K-pop’s Biggest Co-Ed Group Gets ‘ICKY’
In an interview and series of original photos, we get to know KARD on their latest U.S. tour
BM of Kard
Lauren Nakao Winn
Words by Ashlee Mitchell
In the world of K-Pop, where gender-specific groups are the norm, KARD has become synonymous with the term co-ed. Debuting in 2017 under DSP Media, J.seph, Big Matthew (BM), Somin, and Jiwoo all have their own flair outside of their unique group makeup. With music that springs from Latin, EDM, dancehall, and many other genres, to the synergy amongst the foursome, it’s hard not to love them. As they continue their Playground World Tour, with New York kicking off the U.S. leg, following a few Latin American shows, the group feels like they’re charting new territory. The tour follows the recent release of their mini album ICKY, which has led to several viral moments, especially when it comes to American rapper BM’s verse on the title track. With their openness with fans and involvement in the music-making process, consumers get a glimpse into the group’s vivacious energy, which is also palpable in their choreography and visuals. In a cookie-cutter industry, this is a group that embraces individuality, creating much needed space for innovation.
Following their New York show at the Theater at Madison Square Garden, the foursome met up with JoySauce for an ICKY-inspired photoshoot. Sitting in their hotel the next day, we discuss the album, the tour, and how KARD has played their cards over the years.
Ashlee Mitchell: Let's start by talking about ICKY. So you guys recently released your mini album. Can you describe the title track and the meaning of the album?
BM: “ICKY” is a heavily Moombahton, Reggaeton-influenced track. I feel like it differentiates from our previous tracks by the way it pockets the sounds differently. The lyrics definitely sets it apart from the type of songs we've done before. It's very high energy, very sexy. We wanted to get a little bit bold with how we express ourselves as artists. Definitely in a way that's age appropriate for us as well because now we're hitting early 30s, late 20s. And I feel like it's a subject that you don't see talked about a lot in K-Pop. So we wanted to push the boundaries for what could be talked about in a K-Pop song as opposed to what's, you know, the conservative norm.
As a collective, I think this was the album where we really decided, let's push the sexy, the little bit more explicit, provocative side, but do it as much in a classy, entertaining way as possible. Hence, why we used these innuendos instead of being blatant about it. I was a little bit blatant, to be honest with you.
AM: A little bit?
BM: A little bit. But it still fell within the PG range, you know what I mean? So, I feel like we're definitely successful with that. And it was really the first album where all four of us collectively were very, very...it was easy to agree upon everything.
The four members of Kard, clockwise from top: BM, J.seph, Jiwoo, and Somin
Lauren Nakao Winn
AM: Do you guys have a favorite B-side from that album?
Somin: "Cake."
BM: “Cake?” Oh wow…
AM: Is that something to do with the choreography or just the song itself?
BM: Well, I think there's a lot of factors. I think the choreography is one, I think the level of explicitness that it holds, even compared to "ICKY," it's a bit more bold. I think, also the fact that it was produced completely in-house within the members.
S: It was the song that we really needed. The vibe of the song.
AM: So obviously, you guys just did your NYC date of the tour. What was it like performing? And did it feel different from other times you performed in New York City?
BM: Absolutely. The first time was incredibly scary and intimidating. The second time was a little bit better. I think there was a bit more energy and a bit more "Welcomingness." But this time it just felt like everyone was just mad, diehard fans. It felt amazing. The energy was incredibly high. And we all, you know, agreed that this is a really high standard to live up to for the other cities.
J.seph: So, New York. It's a big city. It's one of the most popular cities in the States. As artists, we always dream about performing and having a show in New York. So, that's something that I always thought about. This time, performing here for the third time, it really felt like we could really enjoy the stage with the fans together.
AM: So, Jiwoo, I know you mentioned you had a family member here yesterday. How did it feel to be able to share this part of your career and your journey with your family?
