Hard is the eighth Korean-language studio album by South Korean boy band Shinee. The album was released on June 26, 2023, through SM Entertainment. It was the group's first album since the youngest member, Taemin, completed his military service, and marked their 15th anniversary. It consists of ten songs of various genres, including the lead single, "Hard". The album was described as the start of a "new chapter" for the group, who sought to continually reinvent themselves and experiment with new genres. It was commercially successful, peaking at number two on South Korea's Circle Album Chart, and received largely positive reviews from music critics.
Shinee's youngest member, Taemin, enlisted in the military in May 2021, several months after the release of their seventh studio album, Don't Call Me.[1] The remaining members, Onew, Key and Minho, focused on solo activities while they awaited his return.[2] In January 2023, reports surfaced that they were planning to release their eighth album in May to celebrate their 15th anniversary, following the completion of Taemin's military duties.[3] This was corroborated by an SM Entertainment earnings report the following month.[4] Taemin was discharged from the military on April 4, 2023, and resumed idol activities,[5] while Key confirmed that the group had begun recording.[2] The album was delayed from its originally scheduled May release, and in an interview with Clash, Taemin expressed regret that they'd had limited time to prepare.[6]
According to Onew, the album marked the beginning of a "new chapter" for the group. Their agency said that it would contain genres they had not explored before.[7] For the lead single, Shinee decided to select hip hop song "Hard" over their agency's choice of "Juice" because they felt it would be a "new experience" for them. They expressed a desire to constantly seek a new identity and keep evolving.[6]
The album contains ten songs of various genres. Lead single "Hard" is a hip hop dance song, written by Kenzie, that incorporates boom bap, R&B and 90s hip hop. The lyrics contain the catchphrase "We go hard" and reflect Shinee's determination to face challenges without giving up and trust their own beliefs.[8] "Juice" is a high tempo hip hop dance song with energetic rapping, a strong bassline and brass sounds. It is about falling in love with someone who enjoys life to the fullest, and carries the message of living with confidence and embracing each moment.[9] The lyrics to the third song, "10X", express instinctive feelings towards another person. The track combines jazzy piano sounds with conga rhythms, tambourine and shakers.[10] "Satellite" is an electropop song in which Shinee compare themselves to a satellite, unable to get closer to the object of their affections. The melody is driven by claves and pluck synths, mixing major and minor keys to create a "strange atmosphere".[9] "Identity" is an uptempo dance song with a heavy funk bass, rough-textured synths and brass sounds. It is about the artist's determination to reveal their true identity, rather than keep it hidden.[10] "The Feeling" belongs to the drum and bass genre, and includes a fast-paced breakbeat and bassline. Directed at fans, the lyrics contain messages to the people who have supported Shinee in the past, present and future.[11]Dance-pop song "Like It" contains a repetitive synth line on top of a "cheerful" beat. It features rhythmical vocal lines and a falsetto chorus, while the lyrics use sensory expressions to describe attraction to another person.[9] The album contains two breakup songs: "Sweet Misery" and "Insomnia". "Sweet Misery", an electropop song with synth sounds, reminisces about happy memories from before a breakup, while "Insomnia" describes the insomnia felt post-separation. It is a midtempo R&B hip hop song with guitar riffs, piano and vocal effects.[12] The final song on the album, "Gravity", is a midtempo R&B song with minimalistic instrumentation and a lyrical melody. It expresses the feeling of missing a loved one.[10]
On May 21, 2023, a billboard appeared in Seoul proclaiming that Shinee would return in June.[13] They held a fan meeting event titled Everyday is Shinee Day: Piece of Shine on May 27–28 to commemorate their anniversary, where they previewed new song "The Feeling".[14] The album was officially announced on June 1, with a confirmed release date of June 26. Pre-orders began the same day.[15] On June 9, SM Entertainment announced that Onew would sit out of album promotions due to health issues.[16] A music video for "The Feeling" premiered on YouTube on June 10 as an anniversary gift for fans.[11] Shinee launched an interactive website where users could navigate through a 3D maze to discover hints about the album, including a schedule poster for their online content. Fans had to guess the website's URL using a "clue" poster released on their social media accounts. They also released a "mood sampler" video showing Shinee lost in a maze,[17] followed by teaser images in the same setting.[18] Ahead of the album's release, Shinee held a concert, Shinee World VI: Perfect Illumination, at the Olympic Gymnastics Arena in Seoul,[19] where they performed the lead single for the first time.[20]
