InterviewCRAVITY kicks off bold new era with rebranding, 'Dare to Crave' album
K-pop boy band CRAVITY / Courtesy of Starship Entertainment
Just when it might have been easy to stay the course, K-pop boy band CRAVITY has chosen the harder path: reinvention.
Currently five years into their career, the nine-member boy band is entering a bold new chapter — marked by a complete group rebrand, a shift in leadership and the release of "Dare to Crave," the group's second full-length album and first in three years.
"We looked back on everything we've done so far," said member Seongmin during an interview with The Korea Times at the group's agency headquarters in Gangnam District, Seoul, Thursday.
"This time, we're starting with the mindset of debuting all over again."
Though the timing may seem bold, the members said it's not without cause. Debuting at the height of the COVID-19 pandemic, CRAVITY faced empty stages and cheers that came through screens, slowing their momentum due to circumstances beyond their control.
Now, with fans in the seats and wind at their backs, the group is ready for a major reset. A big part of the reboot includes appointing Wonjin and Hyeongjun as co-leaders, succeeding founding leader Serim, who had steered the team since debut.
"It wasn't an easy change at first," Serim admitted. "But these are the members who supported me when I was leader. Now, I think it's my turn to do the same for them."
Wonjin said the decision reflects a natural evolution for the team.
"This change came out of a desire to take on something new," he said. "Serim built this team on strong relationships, and we plan to keep that spirit alive. If there was a burden he carried, we hope he can finally set it down and enjoy the next steps with us."
The teaser images for boy band CRAVITY's upcoming album "Dare to Crave," set for release on Monday / Courtesy of Starship Entertainment
Though fans may be surprised by the leadership switch, CRAVITY says it aligns with the group's broader transformation — including a new interpretation of their team name.
"Just like we added a new meaning to our name CRAVITY — 'Craving Gravity' — this shift is part of our newfound identity," Hyeongjun said. "It's a fresh attempt at growth."
That boldness pulses through "Dare to Crave," a high-energy, genre-spanning album set for release Monday afternoon. The new work, according to the members, features unit songs, member-written lyrics and a more mature artistic direction.
The title track, "SET NET G0?!," playing on the similarities of the English phrase “get set go” and the Korean numbers set (three) and net (four), stands at the center of it all. Driven by hypnotic guitar riffs and a dynamic chorus, the song urges listeners to charge together with the CRAVITY members into the unknown future.
Yet the ambitious return hasn't come without challenges. During the filming of the title track's music video, Seongmin sustained a fractured rib.
"I took a hard hit while dancing, and it cracked," he said. "Fortunately, it doesn't affect my daily life. I'm not doing the choreo for now, but I'm still participating in all promotions."
The members praised his resilience and determination to stay involved.
"We seriously considered having him sit out," said Hyeongjun. "But he really wanted to be part of this album. Even today, he insisted on joining the interview. His willpower is incredible, and we're doing our best to support him."
Seongmin added, "It's our first full-length album in a while, and we have a concert coming up too. The fans are excited, and I didn't want to miss the chance to show what I can."
K-pop boy band CRAVITY / Courtesy of Starship Entertainment
Scheduled for July at the Olympic Handball Gymnasium in eastern Seoul, the group's upcoming concert will further showcase the new CRAVITY.
"We used to perform at the slightly smaller Olympic Hall, but performing in this new venue was on my bucket list," Jungmo expressed. "The setlist for the upcoming show includes many great tracks from the new full album, and we're performing with a live band, so it'll be fresh and fun."
The group's rebrand doesn't just reflect a visual or sonic shift — it's rooted in the kind of communication and camaraderie they've nurtured behind the scenes. Frequent "family meetings," often held off-camera during rest or wait times, helped the members align — both emotionally and artistically.
"Despite being in a group for five years already, I don't feel it, and I think the members would agree," said Taeyoung. "We're still working with the same heart we had when we debuted."
As they look ahead, CRAVITY isn't shy about setting goals — from composing their own drama soundtrack to reaching one million album sales.
"This is our first full album of the year, and we want it to be a career high," said Hyeongjun. "There's a lot we're longing for, and we're ready to keep chasing after it."