K-Pop

BOYNEXTDOOR‘s latest single, “Nice Guy,” begins with the K-pop group crooning, “Don’t be such a wuss, Seoul is mine tonight/ Let’s rizz up all night” for a synth-pop anthem of declarative self-confidence. While it seems like a stark contrast from “Dangerous,” the rebellious pre-released buzz single about teens pushing curfew which kicked off the group’s 19.99 album, it all connects into BOYNEXTDOOR’s multifaceted world of limitless freedom and friendliness.
With less than a year and a half since their debut, Billboard’s K-Pop Rookie of the Month for October 2024 is seeing its message reaching audiences worldwide. 19.99 scored BOYNEXTDOOR’s first No. 1 on Billboard’s World Albums chart and top 40 entry on the Billboard 200, while the group has performed on festival stages in South Korea, Spain, Japan, Hong Kong, and the United States. The sextet has modeled for Korea’s most prominent brand, Samsung, but is also the face of Japan’s popular casual clothing brand, WEGO, and has competed for best new artist recognitions at the MAMA Awards, iHeartRadio Music Awards, Asian Pop Music Awards and beyond.

During a weekend morning interview and photoshoot with Billboard in Seoul, any understandable tiredness from BND takes a back seat as members Jaehyun, Sungho, Taesan, Riwoo, Leehan, and Woonhak excitedly emphasize their desire to connect with audiences through authenticity rather than just chart placements and awards. “Rankings aren’t everything,” Taesan says in the Zoom call. “Our priority is really talking about what we want to and conveying that to the audience in a very free kind of way. So, that’s what we try to do and I’m happy that is actually connecting with a lot of people out there. It makes us really proud.”

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Those themes are present in the narrative structure of 19.99, which is grounded in the guys’ real-life experiences. Without fixed roles within the group, BOYNEXTDOOR pride themselves on a collective creativity, where members can contribute across different areas like music, storytelling, choreography, stage direction and more. While half the group is credited as lyricists, and Riwoo added personal touches to their new choreographies, 19.99 has the DNA of all six stars divided throughout the EP.

That philosophy of artistic expression and prioritizing personal experiences and creativity over external pressures feels like a founding block of BOYNEXTDOOR’s label KOZ Entertainment, founded by boy band member-turned-chart-topping soloist-producer ZICO, that’s housed in the HYBE LABELS system. While ZICO has been a presence on the Billboard charts for over a decade (earning his first No. 1 on a U.S. sales chart earlier this year), BOYNEXTDOOR says his mentorship and tips have been crucial to the group’s impressive and quick takeoff.

“He always told us that you have to have a really good attitude and be cautious of how people would see you,” eldest member Sungho says of their mentor. “He always cared so much for us and gave us a lot of advice even before we debuted.”

With BOYNEXTDOOR’s first tour on the horizon and a growing global fanbase awaiting the group’s next steps, the “Nice Guy” singers remain ambitious to make Seoul — and every other city — their own by doing it their way. Read more on BOYNEXTDOOR’s story as the next group to watch as Billboard’s K-Pop Rookie of the Month for October 2024.

Congratulations on the latest chart success with 19.99, BOYNEXTDOOR! Do you feel the impact and that you’re growing your audience overseas?

TAESAN: Yes, we feel like more and more people are starting to like and enjoy our music, which we are very happy about. But you know, grades and rankings aren’t everything; grades aren’t our priority. Our priority is really talking about what we want to convey to the audience in a very free kind of way. So, that’s what we try to do and I’m happy that is actually connecting with a lot of people out there. It makes us really proud and gives us the confidence to stride forward.

19.99 starts a very different musical chapter from your previous trilogy of EPs. What are some of the differences between your past releases and this project?

SUNGHO: So, I think the “First Love” trilogy [the Who!, Why.., and How? EPs] was a big narrative that we had and tried to follow. When we were recording, creating and on stage, we tried to follow the overall kind of narrative and scenario that we had for the trilogy. But after that, with 19.99, rather than going with a narrative, this was an album where we really infused our experiences and the members’ stories. What we experience in our daily lives and what we go through is really infused in the tracks.

So, when we were recording or on stage, we felt like we were speaking our own language and just talking about what we experienced as boys. Even when we were performing, I think we focus more on our individual style and vibes… it’s more grounded and more heartfelt this time around. We paid more attention this time.

How do you express your stories? Is it sharing your experiences with each other? Writing lyrics? The concepts? Performing on stage?

JAEHYUN: I think my answer to that is really all of the above. It really starts at the very beginning of the creative process: we discuss a lot about what we want to talk about in the songs and in the album, so I think that naturally infuses into the songs — both in the songwriting and performance. So, we would talk a lot with the performance director and the music producers so that we could add our input into the lyrics and the overall concept of the performance as well. So, yeah, I think it’s all parts of what you brought up.

I see BOYNEXTDOOR as having a lot of freedom. There are no fixed positions within the team. Does that freedom allow you to be more creative, or is it difficult to balance that in a group dynamic?

TAESAN: As JAEHUYN said earlier, we are very heavily involved in the creative process; we have a big say. And as you said, we have a lot of freedom. Instead of thinking of that as a stress factor, we enjoy it because it gives us the freedom to be more creative and I think we’re even more eager to participate more in the creative process. So, rather than finding it difficult, I think it’s our fate to make these stages.

Even from your teaser videos, “friendliness” feels like a keyword for BOYNEXTDOOR. On one hand, artists who are so friendly can come off as less mysterious and intriguing. Do you have ideas or methods for bridging that gap?

