CATCH 'POW' IN REAL LIFE

BY: Jesse Zapatero

PHOTOGRPAHER: IRVIN RIVERA, FASHION STYLING: OTHTHAN BURNSIDE, HAIR & MAKE-UP: KYEONG MIN CHOI, PHOTO ASST: ROBERT CALHOUN, PRODUCER: JESSE ZAPATERO, LOCATION: GM STUDIO DTLA

POW, the dynamic new group under GRID Entertainment, has burst onto the K-pop scene with a unique energy and vision. Consisting of five talented members—Jungbin, Yorch, Hyunbin, Dongyeon, and Hong—POW made their debut with the EP "Favorite" in October 2023, after releasing a pre-debut single a month earlier. The group's name, symbolizing an explosion, aptly captures their aim to create a significant impact on the industry, delivering fresh and entertaining content to fans worldwide.

POW showcases a diverse range of talents and backgrounds. Each member brings something special to the group: Jungbin's strong vocal presence, Yorch's warm tones, Hyunbin's distinctive voice, Dongyeon's smooth sound, and Hong's zestful contribution. Together, they blend these elements to craft a rich and engaging sound.

POW shared with us their innovative approach to content creation, particularly with their pioneering venture, POW NOW #IRL. This content house project, launched with a three-week stint in Los Angeles, allowed fans to see the group engage with the city's lively lifestyle, music, and culture in real-time, offering an unfiltered look into their daily lives. The members shared memorable moments from their LA experience, including visits to Riot Studios and Sideshow, where they interacted with fans and explored new creative opportunities.

As POW continues to expand, the group remains focused on bringing fresh and dynamic performances to fans. They emphasized their commitment to evolving as artists, incorporating fan feedback, and experimenting with new styles while maintaining their unique sound. The members also opened up about their individual contributions to POW's dynamic, their inspirations, and their aspirations for the future. They expressed gratitude for the unwavering support of their fans, whom they affectionately refer to as "POWERs," and promised to continue delivering music that resonates deeply with listeners. As they prepare for their next single release and potential live performances, POW is poised to solidify their place in THE INDUSTRY, bringing their distinctive style and energetic performances to new audiences.

Hi guys! You all have been making waves as the first KPOP idol group to start a Content House. Can you share what inspired the creation of POW NOW #IRL and how it differs from other content in the KPOP industry? 

[DONGYEON] The biggest difference seems to be that every situation is going live without any edits. It's live streaming content, so if we have sudden situations, like taking photos with passersby or not being allowed to film. I think that’s the charm of #IRL.

Your recent visit to LA for three weeks to launch POW NOW #IRL allowed fans to see you experience the city's lifestyle, music, and culture. What were some of the most memorable moments or challenges you faced during this time?

[YORCH] What stands out the most is when people saw us streaming they would be curious and interested in who we are. When we introduced ourselves as POW, they would immediately look up our music and cheer us on. In those moments, we could really feel LA’s vibrant energy. 

During your LA livestream, you visited notable places like Riot Studios, Amazon Studios, and Sideshow. Can you tell us more about what you did there and any exciting stories from those visits? 

[HYUNBIN] At Riot Games, we visited the esports stadium and took a campus tour. It is fascinating that, as a gaming company, they have spaces for employees to enjoy games, and the campus itself feels like a game map. Since we all love playing Riot Games, it was like stepping into their game world.

[DONGYEON] We also did a tour at Sideshow. We ate at the on-site cafeteria, which was a vegan restaurant. The variety on the menu was intriguing. We got to see an exclusive area where they designed the figures and even touched the materials used for hero costumes. It was so cool to touch the fabric that was actually used for Superman’s suit. It felt like he really exists. 

POW HOUSE is expanding globally with recent launches in Tokyo and Bangkok. What are your plans for further expansions, and how do you choose the locations for new POW HOUSE sites?

[JUNGBIN] POW HOUSE is a project that started in Seoul. Many people might not know this, but during our debut last year, we held a POW HOUSE pop-up store and performed a mini live stage for our fans for the very first time. We also prepared a slightly bigger performance on Valentine's Day, and after that, we went to Tokyo and Bangkok. POW HOUSE is all about experiencing performance-based content with our fans. Since it all started in Seoul, we want to properly showcase our POW HOUSE in Seoul again and show how we have grown since then. 

