Boy band Treasure attend a purple carpet occasion at the 2022 Mama Awards in Osaka on November 30, 2022.
Yuichi Yamazaki | Afp | Getty Images
Treasure — the newest boyband out of YG Entertainment — could also be fairly new to the K-pop scene, however its members have already got massive goals.
“I would like [us] to be extra than just idols. I would like 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 Conversation.
His dream has all the time been to carry out at the U.S. Superbowl halftime present, stated the 24-year-old artist, the oldest member of the band.
“I do know it is actually onerous, however that kind of dream, even when I just attain the brink of that dream, I really need us to carry on to that dream and never let it fade away — just like how I envision our group, Treasure.”
Treasure made its debut in 2020 whereas Covid-19 was spreading wildly round the world. It began out as a 12-member band however two of them left in November final 12 months, leaving the boy band with just 10 members.
Three of its members — Choi and his co-leader Park Jihoon (who goes by the stage identify Jihoon), in addition to rapper Yoshinori Kanemoto, higher often known as Yoshi — spoke to CNBC about the humble beginnings of the group.
Treasure’s beginnings
Treasure was skilled and groomed by YG Entertainment, a South Korean leisure firm that additionally operates as a a document and music manufacturing firm.
The boy band was fashioned by a reality-survival program referred to as YG Treasure Box, the place trainees competed for a spot on what would turn out to be the boy band now referred to as Treasure.
Each of the contestants skilled with YG for a special variety of years — with the longest being 6 years, earlier than they competed in YG’s Treasure Box.
Other South Korean leisure firms, like SM Entertainment and Hybe, additionally conduct K-pop coaching applications.
YG’s efficiency evaluate for the trainees “exams our private skill to carry out,” Jihoon stated, including that they usually search for individuals who match the firm’s imaginative and prescient for an artist.
“It appears easy however it’s additionally fairly a tough course of,” the 23-year-old stated.
The present led to January 2019 and Treasure debuted one 12 months later, releasing their first debut single album in August 2020.
The debut occurred as the Covid pandemic was nonetheless raging round the world and dwell concert events weren’t allowed. It compelled the group to depend on selling their music on-line — an expertise that was new for the band.
“I believe as artists, it is 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 an alternative we now have to add movies,” Jihoon stated.
“There have been some moments the place it felt that interplay was missing a bit.”
Biggest classes
Asked about a few of the greatest classes discovered thus far, they stated spending extra time to follow is paramount.
“In the previous, we undoubtedly regretted not having spent our time [wisely.] But as time glided by, we’re [learning] higher spend our time and use our time extra properly,” Jihoon stated, including they’ve realized how vital expertise like rapping, dancing and singing are for performing artists.
“The senior artists [told] us that once we debut, we’ll remorse not having practiced extra,” Hyun Suk added. “I believe we have undoubtedly felt that straight. And that is what’s getting us to follow extra.”
Every time I went by that failure, I really feel like I’ve discovered rise up and transfer on, and that is why I’m the place I’m at as we speak.
Jihoon
co-leader, Treasure
What will they are saying to aspiring artists who wish to be like them? Overcome your failures.
“Just since you failed, do not beat your self up over it. I’ve actually failed rather a lot, I believe,” Jihoon stated. “Every time I went by that failure, I really feel like I’ve discovered rise up and transfer on, and that is why I’m the place I’m at as we speak.”
Yoshi, the group’s 23-year-old Japanese-Korean rapper, added that point spent with family members will likely be sacrificed on the journey.
“If you began this journey since you wished to attain this dream that a lot, you must take pleasure in it to make it price it — irrespective of how tough it’s.”
Earlier this month, YG introduced Treasure’s second full album will likely be launched July 28. Their final full album was in 2021.