The K-Pop world held its breath earlier this month when news broke of KARD’s contract expiration with DSP Media, hinting at an imminent “disbandment.” However, the co-ed quartet, known for their unique sound and global appeal, wants fans to understand their situation on their own terms.
From left are J.Seph, Somin, BM and Jiwoo, members of co-ed K-pop group KARD. Courtesy of RBW, DSP Media
During a recent interview with The Korea Times, members J.Seph, Somin, BM, and Jiwoo expressed a shared reluctance to use the word “disbandment” in its common, definitive sense. While their journey as a DSP Media act concludes with a final album and world tour, the bond among them and their passion for making music together remains strong. “The four of us still want to make music together, but that would just happen in a new environment,” Jiwoo clarified, assuaging fears of a complete separation. “There are no plans for us to say goodbye and part ways entirely.” J.Seph echoed this sentiment, explaining the contractual nature of their situation. The door to future collaborations, in some form, is firmly open.
Co-ed K-pop quartet KARD releases its first and final full-length album, “Where To Now? (Part.2): NOWHERE,” Tuesday, capping a decade-long career. Courtesy of RBW, DSP Media
A Farewell, But Not a Goodbye: “NOWHERE” to “NOW HERE”
Before looking to the future, KARD delivers a poignant farewell with their first full-length album, “Where To Now? (Part.2): NOWHERE,” dropping this Tuesday. The title track, “Back To Life,” marks a refreshing shift from their signature intensity, offering a breezy, reassuring summer vibe. Somin explained that the song was crafted with their pre-debut “Oh NaNa” and debut “Hola Hola” in mind, aiming to convey a message of unwavering support for their fans. The album’s clever title, “NOWHERE,” doubles as a thesis statement for the group, revealing a deeper meaning: “NOW HERE.” Jiwoo elaborated, “The destination of our 10-year journey was right here, right now.”
K-pop group KARD, which debuted in 2017 and built a devoted following overseas, is set to bid farewell with its first full-length album. Courtesy of RBW, DSP Media
The Unconventional Path: Global Love, Domestic Longing
Since their pre-debut single “Oh NaNa” in December 2016 and official debut with “Hola Hola” in July 2017, KARD has been a unique force in the K-pop landscape. As a co-ed group in an industry predominantly featuring single-gender acts, they carved out a distinctive niche with tropical house-infused hits like “Don’t Recall,” “Bomb Bomb,” “Gunshot,” and “Dumb Litty.” Their vibrant sound and compelling performances resonated deeply overseas, particularly in Latin America, where they consistently toured and built a fervent fanbase.
This international acclaim, however, often contrasted with a relative lack of domestic recognition. “Whenever we came back from overseas tours, there were no schedules waiting for us in Korea,” J.Seph recalled, expressing a past wish for more activity at home. While acknowledging the immense love received abroad, Jiwoo candidly admitted that domestic recognition remained “our big unsolved assignment.” Witnessing the belated surge of attention following the contract news, she confessed to mixed feelings, a “tiny bit resentful” wish that this spotlight had come sooner, yet hopeful it boosts both their old and new tracks.
Co-ed K-pop quartet KARD / Courtesy of RBW, DSP Media
Navigating a Unique Identity: The Co-Ed Experience
Reflecting on their decade-long journey, the members discussed the unique aspects of being a co-ed group. Jiwoo noted the evolving perceptions, stating, “When we debuted, people saw us as a group of men and women rather than as individual artists. Now perceptions have become more open. It makes me wonder whether things would have been different if that perspective had existed back then.” Yet, she quickly highlighted the advantages: “We could sing about love more directly, blend different vocal colors and do pair choreography that fans love.” J.Seph lightened the mood with a humorous anecdote about using girl group waiting rooms, finding it “awkward, but for me, it was also kind of nice.”
Co-ed K-pop group KARD wraps up its 10-year journey with “Where To Now? (Part.2): NOWHERE,” ahead of a farewell world tour kicking off Aug. 8 in Seoul. Courtesy of RBW, DSP Media
A Beautiful Fight and a Continued Promise
KARD credits their remarkable longevity to their commitment to creative control. Somin revealed, “Up through ‘Bomb Bomb,’ we promoted according to the company’s direction. After that, we started voicing our opinions, writing music and shaping concepts.” This difficult but ultimately maturing process was “a beautiful fight” they never gave up on.
The quartet will embark on their final world tour, “NOW HERE,” starting August 8 in Seoul, with European dates in September and more into early next year. While their contractual obligations conclude, their commitment to each other and their dedicated fanbase remains. “To us, fans are not just a source of strength,” Jiwoo concluded. “They are the people who built our lives. Our future activities are not decided yet. But we will continue.” KARD may be moving into a new chapter, but their story is far from over.
