IVE Unveils Fantasy World in Energetic “Heya” MV, Debuts “IVE Switch”

K-Pop’s powerhouse rookies, IVE, are back with a bang! Their sophomore mini-album, IVE Switch, dropped today alongside the electrifying music video for lead single “Heya.”

Marking their first release of 2024, IVE Switch boasts six fresh tracks, including the title track and B-sides like the Wonyoung-composed “Blue Heart” and “Accendio.” The girls waste no time showcasing their evolution, delivering a dynamic collection that expands their sonic palette.

Stepping into a fantastical realm for the “Heya” MV, the six members of IVE captivate with their vibrant energy and synchronized dance moves. Whimsical visuals, crafted with a playful paper mache aesthetic, create a captivating backdrop for their charismatic performance.

The song itself is a confident anthem, brimming with infectious hooks and empowering lyrics. The empowering chorus rings out: “Heya, heya, heya / Time to swallow you in a bite / Heya, heya, heya / It’s already my victory / When I see you, I can’t resist.”

Wonyoung, a rising star within the group, delved deeper into the creative process for this comeback. In a press release, she explained, “IVE Switch is an album that pushes boundaries, showcasing a more multifaceted version of ourselves that builds on the confident image we’ve established.” She also shed light on “Blue Heart,” a song exploring the challenges faced by female K-Pop idols: “The lyrics capture IVE’s growing maturity, aligning with the album’s concept. It allowed me to explore a different side of myself, both as a songwriter and an artist.”

This release arrives hot on the heels of their debut mini-album, IVE Mine, which spawned three chart-topping hits: “Off The Record,” “Baddie,” and “Either Way.” The group is currently captivating audiences worldwide on their first-ever world tour, “Show What I Have,” with stops across North America, Europe, Asia, and Australia. Their momentum continues to build, with a recent announcement confirming their participation at this year’s Lollapalooza festival in Chicago.

IVE’s latest offering is a testament to their artistic development and undeniable talent. IVE Switch and the captivating “Heya” MV promise to solidify their position as a frontrunner in the K-Pop scene. Get ready to be swept away by their boundless energy and infectious sound!