HYBE’s new seven-member girl group TUIDE has been named Billboard’s K-Pop Up & Comer of the Month for September. The article introduces the group’s “Soultronic” sound, which blends R&B and electronic music, and describes how the members’ different personalities and backgrounds shape their shared musical identity.

TUIDE’s name comes from “Tune the tide”, reflecting its ambition to shape the music scene. Its debut album is titled *TUNE & PLAY*; “SUN KISS” is the lead single, while “ABD” is a B-side that plays with the expected sequence of letters. The members say they want their music and performances to convey the freedom, comfort and positive energy of close friendship, and they have their sights set on this year’s rookie awards.