To promote the album, Shinee guested on various variety and reality shows. They also performed lead single "Hard" and album track "Juice" on music programs such as M Countdown, Music Bank, Show! Music Core and Inkigayo.[21] Key participated in promotions despite suffering from a wrist injury.[22] Taemin appeared on Omniscient Interfering View alongside his manager, showcasing their close relationship and daily life.[23] Minho and Taemin guested on DoReMi Market, where Key serves as a cast member.[24] Shinee featured in their own reality show, Shinee's 15m, to commemorate their album release and anniversary. The program, which was broadcast by JTBC, showed Shinee going on a roadtrip and included performances of new songs.[25] On July 3, they released a performance video of "Juice" on their YouTube account.[26] They appeared on the web show MMTG, where they remastered their 2008 song "Amigo".[27] They made an appearance on Music Universe K-909, where they performed "Gravity" for the first time and were interviewed by labelmate BoA.[28]
Hard received mostly positive reviews from music critics. Writing for IZE, Lee Deok-haeng said that Shinee continued to challenge themselves with new genres while still maintaining their core identity. He viewed it as consistent with Shinee's history of musical experimentation, and concluded that by constantly reinventing themselves, they were able to still appear "youthful and energetic" fifteen years into their career.[30] Kim Young-dae wrote that it felt like a greatest hits album despite being composed of entirely new songs, describing it as very "Shinee-like". He regarded it as the "highest level album that a K-pop boy group can present".[31] Grant Rindner of i-D said that the album's "joyful organized chaos" delivered "a sense of both poignance and catharsis". He stated that it showed Shinee continued to push boundaries and maintain relevance despite the adversity they had endured.[32] In a more mixed review, NME critic Rhian Daly described the album as "perfectly pleasant" but felt that it didn't live up to the standards set by their previous work. She deemed "Insomnia" and "Gravity" the most sonically interesting moments, and praised the overall quality of the lyrics, singling out "Identity" for its "impactful message".[29]
^Heo, Ji-young (June 12, 2023). 샤이니, 하이브리드 힙합으로 돌아온다…정규 8집 '하드' 26일 발매 [Shinee returns with hybrid hip hop... The eighth studio album 'Hard' will be released on the 26th]. Seoul Economic Daily (in Korean). Archived from the original on June 12, 2023. Retrieved June 12, 2023 – via Naver.
^ abcJeong, Jin-ah (June 13, 2023). 샤이니가 정규8집 '하드'로 보여줄 다양한 사랑의 감정 [Shinee will show various feelings of love on their eighth studio album 'Hard']. Newsis (in Korean). Archived from the original on July 10, 2023. Retrieved June 13, 2023 – via Naver.
^ abcJo, Hye-jin (June 16, 2023). 샤이니 8집, 하모니부터 고음까지 '다채로운 보컬 매력' 담았다 [Shinee's eighth album contains 'various vocal charms', from harmonies to high notes]. Xports News (in Korean). Archived from the original on June 16, 2023. Retrieved June 16, 2023 – via Naver.
^ abKim, Na-young (June 8, 2023). 샤이니, '더 필링' MV 10일 공개…데뷔 15주년 깜짝 선물 [Shinee's music video for 'The Feeling' will be released on the 10th... A surprise gift for the 15th debut anniversary]. MK Sports (in Korean). Archived from the original on July 10, 2023. Retrieved June 8, 2023 – via Naver.
^Jeong, Jin-ah (June 20, 2023). '26일 컴백' 샤이니, 정규8집 '하드'로 전하는 이별 이야기 ['Comeback on the 26th'. Shinee's eighth studio album 'Hard' tells stories about breakups.]. Newsis (in Korean). Archived from the original on June 20, 2023. Retrieved June 20, 2023 – via Naver.
^Hwang, Hye-jin (May 21, 2023). '데뷔 15주년' 샤이니 Is back, 5월 팬미팅→6월 정규 8집 컴백? ['Debut 15th anniversary': Shinee is back, fan meeting in May → comeback with eighth studio album in June?]. Newsen (in Korean). Archived from the original on July 10, 2023. Retrieved May 21, 2023 – via Naver.
^Lim, Ji-woo (May 28, 2023). 데뷔 15주년 맞은 샤이니 "함께한 모든 날이 빛났다" [Celebrating the 15th anniversary of Shinee's debut, "Every day we spent together shone."]. Yonhap News Agency (in Korean). Archived from the original on July 10, 2023. Retrieved May 28, 2023 – via Naver.
^Jeong, Jin-ah (June 14, 2023). 샤이니, 프로모션 웹사이트 공개…미로에서 찾는 정규8집 힌트 [Shinee unveils a promotional website... Hints for the eighth studio album can be found in the maze]. Newsis (in Korean). Archived from the original on July 10, 2023. Retrieved June 14, 2023 – via Naver.
^An, Byeong-gil (June 15, 2023). 샤이니 컴백 티저, 헤어나올 수 없다 [Shinee can't escape in comeback teasers]. Sports Kyunghyang (in Korean). Archived from the original on June 16, 2023. Retrieved June 16, 2023 – via Naver.
