A Debut Era Like No Other
New faces, bold vision. Rookie K-pop boy group CORTIS is making waves with the release of their track “JoyRide”—but it’s not just the music fans are buzzing about. The accompanying music video, unveiled via HYBE LABELS’ official YouTube on June 21, has K-pop stans doing double takes—for good reason. It’s filmed almost entirely in reverse.
A Concept Born from Trainee Days
The MV’s concept traces back to the members’ own trainee days, when they filmed homemade videos as practice. That DIY spirit made it all the way to their official debut, with acclaimed director Bang Jaeyop reimagining their raw ideas into a cinematic experience—all shot across the stunning landscapes of New Zealand.
Rewind Reality: Reverse Storytelling
Every scene is presented in reverse order, making the MV feel like time itself is unraveling. One moment you see a car drive backwards across a dusty road, the next—a meteor falling from the sky. The only true narrative breadcrumbs? Random instruction manuals popping up on screen, hinting at the chaotic yet cleverly designed plot.
‘JoyRide’ Delivers More Than Aesthetic
The song itself is a blend of alternative rock melodies with subtle pop edges, giving off that nostalgic, end-of-summer sadness. Think sun-soaked freedom with a twinge of ache. Lyrically, it takes aim at the repetitive grind of youth, with lines like “Model student is my past tense” and “We’ve been running all day” tapping into relatable coming-of-age anxiety. And yes, every member contributed to the songwriting and composition. These guys aren’t just idols—they’re a full-fledged creative force.
A Rookie Group to Watch
CORTIS isn’t following K-pop formulas. Instead, they’re rewriting the playbook with bold visuals and personal storytelling. If “JoyRide” is any indication of their creative direction, this group might be racing toward the top faster than we think.
One Last Thought
With reverse MVs, scenic New Zealand backdrops, and sincere lyrics, CORTIS is inviting fans not just into a performance—but into their process. So here’s a question: In an industry built on perfection, how refreshing is it to see a group proudly showcase their rough drafts?
