like it's fast growing.

Wonderkid: As a producer, I may not be fully aware of the business side of the K-pop industry like Chairman Bang does, but I respect his insights and do not take his concerns lightly. I am constantly studying and playing with different musical genres and trends to keep K-pop up to the latest trend. Quality content will yield results and putting all of my effort into creating quality content is the most I can do.

Jakops: Rather paradoxically, Chairman Bang's quote proves the huge influence K-pop has in the current global music market. The most fearful moment could be when you are receiving the greatest love. As a producer myself, I always focus on "novelty." Whatever the element, I would like to propose an idea that has not been seen in the existing K-pop scene. Fans are also waiting for that kind of music. New sounds, new members, new visuals, whatever.

With the advent of AI, the music industry will likely experience changes. In what ways do you think AI will impact your work?

Vince: I am very fascinated by AI technology, and it will definitely impact the music industry and my work. Now that AI-generated voices can sing anything, I do think it is very dangerous, because I don’t think there are set laws regarding the ownership of voices and the ownership of rights to AI-generated intellectual properties. How we set the rules on these matters will shape how AI will impact the industry.

Van der wees: If AI starts writing songs and labels want to go that route, we will be in trouble. But we are humans and we connect deeper on a human level, a.k.a imperfection. Collaborations between writers, producers, and artists are such a fun process that will hopefully never go away.

Cho: I think AI could enhance and open up new opportunities in different areas of the music industry. On my marketing team, for example, we have started to encourage utilizing ChatGPT in administrative works, translations, and supporting creative problems. I believe that AI technology can potentially become a new day-to-day ritual, like using the Internet and social media.

Wonderkid: AI can be a good tool for first-level reference, where you don't need to go through complicated, emotional steps, and I look forward to seeing how it develops to be a creative tool. However, as someone who works in the industry, I don't think it's had a significant impact yet. 

I think creators and the public alike read and love "subconscious messages" embedded in art, but there is no "subconsciousness" in an AI's work. It looks good on the surface, but we recognize what is missing in half a second. I think of it as falling in love with a robot: it may someday be possible, but it would take a very, very long time.

Jakops: The rise of AI represents a paradigm shift in the music industry. AI can not only create melodies, write lyrics, or compose entire works, but it can also spot trends and influence creative direction through data analysis. You can see that they are already trying to introduce it into some fields, such as writing lyrics. It will also help redefine the way artists connect with their fans and deliver personalized experiences across multiple channels. 

I think AI will serve as an opportunity for human nature, originality, and creativity to stand out more. The challenge will be striking the right balance between harnessing the potential of artificial intelligence and maintaining the human element in music.

Although not every group can be an unprecedented phenomenon on a global scale, more and more K-pop acts have seen steady success promoting overseas, like TWICE becoming the first girl group from any country to sell out L.A.'s SoFi Stadium this year. Do you think it's essential for a group to chase global appeal?

Van der wees: I'm a big world advocate. It's more entertaining to chase global appeal, but not everybody has the budget for it. If labels see the potential for global success and have the financial support, they should definitely do it. There are a few groups, like ATEEZ, who actually have a bigger fan base outside of South Korea.

McKinnon: I think it's important for business, sure. With Bang Si-hyuk's notion that "K-pop is not as hot in the market as you might perceive," and from my experience of hearing some fans not liking the idea of their favorite idols globalizing, there may be a bit of a tug-of-war. In my opinion, K-pop groups going global will benefit the whole music industry.

Jakops: It is true that XG started their activities in the K-pop scene, where idol artists are most active, but in reality, the music that XG develops is called "XPOP." It contains the desire to develop music and activities that can be shared with people around the world, not limited to groups that express the musical characteristics of a single country.

Rodriguez: At this point, the genre is global. There are so many fans all over the world who love K-pop, and our acts have truly reached that global level. Because that appetite is there, as an artist, you would want to try to reach as many fans as possible. With all of the platforms available, you can reach millions of people at once with the push of a button and, if and when you can, show up to meet your fans in person across the globe.

K-pop is an extremely prolific market. How do you make sure your work stands out and maintains high levels of quality?

Van der wees: My writers love challenging melodies, lyrics, production, and strive for better each time. We deliver as great of demos as possible, and then it's in the label's hand to decide what they prefer and finalize the song with their in-house team. We sometimes won't even know a song will be released until a few days before the release date.

Momo (singer/songwriter, TWICE member): I'd like to know the answer to that as well. In my case, I try my best to pull off the concept of each song. Also, our members work hard to synchronize our choreography in a short amount of time.

Dahyun (singer/songwriter, TWICE member): We try to maintain TWICE’s identity, but also change it up a little bit to show different sides of us.

McKinnon: Be great. Take time to do it right. Be great. Utilize your network wisely. Be great. Maintain a positive attitude but be true to yourself. Be great. Don't be selfish. Be great.

Jakops: In the fierce market competition, the basis for establishing XG's unique identity is the character of each member who has been with me for more than five years. Music is an industry where people are more important than systems. I have been concentrating on the idea that discovering each member's character and bringing them to life can be our most important weapon. 

I emphasize teamwork; our team gathers ideas every day on how to make the next project bigger and better than the previous one. It requires a lot of time and effort, but it's no exaggeration to say that it's our everything. The only way to get better at something is to practice consistently.

