TUIDE Is Billboard’s K-Pop Up & Comer of the Month for September: Exclusive Photos

The warm soul of R&B and the sleek polish of electronic music might seem like an unlikely pairing at first. But TUIDE, HYBE’s newest girl group, is carving out a path between the two with a sound they call “Soultronic.” Rather than following an established formula, the seven members have blended their distinct personalities into something only TUIDE can offer, giving themselves room to move freely.

For TUIDE, music is more than a matter of executing a concept handed down to them. Coming from different backgrounds and experiences, the members approached one another with openness, learning to recognize each other’s strengths and shaping a group identity from those differences. Over the Shibuya-kei and Soultronic production of GroovyRoom, they show that vocals and performance don’t have to be confined to a single genre. Each member’s voice keeps its own character while fitting naturally alongside the others, and that interplay is a big part of what makes the songs work.

The name TUIDE comes from “Tune the tide,” a bold statement of intent to set and steer the currents of the music scene. It’s also a useful key to understanding where the group is headed musically. On the B-side “ABD,” they playfully skip past the D that’s supposed to follow A, B and C. The lead single “SUN KISS” encourages listeners to trust their instincts and move forward. In both cases, TUIDE isn’t looking for the right answer inside a preset frame. They’re opening up possibilities of their own. The members say their teamwork grew out of being honest and unguarded with one another, and that attitude carries through to the album title, TUNE & PLAY, which reflects their desire to play freely on stage.

Starting from what they do best and enjoy most, TUIDE hopes to bring listeners the ease and positive energy of a close friend. Now that they’ve made their debut riding a fresh wave of Soultronic sound, how far can they go in K-pop? With their sights set on this year’s rookie awards, the seven members are ready to tune the tide. Here is TUIDE’s story.