HEYOON

The Perfectionist Who Let Go

By Hasan Beyaz

Creative Director: Jose Moreno // Executive Director: Shin Cho // Photographer: Ahn Hongje // Visual Director: LOUDI // Co-producer: Kuya Allen // Production Studio: Mondays // Visual Creative: Kim Kim // Videographer: Shey Allen // Hair: Junghyun // Makeup: Juyeon // Artist & Label: Universal Music Korea

Born in Seoul and raised partly abroad through her years with global group NOW UNITED, global Korean pop artist HEYOON has spent the better part of a decade learning how to exist within a collective

She was good at it. But going solo in late 2024 meant something different – it meant she could stop sending a shared signal and start transmitting her own. Her latest EP, seriously unserious, is what came out when she finally did.

The EP title arrived in a meeting; HEYOON threw it out mid-conversation, and the response was immediate: "everyone was like, that's it." She'd spent years as a self-described overthinker, a perfectionist who found the creative process "torturous" as often as it was rewarding. This time, she decided to do things differently. Every decision had two questions attached: does this carry the right energy? Can we dance to it? If yes to both, it was in.

The result is four tracks, each under three minutes, built around an electronic-leaning club sound that she traces back partly to her return to Seoul two years ago. The city changed her. She describes it as reconnecting with herself – going out, staying out, being present in a way she hadn't been when she was always thinking ten steps ahead. Seoul gave her permission to stop curating and start living. The music reflects that directly: it's not trying to be anything other than what it is. Even the track titles, formatted like raw demo file names, were kept exactly as they were. Why clean it up?

seriously unserious closes on the line "my time is money" – not because of what it means, HEYOON explains, but because of what comes after it: nothing. The adrenaline peaks, drops suddenly, and then there's nowhere left to go, which is the point.

HEYOON wants you to want more of her. On this evidence, you will.