Interview: ATEEZ

Client: DAZED (2019)


Forming an idol group is as much scientific as intuitive. They must be unique individually, but stronger together; their backgrounds and personalities should differ, yet perfectly complement each other. Idols are expected to be paragons, so it’s commonplace for innocuous, random skills or habits – like Jong Ho’s ability to split apples bare-handed, or Seong Hwa’s cleaning jags – to be played out over and over, somehow becoming intimate personality traits. But as interest in idols grows internationally, the barrier between artist and fan is cracking with a need to connect in deeper, more authentic ways.

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