IVE enter a fantasy world in vibrant music video for ‘Heya’

K-pop girl group IVE have dropped their sophomore mini-album ‘IVE Switch’, alongside a music video for title track ‘Heya’.

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Both the album and music video dropped on April 29 at 6pm KST, marking their first music of 2024. The new album features six new tracks including ‘Heya’, with B-sides such as the Wonyoung-penned ‘Blue Heart’, ‘Accendio’ and more.

In the music video for ‘Heya’, the six members of IVE are seen traversing a colourful world that appears to be made of paper mache as they perform the choreography to the upbeat new song.

“Heya, heya, heya / It’s time to swallow you in a bite / Heya, heya, heya / It’s already my victory / When I see you, I can’t resist,” they chant on the chorus.

In a press statement about the new album, Wonyoung said: “This is an album in which many unique attempts are made to show a more expanded ‘different [us]’ based on the independent and confident appearance that we previously showed.”

She also spoke about ‘Blue Heart’, a song she wrote about the scrutiny female idols face in the K-pop idols. “The lyrics of the song focused on capturing IVE’s mature side, in line with [the album’s] concept. It gave me an opportunity to think about a different side of myself.”

‘IVE Switch’ comes six months after their last mini-album ‘IVE Mine’, which featured three hit songs: ‘Off The Record’, ‘Baddie’ and ‘Either Way’. That record also featured B-side ‘OTT’, written solely by Wonyoung.

IVE are currently in the middle of their first-ever world tour ‘Show What I Have’, which has brought them to numerous cities across North America, Europe, Asia and Australia. The band were also announced as part of the line-up of this year’s Lollapalooza in Chicago.

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