The Kulture Study: IVE 'HEYA' MV 

THE WAY THE CHORD PROGRESSION CHANGES IN THE LAST CHORUS IS SO GOOD???????????????????????????????

That ending chorus is just a masterpiece.

Holy shit PD is alive and looking great

Yo PD that haircut it's fire! Looking forward to ARTMS reactions 🙌🏻

the description of the song is ‘a rap track inspired by a folk tale of IVE's own invention called The Tiger Who Loved the Sun, will be accompanied by a music video meant "to express Korea's beauty."’ so yeah they’re tigers!

Towards the end, the girls are melting and breaking into water because they are ice tigers (lots of ice and frozen stuff in the beginning) and they wish to swallow the sun, making melting worth it if they can posses the bright orb in the sky. Love the concept!

the bridge into the 3rd chorus is actually insane

'HEYA' is based on the villain tiger from the famous Korean traditional fairy tale 'The Brother and Sister Who Became the Sun and the Moon'. In fairy tales, the tiger is said to eat you if you don't give it food, but in 'HEYA' it says it will eat you if you don't give it love. I can't believe my childhood fairy tale was transformed into such a wonderful love song... Ive is always happy to surprise me!

Completely agree that this is one of their best title tracks to date! It's so conceptual. They never miss!

My favorite part in the MV is 6:54 where Leeseo's hair sways in the air but her face freezes. Dope af.

YOOOOOUR HAAAAAIR 😍😍😍😍😍 YOU LOOK SO GOOOD

IVE is one of those rare girl groups that keeps setting the bar higher with every comeback. So far, I've seen about a dozen girl groups in concert, with IVE being the most recent, and their show in Forth Worth was incredible, one of the best yet!

They really know how to built up and make a really satisfying climax in last chorus

I love Yujin's voice and adlibs

The bar is always so high, and the way IVE sets that up for themselves and the way IVE always surpasses that 😌 There is no ceiling for them, I fear

Dem Jointz never misses. Even if I don’t love some of the songs, can’t deny that he produces the most unique and intriguing beats in the industry.

*IVE's 'HEYA' MV* is visually stunning. It looks incredible. It’s beautiful. The song is really good. They will release 'Accendio' MV on May 15, 2024.

IVE Heya studio choorm performance was definitely a good look at the choreography and Liz voice made her My ultimate

I LOVE this song from IVE. They never disapoint. I know there was mixed reactions this comeback from people but seriously for me this song and MV is one of their best imo

So funny you say that it makes you feel like you're ascending because Accendio 👀

yessss finally Liz being treated as the main vocal she is!!!!

I compliment IVE's song that emphasizes the beauty of Korea

Nice to see you again PD! :D Welcome back! Edit: I saw someone say that Heya is definitely based on Korean mythology and fairy tales, something about Hae being the sun, and so by saying Heya (Hae-ah?) they are like calling the sun, and I guess there are some mythological stories about tigers eating you or something? They are in a lot of fairy tales? Also, this whole album slaps!

omg, yr hairstyle suit you so well bro. didnt expect you can carry it( in a good way) and the reaction as well, GREAT!!!!!

HEYA and I AM are strong title tracks with insane mv aesthetics. If I had to choose a fav it'd still have to be I AM. Still, HEYA is soo good and yes I especially loved the colors here as well. Accendio mv comes out this 15th May and I'm dying to watch it

PD I MISSED YOU SO MUCHH!! AND YOU LOOK SO GOOD WITH THAT NEW HAIRCUT!!

IVE really committing when doing their concepts and music. People should appreciate what they try to give and work 100000000000000 hard to show it . They amaze me every time when they have come backs and give different side of them and willing to try different music and elements. This time , there are tons of details in the MV! As they are tiger in the Mv and the whole story is based on a Korean story , like Yujin show up to hold the smoke pipe in the beginning representing “ when tiger still can smoke” is the Korean way of saying “ once apon a time” in Korean way. I really amazed by IVE and I hope they have bigger and bigger success a they really deserve it. They are still underrated among international fans . I hope their hard work and determination can be recognised in the near future.❤❤❤❤❤❤❤❤❤❤

YOU LOOK SO GOOD PD!!!!

Don’t forget to reacting ive’s mv that will be release today, the name of the song is “ACCENDIO”

That ending line “the moment you’re enchanted, I’ll bite” is such a perfect description to the MV.

Leeseo got a lot of lines and screentime in this MV because she has been IVE's "baby tiger" since debut era. Since the concept this time is tigers, that makes her the star!

PD NIMMMM WEVE MISSED YOU 😭❤️

it is my fav from them.

