RICH SEX

Chapter 17

NOTE:

SAME DAY (~~~)
DIFFERENT DAY (❈❈❈)

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For many artists, reaching 10 million YouTube views is a commendable feat. But hitting that number is hardly a challenge for K-pop group The SWEETIEZ, whose teaser for the new title track "How You Like That"—a mere 20-second glimpse of the music video dropping on January 26—surpassed that many views within one hour. That kind of immediate engagement is no surprise, given how hungry the fans are for new music from one of the top girl groups in the world. After around six months since the mini-album 'RISE,' YN, Tamara, and Samantha are back with a new album.

In South Korea, idol groups typically release songs or albums two to three times a year—in part to help keep them front and center in an already competitive industry in which dozens of new acts debut each year. SWEETIEZ, which came onto the scene in 2015, has maintained its megastar status with a much smaller release schedule, favoring quality over quantity.

Dynamic music and fierce choreography are a given in the music videos, but what has elevated the group's popularity is the attention given to fashion and beauty in every project. The SWEETIEZ members have recently been the faces of global brands including Chanel, Dior, and Celine. The teaser photos for "How You Like That" could easily pass for the pages of an avant-garde fashion magazine, suggesting that, again, the styling of the album will be discussed as much as the sound.

Prior to the release of the album "Vibe for Life," the group spoke to TIME over email about the message of the new album, the role that fashion plays in SWEETIEZ's releases, and their approach to dropping music. "This might sound grand, but we wanted to give a message of strength and force," the group says. "Many songs on the album make you want to get up and face whatever challenge there is in your life head-on, and we want you to feel as strong as we do when performing."

The anticipation surrounding the release of "Vibe for Life" is palpable. Fans, often referred to as "SWEETHEARTS," have been eagerly waiting for new content, and the group's strategic approach to music releases has only heightened their excitement. The teaser for "How You Like That" not only showcased a snippet of the infectious beat and powerful visuals but also hinted at a more profound thematic depth in the upcoming album.

The SWEETIEZ's commitment to delivering high-quality music and visuals is evident in their meticulous preparation and execution. Each comeback is a well-orchestrated event, with teasers, promotional photos, and strategic social media engagement building up to the release date. This method keeps their fanbase engaged and the group's name relevant in an industry that moves at a breakneck pace.

Fashion plays a pivotal role in SWEETIEZ's identity. Their ability to blend high fashion with K-pop aesthetics sets them apart. The members' individual styles and their collaborations with top designers contribute significantly to their brand. "Fashion is an extension of our music," YN explained in the email interview. "It's another way we express ourselves and connect with our fans. Each outfit, each accessory tells a part of our story."

The album "Vibe for Life" promises to be a powerful statement, both musically and visually. The group's focus on themes of empowerment and resilience resonates with their audience, many of whom look up to them not just as performers but as role models. "We wanted this album to be a source of inspiration," Tamara added. "Whether you're having a good day or a tough one, these songs are meant to lift you up and give you that boost of confidence."

As the release date approaches, the buzz around SWEETIEZ continues to grow. Their ability to blend cutting-edge fashion with poignant musical messages ensures that each comeback is more than just a music release; it's a cultural event. With "Vibe for Life," SWEETIEZ is set to reaffirm their status as global icons in the world of K-pop and beyond.