The group Seventeen (S.Coups, Jeonghan, Joshua, Jun, Hoshi, Wonwoo, Woozi, DK, Mingyu, Dokyum, Seungkwan, Vernon, Dino) is drawing attention daily with a promotion that highlights solid storytelling.
Seventeen will release their 5th studio album 'HAPPY BURSTDAY' on the 26th at 6 p.m. The album name combines the meaning of 'Birthday' with the English word 'Burst', which signifies an explosion, eruption, and beginning, showing their determination to be reborn as a new Seventeen.
The previously released concept teasers and photos for the versions 'NEW ESCAPE', 'NEW MYSELF', and 'NEW BURSTDAY' effectively captured their process of transformation, receiving positive responses. The content depicted a well-structured narrative ranging from voluntary disappearance to secret self-reformation, culminating in an exhilarating rebirth party.
The seamless settings embedded in each piece of content enhance the 'fun of discovery'. Messages exchanged between members before they embarked on their journey, the renewed team ring that accompanies their rebirth, and scar makeup symbolizing the resolve of 'not backing down even if injured' contain various Easter eggs that stimulate viewers' imaginations.
Seventeen has been showcasing their strong will to challenge since releasing a trailer on the 28th of last month. This video, produced in an interactive format, conveyed the message that 'if you take on the challenge, you can ignite anew, but if you remain stuck in anxiety, even the small prospects for the future may disappear.'
A short-form series directed from the perspective of CARAT (the fandom) increased engagement. In a party where they received invitations, they faced Seventeen's intentional disappearance and self-reformation while embarking on a journey to discover a new team ring, unfolding through the viewpoint of CARAT. In response, voice messages left by the members, such as 'WE ARE NEW SEVENTEEN' and 'Please celebrate the new Seventeen,' were posted on social media, raising anticipation for the new release.
The agency Pledis Entertainment noted, 'HAPPY BURSTDAY is an album that transcends Seventeen's past, celebrating their transformation and rebirth.' They added, 'We ask for your great expectations and interest in the rebirth of Seventeen, where new possibilities explode.'
Meanwhile, Seventeen will hold a listening session from the 17th to the 21st for five days at Listening with Friends in Yongsan-gu, Seoul, where fans can experience highlights of their 5th studio album. The venue is expected to feature an immersive sound system, allowing an enhanced experience of some of the new tracks.
[Photo] Pledis
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