As AOMG\u2019s first female collective, NEWY, UM JIONE, KANG YESEUL, SON JUONE and KIM YUNA are drawing on underground culture and their self-described \u201cMessy Girls\u201d philosophy to redefine what the next generation of K-hip-hop can look and sound like.\u00a0<\/span><\/p>\n When AOMG launched its \u201cMAKE IT NEW\u201d 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\u2019s first-ever girl crew, embracing imperfection, freedom and creative expression over conformity.<\/span><\/p>\n \u201cWe think a \u2018Messy Girl\u2019 is someone who enjoys who they are, even without being perfect, and shows her charm through her natural self,\u201d SON JUONE told amNewYork. \u201cTo us, it means expressing yourself freely instead of being confined by expectations or fixed ideas.\u201d<\/span><\/p>\n 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 \u201ca safe haven for creative artistry, where authenticity is the key to creating great music.\u201d<\/span><\/p>\n For Keyveatz, authenticity begins with enjoying the creative process.<\/span><\/p>\n \u201cI think Keyveatz\u2019s attitude can be described with three words: freedom, enjoyment and confidence,\u201d UM JIONE said. \u201cThe most important one is enjoyment. When you\u2019re genuinely having fun making music, confidence naturally comes out. It\u2019s not something you can force.\u201d<\/span><\/p>\n That spirit is embedded throughout the group\u2019s debut release, featuring the title tracks \u201cKey Beats\u201d and \u201cCatch My Breath.\u201d Produced with contributions from toni rei (Nam Dohyun), the project introduces listeners to Keyveatz\u2019s genre-blending approach, balancing hip-hop, Jersey club rhythms and sleek pop production.<\/span><\/p>\n For UM JIONE, the title track serves as the group\u2019s mission statement.<\/span>\n<\/p>\n \u201c\u2018Key Beats\u2019 represents our identity,\u201d she said. \u201cThe freedom we show on stage, the hip-hop vibe throughout the song and even the relaxed energy all make Keyveatz\u2019s charm stand out.\u201d<\/span><\/p>\n The lyrics reference Seoul, Tokyo and Rodeo, symbolizing the global stages they hope to someday reach.<\/span><\/p>\n While \u201cKey Beats\u201d introduces their confident persona, \u201cCatch My Breath\u201d reveals another side of the group. Opening with the members\u2019 breathing before building into a catchy hook, the track focuses on being effortlessly cool.<\/span><\/p>\n \u201cIt\u2019s more polished than \u2018Key Beats,\u2019 but its charm comes from feeling cool in an effortless, carefree way,\u201d UM JIONE explained. \u201cThat laid-back feeling represents us really well.\u201d<\/span><\/p>\n Although the music videos establish Keyveatz\u2019s visual identity, the members believe audiences truly understand them once they step onto a stage.<\/span>\n<\/p>\n \u201cEven with the same song and choreography, every member expresses it differently,\u201d KANG YESEUL said. \u201cEvery performance has its own unique details. If people pay attention to those details, they\u2019ll discover even more of our charm.\u201d<\/span><\/p>\n Rather than trying to erase their differences, the members see them as the foundation of the group\u2019s chemistry.<\/span>\n<\/p>\n \u201cAll five of us have very distinct personalities,\u201d NEWY said. \u201cEven 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.\u201d<\/span><\/p>\n The group\u2019s 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.<\/span><\/p>\n \u201c\u2018OXY_GEN\u2019 carries the meaning of creating a new beginning and a new generation,\u201d KIM YUNA said. \u201cJust as oxygen is something we can\u2019t live without, we hope our music naturally becomes part of someone\u2019s everyday life. We also wanted to bring fresh energy through Keyveatz\u2019s own unique color.\u201d<\/span><\/p>\n The members shared that creating the EP also helped solidify the group\u2019s identity.<\/span>\n<\/p>\n \u201cI don\u2019t think Keyveatz has ever tried to find the perfect answer from the beginning,\u201d KANG YESEUL said. \u201cWe 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\u2019s when I realized imperfection can become perfection.\u201d<\/span><\/p>\n Several members contributed creatively throughout the project, with UM JIONE helping write lyrics for \u201cKey Beats.\u201d<\/span><\/p>\n When asked which song best represents the group, the members largely pointed back to their debut single.<\/span>\n<\/p>\n \u201cMy favorite is \u2018Key Beats,\u2019\u201d UM JIONE said. \u201cI participated in the choreography, songwriting and stage production, so I\u2019m especially attached to it. My favorite lyric is \u2018crazy little thoughts spinning in my beanie.\u2019 It reflects a small, everyday part of our lives.\u201d<\/span><\/p>\n SON JUONE instead highlighted \u201cSUCK IT UP,\u201d a song every member helped create.<\/span>\n<\/p>\n \u201cIt means a lot because all of us participated in making it,\u201d she said. \u201cThe message about overcoming difficult moments reminds me of our own journey toward debut.\u201d<\/span><\/p>\n As artists still at the beginning of their careers, the members say they\u2019re continuing to discover what makes each of them unique.<\/span>\n<\/p>\n \u201cI\u2019m constantly asking myself what my own way of expressing myself is,\u201d SON JUONE said. \u201cWhether it\u2019s through dancing or singing, I want to continue showing a more honest version of myself.\u201d<\/span><\/p>\n![\"UM](\"https:\/\/www.amny.com\/wp-content\/uploads\/2026\/07\/1-1.jpg\" "\\"Meet")
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