The First Step: Chapter Three
The First Step: Chapter Three is the third single album by South Korean boy band Treasure. Released on November 6, 2020, it serves as a sequel to their prior release, The First Step: Chapter Two. Distributed by YG Entertainment and YG Plus, the album encapsulates the growth of the group within just a few months after their debut. Pre-orders for the album began on October 27, 2020, showcasing a strategic promotional campaign that preceded its launch. This album is produced by notable figures in the industry such as Aftrshok, Czaer, and Future Bounce, and it primarily explores the rap and hip hop genres infused with lo-fi and trap elements.
Background of Release
The announcement regarding The First Step: Chapter Three was made on October 26, 2020, confirming its release just three months following Treasure’s debut and a mere 49 days after their second single album. This rapid progression illustrates the group’s ambition to establish themselves firmly in the competitive K-pop industry. On October 27, a concept video was released featuring all 12 members of Treasure, hinting at the thematic direction of the upcoming album.
Subsequently, fans were treated to visual teasers including a title poster released on October 28 and a detailed track list revealed on October 29. The album consists of four tracks: two original songs and their instrumental versions. Members Yoshi, Choi Hyun-suk, and Haruto contributed as writers, while Asahi made his debut as both a writer and composer for one of the tracks. The promotional strategy included releasing snippets of dance clips for the lead single “Mmm” starting from November 2, creating anticipation among fans. Individual member posters were also shared during this period to build excitement.
On November 5, additional content such as a concept video for “Mmm” was unveiled, further engaging fans ahead of the album’s drop. In an intriguing twist, on November 19, Asahi teased a forthcoming live performance video for another track titled “Orange,” showcasing his artistic involvement in multiple facets of the project.
Composition and Themes
The lead single “Mmm” is described by YG Entertainment as a hip hop track set at a BPM of 80. This slower tempo is noted to convey a stronger emotional impression compared to previous releases. Consistent with Treasure’s earlier works in The First Step series, this song explores themes surrounding young love. During a countdown live event held on November 6, members indicated that they aimed to present hip hop through a youthful lens.
Choi Hyun-suk expressed that he infused his personal thoughts and emotions from his twenties into the lyrics of “Mmm,” enhancing the song’s relatability. Complementing this energetic track is “Orange,” which takes on a more subdued ballad style that emphasizes newtro (a term referring to retro aesthetics) and lo-fi influences. The lyrics depict lovers cherishing moments together until sunset, portraying warmth akin to sunrises each day. Asahi’s role as both writer and composer for this piece reflects his deepening creative contributions within the group.
Promotion Strategies
Upon its release on November 6, Treasure engaged fans with an extensive countdown live event streamed through V Live. During this session, they elaborated on their music style and visual concepts associated with the album. The music video for “Mmm” debuted concurrently and achieved remarkable success by amassing over 10 million views within just 72 hours of its release on YouTube.
The group actively promoted both tracks from The First Step: Chapter Three across various South Korean music programs such as Show! Music Core and Inkigayo. This robust promotional effort not only highlighted their musical talents but also strengthened their connection with fans by allowing them to experience live performances.
Commercial Performance
The commercial success of The First Step: Chapter Three was impressive; it surpassed 210,000 physical pre-orders shortly after its announcement, contributing to Treasure being recognized as “Half a Million Sellers.” Upon its release, the single album secured the top position on the Gaon Album Chart during its 46th week in 2020. It also debuted at number four on the monthly chart with approximately 218,855 copies sold in November alone.
Despite limited local promotional activities at that time, “Mmm” demonstrated strong chart performance by topping Rakuten Music’s Real-time Comprehensive Rankings—a significant achievement considering it was their third time achieving such success since debuting. Over several days following its release, “Mmm” fluctuated between positions one and four on various charts while managing to chart in an impressive 93 regional charts including Apple Music rankings.
On November 14, Hanteo’s Daily Album Sales chart also reflected strong sales as the album topped this category, showcasing Treasure’s growing popularity within both domestic and international markets.
Conclusion
The First Step: Chapter Three marks another significant milestone in Treasure’s burgeoning career within the K-pop industry. With its innovative sound blending hip hop with lo-fi elements and heartfelt lyricism reflecting youthful experiences of love and longing, this album resonates deeply with listeners. The successful promotional strategy combined with engaging performances has solidified Treasure’s place among emerging talents in South Korea.
As they continue to evolve artistically while connecting with fans globally through their music and visuals, Treasure sets an inspiring example of how dedication and creativity can propel new artists into success within an ever-competitive landscape.
Artykuł sporządzony na podstawie: Wikipedia (EN).