Chung Ha drops Y2K-inspired music video for new single, ‘Algorithm’
K-pop singer Chung Ha released a Y2K-inspired music video for her new single, titled ‘Algorithm’.
The new music video for ‘Algorithm’ finds Chung Ha dressed in Y2K-inspired outfits, while the clip itself takes cues from social media platforms such as Instagram. Later, the singer leads a dance party at a nightclub with a neon-lit dancefloor.
“A-algorithm / Just feel the rhythm / Look at you already nodding / Don’t find the reason / Just feel the rhythm / Look at you already feeling it,” the K-pop star sings on the chorus of the house-influenced dance-pop song.
‘Algorithm’ comes about five months after her March single album ‘Eenie Meenie’. The two-track release featured a title track of the same name featuring ATEEZ’s Hongjoong as well as a B-side track titled ‘I’m Ready’. The latter was named one of the best K-pop songs of 2024 so far by NME.
‘Eenie Meenie’ was also Chung Ha’s first release since her 2022 studio album ‘Bare & Rare’, which featured the single ‘Sparkling’. It came about half a year after she signed with More Vision, which is a label founded by Jay Park.
Chung Ha left her long-time agency MNH Entertainment in March 2023, after seven years with the company. She had been with the agency since at least her appearance on the 2016 season of Mnet’s reality TV competition Produce 101, though which she won a spot in the girl group I.O.I.
Earlier this year, the singer opened up about leaving MNH Entertainment and becoming an independent artist, saying that she “didn’t know what to do when I was alone”. She added: “Even the small things, I didn’t know how to do it.”
The post Chung Ha drops Y2K-inspired music video for new single, ‘Algorithm’ appeared first on NME.
Carmen Chin
NME