Jiwoo: So basically, I don't really enjoy my friends or family coming to watch my show on stage. At the same time, I don’t want them watching me on screen together. It's not because I’m embarrassed, but I don't want to be an artist to them. I want to be who I am to them as a family member. But yesterday was a bit different. My brother came over with his friends, and I wanted to really show the best side of myself, like the A-game in front of them. So it was a bit different yesterday—it was good.
AM: I know BM mentioned this during the show yesterday, but can you tell me more about the meaning of "Playground" in your tour title?
BM: We wanted to create a space where there's no anxiety, no stress, no depression. And we just wanted fans to just have a detox from all the bull that you have to go through in life, right? Because it's always going to be there. And our main goal is to just—through our music, through our performances, through any type of content we put out—have any of our listeners or our audiences or our fans have more happy time in their life than they do sad or mad or frustrated time in their life. You know what I mean? So, When you come out of the show, anytime after that, when you're feeling down, the memory of the show could be an escape as well. When you're a kid, when you're in a playground, that's all you know, right? You just know the swings that you're swinging on, the monkey bars that you're climbing on, the apparatuses that you're running through, you know, nothing else. That's the space we wanted to create. Just music, love, excitement, happiness, laughter. That's it.
AM: So what are some concepts or genres that you guys want to try in the future?
BM: Trying to take it back. Our next album, we're trying to take it back a little bit to the early 2000s.
AM: Really?
BM: It's happening right now. It's happening everywhere. But there's certain genres that haven't been touched yet.
AM: Like what?
BM: Well, I'm not spilling today. But, you're going to hear the references. If we're going to be able to put out the songs that were made, we're producing on the go right now. I'm writing beats. I brought my mic and all my equipment. We're planning on creating music while we're on the road. But collectively, we all agreed that we kind of want to take it back. I think I can say this: We're trying to incorporate a little bit more of hip-hop and R&B with a mix of…I'm not going to say it.
AM: How long will we have to wait?
BM: The reason I don't want to spill it is because we might be ahead of ourselves right now. Because these types of things need to be discussed with the company. This is kind of just like internally between us, what we have planned and what we feel like is the next step in direction for KARD. We believe in it, too.
AM: That reminds me, so you guys mentioned renewing your contracts during the show. How do you think you've been able to keep such a strong group bond over the years?
BM: I feel like, as much as we emphasize individualism, and as much as, you know, each one of us individually has our own character, artistry, style, we also do depend on each other…Heavily. There's a concept that we like, that I like, when it comes to us, one plus one doesn't equal two, it equals ten, and two plus two doesn't equal four. It equals 100.
AM: I've heard you say this before.
BM: I feel like it's very valid with a group like us, because I don't believe that I'll be able to do as much as I can with KARD by myself. And I believe it right now, at least right now with each member as well. Yeah, I feel like we could do a lot more damage as a collective. It's just the beginning. Which is why we all renewed because we feel like we have so much more to do.
AM: KARD has a lot of charm outside of being just a co-ed group. Can you talk about a special quality that each member brings to the group?
BM: I feel like J.seph, his comical sense. One thing I've realized, especially on this tour, he's very funny. Everyone knows he's funny in Korea. I thought people didn't know that humor code out here in the States or Europe or wherever we go, he's funny everywhere. He's a globally funny man. You know what I mean?
Jiwoo, very creative, always looking for another way to be unique, another way to stand out from the rest. I feel like that's something that's always going to put perspective in a group.
Somin, very professional. Always practices professionalism, never late, always very stable when it comes to skill sets, being on stage, etiquette, like, little stuff here and there.
And me, I try to be the organization guy that kind of brings it all together and, you know, kind of makes sure the direction is always going to be there.
AM: What are you guys listening to these days?
BM: We just came back from Costa Rica. For me, I was listening to a lot of Eladio Carrión.
E Sens, man. E Sens' album is crazy. My little bro KOREANGROOVE just put out an album. I'm really enjoying his album.
