For the past seven years, KARD has sought to distinguish themselves from other acts in the K-pop scene. This four-member group, featuring two men and two women, has successfully set themselves apart from the typical boy and girl groups.

“KARD tends to take a different path when others follow the mainstream,” BM, also known as Big Matthew, explains.

While this unique approach has been KARD’s hallmark, their new album, “Where To Now?”, which dropped on August 13, marks a shift in their creative direction.

It has been over a year since their last album, “ICKY,” and this time, they are focusing on something fresh.

“We aimed to create an easy-listening experience for our fans,” Somin, 27, describes, viewing this album as a chance for growth.

“We had many discussions about our future artistic direction,” she continues. “The album title, ‘Where To Now?’, perfectly encapsulates our journey as artists and the paths we should explore.”

KARD’s ‘Where To Now?’ Takes Them to New Heights

KARD boasts a varied discography with a wide range of genres. “Where To Now?” continues this tradition while showcasing a new side of the group.

“Our focus was on a ‘less is more’ philosophy,” states BM, 31. “We wanted each instrument, each member, and every element to shine individually, without overwhelming embellishments.”

The creative journey for this album commenced right after “ICKY” was released, BM reveals. Their previous album heavily reflected the members’ own ideas, but this time they wanted to explore different perspectives.

“We were keen to remain open-minded,” BM adds.

The group collaborated closely with their label to establish a new concept and direction, leading to the creation of seven new tracks.

“When we received the instrumentals, they often felt tailored for female solo artists. So, we had to adjust the beats and melodies, which was a fun challenge,” BM explains.

J.seph and BM contribute their own lyrics, with J.seph, 32, dedicating significant effort to honing the songs for this album. He expressed great satisfaction with how his verse came together for the lead single.

A shift in sound wasn’t the only transformation for KARD. “We also wanted to adopt a more vibrant visual style,” Somin notes. This change is reflected in their wardrobe choices, as all members have dyed their hair blonde.

The choreography also saw some changes for this comeback. While KARD is known for their tightly choreographed routines, “this time we aimed for a more relaxed vibe,” Somin adds.

“We made a conscious choice to release music that’s more easy-listening and less performance-centric to demonstrate our growth,” says BM.

Reflecting on Their Journey and Upcoming US Tour

The journey that has led KARD to their current success has been filled with obstacles. “There were periods that were quite tough for us,” Somin admits. Yet, these challenges have only strengthened their bond as a group.

“We always rely on each other and think about possible solutions together,” she shares. “Our support for one another is crucial.”

During J.seph’s mandatory military duty, he recalls fond memories of the other members visiting him. “It was a very emotional time because I truly missed them,” he reflects.

Another significant bond KARD has built is with their fans. “This time around at music shows, we felt an incredible amount of love. The audience was the loudest we’ve ever experienced in South Korea,” Jiwoo, 27, shares. “It was just as loud as when we performed in the States.”

Along with their new album, KARD will embark on a U.S. tour starting October 4 in Washington D.C.

“We’re super excited. We’ll visit both familiar and new cities,” Jiwoo expresses. “I can’t wait to be there.”

This nine-city tour promises to be even more electrifying than their previous one. The members are eager to “show fans in the U.S. the new album, songs, stages, and performances,” Jiwoo says.

KARD’s Creativity Knows No Bounds

“Where To Now?” marks a new chapter in KARD’s journey.

“I believe it’s a positive evolution,” J.seph reflects. While the album leans towards simplicity compared to previous works, it highlights distinctive aspects of each member.

KARD, a talented group, has made a name for themselves.

“Previously, we introduced powerful concepts, impressive choreography, captivating melodies, and songs that resonated with our fans. At that time, we believed, ‘This might be the direction for KARD,'” Somin reflects.

Initially, there were doubts about their current concept. “We worried it could be too straightforward,” J.seph admits.

However, the fans have responded positively, renewing KARD’s confidence.

“This album symbolizes trust for me – in my surroundings, including my team and members, and letting go of the idea that I know everything,” BM expresses. “My perspective was limited, and this time, I wanted to broaden my understanding of what my team and members envision for us.”

“Up until now, we were heavily focused on achieving success with our albums,” Jiwoo shares. That mindset has changed. “Now, I felt more at ease physically and mentally while working on this album, which allowed us to enjoy the process more and feel relaxed overall.”

Looking ahead, KARD aims to expand their artistic boundaries. “This opportunity has provided us with greater possibilities for the future,” says Somin.

A new part of “Where To Now?” is also being produced. “We’re nearly finished recording ‘Part Two,’ and we hope to release it this year,” she adds.

“As individuals, we have a lot to showcase, and even more as a group,” BM says. “I want everyone to enjoy this experience with us. Smile, feel something. Life is too short, and I believe everyone deserves a break from their struggles. If we can contribute to that, that’s all I wish for.”