While the K-pop scene is an ever-evolving landscape whose definition has expanded beyond a specific genre of music, Yves wants her career to change preconceived notions that tend to separate K-pop idols from being considered complete artists.
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Back in November 2017 when Yves (born Ha Soo-young) was first introduced to the world as the ninth member of LOONA through the dark, atmospheric synth-pop throbber of single “New,” the star may have unknowingly set a standard of experimental excellence that would define her solo career years later. An exploration of newfound artistic expression and identity, a now-unshackled Yves released two EPs last year in Loop and I Did (both of which made Billboard‘s mid-year and year-end best K-pop albums lists) with singles like “Viola” and “Loop” featuring Lil Cherry embracing the club-ready sounds that defined some of 2024’s best records as different album cuts explore everything from racing and acoustic rock as well as airy R&B and soft electronica. To date, I Did has 6,000 equivalent album units of activity through Feb. 20, according to Luminate, with its songs collectively registering five million official on-demand U.S. streams. Furthermore, Yves’ most streamed song in the U.S. is “Viola,” which has 2.16 million official on-demand U.S. streams.
“I always had my own image,” Yves shares backstage at the Brooklyn Paramount ahead of the opening U.S. date of her Apple Cinnamon Crunch tour. “But as my solo career is developing, I think I was able to explore more and show more of myself. I feel like I can express a lot of things now that I couldn’t.”
Embracing the multifaceted flavors of the tour’s unique name, Yves begins the show in a punky, funky black mini-skirt and top for the first half of the show, which includes Madison Beer and Avril Lavigne covers before changing into an all-white ensemble reminiscent of any classic millennium pop star look.
While the 27-year-old connected with fans in person on tour across Europe and the States (and will hit Latin and South America in April), Yves wants all aspects of her career to speak to anyone who feels like an outsider. “What I’m trying to pursue is to become a person where I can freely express myself in the world where there is a lot that can cloud one’s perspective,” she adds. “I really don’t want to put myself in a box.”
As she takes center stage fully on her own as a soloist, Yves seems ready to shine brighter than ever. Read on for more insights from Yves’ concurrent journey of solo stardom and self-discovery.
You’ve performed in the States in the past, but it is your first time as a soloist. How has the tour been going and how are you feeling ahead of your first U.S. concert?
At first, I was very scared. Because on stage all of the members are gone, right? It’s just me. So, I’ve been very nervous, but now I think I can enjoy. I’m 70 percent ready out of 100.
From music to fashion to even social media presence, you’ve been sharing what feels like a totally refreshed person. What has been happening in these past months? Are we seeing the real you?
I always had my own image. Back when I was a part of LOONA, whenever I was wearing my own clothes — so, not the clothes that the company wanted me to wear — my members weren’t able to recognize me in public. But as my solo career is developing, I think I was able to explore more and show more of myself. I feel like I can express a lot of things now that I couldn’t before because I have opportunities, so as I develop more and more, you can see more and more of myself.
One of your biggest changes was signing with PAIX PER MIL. I’ve heard K-pop companies may kind of force an image on an idol or artist, but it seems like they give you a lot of creative freedom?
When I was first searching for agencies to join, most of them told me that I have to be either part of a girl group or they didn’t think I can make it as a solo in meetings. But when I went to PAIX PER MIL, the producer, millic, sent me a long message and told me that I have potential to become a solo artist. So, I was really touched by the message that he sent and also that he believed in my image. So, I trusted him and he trusted me.
I was with my first label for almost eight years and in an idol group so I was obligated to think, “Are these clothes right for me? Can I wear this? Can I pose this way? Can I take a picture like that?” I was unsure about what to do with myself. But the label [PAIX PER MIL] really pushed me to point where I could just express myself and just fully show my version of me. So, I think that’s how my label really supported me. It’s a lot easier to have fun now.
You came out so strong with “LOOP” featuring Little Cherry, “Viola” was one of the best songs of last year but there’s also rock, you’re recording in different languages you, is this the music you personally listen to?
When I was first making the LOOP EP, my musical spectrum wasn’t as big as of now. I used to listen to the same songs that I’ve always listened to, but my producers, millic and ioah, really helped me to expand my musical spectrum. It was kind of like homework, where they’d assigned me to listen to some music that they recommended or sometimes they’d share what kind of music they’re listening to. One thing that I remember is the day that they asked me to make a playlist of what I wanted to do in my solo career so I was able to collect the music that I wanted to perform as an artist and make my choices for my music. So, I think as of now, I can confidently say that I am doing what I want to do in terms of my music taste.
Do you remember what songs were included?
So many songs! When I was a part of LOONA, I felt that I was a member who is good at ballads rather than the kind of dance-pop that I’m doing right now. But when I was collecting the music from my playlist, I was able to collect some funky sounds, alternative sounds, rock sounds, all the different kind of experimental sounds that I’ve never dealt with [as a singer]. That’s when I discovered Caroline Polachek and other artists that I’m into right now.
You have great taste and it’s great you could develop your sound. But on the other side of things, why didn’t you want to go to a group or re-debut in another formation?
During my one year break [in 2023], I was able to interact with my other members of LOONA as well as keep communicating my fans. When I was talking to my fans, they were really the ones who convinced me to pursue a solo career. They really supported me for who I am, my choices, and what I wanted to do. So, I think that kind of really pushed me to become a solo artist. Also, when I was talking to other members of LOONA, we all wanted to reach a happy path for all of us and attempt challenges we hadn’t done before because we were going through a lot together. So, there are the solo artists like me and Chuu, but also other girl groups that were formed with LOONA members.
Despite the hard time, it seems like everyone from ARTMS and Loossemble to even Jade Jeong has loving memories of LOONA. Do you feel the same?
Of course. I’m not sure exactly how to put this in English, but it’s kind of like a sore finger. I feel like, you know, I have to have a finger, but also it kind of hurts and will always give me those memories of my past.
My, one of my favorite lyrics from you is on “Hashtag,” which is “Don’t care what’s fake and who you are/ Yeah, In my world, it is only you and me, babe.” What is your perspective these days on what you wanna personally share, whether it’s your social media, your lyrics, fan interactions?
What I’m trying to pursue is to become a person where I can freely express myself in the world where there is a lot that can cloud one’s perspective. I’m also trying to be a confident person who can make my opinions clear without losing my taste. There is a lot of social media and channels to communicate these days which means there’s a lot of information and opinions. It’s gotten to the point where if you’re a little bit different, people criticize or blame them for being different rather than being accepting for who they are. I think that’s the most important part to consider in this world of social media. I’m sure I’m not the only one who feels like that.
What kind of message would you give to someone who maybe is being criticized or not accepted and needs the kind of confidence you always show?
It’s a huge world. To the people who feel that something is different, even if you feel like you’re alone or you’ve isolated and locked yourselves in, I should share that when you look around, in fact, there are so many people who think like you, share the same beliefs and don’t deny their existence because of people who criticize them. And just like you or I would say, I always want to support you for who you are and don’t feel discouraged or insecure for being different. Don’t stop.
I love that message. Is there anything else you want to share right now?
I don’t know about the mindset abroad, but in Korea there’s a certain boundary of what is an idol and what is an artist. But I’ve honestly always been an artist and an idol equally since I was in LOONA. I want to be in both. It’s an ongoing process and I really don’t want to put myself in a box when I want to be part of both. I think that’s the message that I really wanted to share here.
