How H1-KEY redefined a generation of K-pop (and on the importance of message through music)
K-Pop as a genre is typically associated with energetic, high-tempo dance songs with a focus on synchronised choreography and catchy choruses. While this formula is foundational to the genre, it is when this formula is iterated upon that artists truly come into their own and forge a unique identity amongst the sea of other artists.
Enter H1-KEY. Debuting under a small company, GLG (Grandline Group) Entertainment, H1-KEY already had tough competition against competitors under larger companies who had brand reputation, high budgets, and access to the biggest platforms from debut. In addition, unlike many groups who spend years training together under one company, the quartet had only trained together a short while before preparations began for their debut.
This is not to say that the group were unprepared however. The first member to be unveiled on November 23rd, 2021 was maknae Yel, a previous trainee under JYP entertainment and winner of JYP’s 15th Open Audition Project. The second member was announced on November 26th, 2021 as Seoi, a YG entertainment trainee. The group’s third member, Riina, was announced on November 29th, 2021. She had trained under WM entertainment and was part of their pre-debut team ‘WM Ggumnamu’. She also took part in the show Produce48 (known for forming the group IZ*ONE). The final debut member was Sitala, who was a Thai member who had been training under Lionheart entertainment.
However, this original line-up was not to last. The announcement of Sitala’s involvement in the group was met with mass backlash from Thai K-Pop fans. This was due to her late father, Sarunyoo Wongkrachang’s open support for the People’s Alliance for Democracy, who were responsible for the military coup d’états of 2006 and 2014 in Thailand. Despite this, debut preparations proceeded with the announcement of the group’s first single album ‘Athletic Girl’ on December 21st of 2021.
Athletic Girl was received well by K-Pop fans who praised it’s cool concept and catchy chorus. The music video and lyrics focused on ‘outer health’ and fitness, and from the get-go we can see the foundation of H1-KEY’s message. Inspirational messages in this song include: ‘I don’t care what haters have to say’, ‘I’m not interested in anyone’s evaluation. I don’t care how other’s see me’ and ‘I challenge my limits to make me better for tomorrow, to meet the radiant version of myself’. It’s clear that the girls are confident and prepared to do anything they can to succeed.
After their debut era promotions concluded, GLG announced the departure of Sitala on May 25th, due to personal circumstances. However, this left the door open for a new member to join the quartet. With the announcement of the group’s first maxi single album, ‘Run’ on July 6th, came the addition of a new member, Hwiseo.
Much like her other bandmates, she had previously trained under big companies like Source Music, The Black Label and FNC Entertainment. Her unique and powerful vocal tone instantly complimented the other member’s styles and built upon the group’s already solid musical palette.
Run was a perfect summer song, accented by a whistle instrumental and up-beat guitar instrumentals. It continued their group theme of high energy and confidence. The lyrics speak about H1-KEY wanting to run wherever their feet take them and leaving their stress behind. H1-KEY were ready to take the world on and savour the positive feelings.
Accompanying this song were B-side tracks ‘Catch ‘n’ Release’ and ‘Heart Light’. ‘Catch ‘n’ Release’ is a catchy and bouncy track that talks about balancing our bodily health but also remembering to snack and enjoy food too. ‘Heart Light’ is a fan song that focuses on journeying together and uses the visual imagery of growth, beaming sunlight and vast oceans to express the power of their group bond (and consequently their bonds to their fans).
It was their next release, however, that changed everything for H1-KEY as a group. January 5th, 2023 saw the release of H1-KEY’s first EP, ‘Rose Blossom’, featuring a title track of the same name. This song was the avenue through which many fans discovered the group, myself included. Aside from having a memorable chorus and melody, the lyrics and message are what truly set this song apart from it’s peers. H1-KEY were known at this point as a new group under a small company, who needed to grasp public attention after their debut era controversy.
With this in mind, the song shifted the group’s musical focus from ‘outer health’ to ‘inner health’ or mental health. The opening line alone perfectly captures this message: ‘A rose blossoming among the concrete, please be alive. Thrive and grow, don’t snap’. The mental image of a rose growing through concrete is the perfect encapsulation of H1-KEY’s message. No matter what happens, strive to grow and show your colours in a world that can be harsh and cruel. They proudly proclaim that they ‘have been through worse’ and ‘been through the wringer’ and come out at the other side stronger. The message serves not just as a reminder to the group to stay strong but serves to inspire the listener to keep their head up and persevere.
