Rising Seoul-based singer-songwriter and rapper Effie is leading the new generation of Asia’s underground as they reclaim hyperpop’s K-pop and J-pop roots. Influenced by the unapologetic attitude of hyperpop stars like Ecco2k and Bladee, as well as the highly polished world of K-pop idols, Effie’s music is both globally influenced and locally sourced.
The 22-year-old regularly travels between Seoul and Tokyo’s underground scenes as she pioneers Korea’s first Sad Girl movement - a fringe lifestyle where the emotions are endless and girlhood can be both cute and aggressive.
Her new club-ready single 'open ur eyes' is laced with the glitchy, euphoric mood of hyperpop while also merging Effie’s signature contrasts of sweet and unhinged.
'open ur eyes' is taken from Effie’s forthcoming new EP titled E, due on 28 Marchvia South Korean label A MASS CULTURE. E was recorded in Effie’s room in Seoul with her close friends and collaborators. Unlike her previous projects which were conceptual and spiritual, this EP captures her everyday moments, and her year in Seoul after moving away from the city for two years.
Each track of E carries a different emotion while the music, artwork and videos are all themed around elements of 2010’s K-pop. The tracks span UK-drill inspired production, hyperpop maximalism and kawaii vocals - all infused with the stories of her life as a 22-year-old Korean girl growing up in the Internet age.
'open ur eyes' follows the release of singles 'down', which amassed 150k YouTube views within three weeks despite no marketing or promotion, and '코카콜라(coca-cola)'.