^Cho, Yeon-kyung (June 20, 2023). 샤이니, 단독 콘서트서 신곡 'HARD' 최초 공개 [Shinee will unveil new song 'Hard' for the first time at their concert]. JTBC (in Korean). Archived from the original on July 10, 2023. Retrieved June 20, 2023 – via Naver.
^Jo, Hye-jin (June 29, 2023). '15주년' 샤이니, 이번 주 음악 방송 출격 ['15th anniversary': Shinee will appear on music shows this week]. Xports News (in Korean). Archived from the original on July 10, 2023. Retrieved July 10, 2023 – via Naver.
^Hwang, Hye-jin (July 4, 2023). 자가복제가 뭐죠? 샤이니, 15주년에도 이유있는 커리어하이[뮤직와치] [What is self-replication? The reason for Shinee's 15th anniversary career high [Music Watch]]. Newsen (in Korean). Archived from the original on July 10, 2023. Retrieved July 10, 2023 – via Naver.
^Kim, So-yeon (June 22, 2023). '전참시' 샤이니 태민, 매니저와 브로맨스…샤월 소원 성취 ['Omniscient Interfering View': Shinee Taemin's bromance with his manager... Fulfilling Shawols' wishes]. Maeil Business Newspaper (in Korean). Archived from the original on July 10, 2023. Retrieved June 22, 2023 – via Naver.
^Kang, Min-kyung (June 20, 2023). [단독] 샤이니 민호·태민, '놀라운 토요일' 뜬다…컴백 활동 시작 [[Exclusive] Shinee's Minho and Taemin to appear on 'Amazing Saturday'... Start of comeback activities]. Ten Asia (in Korean). Archived from the original on July 10, 2023. Retrieved June 20, 2023 – via Naver.
^Park, Soo-in (June 22, 2023). JTBC, 샤이니 컴백쇼 전격 편성‥데뷔 15년 70분에 몰아본다 [JTBC will broadcast a show for Shinee's comeback... The 70 minute show will mark their 15th anniversary]. Newsen (in Korean). Archived from the original on July 10, 2023. Retrieved June 22, 2023 – via Naver.
^Jeong, Jin-a (July 3, 2023). 샤이니, '주스' 퍼포먼스 비디오 오늘 공개 [Shinee's 'Juice' performance video will be released today]. Newsis (in Korean). Archived from the original on July 10, 2023. Retrieved July 10, 2023 – via Naver.
^Kim, Yu-jin (July 10, 2023). 샤이니 키 "ENTJ는 자존심을 못 던져...개가 똥을 끊냐" 개사(문명특급)[종합] [Shinee's Key: "ENTJs can't throw away their pride... Does a dog stop pooping?"]. TV Report (in Korean). Archived from the original on July 10, 2023. Retrieved July 10, 2023 – via Naver.
^Lee, Deok-haeng (June 28, 2023). 샤이니스럽지 않아 샤이니다운 'HARD' [It's not like Shinee, it's Shinee's 'Hard']. IZE (in Korean). Archived from the original on August 24, 2023. Retrieved July 26, 2023.
^Kim, Young-dae (July 14, 2023). 샤이니가 쏘아올린 K팝의 혁신 불꽃은 계속 타오른다 [The flame of K-pop innovation launched by Shinee continues to burn]. Sisa Journal (in Korean). Archived from the original on July 26, 2023. Retrieved July 26, 2023 – via Naver.
^ abKim, Na-young (July 8, 2023). 샤이니, '음중' 1위로 3관왕 달성 "오랜만 컴백, 한결같은 팬 감사해" [종합] [Shinee won first place on 'Music Core', achieving three crowns. "Comeback after a long time, thank you to the fans for the unwavering support." [Summary]]. Xports News (in Korean). Archived from the original on July 9, 2023. Retrieved July 9, 2023 – via Naver.
^"SHOW CHAMPION 483회 TOP5" [SHOW CHAMPION Episode 483 TOP 5]. MBC Plus (in Korean). July 12, 2023. Archived from the original on July 12, 2023. Retrieved July 12, 2023.
^Hwang, Hye-jin (July 7, 2023). 샤이니 '뮤직뱅크' 1위→음악방송 2관왕…무대 찢은 핸드마이크 라이브[종합] [Shinee won first place on 'Music Bank'→Two awards on music shows... Tore up the stage with hand mics [Summary]]. Newsen (in Korean). Archived from the original on July 8, 2023. Retrieved July 9, 2023.
^Kim, Jong-eun (July 9, 2023). '인기가요' 샤이니, 후배 에스파·르세라핌 꺾고 1위 "더 열심히 하겠다" ['Inkigayo': Shinee beat juniors Aespa and Le Sserafim to win first place. "I will work harder."]. TV Daily (in Korean). Archived from the original on July 9, 2023. Retrieved July 9, 2023.
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