The group CORTIS is receiving love calls from the advertising industry as it continues collaborations with brands across various sectors such as IT, fashion, beauty and food and beverage.
In particular, brands pay attention to CORTIS's spirit of challenge and authenticity. The meaning contained in the team name — "to think freely, breaking away from standards and rules set by the world" — meets the philosophy of each brand and creates a synergistic effect. The creative energy they have shown as a "young creator crew" that jointly creates music, choreography and videos is also an attractive point.
A representative example is the collaboration with global corporation Apple. CORTIS participated in Apple's talk stage "Spotlight: coloring outside the lines with CORTIS" held in Myeongdong, Seoul on March 13 to commemorate Apple's 50th anniversary. Apple introduced CORTIS as a "team that shows an original palette," and the members shared real creative anecdotes using the products.
Related metrics for the corporations that carried out collaborations also showed an upward trend. On Feb. 26, when the lyrics of the new song "YOUNGCREATORCREW" were pre-released through HANCOM's Hangeul and Computer's typing game 'Acid Rain', the number of plays of that game surged 11-fold on the day, and active users in the United States increased about fivefold. A planned product from the skincare brand for which they act as exclusive models sold out within 10 minutes of the start of sales.
Underlying these collaborations are their unparalleled achievements. CORTIS's first mini album ranked as the second "double million seller" among K-pop debut albums (according to Circle Chart). Their strong social influence also played a part. The team's official Instagram and TikTok accounts were the first among K-pop boy groups that debuted in the past five years to each surpass 10 million followers. Also, based on rapport with people in their teens and 20s, they are active as models for several prestigious brands.
The advertising industry's heated enthusiasm has turned into anticipation for a comeback. On April 1, April Fools' Day, several brands posted content on their social media accounts using portraits of CORTIS and the title of the new title track "REDRED," drawing attention. The "REDRED" track and music video are scheduled to be released on April 20. Then on May 4, the second mini album "GREENGREEN," containing a total of six songs, will be unveiled.
[photo] Big Hit Music (HYBE)
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