The group Cravity has embarked on a new starting point through a major rebranding. Celebrating their 5th anniversary, they have changed everything from their team logo to the meaning of their group name and musical direction, meeting fans with a completely different appearance.
Cravity (Se-rim, Allen, Jung-mo, Woo-bin, Won-jin, Min-hee, Hyung-jun, Tae-young, Sung-min) released their second full album ‘Dare to Crave’ on the 23rd. This new album is Cravity's first full album in about three years, where they openly sing about the desires that have blossomed from facing their inner selves.
First, Hyung-jun expressed his thoughts on the comeback, saying, “This is our first comeback of the year and our second full album after three years. We prepared hard for our fans who have been looking forward to it.” Won-jin added, “All members participated in the lyrics, and there are unit songs included as well,” expressing his excitement about showcasing their diverse charms.
This comeback is particularly special for Cravity as it is the first album to fully redefine the team's identity and image.
They unveiled a new team logo reminiscent of grapes and grapevines, and redefined their group name as a combination of ‘CRAVE’ and ‘GRAVITY’, meaning “the force that pulls each other like gravity, and the desire that sprouts within it ultimately creates the ‘me’ of today.”
When asked about the reason for rebranding at this time, Sung-min replied, “We took time to reflect on what mindset we had during the past five years and had expectations about how we should move forward. So, we started with the mindset of redefining the group and debuting again.”
We could also hear about the changed concept and direction of the group.
Sung-min stated, “While we previously showcased the keyword ‘youth’, from this album onwards, we will show a new side focusing on ‘desire’,” and Hyung-jun expressed his ambition, saying, “The grape in our team logo is refreshing and sweet when eaten raw, but it becomes wine when aged. I want to intoxicate everyone with a mature appearance like mature wine.”
Given the effort put into creating the album, they must have been careful in selecting the title track. Cravity's title track is uniquely titled ‘SET NET GO?!’. This song captures the youthful energy of boldly overcoming uncertain moments of youth, running towards their goals (NET) with their own rhythm (SET) and going (GO).
“If you look closely, the ‘GO’ in the title track is the number 0, not the letter O. The 0 represents us awakening from an egg. The following question mark and exclamation mark may signify confusion upon re-entering the world, but ultimately, it embodies our will to realize what we want and pursue it.” (Won-jin)
Se-rim, who participated in writing the lyrics for ‘SET NET GO?!’, shared, “I’m very happy to be part of the title track's lyrics. I tried to capture the feeling of ‘I will keep running no matter what situation comes’ in line with the theme of this album.”
The unit songs, which highlight each member's charm, are also impressive. The members divided the unit concepts into sexy (Se-rim, Min-hee, Tae-young), refreshing (Allen, Hyung-jun, Won-jin), and vocal (Jung-mo, Woo-bin, Sung-min).
In particular, Se-rim, who presented his first self-composed song ‘Marionette’ as a unit song, said, “I aimed for a sexy theme from the start. I tried to express the idea that ‘I am nothing like a marionette without you’ and ‘Cravity is nothing without fans’ in a sexy way.”
Cravity will hold their solo concert ‘Dare to Crave’ at the Seoul Olympic Park Handball Stadium on July 12-13. This marks their first entry into a handball stadium since their debut.
Jung-mo expressed, “Until now, we have done many concerts at the Olympic Hall. I wanted to enter a larger venue and show different productions and performances, so I’m very happy to be able to perform at the handball stadium. We are preparing a performance with a band, and I hope fans enjoy that aspect as well,” he smiled.
So, what goals does Cravity have as they begin their second act on their 5th anniversary?
“Last year, we had the opportunity to give fans a year-end gift by participating in the year-end stage. I hope to reach a career high with this full album and receive an award at an awards ceremony this year.” (Hyung-jun)
“This rebranding might be surprising for fans to accept. So, my goal is to make sure that fans can love the newly returned Cravity even more.” (Won-jin)
[Lee Da-kyum, Star Today Reporter]
