Ateez is receiving a lot of attention for their unique album promotion. The group’s ninth mini-album, “THE WORLD EP.2: OUTLAW,” which be released on the 16th, is causing a stir.
In April, Ateez’s Seoul encore concert, “THE FELLOWSHIP: BREAK THE WALL” ANCHOR IN SEOUL, featured banners with QR codes for the upcoming comeback inserted into red pepper-shaped lanterns. On the first day of the concert, a wall covered in graffiti of Ateez, who were wanted, was installed, and the next day, a flag with the Ateez logo was erected in an installation art piece, presenting a new paradigm in the promotion industry.
Last month, an unexpected photo was posted on Ateez’s official SNS, surprising fans. The photo contained a hidden code number that, when entered into an unmanned printing system, allowed anyone to print Ateez’s wanted poster, piquing interest.
The highlight of the “THE WORLD EP.2: OUTLAW” promotion was the Cheongyang Chili Pepper Truck. The truck, which carried the chili peppers mentioned repeatedly in the teaser content, played pre-recorded Ateez voices while driving around Seoul, arousing curiosity. Since last week, the Seoul Subway Line 2 has featured a “Cheongyang Chili Pepper Truck” that has attracted public attention by destroying genres and formats in promotions.
Ateez is creating a giant stage where the city we live in feels like a part of their mission by moving between online and offline spaces. They are also raising expectations for “THE WORLD EP.2: OUTLAW” by using a participatory promotion concept that makes fans feel like they are part of Ateez’s mission.
“The WORLD EP.2: OUTLAW” will be released on the 16th at 1 p.m.
