There is a reason why the group Cortis is "doing well."
Cortis (CORTIS)'s "different choreography" new album promotion is drawing attention. It crosses digital and analog, retro and the latest trends, and prompts fan participation to zero in on the tastes of the Gen Z generation.
Cortis (Martin, James, Juhun, Sunghyun, Geonho) left successive place reviews on the map service Google Maps recently ahead of the release of their mini album 2 "GREENGREEN." Each time they sequentially released five types of album photos, they used reviews to tell stories related to the main shooting locations. While sharing memories related to streets they used to frequent before debut and the studio in Los Angeles where they held a song camp, they also provided fresh fun with an unprecedented promotion.
On the team's official social media, they posted the latitude and longitude coordinates of the places where the photos were taken along with the album photos. Fans around the world followed their traces on digital maps like solving a mystery or making a pilgrimage. On April 11, they also released a Google Maps list that collected related places and reviews. The clever strategy shone by immersing fans in the new album jointly created as an "young creator crew" and in Cortis's unique narrative contained within it.
The excitement was intense offline as well. On March 6, Cortis held guerrilla performances without notice at Dongmyo toy street in Seoul, the Hongdae art neighborhood, and Ttukseom Han River park. Members actually appeared at Dongmyo, Hongdae, and near Cheongdam, which were mentioned in the lyrics of the debut album track "FaSHioN." It also invoked nostalgia for the "guerrilla concert" segment that was a talked-about corner of the early 2000s variety show Sunday Sunday Night. The five members warmed up the comeback mood by performing the not-yet-released mini album track "YOUNGCREATORCREW" live on stage that day.
A recent "Cortis banner" hung around university areas also attracts attention. Witty phrases such as "mini album 2 new song arrival best" and "do not repeat during exam period" catch the eye. Scanning the QR code on the banner with a smartphone links to the pre-save page for the new release on the global audio and music streaming platform Spotify. Responses such as "very young-creator-like" and "it feels MZ-powered" followed for the plan that tied a global digital service to an analog medium like a banner. As of 9 a.m. on the 13th, the mini album 2's Spotify pre-save count is about 684,000. Based on this figure, the April 8 "countdown chart global" ranked it third.
Cortis will release the audio track and music video for the title song "REDRED" on April 20. Then they will officially release mini album 2 "GREENGREEN" on May 4. It contains six songs in total on the theme of what the members aspire to and set boundaries against. According to distributor YG Plus and Universal Records, the new album recorded 1,969,384 preorders within two weeks of pre-sale.
[Photo] BigHit Music (HYBE)
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