Global hip-hop R&B group THREADZ has launched full-scale content activities centered on the THREADZ MUSIK YouTube Channel.
THREADZ is a multinational group composed of Australia's Doksta, Canada's Keisha, and Germany's 2NG, and began activities by releasing their first single late last year. On March 31, they released a new song on YouTube, intensifying efforts that combine music and content.
A notable part of their activities is a podcast. THREADZ releases a podcast every two weeks and delivers a wide range of stories, not only about music but also about life abroad, cultural experiences, family, and real-life concerns. The content is also available on Apple Podcasts and Spotify.
The early episodes clearly show THREADZ's direction. In the first episode, each member shared the process of finding balance between career, family, and personal passions.
Keisha emphasized the practical challenges of running a K-pop academy in Canada while raising a child, Doksta highlighted the experience of being an immigrant in Australia and the importance of the music community, and 2NG stressed the need for a flexible attitude toward change.
Subsequent episodes feature freer conversations. Topics range from everyday stories to cultural differences, relationships, musical tastes, and past experiences, naturally revealing each member's personality and background. This flow focuses on showing the realities of artists living in a global environment, beyond simple talk.
In a recently released episode, attention returned to music. Doksta and 2NG revisited the reasons they started music and their growth processes, highlighting how personal experiences have led to their current musical identities. This passage shows that THREADZ is not merely a project group but a team that moves based on each member's narrative.
THREADZ is expanding touchpoints with fans through a strategy that combines music and content. Moving beyond music-centered activities, the approach of conveying stories and experiences aligns with trends that are becoming increasingly important in the global market. The industry views THREADZ's approach as an example of the potential to expand from a simple music group to a content-based artist.
[Photo] THREADZ
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