HYBE’s newest girl group open up about their debut, ‘Soultronic’ sound and finding their own identity

There was a sense of nervous excitement in the room as TUIDE prepared to introduce themselves to the world.
For seven teenagers who had spent years training together, 24 August marked the moment they had been working towards: their official debut. With the release of their first EP, TUNE &amp; PLAY, TUIDE became the first group to debut under HYBE MUSIC GROUP’s new label, ABD.
Made up of SEOHEE, SEOYEON, ELENA, JIA, SAKI, SEAH and YI HANI, the group brings together members from Korea, the United States, the United Kingdom and Japan. Their name comes from the phrase “Tune the Tide”, and if their debut press conference was anything to go by, they are already thinking about how they want to shape that tide for themselves.
“I have butterflies in my stomach as my dream of finally debuting is coming true,” SEAH said.&nbsp;As one of the group’s two maknaes alongside YI HANI, SEAH’s words captured the mix of excitement and nerves surrounding their debut. But underneath that nervousness was also a clear sense of confidence. TUIDE know what they want their music to sound like, and more importantly, they seem determined to make sure the seven members never get lost in the process of becoming a group.
That idea came up again and again during the press conference.

Seven members, seven personalities

If there was one thing TUIDE wanted people to understand about them, it was that they are not interested in putting themselves into one box.
SEOHEE chose the word “vivid” to describe the group, explaining that all seven members have their own distinct personalities and characters. “I think we didn’t want to fit each other into a single box,” she said. “We made sure that everything that comes together, comes together harmoniously.”
It is an approach that seems to influence almost everything about TUIDE, from their music to their choreography. Rather than trying to make all seven members sound or move exactly the same, they want their differences to be part of the appeal.
That is also why the group have given their sound a name of its own: “Soultronic”. The term combines soul music with electronic sounds, bringing together the grooviness of soul with a more modern electronic edge. For TUIDE, it gives them the opportunity to explore a sophisticated sound while still allowing each member’s vocal colour to stand out.And that was particularly important when they began working on TUNE &amp; PLAY.

Finding their voices

The five-track EP was produced with GROOVYROOM, a production team the members were already familiar with long before they had the opportunity to work with them.&nbsp;“We grew up listening to music produced by GROOVYROOM, so it’s such a big honour to work together with them,” the group said. But the collaboration wasn't simply about working with producers they admired. TUIDE said GROOVYROOM helped them discover how to bring out their genuine voices. 
That was something the members were keen to protect. “All seven of us have distinct vocal tones that are very unique and we shouldn’t try to make that into something else,” they explained. That was the biggest piece of advice given by GROOVYROOM when working with them in the recording booth.&nbsp;
You can hear that desire to experiment across TUNE &amp; PLAY. The EP moves between different moods, from the house-influenced energy of “GIRLS” to the nostalgic 2000s R&amp;B feel of “Flip-Flop Girl” and the softer groove of title track “Sun Kiss”. There is even a connection to Janet Jackson on “Echo”, which uses a melody sampled from her “All For You”. The sample ultimately gave the members the opportunity to work with the legendary singer.
For a group making their first introduction, it is an eclectic collection. But rather than feeling like they are trying out different concepts simply for the sake of it, the tracks reflect the variety TUIDE want to have within their music.

A debut built around individuality

That variety starts with “GIRLS”, the track designed to introduce both the members and the sound of TUIDE.
The song leans heavily into house, with an energetic beat and performance that immediately caught ELENA’s attention. “The beat and performance of ‘GIRLS’ is heavily house influenced,” she said. “It was the song that got me the most excited and made the strongest impression on me.”
But for ELENA, the best part of performing it isn't just the music itself. It is being able to share the stage with the other six members. “When I’m performing and looking at my girls, my besties, I feel elated because we’re bouncing off each other’s energy.” That chemistry is something TUIDE seem to value just as much as technical perfection. In fact, their approach to choreography is another way they are trying to preserve each member’s individuality.
While “GIRLS” introduces TUIDE with a burst of energy, “Sun Kiss” offers a gentler glimpse of the group.
Built around an R&amp;B groove and soft pop vocals, the title track was filmed against the dramatic natural scenery of Iceland. Waterfalls, beaches and open landscapes provide the backdrop as the members sing and dance in youthful streetwear.
The choreography left an equally strong impression on the members. When they were first shown the choreography outline, they were so moved by it that they ended up in tears, describing it as something that “felt like a gift to us”.
There is a reason the choreography feels a little different from the perfectly synchronised routines often associated with K-pop groups. TUIDE wanted room for freestyle, allowing the members to inject their own charm and groove into the movements.

Meet my GRLS, TUIDE

Forging their own path

TUIDE aren't looking to follow a particular blueprint. When asked about their role models, SEOHEE said they don't have a specific artist in mind because their goal is “to create our own distinct path as TUIDE moving forward”.&nbsp;The group’s journey began with training under Pledis before ABD was formed, eventually leading them to debut as the label’s first act. As they take their first steps into the industry, they seem determined to make the journey their own.
SEOYEON also shared advice from her sister, TWICE's Jihyo, who reminded her of the importance of staying close to the members. “She told me that you are going to see the members all the time. Even more than you see your family, so you guys have to stick together and be there for each other.” It feels like fitting advice for a group whose debut is built around individuality without losing their sense of togetherness.
With TUNE &amp; PLAY, TUIDE aren't trying to present seven members as one uniform image. Instead, they are introducing seven distinct personalities, voices and grooves and showing how they can come together as one group.
Their tide has only just begun.

TUIDE Make Their Debut With ‘TUNE & PLAY’: Meet HYBE’s New Girl Group

Tags

Related Articles

Culture

Exclusive! Krystal Jung on Her Return to Music, New Single ‘PWLT’, Album & More

Fashion

Looking At KATSEYE's Style Evolution Ahead of Their New Era

Fashion

Decoding JENNIE's Outfits in the "Less than a Lover" Music Video

Recommended posts for you

Fashion

Tate McRae is Calvin Klein’s Newest Global Brand Ambassador

Culture