JAEHYUN: I guess the secret lies in our music. So while we are friendly as people, our music can be mysterious; people can always wonder what’s coming next. You said that the name BOYNEXTDOOR is a very “friendly” name, but you never know who’s living next door. That boy might be a hip-hop lover, that boy might be a rock lover or love ballads. So, I think there is an air of mystery to that name as well. So, we kind of have both.

You deserve a lot of credit because not many rookies can say that and it feels like you’re sharing even more on 19.99. Can you share more about the title and what the EP represents?

WOONHAK: The six of us talked about what kind of album we wanted to make and what kind of music we wanted to do…

TAESAN: The producer asked us to talk about how we felt about our 20s one by one — [asking] “What was it like for you?” or “What do you expect from turning 20?” — and we gradually came up with the theme. After we came up with the theme of the number “20,” we discussed what kind of stories each of us wanted to incorporate into the album. JAEHYUN, WOONHAK and I actually wrote the lyrics based on that. We tried to capture 20 as much as possible in our own way.

When it comes to 20, the youngest member of BOYNEXTDOOR, WOONHAK, will soon be turning 20. Have your members shared any advice for you?

WOONHAK: So, instead of giving me advice directly in words, I think I just learned from them vicariously and naturally. Seeing them, I can understand that there are certain things that people don’t see or understand because I’m underage, you know? They recognize when I tell them I’m facing certain challenges and say, “That’s okay.” But when I do turn 20, there will be more responsibilities as an adult — and I see that through our leader JAEHUYN, our oldest SUNGHO, RIWOO, as well as TAESAN and LEEHAN. So, I think I kind of learn by looking at how they behave and take on different tasks. They continue to teach me a lot.

Along with JAEHYUN, TAESAN, and WOONHAK’s songwriting, how do you all collaborate creatively?

JAEHYUN: Although there are just three of us in the album credits, I think it really should be the six of us together because we talk a lot amongst ourselves and are sources of inspiration to each other. So, we would talk to other members and gain insight from their experiences and stories. So, all six of us are actually involved in the creative process.

SUNGHO: While JAEHYUN, TAESAN and WOONHAK are involved in the songwriting, in terms of the stage, RIWOO is really involved a lot in terms of the stage; when we actually go perform, he can lead the crowd. When we need to rehearse, we practice together under RIWOO’s guidance. He even creates and organizes the setlist and has a lot of input and ideas about the setlist. RIWOO is the one who has the most to say about our performances; each of us has such different personalities and individual styles, but RIWOO is the one who kind of becomes the anchor to help us combine and blend together as a group.

RIWOO: When we learn the choreography for the first time from choreographers, we usually learn choreography that is almost complete, but I feel like we have to include our own style into it and tweak it a little bit to make sure that it really fits our own style and not the choreographer’s style. From facial expressions to gestures and movements, I personally think about it a lot. If our members want to express something, I want to make sure we can express it and edit it a little so that it’s more BOYNEXTDOOR and our style.

Talking about stage performances, you recently announced your KNOCK ON Vol.1 tour. What are you preparing for your first tour? Do you think you’ll have more “volumes” or dates beyond Asia?

JAEHYUN: Our first concert is in the planning process, but there are a lot of stages and performances that we’ve saved for the concert. The stages that you’ve wanted to see and the performances that you wanted us to do, we’ve been saving them all to show you at our first concert so I think there will be a lot of stages that our fans, ONEDOOR, will really like.

LEEHAN: We’ll go anywhere. We’re willing to fly to anywhere where ONEDOOR exists. And we hope there are many more opportunities going forward to share these great times with ONEDOOR.

Do you have any worries ahead of the tour?

TAESAN: There will inevitably be some challenges because it’s our first concert and first tour, but I think we need to focus on how to overcome those difficulties. But I think what’s always on our mind is our next step forward — what we’re going to talk about in our next album.

I recently met with ZICO, and he spoke so affectionately about you. Do you notice that affection or is this his everyday self? Any fun stories you can share about your time with him?

SUNGHO: We actually noticed his affection ever since when we were trainees. He was always very worried about us. He always cared so much for us and gave us a lot of advice. Even before we debuted and after our debut, when we became “professionals,” he always told us that you always have to have a really good attitude and be cautious of how people see you. But the difference between the days when we just debuted and now is that in the early rookie days, he would try to really help and assist us in all kinds of ways. But now I think he really respects us as professionals and that we have our own way of communication and style. And then when he thinks we need help or if there are parts where he can help us, he will kind of jump in. I don’t really remember any specific anecdotes to share…

WOONHAK: I actually do remember one! He said, “I regret taking really bad selfies.” [All laugh.] So, we should really make sure that we take nice selfies.

JAEHYUN: My father! There are so many funny moments. Recently, ZICO has been telling me to show him some aegyo, like doing something cute or adorable, because he said that JAEHYUN as a trainee and JAEHYUN as a member of an idol group is really different. So, he wants me to show him those aegyo moments like I do with ONEDOOR, but for him. So, he’ll kind of tease me, telling me, “Can you show me some aegyo?!?” [Laughs.]

Any other messages you want to share with international fans or Billboard readers at this time?

JAEHYUN: Thank you for loving our tracks. I’m happy to see our songs on the Billboard charts and I hope you all keep loving them.

TAESAN: Please stay tuned for our tour and our concert. I hope that we’ll have more opportunities to go to other continents and other countries as well!

WOONHAK: Love you!!!