The song was an instant success on Korean charts, with the unique tune, memorable lyrics, and energetic performances all resonating well with the general public. In addition, the involvement of Day6’s Young K as the lyricist and public supporter of the girls helped propel the song further. The song has been covered many times by individual idols and even on idol competition shows and has become synonymous with H1-KEY and their image. Since the song’s release, H1-KEY has remained in the monthly top 20 Korean girl groups for years.
The rest of the EP also showcased H1-KEY’s charms and uplifting message. ‘Ring the Alarm’ opens the music with a loud instrumental that proclaims that H1-KEY are here, that everything is going to be alright and that it’s time for us to wake up. ‘Crown Jewel’ urges listeners to look beyond the group’s visuals to see them and their hard work. ‘You Are my Key’ is a tribute to their fans, M1-KEY, with moving lyrics about fans opening up their dreams at the end of a dark road, and taking the hidden moonlight out of their hearts. ‘Dream Trip’ rounds out the album with lyrics about H1-KEY casting themselves to the winds and letting their dreams carry them forward, however that path may take them.
Following this, another EP, Seoul Dreaming, was released on August 30th, 2023. This is easily their most sonically cohesive release, with a clear message of ‘inner health’ and overcoming personal hardships. The intro has an upbeat city vibe with talking and vehicle sounds immersing you into the setting.
This EP has two title tracks rather than the usual one. ‘SEOUL (Such a Beautiful City)’ challenges the listener to break free of the city life in Seoul and dance along with the lights, to sing and dance. It urges people to look beyond the depressing daily routine and give into life’s enchantment, to stand out and stress their own importance in a world that demands so strongly that they must fit in and conform.
The second title track was ‘불빛을 꺼뜨리지 마 (Time to Shine)’. On a personal level, this song came out at a perfect time for me, when so much was uncertain in life. It directly compliments the themes addressed in ‘SEOUL’ but focuses on keeping the dream alive. The track is about never giving up, holding onto dreams even when the wind blows in your face and you are held back. The most powerful lyric is in the pre-chorus, where the girls talk about reality sneaking up behind the street lights like a shadow, but that as their confidence grows, they will one day fill the streets with unwavering light. The song ends on another hopeful note, reminding the listener to not listen to their doubters, but to stand strong and never let their light fade. Messages like this are at the core of the group’s message and really stick with you as a source of comfort.
The rest of the songs on this EP continue this theme. ‘Low-key Scared But H1-KEY Ready’ wears it’s message on it’s sleeve. This song directly addresses anxiety and fear. At the start of the song H1-KEY talk about always feeling stuck at the starting line, alone and reaching insurmountable obstacles. But as the song progresses, the girls develop confidence to just run forward and embrace their own failures in order to grow stronger. They learn to take life at their own pace and walk with their pain on the path to their dreams.
This momentum is embraced in the final song of the EP ‘Magical Dreams’, where the girls realise that their fans are encouraged by their music. The EP goes full circle by directly addressing their own doubts in the earlier tracks, as the girls assert that they are patient for their dreams and that they will propel themselves forward regardless of the wind pushing them back.
After this release, a new project, ‘H1-KEYnote’ was started, which focused on digital single releases that showcased new sides to the group. Both songs in this project really showcased the group’s vocals first and foremost. The first of the two releases was ‘Thinkin’ About You’, which was released on January 19th 2024.
Accompanied by a stripped back acoustic live clip, the song is the group’s first fully English release. The Riina and Hwiseo chorus is instantly catchy and the harmonies from Seoi and Yel round out the track well. The song focuses on conflicting feelings as they think back on a past relationship. This relationship does not seem healthy however, as the lyrics imply that they are struggling to move on and willing to mess with their ex’s head and make them know what they are missing out on.
Following this, a remixed version was released featuring Josh Cullen of SB19, adding in the guy’s perspective of the relationship into the song.
The second (and currently last) song in the H1-KEYnote line up was ‘Deeper’, which was released on February 27th, 2024. Accompanied alongside another beautifully shot live clip, this song tells a message more tonally in line with previous releases. The song’s Korean title, ‘기뻐’, is an expression meaning “I’m happy/I’m glad”.
