Discovering HyunA’s True Self in ‘Attitude’

HyunA has invariably been herself, unabashed and open to all forms of self-expression. She’s real, carefree, and confident in her sound—a true K-pop sensation. Her dynamic presence, dripping sexiness and style, and deft musicality contribute to that; they make her who she is: a distinguished artist.

All of that culminates in Attitude, her ninth EP rife with new facets of her musical talent. Through four vivid tracks spanning pop, dance, and R&B, HyunA unleashes the fire and ice within, dominating with attitude. 

It’s her first since signing a contract with AT AREA, “the music that you listen to,” she notes in a press release. “I thought I was the one who does the music that you watch.” Attitude, in that sense, is an attempt at altering the notion, adding a new chapter to HyunA’s discography.

Its performance video was initially teased in November 2023, where she slays like a queen. In impressive, distinct allusions, it rings a bell to some of her greatest hits. “Attitude” represents HyunA’s sense of self. Her sultry visuals and seductive vocals lift the song higher still. Inhibitions are dropped here, and self-expression is valued above all else. She well encapsulates the freewheeler HyunA, taking in her sensuality with aplomb.

With questions and answers on the unknowns encountered in love, “Q&A,” Attitude’s lead single, conjures honesty and unpretentiousness. Sailing into the overpowering emotions felt with a fresh romance are words like “I can’t stop this feeling, express it/Wanna know wanna know wanna know your sign/Crossing the line as much as I want to touch, closer/I’ll hold you without hesitation, body on me,” passionately seizing the moment.

“Q&A,” carried out with GroovyRoom and LDN Noise, is an attractive blend of UK garage and pop elements in a music video saturated with an autumnal color palette. HyunA features with this guy, sharing cozy moments intercut with shots of her soaking up the occasion, enlivened by her bright, dulcet singing.

Subsequently, “RSVP,” feat. CHANGMO is a sentimental take derived from a GroovyRoom composition and a sample culled from Uhm Jung-hwa’s “Invitation.” With an ambient touch that provides emotional subtlety, it gives off a bouncy, groovy feel—an intimate, acoustic piece that is somewhat Afrobeat-esque—engaging, alive, and sonically freshly bought.

The album’s final track, “Ah!” feat. GEMINI, a collaboration between GIRIBOY and BOYCOLD, is a chill, easy-listening tune that rounds off Attitude neatly. The EP is a welcome inclusion in the protracted career and illustrious music catalog of HyunA, who, given her creative genius, has been a key player and asset in K-pop for more than a decade now.

Her career took off in 2007, shortly after HyunA joined the famed Wonder Girls as its main rapper. Her exit from the ensemble followed soon enough, and then in June 2009, she had her Cube Entertainment breakthrough as a member of 4Minute. With a smash debut solo single, “Change,” which shot to number two on South Korea’s Gaon Digital Chart in 2010, HyunA’s impending success as a soloist was apparent.

Her 2011 maiden EP, Bubble Pop! was an overnight sensation, selling more than three million digital copies, making her the first-ever K-pop female solo artist to reach 100 million views on a single music video on YouTube. HyunA’s solo projects kept listeners enthralled regardless of when 4Minute disbanded in 2016.

After parting ways with Cube Entertainment in 2018, HyunA moved on to Psy’s P Nation. She released her digital single “Flower Shower” under the new label, earning her seventh top 10 spot on the US Billboard World Digital Song Sales list.

This time around, as HyunA heads into the next phase with GroovyRoom’s AT AREA, she continues testing her limits and gets started with Attitude.