Unlike the typical corporate worker, you won’t find these six girls in formal attire or hunched over desks, counting down the hours. They do have a list of tasks, but their work is anything but ordinary.
In the Department of Popstars at Saweetie, Inc., the girls are part of a unique task force that operates on their terms. On a sunny day in Los Angeles, Gaeul, Anyujin, Jangwonyoung, Rei, Liz, and Leeseo stride past a bustling crowd of daytime workers, ready to take on the night. Their mission, as outlined by rapper Saweetie, is to boost the “FUN quota.”
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IVE’s first all-English single, ‘All Night’, featuring Saweetie, encapsulates this mission perfectly. The song transforms a mundane office setting into a vibrant, Barbie-esque nightclub.
With a catchy beat and carefree confidence, the girls become the life of the party, singing lyrics inspired by Swedish duo Icona Pop’s hit of the same name. The video shows them making the most of their messy office, surrounded by stacks of manila folders, adding to the playful chaos with bursts of confetti, balloons, and streamers.
Through their music, IVE emphasises self-love, a message that resonates deeply with their fans. Liz believes that loving herself is essential before she can inspire others to do the same. This authenticity in their music allows IVE to connect with their audience on a profound level.
Jangwonyoung hopes that ‘All Night’ is just the beginning of many English singles for the group. Rei also dreams of future collaborations with other major artists, hinting at exciting possibilities for IVE’s musical journey.
-Sushmita Sarkar