ALL(H)OURS, the rookie boy group that debuted in January 2024, has made a significant impact with their latest album “WITNESS,” particularly through their title track “SHOCK,” which introduces the genre of drift phonk into the K-pop scene. This bold move marks a notable evolution for the group, showcasing their ambition and growth as artists.

The album was unveiled during a showcase at Ilji Art Hall in Gangnam, Seoul, where the members expressed their excitement about this new chapter. Drift phonk, a genre rooted in Memphis hip-hop and gaining traction in the EDM club scene, is characterized by its energetic beats and catchy hooks. The track “SHOCK” features a captivating cowbell synth that hooks listeners from the start, creating an adrenaline-pumping experience that resonates with the high-energy vibe K-pop fans adore.

Critics have praised “SHOCK” for its relentless momentum and engaging production. The song’s shouty chorus, while initially perceived as cheesy, has been recognized for its infectious energy, making it a perfect anthem for those seeking a boost. The pre-chorus builds tension effectively, culminating in a memorable “whoop whoop” siren that adds to the track’s appeal. This innovative approach to K-pop not only highlights ALL(H)OURS’ unique sound but also positions them as a group to watch in the industry.

The connection to notable figures in the K-pop world, such as JYP Entertainment’s Park Jin-young, further enhances their profile. As they strive to establish their identity, ALL(H)OURS aims to be recognized for their live performance skills, setting them apart from other rookie groups. With their dynamic sound and determination, ALL(H)OURS is poised to make waves in the K-pop landscape, inviting fans to witness their journey and evolution as artists.

ALL(H)OURS (올아워즈) ‘도깨비(SHOCK)’ Performance Video