Bang Chan (singer/songwriter, Stray Kids member): A lot of thought goes into the process, for sure. It’s pressuring to know that there are a lot of people out there expecting something big from us. However, enjoying that process and producing something new that people haven’t seen yet makes everything more fun and reduces the burden on our shoulders.

Lee Know (singer/songwriter, Stray Kids member): We continuously seek inspiration from everyday life. We also workout all the time to increase our stamina, which is something that really helps us pull through.

Some K-pop labels apply a "try everything and see what sticks" method for their artists. Do you think that having a solid identity is crucial for success?

Van der wees: There is a strategy behind everything. I think concepts are what make K-pop, K-pop. Some bands might have specific identities but it doesn’t stop them from having variety in their releases. Labels even create sub-groups nowadays to expand their sound and outreach. Each group has its specificity and there is a bit of everything for everybody. 

Cho: There are two ways to look at this. A negative way of looking is that there is no strategy and plan. A more positive way is that there is a flexibility in trying different things, even if they are outside of one’s comfort zone. Enhancing the mindset of the latter, and finding better solutions on the former, I feel like the K-pop industry can find a good balance to reach success.

Sana (singer/songwriter, TWICE member): In my opinion, regardless of a solid concept or sound identity, making music that the artist wants and enjoys is the most important. The fact that the artists themselves enjoy their music will be the biggest charm to people.

Chaeyoung (singer/songwriter, TWICE member): When you're a rookie group you can try different concepts and music, and naturally you’ll find your own team color. The longer I have been in TWICE, I have realized that. I wish people will be able to listen to a song and say, "That sounds like TWICE!"

Jakops: I firmly believe that only when all the direction of training, the selection of music, the crafting process, the visual works, and marketing activities are carried out with a solid, definite concept, the results that the public will love can come out.

Hyunjin (singer/songwriter, Stray Kids member): I think that once you find your own style, the identity of the group as a whole becomes much clearer, making it easier to win the hearts of fans. Diverse concepts and styles within this boundary will make everything less repetitive, adding to the uniqueness of the group.

I.N (singer/songwriter, Stray Kids member): I wouldn’t say this is the only way to success. I believe the most important thing is consistently working on improving your abilities. Without personal improvement, it will be difficult to succeed on larger scales.

Rodriguez: Every new project begins with the music. Music drives creativity. The instrumentation, the tempo, the lyrics, the concept of the song, this is what drives the vision. So, for us, it’s not "throwing something at the wall," but rather a creative process that brings a vision to life, which is then executed musically and visually and brought to the masses.

Why do you think there is such a focus in finding "the next generation" of K-pop, even though many artists thrive through multiple of them?

Mina (singer/songwriter, TWICE member): Each generation has their own trends and characteristics, so I think people divide them because they want to remember and cherish each specific generation by their own color. For "the next generation" people will want to do the same.

Jihyo (singer/songwriter, TWICE member): We would love to see everyone enjoying our music without too much focus on which generation it is.

Rodriguez: One view of looking at the generations of music is looking at an artist from their debut through various points of their career. From a company perspective, we are always looking at artists’ development, which is something that U.S. labels often don’t do anymore. We invest in talent, we invest in people, and we give them an opportunity to become the best they can be and achieve their dreams in the hopes that they will become leaders of that next generation.

Where do you think K-pop is headed in the next few years?

Jeongyeon (singer/songwriter, TWICE member): Nowadays, all K-pop acts are beautiful and talented, so I think it would be great if we could see more music and concepts that suit their age.

Tzuyu (singer/songwriter, TWICE member): I'd like to see more collaborations between artists, because I think it's a very unexpected, fun element.

Vince: We don’t call pop music from America "American pop", we just call it "pop." I think music is going to lose its regional borders and music from anywhere will eventually be able to be called just "pop" as long as it’s a hit record. The lines will be blurred and, eventually, names like K-pop, Latin Pop, Afropop will just become "pop."

Cho: K-pop is at a crucial time for the next evolution. It’s hard to predict what’s next, but what I suspect to see is "k-Pop," where "K" is less emphasized than "pop." There will be more hybrid formats of music coming out, and I hope that the K-pop industry can be a leader in this field.

Wonderkid: K-pop will maintain its appeal because it’s on a solid foundation that has been built up over a long period of time. K-pop has been developed in Korea, but will be adopted in multiple countries. It is already happening, young listeners around the world will aspire to be K-pop artists as they grow up. Not all of them will be able to audition and train in Korea, and each country will develop their own versions of K-pop. That will give birth to new music and culture, just as hip hop and rock have influenced the music industry across the globe.

Seungmin (singer/songwriter, Stray Kids member): I do hope that we, Stray Kids, will be at the forefront, leading the way. It’s difficult to imagine what it would be like as the world is changing at a very fast rate, but I’m looking forward to seeing a more futuristic side of K-pop.

Rodriguez: As excited as I am about the many successes that we have had within SM, and the many successes the genre has been able to celebrate in recent years, I firmly believe that we are just getting started. We are at a place where everybody knows that K-pop is here to stay as an important part of pop culture. I know we will continue to see more and more artists from this genre influencing the culture of music globally.

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