IVE Makes a Big Transformation in "Heya" Music Video

The "MZ wannabe icon" IVE returns with a more distinct color.



At 6 p.m. on the 29th, IVE released its second EP album 'IVE SWITCH' through various online music sites and begin its full-fledged activities.

IVE, which has completed its own color by showing independent confidence since its debut, plans to show a change of confidence by adding a different charm to the existing color through a total of six songs, including the double titles "Heya" and "Ascendio" of the new song "Ice Switch," "Blue Heart," "Ice Queen," "Wow" and "Reset."

The group answered questions during their showcase:

Q. How do you feel about making a comeback with your second EP album "IVE SWITCH" in 6 months?

Ahn Yujin: It's the moment when the album 'IVE SWITCH', which we prepared while communicating with fans through the world tour stage, finally comes out to the world. As we are experiencing various stages, we prepared hard because we wanted to show you more mature and advanced sides of this album, so please show a lot of interest and love.

IVE has obtained the second highest unique listeners in Melon this year for idol groups!

Highest Unique Listeners in 1st hour on MelOn in 2024 (Idol Groups):

1. #SEVENTEEN, MAESTRO — 33,865 🆕
2. #IVE, HEYA — 31,777 🆕
3. #LESSERAFIM, EASY — 27,183
4. #NCTDREAM, Smoothie — 25,586
5. #SEVENTEEN, Cheers to Youth — 22,334 🆕 pic.twitter.com/euT4KLiAxF

— Kpop Charts (@kchartsmaster) April 29, 2024

Gaeul: I think this album is an album that we tried a lot to transform to show you a lot of different sides. I hope you watch our performance that will show you different charms.

Rei: We're back with "IVE SWITCH" for the first time in six months following our last album. I'm so excited and looking forward to seeing our fans often through various contents through this promotion.

Jang Wonyoung: I'm also looking forward to this activity because I think I'll be able to show you a variety of different looks through 'IVE Switch'. We've prepared a lot of styling and performances to show you, so please look forward to it.

Liz: While preparing for this album, I tried a lot of things for the first time since our debut, so I was really curious about how the fans would like it. Please check out our various charms that we're going to show you on stage.

Lee Seo: I was able to gain more confidence and cheer up even before the promotion started because the contents of "IVE SWITCH" were released and the fans said a lot of good things. As much as you look forward to it, I will repay you with a great performance.

Q. If you could explain 'IVE SWITCH', which drew a lot of attention even before its release with an unpredictable concept.

Jang Wonyoung: It is an album that has made a lot of unique attempts to show a more expansive version of 'Another me' based on the subjective and confident image of IVE. In the case of the double title track, 'Heya', if it gives a strong impact with lyrics that contain folktales and powerful hip-hop genres, 'Ascendio' will fill the stage with a mysterious atmosphere as if it is making a spell. In addition to the double title track, all of the tracks are full of songs that make you feel the charm of IVE, so please listen to it.

"IVE SWITCH" breaks their highest first day sales in Hanteo!

.@IVEstarship 'IVE SWITCH' becomes now their highest 1st day sales on Hanteo Chart. *still counting* (730,523 copies)#IVE #아이브 pic.twitter.com/yUl939WJut

— IVE Charts (@chartsive) April 29, 2024

Q. Through teasing contents, you can feel that you tried a lot of different things. How do you feel about trying a drastic transformation and what do you want to show through this album?

Lee Seo: I tried choppy bang style and changed it into various styles. I was so happy that the fans said it looked good on me, and there are still more charms of IVE that I will show you through this album, so I hope you look forward to it. I'm going to show you a lot of different sides so that you can think, 'I didn't even know this side of IVE.'

Liz: It was my first time without bangs, and I think I was nervous until right before the shoot. I felt awkward and worried about whether it would come out well, and I was curious about the fans' reactions even after it was released. Fortunately, they said it was pretty, so I was able to gain courage for various challenges. As you can see from the concept, we tried a lot of different styles in this album, so please look forward to it.

Q. What is the story that IVE wants to tell in this album.

Gaeul: If you have talked about "me" in various gazes through your previous work, this album will bring out "another me" and tell you a new story. We will tell the story of IVE, which goes beyond the self-reliant attitude of dealing with existing love, such as telling stories related to the sun in IVE's own way, feelings facing love, and transforming through spells.

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