When preparing for new albums or stage performances, K-pop boy group Ateez always adopts a singular mindset: they approach each endeavor as if it could be their last.

This sense of urgency has demonstrably paid off, propelling Ateez from an unknown idol group under a minor K-pop agency to global stardom.

“We always approach every album and performance with a ‘no tomorrow’ mindset,” Wooyoung, a member of Ateez, said during a press conference in Seoul to promote its new album Thursday.

K-pop boy group Ateez poses for a photo during a press conference in Seoul on May 30, 2024, to promote its 10th EP, “Golden Hour: Part. 1.” The album is set to drop at 1 p.m. on May 31. (Yonhap)

“We’re incredibly grateful for the immense love we received for our previous album, and with that same mindset, we’ll strive to deliver our best stage performances yet.”

The press event was held one day before the release of the group’s 10th EP, “Golden Hour: Part. 1,” slated for 1 p.m. (Korean time) Friday.

The eight-piece team ach
ieved remarkable feats last December with its second full-length album, “The World Ep. Fin: Will.” The album soared to No. 1 on the Billboard 200 main albums chart and No. 2 on the British Official Albums Chart Top 100, becoming the third album in its “The World” series to crack the top three of the Billboard 200.

In April, Ateez became the first K-pop boy group to perform at the Coachella Valley Music and Arts Festival, the largest music festival in North America.

While acknowledging the pressure to surpass its own achievements, Ateez emphasizes the importance of a captivating stage presence over chart dominance.

“We pour our hearts and souls into every performance, and that sincerity seems to resonate with our fans,” Yunho said.

That “sincerity” is reciprocated by ATINY, the name of the group’s global fandom, whose unwavering support serves as a pillar for Ateez’s growth.

“The confidence instilled in us by ATINY allowed us to create albums with conviction,” he said. “We want to continue demonstrating o
ur growth to our fans in the future.”

Debuting in 2018 with KQ Entertainment, Ateez has garnered recognition for its intense stage performances, unique musical style and the narratives woven throughout its “Treasure,” “Fever” and “The World” album series.

The upcoming EP, “Golden Hour: Part. 1,” serves as the introduction to the group’s new “Golden Hour” album series, which the band describes as depicting the brightest moments in their life and career.

The album has six tracks, including “Work,” “Blind” and “Shaboom.”

“Work,” the lead single, offers an intuitive portrayal of the group’s relentless efforts and challenges, according to Yunho.

“It features an addictive beat and witty lyrics,” he added.

Source: Yonhap News Agency