KINO: ‘I Have to Hurry Up and Meet My Indian Fans’

KINO gives insights in a candid discussion, including his label, how he’s overwhelmed at the reception of his new EP in India, and how being an idol was his true calling

Being an idol was KINO’s calling. Known best as a member of the K-pop boy group Pentagon, the 26-year-old artist has also launched his brand, NAKED, wanting to try something different. But he says he’s like anyone else. “It may seem like I’m lying to look good to people, but actually, my life as an idol is almost the same as my normal life.”

Once, a young KINO was inspired by a concert video of BIGBANG to sing on stage and was challenged to accomplish it in K-pop, following his dreams. Another inspiring success story over rough patches. “I’ve always been judged by the public; there were setbacks, and I shed a lot of tears.” That isn’t a negative memory, though. “It made me grow as a human being,” and in the process, he found himself turning the page—conquering pain—and graduating into an exciting future.

KINO’s debut album, Pose, was released in 2022 before he left Cube Entertainment in 2023. NAKED was set up later that year, continuing to release his music, culminating in the latest EP, If this is love, I want a refund. NAKED is a vehicle for KINO’s creative expression, to realize ideas he had for a solo career, and, as he puts it, “to distinguish myself from others.” It encapsulates his vision for the label: a space where artists can express themselves freely, embracing their true selves without limitations. True artistry, according to KINO, necessitates honesty and vulnerability—much like being “naked.” As a fashion-forward guy himself, he sought to create a group of cool artists within his agency. “I came up with the company name because it’s a bold word, and I wanted to make an artist collective where the most fashionable, trendy group of artists would be stylish even if they didn’t have anything on. Just like the word ‘naked.’”

In keeping with that spirit, KINO’s latest, If this is love, I want a refund, is an incisive take on love, relating raw human emotion to every song. The EP’s focus on the more unspoken aspects of love creates an authentic listening experience. “I would say that it touches on the more honest and realistic feelings of love.” KINO elaborates, “People cry and get hurt after a breakup, but that’s not the only thing we feel, right? So, I decided to go deeper into my heart and tell the truth. Things that we don’t say aloud but think about as an honest human story. For example, wishing your ex the worst and praying that karma will get back. That kind of honesty comes together to make a difference in my album.”

The record has gotten worldwide attention, especially in India, peaking at number one on the iTunes chart. In response, KINO’s like, “I’m just so grateful. I never knew. I never imagined that this would happen. I looked at the chart and decided, ‘I have to hurry up and meet my Indian fans.’” India is the third-most-viewed country for the title track, “Broke My Heart,” music video, a collab between him and Lay Bankz that happened after he emailed the American rapper, singer, and songwriter, impressed by her Spotify profile. Regarding its success in India, he says, “I think they love it because I showed a much more genuine side of me than the visual direction of looking perfect on camera.”

Emotionally severe while sonically and aesthetically chill, the song is characteristic of the artists’ style and KINO’s love of fashion, giving its lovelorn, heartbroken theme an increasingly hip façade. KINO shares that he avidly checks fashion media daily. “I keep up with current trends and subscribe to various magazines. I’ve always loved getting dressed up, and my love for fashion has only become stronger. Now ‘fashion’ is an indispensable term for describing me. It’s also a crucial one for me to express myself as a musician,” reminiscent of the album’s pre-released fashion-themed track “Fashion Style,” albeit in his words, “Fashion was just a medium used to get the song’s theme across to people. “Fashion” and “model” were two aspects that inspired the song, he asserts; however, what he wanted to speak about was “self-confidence.” “I wanted to say, ‘You are beautiful in your skin.’ Thankfully, people resonated with the story and the message I wanted to convey.”

As I navigate this conversation, I realize that KINO, at this point, is in a happy space. Of course, he has had to go into overdrive to be on a roll, but that’s why he’s where he is, and with NAKED, he’s more in command of what he’s doing or whatever he’s wanted to do as a solo artist. As a musician, he has it that one of the most fascinating things about this job is, “I can share my story with people.” He puts out songs about his honest sentiments of pain and joy and heals seeing people relate to them. “So, my ultimate goal as a musician is to sing ‘our’ stories on stage with people for the rest of my life.”

KINO’s “sense of comfort,” in his perspective, differentiates him in what he does. “Not everyone, but most K-pop idols try to show their ‘cool’ sides. I was like that, too. But now I want to approach myself as a human being rather than as a celebrity.” It’s both NAKED’s approach and a preview of what KINO’s music is going to be like. His biggest source of motivation is his fans, whom he cites as his reason for wanting to be real and connect with people via music. “When I’m on stage, the fans in front of me look at me with sparkling eyes and sing together. I can’t forget those memories.” So, he keeps going without giving up—making music and performing while also taking inspiration from everyday life— “Conversations I’ve had with my friends, experiences I’ve had, books I’ve read, comments from fans, great people’s interviews—I’m inspired by all of those things.”

KINO is a golden boy, but he’s had it the hard way. He has amassed criticism and perhaps been specifically sensitive to it, which has had immediate effects on his life. As it turns out, he survived trying times, dwelling on his strengths and his good sides, something he hopes to pass on to aspiring artists: criticism is a bump in the road, not the end of one’s journey. His hasn’t been a cakewalk, but he used disappointments to his advantage—to hone himself and get better. The stage remains his refuge, and listeners are his driving force; he most ardently wants to feel one with them. “I want to feel what they feel, and I want to let them know what I feel. I want to let them know that my story is yours and ours. I believe that by empathizing and sharing feelings like this, one day when my listeners get hurt, they can be healed by listening to my songs. And if they’re happy, my music will be a good friend sharing that same feeling. That is my biggest goal.”

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