K-Pop Veteran HyunA Blends Afrobeats and UK Garage in Her New EP, 'Attitude'

After 17 years as a leading force in K-Pop, HyunA is finally showing us her true attitude. The trailblazing star has consistently pushed boundaries through defining hits like the playful "Bubble Pop!" and the self-assured "Cause I'm God Girl," but HyunA's latest EP Attitude unravels a new side, developed at her own pace.

From the U.K. garage sounds of "Q&A" to the runway-ready vogue influences in "Attitude," HyunA has pushed through moments of doubt to creatively challenge herself. The artist delivers Attitude after ongoing encouragement from her new label AT AREA, who assisted HyunA with uncovering her hidden layers as a creative being. Attitude channels HyunA's greatest strengths as a music and fashion icon, while celebrating the star's newfound sense of artistic certainty.

Portraying the legendary artist in a transformed manner, Attitude signifies the promise of bigger endeavors for the ever-evolving HyunA now that she has unlocked her true potential.

The four-track EP, Attitude is out now on all major streaming platforms. Continue reading below for our exclusive interview.

 

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Let's start by discussing the album title. How would you describe HyunA's attitude and how did this influence the name and themes of this album?

With Attitude, my attitude was clear: to show my authentic self and for people to embrace it. The album revolves around the theme of authenticity and explores the question, "Can I also love myself for who I truly am?" Through this creative journey, I wanted to push boundaries like how I've always done in the past, introducing fresh visuals and new sounds. The title "Attitude" came up very naturally, reflecting the boldness and authenticity infused into every track. This project not only allowed me to discover my strengths but also revealed room for growth and creative challenges.

You experiment with new sounds for the first time, like U.K. garage and Afrobeats. What hurdles did you overcome while you were challenging yourself artistically to do these new styles?

Exploring new genres and new sounds was quite the challenge for me, I won't lie. But I was determined to overcome it. This album presented an opportunity for me to show my vocal abilities in music. Coming back after two years since my last album, I felt a bit out of practice musically. But through this project and its new direction, I found my footing again. Venturing into an unfamiliar territory always comes with a bit of anxiety and stress but I am proud to say I managed to navigate through it all. It truly marked the beginning of a new chapter in my music.

This is also your first time to work with GroovyRoom and AT AREA, too. What felt different to you about working with them in the creative process compared to your previous solo work?

Energy. Whenever we connect, in sessions or on the phone, they always ask for my input. It's like a constant exchange of ideas and decisions. They really value my opinion, from the music itself to creative direction. This collaborative process has been incredibly enlightening for me. I've learned so much and discovered a whole new approach to making music and crafting my album. Working with them has opened up a whole new world for me and I'm loving every minute of it.

You also described your previous work as "music that you watch" and Attitude as "music that you listen to." What inspired you to make that transition and how do you feel that this new music has achieved your goal?

This album was a personal journey for me, conquering my own insecurities about vocals. Meeting GroovyRoom was a turning point. They saw potential in me that I hadn't fully recognized myself. Their direction was pivotal; they'd suggest music styles and vocal ranges that they believed would complement my voice. I was confident and excited to step into new musical territories. It was a thrilling ride, overcoming my doubts and pushing beyond my comfort zone.

You seem to have experimented with new fashion and beauty looks this time. How do you feel that these fashion choices for Attitude connect to the music?

Fashion for the track "Attitude" was all about capturing that essence of my attitude for this new era. When I first heard the track idea of "Attitude," I immediately had a full vision of voguing performances in my mind. Translating that into styling, I wanted to add in the core of HyunA's character, fusing both glamour and minimal. Working closely with my stylist, we naturally curated fits that resonated with the energy of the performance and the music itself. Plus, I really enjoyed shooting the performance video for the song as well. It was a new approach compared to my previous projects and I made sure my fashion stood out from but also empowered the video.

You're a very legendary K-Pop artist who has been at the forefront of K-Pop for so long. What do you think it is about your artistry and attitude that has kept audiences connected to you for all this time?

It's about two things: my performances and the energy on stage that I share with fans. I have this mantra: "I'm the best." It's not about arrogance; it's about tapping into that self-belief and connection with the audience. That same mindset carried me through the creation of my album, Attitude.

If today's version of HyunA could give advice to the younger version of HyunA who was just starting her career, what would you say to her?

"Work hard but health first! Radiate positive energy to people. Shine. Opportunities don't come knocking every day so, when they do, seize them with both hands."

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