How do each of you contribute to the group's dynamic, and what are your individual strengths that you bring to POW? 

[HONG] Musically, the biggest difference is in our unique vocal tones. JUNGBIN has a robust and leading voice, while YORCH’s is warm. HYUNBIN’s voice has character and highlights vital parts. DONGYEON’s voice sounds smooth, like cream. I think my role is adding some zest to our mix. These diverse tones come together harmoniously to create a rich variety.

 Yorch, as a former child actor and pre-debut trainee from Thailand, you bring unique experiences to the group. How has your background influenced your role in POW and your approach to performing?
[YORCH] I taught the younger members how to communicate with the staff. As trainees, we only communicated with our own company's staff, so it was more comfortable. But now, as we become more active, we interact more with staff from other companies. I shared what they needed to know for these situations. It would feel good to have POW known as professional artists that people want to work with.

What are your goals and aspirations for the rest of this year, both as a group and individually?

[JUNGBIN] I want to come back with new music and perform on stage soon. It’s sad to delay the new album release we have worked so hard on. With our new music, we want to inspire not only our POWERs but also other KPOP fans. Personally, I want to learn to play the guitar again. I learned to play during my trainee days, but it was cut short as I had to prepare for our debut. After we achieve our team’s goal, I want to return and learn the guitar again. 

How has the experience of connecting with fans through livestreams and global content houses impacted your relationship with them and your overall approach to your career?

[HONG] We live-streamed almost five episodes a week. Over time, it felt like we really became close friends with fans, and sometimes, like they were live streaming with us. Since we were shooting in the U.S., we were lucky to meet fans. By the time we wrapped up our LA schedule, a lot more people recognized us and shouted POW! 

Can you share any behind-the-scenes stories or fun moments from your time filming POW NOW #IRL in LA?

[HYUNBIN] I would have never thought people would recognize us in LA. But as soon as we landed in LA and went to the gym, the staff knew us and sang our song ‘Favorite.’ It’s an amazing experience I would have never imagined. It really took me by surprise. 

Who are some of your biggest inspirations in the music industry, and how have they influenced your style and sound?

[YORCH] For me, it would be Joji and Keshi. I owe it to them for motivating me to write lyrics and make songs. It also made me want to make music for POW as well. 

 If you could collaborate with any artist or group, regardless of genre or country, who would it be and why?

[YORCH] I would say Billie Eilish and Justin Bieber. I love their voices, and I have listened to their songs on a loop since I was young. It would be a dream come true to collaborate with them. 

Fashion and music often intersect in powerful ways. How do you envision the future of KPOP fashion, and what role do you see POW playing in shaping those trends?

[DONGYEON] Music and fashion are things I can’t avoid in my daily life. And so, I feel that they always intersect. Like POW’s slogan, CREATING CULTURE EVERYDAY, I can see POW’s music and fashion naturally seeping into people’s lives. Over time, they’ll see themselves surrounded by POW. 

 Fans are eagerly anticipating your next single after the success of ‘Valentine’. Can you give us any hints or details about the new song and its concept? 

[HONG] Some people may have already heard it, while others might be hearing it for the first time. In our previous music, we were like shy boys who couldn't openly express our feelings. But in this new single, we openly express the jealousy and affection we've kept inside. We're confident and bold boys now. I hope everyone will enjoy the spirit and energy we bring to this comeback. 

How does your upcoming music differ from your previous releases? Are there any new styles or influences you’re incorporating? 

[HYUNBIN] It feels much more energetic than before. It’s a different vibe from the intense energy that "Amazing" brought or the overflowing energy of "Favorite." Stylistically, we've also prepared looks that we've never shown before. I think you'll like these various aspects, so please look forward to it!

 What is the creative process like for you all when working on new music? Do you have specific roles or ways you collaborate as a group?

[DONGYEON] During practice, JUNGBIN leads in vocals, while YORCH and I lead in performances. HYUNBIN and HONG guide us in building the best atmosphere for teamwork. We support each other in areas where we flourish.

Are there any particular themes or messages you’re hoping to convey through your next single?