While the song is a slow tempo ballad, the lyrics are surprisingly hopeful, as the girls sing about getting back up and not letting their negative feelings rule them any more. The message of the song is about letting go of hard feelings and mental burdens and letting their emotions show as they process them. This serves to remind the listener that it’s normal to have complex and conflicting feelings, that we should all take time to process these and remember to keep moving forward.
H1-KEY’s most recent release was their 3rd EP, titled ‘LOVE or HATE’, which was released on June 19th, 2024. This EP, while only containing 4 songs, showcases the widest variety in their discography, playing with a multitude of genres and themes. Title track ‘Let It Burn’ is heavier than previous releases, drawing in pop-punk and rock elements. The music video personifies the song’s message, as the girls fight back against their closure of their band club, causing chaos and ‘burning it down’ as they rebel and continue performing.
In line with H1-KEY’s philosophy, the song starts with a feeling of disappointment: ‘iced tea with no ice’, ‘the mood is down’. In a stronger tone than previous releases, the chorus states ‘I’d rather burn and turn to ash than be lukewarm’. They want to burn away judgements, bad relationships and regrets. Most importantly, they state that ‘even if it becomes a bad memory, it’s better that way’. The core message is therefore to live authentically, taking life with all it’s ups and downs. H1-KEY don’t want you to live a boring life dictated by others, but to confidently and defiantly walk your own path, no matter the hardships.
The rest of the EP showcases a range of styles and messages. ‘♥ Letter’ was written by each of the members from their own notes and is a fan song that addresses the growth of the group over time. It’s easily the most stripped song on the album and feels all the more personal for it. They address different themes here from expressing and sharing emotions and showcasing that music is the only way that they can truly show their feelings.
The next song, ‘Iconic’ addresses self-love, with the chorus proudly proclaiming ‘feeling iconic, real me I love it’. They caution against being stuck in the motions and fitting a pre-conceived image. In a genre so defined by a set of expectations, to see a message about being your authentic self is very refreshing. Most importantly it showcases that working hard and pushing yourself, for yourself, is the only way to reach your prime. Relying on external validation, trends and the comments of others will never allow you to become your true self.
The last song on the EP is ‘Rainfalls’ my personal favourite H1-KEY track. On my fancall with H1-KEY in December, Seoi asked me my favourite song and I told her that this song stood out to me the most because of it’s jazzy vibes and unique tone. It is perhaps the saddest H1-KEY song, using rain to symbolise tears. The opening verse describes the heart like an inaccurate weather forecast, moving from the bright sunshine to then being covered in dark clouds. As they let their emotions in, the rain begins to fall. Whilst the rest of the world seems bright, they let in the dark clouds to wash away their bad memories and allow themselves to grow stronger. They endure the storm without an umbrella, willing the rain to fall on them instead of shying away. For me personally this is fascinating.
While rain is often used to symbolise sadness, it’s rare to see K-popsongs where artists embrace these moments as essential to being happy in the long term. H1-KEY remind us that to be healthy we need to allow ourselves to feel the full spectrum of emotions, even if that means weathering the storm, so that those happy moments can feel even brighter.
Overall, H1-KEY’s discography is interesting, varied and incredibly consistent. While they started out with an image of ‘outer’ health and fitness, they have increasingly moved to discuss ‘inner’ health. Discussing topics of anxiety, depression, self-image, acceptance and embracing the full range of our emotions are all super important.
In a world that is fast paced, career-oriented and built on a 9-5 work routine, H1-KEY exist to remind us to take time for ourselves, to never give up on our goals and to always hold on to our dreams. They themselves are testament to this, coming together in unlikely circumstances, navigating a very challenging debut controversy yet still staying more committed than ever to delivering powerful performances and beautiful songs.
Despite this, unfortunately we haven’t had a new song from H1-KEY in around a year. I would argue that in a time of global unrest, with a mental health crisis and in an industry with increasingly negative press, the messages that they are telling through their songs are more important than ever. If this article has introduced you to the group or to their wider discography, I hope that it brings you comfort and inspiration, in the same way that they continue to inspire me.
Do you have a favourite H1-KEY song? Do you know any other Korean artists that focus on these messages in their music? Or do you know of another artist that you’d like me to interview or analyse? Let me know in the comments!
Thank you so much for reading to the end and remember to check back for more articles from HallyuTones, where the focus is always on sound, stage and substance!
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