CORTIS Unveils 'JoyRide' Music Video, Mesmerizing Fans with Time-Bending Visuals

Rookie group CORTIS is capturing attention with their unique concept in the newly released music video for their debut album track, ‘JoyRide’.

The five-member boy group, comprising Martin, James, Ju-hoon, Seong-hyun, and Geon-ho, unveiled the ‘JoyRide’ music video on the HYBE LABELS YouTube channel at midnight on the 21st. This video was inspired by self-produced content that the members themselves planned, filmed, and edited during their trainee days. Under the direction of director Bang Jae-yeop in New Zealand, the fresh ideas of the teenage members have been reborn as distinctive visual artistry.

The music video features a groundbreaking production where all scenes are played in reverse. The non-linear progression of scenes, disregarding the flow of time, immerses viewers in an unpredictable narrative. The instruction manual appearing with each scene transition serves as the sole clue to infer the sequence of events. Sequences resembling a film unfold, such as running to escape falling meteors or driving towards an unknown destination, offering fresh entertainment through the reverse playback technique. The beautiful New Zealand scenery, combined with the refreshing yet nostalgic music, enhances the sensory immersion.

‘JoyRide’ is a song that blends the lyrical and catchy melodies of the alternative rock genre with pop elements. All members participated in writing and composing the lyrics and music, showcasing their capabilities as a 'Young Creator Crew'. The lyrics, capturing the feeling of a summer day dreaming of fleeting liberation, resonate deeply with many. Lines like “Studious me is my past tense” and “I ran all day” reflect on the cyclical nature of life.

Meanwhile, CORTIS is set to perform their debut album's intro track ‘GO!’, which is sparking a challenge trend, on the SBS show ‘Inkigayo’ airing on the 21st. Ju-hoon and Geon-ho are also scheduled to appear as special MCs on the same day, promising to deliver even more diverse entertainment to fans.

CORTIS is a five-member boy group that champions the title of a 'Young Creator Crew,' with all members actively participating in songwriting, composing, and producing their music. Their debut album features creative works that the members have developed since their trainee days. The group's name, 'CORTIS,' is a portmanteau of 'Cortisol' (a stress hormone) and 'Tis' (meaning 'it is'), symbolizing their aspiration to address the stresses and concerns of youth through their music.