“All you gotta know is that I rock the show,” raps Keyveatz on their debut single, “Key Beats,” a bold statement from the five-member crew carving their own lane in Korean hip-hop.
As AOMG’s first female collective, NEWY, UM JIONE, KANG YESEUL, SON JUONE and KIM YUNA are drawing on underground culture and their self-described “Messy Girls” philosophy to redefine what the next generation of K-hip-hop can look and sound like.
When AOMG launched its “MAKE IT NEW” initiative in 2025, the influential Korean hip-hop label began the process of reimagining its future with a new generation of artists. Leading that charge is Keyveatz, AOMG’s first-ever girl crew, embracing imperfection, freedom and creative expression over conformity.
“We think a ‘Messy Girl’ is someone who enjoys who they are, even without being perfect, and shows her charm through her natural self,” SON JUONE told amNewYork. “To us, it means expressing yourself freely instead of being confined by expectations or fixed ideas.”
That mindset represents a new chapter for AOMG. Founded by Jay Park in 2013, the label helped shape modern Korean hip-hop through artists including Gray, Loco and Simon Dominic. Under CEO Yoo Deok Gon, AOMG 2.0 aims to expand that legacy by creating what he describes as “a safe haven for creative artistry, where authenticity is the key to creating great music.”
For Keyveatz, authenticity begins with enjoying the creative process.
“I think Keyveatz’s attitude can be described with three words: freedom, enjoyment and confidence,” UM JIONE said. “The most important one is enjoyment. When you’re genuinely having fun making music, confidence naturally comes out. It’s not something you can force.”
That spirit is embedded throughout the group’s debut release, featuring the title tracks “Key Beats” and “Catch My Breath.” Produced with contributions from toni rei (Nam Dohyun), the project introduces listeners to Keyveatz’s genre-blending approach, balancing hip-hop, Jersey club rhythms and sleek pop production.
For UM JIONE, the title track serves as the group’s mission statement.
“‘Key Beats’ represents our identity,” she said. “The freedom we show on stage, the hip-hop vibe throughout the song and even the relaxed energy all make Keyveatz’s charm stand out.”
The lyrics reference Seoul, Tokyo and Rodeo, symbolizing the global stages they hope to someday reach.
While “Key Beats” introduces their confident persona, “Catch My Breath” reveals another side of the group. Opening with the members’ breathing before building into a catchy hook, the track focuses on being effortlessly cool.
“It’s more polished than ‘Key Beats,’ but its charm comes from feeling cool in an effortless, carefree way,” UM JIONE explained. “That laid-back feeling represents us really well.”
Although the music videos establish Keyveatz’s visual identity, the members believe audiences truly understand them once they step onto a stage.
“Even with the same song and choreography, every member expresses it differently,” KANG YESEUL said. “Every performance has its own unique details. If people pay attention to those details, they’ll discover even more of our charm.”
Rather than trying to erase their differences, the members see them as the foundation of the group’s chemistry.
“All five of us have very distinct personalities,” NEWY said. “Even so, the first thing we always think about is Keyveatz as a team. No matter what shape each of us takes individually, we all share the same goal of moving in the same direction.”
The group’s debut EP, OXY_GEN, continues that mindset. More than a title, the name symbolizes both a new beginning and the hope that they can become a household name.
“‘OXY_GEN’ carries the meaning of creating a new beginning and a new generation,” KIM YUNA said. “Just as oxygen is something we can’t live without, we hope our music naturally becomes part of someone’s everyday life. We also wanted to bring fresh energy through Keyveatz’s own unique color.”
The members shared that creating the EP also helped solidify the group’s identity.
“I don’t think Keyveatz has ever tried to find the perfect answer from the beginning,” KANG YESEUL said. “We bring together different ideas until we create one answer together. We had disagreements during the creative process, but we always talked honestly and found a better direction. That’s when I realized imperfection can become perfection.”
Several members contributed creatively throughout the project, with UM JIONE helping write lyrics for “Key Beats.”
When asked which song best represents the group, the members largely pointed back to their debut single.
“My favorite is ‘Key Beats,’” UM JIONE said. “I participated in the choreography, songwriting and stage production, so I’m especially attached to it. My favorite lyric is ‘crazy little thoughts spinning in my beanie.’ It reflects a small, everyday part of our lives.”
SON JUONE instead highlighted “SUCK IT UP,” a song every member helped create.
“It means a lot because all of us participated in making it,” she said. “The message about overcoming difficult moments reminds me of our own journey toward debut.”
As artists still at the beginning of their careers, the members say they’re continuing to discover what makes each of them unique.
“I’m constantly asking myself what my own way of expressing myself is,” SON JUONE said. “Whether it’s through dancing or singing, I want to continue showing a more honest version of myself.”
NEWY agreed, saying authenticity has become more important than perfection.
“I have a clear understanding of what I like,” she said. “When my natural, unembellished voice comes through, those are the moments that feel the most like me.”
For UM JIONE, authenticity is found in rhythm, which is why she feels that she is her truest self when signing.
“My true voice comes out when I sing as if I’m speaking,” she said. “When the rhythm and the delivery of the lyrics come together perfectly, I can feel that something is different.”
Each member also draws inspiration from different sources. For SON JUONE, it’s the energy of performing. NEWY finds inspiration in bright colors that influence her mood and style, while KANG YESEUL turns to visual mood boards on Pinterest. UM JIONE is driven by rhythm itself, and KIM YUNA simply credits music.
“Whenever I listen to great music by different artists, new ideas naturally come to me,” YUNA said. “Those moments inspire me to create again.”
Their ambition, however, stretches beyond debut promotions.
“I hope Keyveatz becomes an icon with our own unique identity,” SON JUONE said. “I want us to become the kind of group that naturally makes people think, ‘That’s so Keyveatz,’ whenever they hear our music or watch our performances.”
That dream first began for many of the members while watching artists perform from the audience.
“Watching other artists perform made me think, ‘I want to stand on that stage someday,’” KIM YUNA said. “Now that my dream has come true, I want to share not only the happy moments with our fans, but every step of Keyveatz’s growth.”
NEWY remembers having a similar realization at her first concert.
“Seeing someone perform confidently in front of thousands of people made me think, ‘I want to become a singer like that,’” she said. “I want to keep loving myself, expressing myself honestly and creating many happy memories with the fans who support us.”
With OXY_GEN as their grand introduction to the world, Keyveatz say they aren’t simply adding another name to the crowded K-pop landscape. As AOMG’s first girl crew, they’re paving the way for something so much more meaningful: A distinct space between hip-hop, underground culture and performance, proving that their greatest strength is breaking the mold.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source www.amny.com ’