JS: There's a band in Korea called Jannabi, and there's a song called "Hong Kong," and there's a program called Killing Voice in Korea, and I downloaded it offline on YouTube and watched it on the plane. And one of the songs they performed was "Hong Kong."And that's why I got immediately attached to it.
BM: I'm also heavy into Christian rap these days, too. Zauntee is fire.
J: I love Sung Shi Kyung in Korea, and his song, Forever.
AM: I saw you guys did group and solo stages. So how do you plan what units to do and what songs to do for those?
BM: Oh, we always have a group discussion. We have a lot of meetings before comebacks, before tours, and we built the set list together. Obviously for solos, not every member has a solo. So I kind of have to, you know, ask nicely, because it could look unfair, especially from a fan's perspective, too. But my members are nice enough to allow it and to be supportive of it, too.
AM: What are your goals as you continue on this tour, and what can fans expect from KARD?
BM: You can expect better music, constant upgrades and ideas. I want to say production. But usually when people say upgrade and production involves money. But I don't believe that money and production necessarily always makes it better. I think the idea is always the most important. So we have a lot of good creative backing right now. I think the ideas are gonna get better. The music, like I said, we got the direction on lock right now, I'm telling you.
For the tour, we're hoping for more exposure. We just want videos to go around and we just want more people that haven't heard about KARD to know about us. And just to be able to vibe and, you know, share more love with fans.
AM: Do you guys feel the difference between your Korean audience and your international audience?
JS: During the show, it's very similar. But there's a bit of difference before the show happens, so when I’m backstage and look at the seats, the international fans tend to enjoy themselves like a party-style vibe. But the Korean fans, when I look out they're getting prepared for camera work and all that kind of stuff. So it feels like the purpose of them is to shoot pretty pictures, of course. Which is very important. But the purpose might be a bit different.
BM: I feel like you almost need to cater to it a little bit differently, because of how the cultures are so different in each country. Thus, making what you value different as well. I think it could tie on to what J.seph was saying. Some things you could find a little bit more free and be more nonchalant about in the U.S. Korea could take a little bit more sensitively. Some things that Korea is nonchalant about could be [an issue] in Germany. You know what I mean? I think it's good to be aware of those things.
AM: So BM, with you being from America, did you face a lot of challenges adjusting to being in the K-Pop industry?
BM: 100 percent. Not only just being in the industry, but being in Korea itself, because I knew I had no cultural nuance at all. I didn't know. To be fairly honest with you, I didn't have a big interest early. My early years of my life before I went to Korea, I had to learn and be accustomed to it as I was living there. And I'll tell you this, had J.seph not been as nice as he was, I don't think anyone would have had the patience for letting me know and teaching me and kind of like schooling me through what Korean people find valuable. Not, like, materialistic, but like, just cultural wise. It was tough. I think it's tough for anybody. But I'm really glad I still went through it.
AM: Lastly, do you guys have anything that people should know about you who aren't familiar with KARD?
BM: We're funny, we're creative. We're professional. And we try to be well organized. We have a lot of love. A lot, a lot of love.
From left, BM, Somin, Jiwoo, and J.seph.
Lauren Nakao Winn
Published on August 2, 2023
Words by Ashlee Mitchell
Ashlee Mitchell is a Gen-Z writer, actor, host, and content creator with a focus on Black and Korean pop culture. She has interviewed prominent artists such as BTS, J-Hope, Saweetie, and Stray Kids, and her work can be found in publications including Teen Vogue, GRAMMY.com, MTV News, etc. She loves to travel and can be found anywhere from Seoul to Los Angeles. You can follow her on Instagram @ashlee.luvv or on Tiktok, Twitter, and Youtube @itgirlash.
Photography by Lauren Nakao Winn
Lauren Winn is a pop culture whackjob who works in fashion. She is a sucker for genre-meshed aesthetics, a textbook workaholic, a bonafide digital media queen, and the sum of many rotating hyperfixations. If you want to get on her good side, greet her with a LaCroix or follow her on insta @laurennakaowinn.