Behind the scenes with Okay-pop boyband Treasure

Boy band Treasure attend a purple carpet occasion on the 2022 Mama Awards in Osaka on November 30, 2022.

Yuichi Yamazaki | Afp | GettyImages

Treasure — the most recent boyband out of YG Leisure — could also be fairly new to the Okay-pop scene, however its members have already got massive goals.

“I need [us] to be extra than simply idols. I need every member of the group to be an artist of their very own,” stated co-leader Choi Hyun Suk, sharing his imaginative and prescient with The CNBC Dialog.

His dream has at all times been to carry out on the US Superbowl halftime present, stated the 24-year-old artist, the oldest member of the band.

“I do know it’s actually arduous, however that type of dream, even when I simply attain the brink of that dream, I really need us to carry on to that dream and never let it fade away — similar to how I envision our group, Treasure.”

Treasure made its debut in 2020 whereas Covid-19 was spreading wildly world wide. It began out as a 12-member band however two of them left in November final 12 months, leaving the boy band with simply 10 members.

Three of its members — Choi and his co-leader Park Jihoon (who goes by the stage title Jihoon), in addition to rapper Yoshinori Kanemoto, higher generally known as Yoshi — spoke to CNBC in regards to the humble beginnings of the group.

Treasure’s beginnings

Treasure was educated and groomed by YG Leisure, a South Korean leisure firm that additionally operates as an aa document and music manufacturing firm.

The boy band was fashioned by means of a reality-survival program known as YG Treasure Field, the place trainees competed for a spot on what would change into the boy band now known as Treasure.

Every of the contestants educated with YG for a unique variety of years — with the longest being 6 years, earlier than they competed in YG’s Treasure Field.

Different South Korean leisure firms, akin to SM Leisure and Hybe, additionally conduct Okay-pop coaching programmes.

YG’s efficiency assessment for the trainees “assessments our private capacity to carry out,” Jihoon stated, including that they sometimes search for individuals who match the corporate’s imaginative and prescient for an artist.

“It appears easy nevertheless it’s additionally fairly a troublesome course of,” the 23-year-old stated.

The present resulted in January 2019 and Treasure debuted one 12 months later, releasing their first debut single album in August 2020.

The debut occurred because the Covid pandemic was nonetheless raging world wide and reside concert events weren’t allowed. It compelled the group to depend on selling their music on-line — an expertise that was new to the band.

“I feel as artists, it’s a ‘human-to-human’ job, which is why broadcasts and stage performances are completely different when there aren’t followers standing in entrance of us, and as a substitute we now have to add movies,” Jihoon stated.

“There have been some moments the place it felt that interplay was missing a bit.”

Largest classes

Requested about among the largest classes discovered to date, they stated spending extra time to follow is paramount.

Prior to now, we undoubtedly remorse not having spent our time [wisely.] However as time glided by, we’re [learning] methods to higher spend our time and use our time extra properly,” Jihoon stated, including that they’ve realized how essential abilities like rapping, dancing and singing are for performing artists.

The senior artists [told] us that after we debuted, we’re going to remorse not having practiced extra,” Hyun Suk added. “I feel we’ve undoubtedly felt that instantly. And that’s what’s getting us to follow extra.”

Each time I went by means of that failure, I really feel like I’ve discovered methods to stand up and transfer on, and that’s why I’m the place I’m at at the moment.


co-leader, treasure

What’s going to they are saying to aspiring artists who wish to be like them? Overcome your failures.

“Simply since you failed, don’t beat your self up over it. I’ve actually failed quite a bit, I feel,” Jihoon stated. “Each time I went by means of that failure, I really feel like I’ve discovered methods to stand up and transfer on, and that’s why I’m the place I’m at at the moment.”

Yoshi, the group’s 23-year-old Japanese-Korean rapper, added that point spent with family members will probably be sacrificed on the journey.

“For those who began this journey since you wished to realize this dream that a lot, you need to get pleasure from it to make it price it — irrespective of how troublesome it’s.”

Earlier this month, YG introduced Treasure’s second full album will probably be launched July 28. Their final full album was in 2021.