DAILY:DIRECTION hits the ring in 'DOWN WITH IT' comeback

Rookie boy group DAILY:DIRECTION has announced their first official comeback since debut. Their agency, ODDWAVE, stated that the group's second single, 'MONKEY MODE', will be released on the 13th at 6 PM.

The six-member group—consisting of Jang Yoon-seok, Lim Jihwan, Kim Joo-hyung, Lee Won-woo, E-VAN, and EN KIM—began their comeback countdown on the 9th by releasing the music video teaser for the title track, 'DOWN WITH IT'. This single includes a total of two songs: the title track 'DOWN WITH IT' and the B-side 'TRAPPED'.

Hyperpop Sound and Sensual Music Video Teaser

The title track 'DOWN WITH IT' is an electronic genre that combines Hyperpop and House elements. It expresses the complex emotional tug-of-war of wanting someone's heart through a sensual sound. The album carries a message of looking inward rather than at external standards and the process of accepting one's imperfect self as it is.

The music video teaser released on the 9th features dynamic group choreography set against a backdrop of green and yellow tones. Along with a setting reminiscent of a wrestling ring, the members deliver intense performances. The video features the word for "together" edited in various languages, and the end of the clip builds curiosity with an addictive chorus and a scene of members walking through a door.

1990s Home Shopping Parody and 'GACHA' Version Album Composition

This comeback also stands out for its unique promotional planning. The agency delivered fresh entertainment through teasing content that parodies the home shopping advertisement format of the 1990s. They attempted a production that introduces the new single like a product, utilizing a dejected monkey character and the phrase 'ARE YOU SAD?'.

The album composition also reflects the characteristics of the MZ generation. This second single is organized into a 'GACHA' version, which includes photo cards, sticker packs, and gacha capsules. In particular, the 'Clicker' item previously teased through the highlight medley will be provided in a random gacha format.

On the 13th at 6 PM, all tracks and the full music video will be released through various online music platforms.