Boy Next Door makes a comeback today (15th)... and continues its steep rise

The group BOYNEXTDOOR is returning with their new album "HOW?" today (May 15).

Boynextdoor (Sungho, Liu, Myungjaehyun, TaeSan, Leehan, and Unhak) will release their mini second album "HOW?" and the music video for the title track "Earth, Wind & Fire" at 6 p.m. today. With this comeback, they will showcase a differentiated music world based on their 'Kitsch Core' style.


◼ Comeback in a steep rise... Global fan attention
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The upward curve of Boy Next Door has been steep as their activities have progressed. The pre-orders for the new album were counted at 571,600 as of the morning of the 12th, three days before the comeback, which is nearly 40% higher than the final pre-orders for the previous mini album 'WHY..' (414,451).

In addition, 'HOW?' trailer film and track spoiler video surpassed 1 million YouTube views on March 29 and March 13, respectively, and during the promotion period, keywords related to BOYNEXTDOOR's comeback ranked high on X (formerly Twitter) real-time trends and Weibo, China's largest social networking site, proving global fans' intense interest in the new album. BOYNEXTDOOR will continue their upward momentum and showcase their mainstream presence with this activity.


◼ 'The highlight of the first love story trilogy...Stimulating peer empathy with lyrics written by the members themselves

The second mini album "HOW?" is the culmination of the first love story trilogy. At this point, it covers the stories in between the debut single "WHO!", which sang about the excitement of first love, and the mini album "WHY...", which depicted the heartbreak of a breakup. Each track on the new album contains various situations and emotions that anyone who has experienced their first love might have experienced at least once.

Myung Jaehyun, Tae San, and Unhak participated in the composition and writing of five songs, including the title track. They honestly express the feelings of their first love in their own language, which stimulates the empathy of their peers.
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◼ 'Earth, Wind & Fire', the title song with the essence of 'kitschcore'

The title song 'Earth, Wind & Fire' depicts the fluctuating emotions of love that does not go as planned, like nature, which cannot be controlled. The imagination and individuality of the members who liken love to nature such as earth, wind, and fire stand out.

Vonextdoor incorporated the style of 'kitschcore' in this album to express the fluctuating emotions more clearly. "Kitschcore" is a combination of kitsch and normcore, which means natural cool, and refers to Boy Next Door's unique wit with a kitschy touch of "boy-next-door" friendliness.

"Earth, Wind & Fire" is the best example of this "kitschcore" sensibility. The unique music video set in the backdrop of the earth and space, the music with hyper pop elements, and the fresh performance are all areas where kitschcore can be felt.

Boynextdoor will meet with fans around the world through their comeback show "BOYNEXTDOOR TONI3HT" (BOYNEXTDOOR TONIGHT 3), which will be broadcast simultaneously on Mnet, M2, and Hive Labels' YouTube channel on the 15th at 8pm on the day of the album release.