Meet the C25 artists: ALLDAY PROJECT

When Korean five-piece ALLDAY PROJECT debuted in June with the understated yet captivating single ‘FAMOUS’, they seemed adamant about defying any industry rules. Rather than sticking to the genre’s tried-and-tested recipe for success, they chose to add their own fresh ingredients and create something completely new on the musical landscape.

ALLDAY PROJECT are the collision of five distinct artists who could, most likely, have succeeded as solo acts. Their debut music video rarely shows them on-screen together, instead emphasising that they’re individual characters, each with something unique to offer. “Our approach isn’t about saying, ‘Let’s all become the same.’ Instead, we’re united under one name,” rapper TARZZAN explains to NME.

Prior to debuting with prestigious Seoul-based record company THEBLACKLABEL, each member of ADP lived vastly different lives. ANNIE was a student at Columbia University, TARZZAN a fashion model who made cameos in music videos for NewJeans and I-DLE. WOOCHAN appeared on South Korean TV rap competition Show Me The Money and YOUNGSEO has also enjoyed success in other mediums. “It truly feels like luck, timing and destiny all aligned to bring me here,” she says.

Lead dancer BAILEY is already well known in the industry as a choreographer, having worked with the likes of EXO‘s Kai, Red Velvet and aespa. “Meeting her felt like meeting a celebrity,” ANNIE jokes. Joining ALLDAY PROJECT came at a time when BAILEY was “hungry for new experiences” and wanted to “explore a deeper connection” with herself – both by “honouring music” and embracing her “heritage as a Korean-American”.

With vast individual experience, it seems inevitable that they would be confident in doing things differently. “For us, it’s not just about following what has already been done successfully, but about finding new ways to express ourselves,” ANNIE explains. “We want to bring fresh ideas and unique experiences to the industry, and hopefully inspire people to see that K-pop can keep evolving in unexpected directions.”

Now, we’re beginning to see the unwavering first steps of that evolution. BAILEY explains that they view ‘FAMOUS’ as the group’s “prologue” – a defiant introduction to their journey and themselves as artists. In that case, pressing play on ‘WICKED’ – their contribution to the ‘Bose x NME: C25 mixtape‘ – is akin to turning the page and “defining our identity moving forward.”

Musically, they’re venturing away from the smoother pop tones that shaped ‘FAMOUS’ and further into their hip-hop influences. It’s darker and more experimental, fusing an eclectic moodboard of genres – from Brazilian funk rhythms to intoxicating trap beats – beneath punchy rap verses. If ‘FAMOUS’ is an anticipatory drive to a party through a sparkling city at night, ‘WICKED’ is their euphoric arrival on the dancefloor.

It’s also a departure from the more personal lyrical themes on ‘FAMOUS’. “We wanted to balance that out by including a song that’s simply fun, energetic, and easy to vibe with,” ANNIE explains. “Something people can immediately connect to without overthinking.”

“With this mixtape, we wanted to explore something new,” BAILEY adds. “A new sound, new collaborations, and a new chapter.” The collaborations come in the form of a remix from superstar DJ-producer Diplo, who transforms the track into a bouncier, more aggressive EDM-infused hit.

TARZZAN calls Diplo’s interpretation “so refreshing”, with his maximalist assortment of electronic sounds and textures breathing new life into the tune. “It was familiar to our ears, yet transformed into something completely new – a version that can really light up the atmosphere at a party or in any setting.”

The vast sonic difference in sound between the two singles captures their playful and curious take on music – an approach that has perhaps been missing in contemporary group structures. Until now, that is.

“In a way, we’re constantly learning through trial and error, and I love that,” BAILEY says. “The lack of a fixed formula pushes us to keep evolving, challenging ourselves and each other, and redefining what’s possible as a group.”

Stay tuned to NME.com/C25 for more on the return of the iconic mixtape

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