Getting into TREASURE before 'SHOCK': from the diving platform in 'BOY' to the 'NOW HIRING' sign in 'IF I', where to listen and where to look

TREASURE released the digital single 'SHOCK' at 6 p.m. KST on November 2. On October 14, YG chief producer Yang Hyun-suk said, "TREASURE is making the biggest change in musical direction," and that the song carries a powerful hip-hop sound. It follows June's fourth mini album 'NEW WAV', which was filled entirely with hip-hop tracks. The music video went up on the official channel the same day, and the first music show stage is MBC's 'Show! Music Core' on November 7.
Sources: YG LIFE · TenAsia · OSEN · Single List · TREASURE 'SHOCK' music video

TREASURE debuted on August 7, 2020 with twelve members, and today it is ten: Choi Hyun-suk, Jihoon, Yoshi, Junkyu, Yoon Jae-hyuk, Asahi, Doyoung, Haruto, Park Jeong-woo and So Jung-hwan. Junkyu has been on a break from activities since the agency announced the rest on June 29. From the debut song to this June's song, we picked six Korean title tracks and, for each one, pointed to a moment to hear and a scene to watch in the music video. We left out 'MY TREASURE', the title track of the first full-length album from January 2021, this time, so listen to it on its own (Apple Music). Times follow the official music videos.
Sources: Ilgan Sports

1. 'BOY' (2020)

The title track of the debut single 'THE FIRST STEP : CHAPTER ONE'. From 2:48.6, the drums and bass drop out for 6.4 seconds and only the voices remain. Meanwhile the screen moves from a hangar with a glowing structure hanging in it to an indoor diving pool, and one person leaps up into the air above a high diving platform. The photo at the top of this page is that scene. Apple Music

2. 'JIKJIN' (2022)

The title track of the first mini album 'THE SECOND STEP : CHAPTER ONE'. The title, '직진', means "straight ahead." Right after JIKJIN is first shouted at 0:49, the drums and bass stop together for 1.5 seconds from 0:49.5. It is the spot where the song halts for a moment right after the words about heading straight there. On screen, people stand in a line in front of a garage set with a green car. Apple Music

3. 'BONA BONA' (2023)

The title track of the second full-length album 'REBOOT'. Nowhere in the 76 lines of the Bugs lyrics does the phrase 'BONA BONA' appear. Instead, 'Born to born to born to love ya', which first comes in at 1:04.8, repeats across eleven lines. The title lettering shows up big on a black screen at about 3:36, after the song has ended. Apple Music

4. 'KING KONG' (2024)

A song released as a single. The music video starts about 8 seconds before the song does. From 0:11.1, for 3.3 seconds while the drums and bass drop out, a silhouette stands among columns curved like bones. The first lyric, 'Girl you so fire', doesn't come until 0:16. Apple Music

5. 'YELLOW' (2025)

The title track of 'PLEASURE'. At 0:38, a poster on a bulletin board reads 'DANCE CONTEST' and '7TH. MARCH. 2025 / 6:00 PM', and March 7 is the day this song came out. From 2:06.5, for a little over 6 seconds while the drums and bass drop out, a hand passing over a white envelope, a face looking down at a sheet of paper, and a figure with both hands pressed to the chest in front of a staircase pass by in turn. The music video runs 36 seconds longer than the song, and at 3:40 'YELLOW ♡' appears in the sky, written in clouds. Apple Music

6. 'IF I' (2026)

The title track of June's fourth mini album 'NEW WAV'. The first lyric, 'What if I did something that's unforgivable', comes right away, at 0.1 seconds into the audio track. From 0:31.5, for 1.4 seconds while the drums and bass drop out, a 'NOW HIRING / ALL POSITIONS' notice is visible above a vending machine in the black-and-white scene. The lines that shout 'IF I IF I IF I IF I' come at 1:12, 1:18, 2:19 and 2:25. Apple Music

How many more songs go straight into the first lyric is something we compared across three years of charts in the October 31 data story. The 0.1 seconds of 'IF I' is on the fast side even among them. 'SHOCK' came out at 6 p.m. KST on November 2.

Update (November 6): After 'SHOCK' came out, we revised the first paragraph and the last sentence.