[HYUNBIN] The message behind the chorus boldly expresses how we can do better. I think this is a key theme to the single. Once the song is out, I hope you can catch this feeling! 

How do you decide on the overall concept for a new release? Do you draw inspiration from personal experiences, current events, or other sources? 

[YORCH] The overall concept originates from our members. It's about finding a medium through which listeners can understand our stories based on the situations we ourselves are in and the direction we are heading. Sometimes, it can be a trend, a scene from a movie, or an object. To understand the concept, we often look for movies that convey similar experiences and aesthetics.

 Do you have any rituals or routines you follow to get into the right mindset before recording or performing?

[JUNGBIN] I have a ritual where I must listen to the demo song and sing along before recording. I believe it helps me sing better. YORCH tends to eat cough drops, and HONG  is the type who gradually takes off layers of clothing while recording.

 How do you incorporate feedback from fans and listeners into your new music? Are there any specific instances where fan input has influenced your work? 

[YORCH] I've shared a song I worked on once with fans so far. Everyone liked it at that time, which made me really happy. It was still in the demo stage, but their positive reception motivated me to improve my work. They also motivated me to work on my next song.  

 As you prepare to release new music, how do you balance maintaining your signature sound with experimenting and evolving as artists?

[DONGYEON] The most important thing for us is how we express emotions through music, so we pay a lot of attention to that. We watch movies and listen to music together to find common ground and create POW’s signature style with those shared experiences. 

What are you most excited about with your upcoming release, and what do you hope listeners will take away from it?

[HONG] It's a song filled with a lot of energy. It's about holding back feelings of affection and then letting them burst out. I guarantee it will be a song that keeps you energized and up when you are feeling down. 

Are there any live performances or tours planned in conjunction with your new single? How do you plan to bring the new music to your fans on stage? 

[JUNGBIN] I'm glad that we'll have the opportunity to meet LA fans again at KCON. Last time when we were in LA, we couldn't meet them on stage. I hope we can meet as many fans as we can this time.

How has your music evolved since your debut EP [Favorite] and your single ‘Valentine’? What growth or changes can listeners expect to hear?
[HYUNBIN] I feel like our presence has become bolder. If "Favorite," "Dazzling," and "Valentine" were songs of a shy boy, now I feel like we've become confident young men who can freely express feelings. I've noticed that our energy is more pronounced. We've also focused on making our music sound more dynamic to listen to. 

 What are your goals for this new release, and how do you see it fitting into POW’s overall musical journey and future projects?
[JUNGBIN] The goal of this comeback is to leave a lasting impression. I hope that when this season comes around, our new song comes to mind and our songs come to mind when you're driving. As an artist, I think it's truly gratifying when someone's music comes to mind in a specific situation or season. It means that there has been a connection with many people through music. And I hope POW’s music will hold a special place in your heart. Many have revisited past memories through "Favorite" and "Dazzling." So, I hope this comeback does the same. 

What message would you like to send to your fans around the world who have been supporting you through your journey?

YORCH: Thank you so much for always supporting us. I promise we’ll keep delivering good music. 

JUNGBIN: Thank you for always being here with us. As much as you support and empower us, we will repay you with even better music as improved artists.

HYUNBIN: POW will always be by your side. We're here to back you up through thick and thin. I cannot express enough how much your love fuels us, and I hope you feel the same. 

DONGYEON: Thank you for always loving us from afar. We will strive to become a better version of POW. Please look forward to growing with us in the future.

HONG: To all the fans who support us from afar. We appreciate you all sincerely! 

If you all were a book, what book would you be and why?
YORCH: I'd be like an essay collection with lots of blank spaces. You can write down your daily thoughts in these spaces, and I'll be like that friend who listens to your stories close by your side. 

JUNGBIN: If I were a book, I'd be an essay based on experiences where people can find comfort and inspiration from my thoughts and feelings. 

HYUNBIN: POW is like a fairy tale book, especially like Snow White. I'll be waiting for my noble and charming POWER on a white horse! 

DONGYEON: I'd be a Q&A book. With a lot on my mind, when I'm troubled, I ask myself questions and find answers. I want to share these questions with others who may have similar struggles.

HONG: If I were a book, I'd be a book that teaches dance. I love teaching dance and want to share our choreography with others.