CRAVITY drop energetic single ‘Party Rock’ and talk building “intimacy with our fans”

nme.com:

CRAVITY have released a spirited music video for ‘Party Rock’, a new single from their fourth mini-album ‘New Wave’.The funky pop-rock title track, one of six songs on the mini-album, was released on September 29 alongside a music video.In the video, the group manage a store and then break into ‘Party Rock”s energetic choreography.

They play board games after the first chorus and dance with gusto till the song ends.“Break it down / Just for today, have fun and break free / Go-gotta get down to this beat / Nothing can never bring me down, yeah / No interruption can kill my vibe, yeah,” they declare.The nine-member Starship Entertainment boyband – consisting of leader Serim, Allen, Jungmo, Woobin, Wonjin, Minhee, Hyeongjun, Taeyoung and Seongmin – tell NME the energetic ‘New Wave’ is connected to a previous concept from ‘Adrenaline’, off ‘Liberty: In Our Cosmos’, the album they released in March.In the teaser concept video for ‘New Wave’, the group appear in school uniforms in the beginning and swap them out for stylish outfits at the end. “We meet with something new – it’s the same ‘us’ but in a different outfit and setting,” Allen explains. “So that’s where the ‘new’ part [in ‘New Wave’] comes in… to bring about this new style and trend of this new generation.”On ‘New Wave’, members Serim and Allen are credited as co-writers on four songs including B-sides ‘Automatic’ and ‘Colorful’.

Woobin also co-produced the latter song, saying he “compares colours with feelings”. “When I was writing ‘Colorful’, rather than focusing on the actual colours themselves, I followed the mood or feeling that everyone gets in their daily life.”Rappers Serim and Allen pen their own verses with CRAVITY’s fans in mind.