Cant wait for ur reaction to accendio and their new EP. No skip album. Love ice queen especially.

He’s back 👏❤️

welcomeeee back pd! we all fell in love with ive's new comeck together. ps - i'm lovinggg the style and hair today, damn!

I've legitimately been waiting for you to do a review on the music that have released over the past few months. I also see you're taking better care of yourself. Keep up the great work and hope to see more from you soon.

Broo you look so different🤯✨

PD looking fine 👀

I’ve been calling this aesthetic ethereal Korean cyberpunk

THE HAIR THO… you look so good

This is genuinely my favourite title track. From the music video to the vocals (which i also believe have all improved significantly) its a masterpiece. The last chorus is also just so grand like there is nothing missing in it and it just makes you feel like you're ascending. Honestly so mad its not getting the attention it deserves.

Their 2nd EP "IVE SWITCH" was PHENOMENAL 🔥🔥🔥

welcome back!! you joined at the right time. im calling it that 2024 is gonna be one of the best of kpop. im in experimental heaven. all the recent music videos have been absolutely mind blowing. it's been a lot of groups going all out and not holding back this season

많은 장면에서 다각도로 분석을 해주니 뮤비가 좀더 좋아지는 효과가 있네요!!

their consistency in quality is insane

I love the colors and aesthetic of the mv from the beginning ;) Thanks for the explanations !, i'd already had some of them (about the symbols) but with your analysis, it's much more complete, and for the construction of the visual / musicvideo too.

Everytime IVE comes out with a new mv, I always think to myself, “PD’s gonna LOVE this” 🥹

The last chorus is so hype. Welcome back, brother!

Honestly I hope this sets off a trend in the industry for more traditional Korean concepts

Welcome back❤

just a masterpiece ♥ one of my favorites songs this year

PD's STYLE LOOKING SOOO GOOD

PD i missed you!!! I was expecting you to comeback after ive's comeback and im so glad you did!! And you're totally right, this song makes you feel like you're ascending and i love that the most! Also my new favourite ive mv for sure and I'm biased but liz is perfect for this song and leeseo too

It's really freaking nice to see someone is just as crazy obsessed with this music video as i amㅠㅠㅠㅠ

their music always sounds grand.

i think i get what you mean like we rarely get any songs or mv that got us spiritually ascending

WHOa!! You are looking so good, the new style is firee

MV wise, Love Dive is still my fav MV, followed by Heya and OTR/Accendio TT wise, Love Dive again, followed by OTR and Accendio

The bridge is gorgeous

아... 음... 구독도 했고... 했는데... 사실 드림캐쳐 리뷰하셨던걸 보다가 오래간만에 형씨 영상을 봤는데 다이어트 성공하셨군요. 축하드립니다. 드림캐쳐 리액션이 좀 약해서 요즘 관심이 멀어졌는데 그걸 떠나서 형씨의 다이어트 성공 만으로도 다시 채널을 보게 됐습니다. 결론은 부럽다!!!

PD you've always looked good... but this haircut is *chef's kiss*

I had the same reaction to the bridge and final chorus! they are so good

This is Korean folktales that have been handed down for a long time. (The days when tigers smoked...) 'heya' The meaning of the Korean chuimsaeis and a tiger who loved the sun

a lot of ive's previous songs had samples of popular songs, does this one have a catchy sample too?? Whoever makes their songs needs a raise, they're literally always 10/10

OMGG YOU LOOK SO GOOD I WAS SEARCHING FOR YOUR REACTION TO THIS & SUPERNOVA BECAUSE THEY ATEE

WELCOME BACK IVE MISSED UR VIDEOSSS

You are the master of reviews, PD! ❤

PD you're looking good!!! love the new haircut!

glad to see you back

PD you look so good bro!!! Hope you have been doing well and your hiatus was very good! Also IVE really showed out this comeback.

Loved the melodies! Any song that has Rei being a boss and Yujin high notes and ad libs is a 10 for me. But Liz was wrecking me hard in this one

PD it's nice to see you again. You're looking great and freshhhh

I'm gratefull that you're back

Damn welcome back pd your one of the only kpop reactors I watch because I know your reactions are genuine and you won't hesitate to be critical of a song glad your back also will you be looking at the twice comebacks you missed during your hiatus

YOURE ALIVE WE MISSED UUUU 💗💗💗🔥🔥🔥

PD is backkkk I was waiting to see your reactions so much Happy your back man

YOU LOOK GOOOOD

Always love your genuine reactions❤❤❤

ive been so obsessed with this song and video its so SUMMER

I got obsessed with this song out of nowhere😭😭

Nice haircut PD!

Same reaction for the bridge hahah so happy to see you back !!

Funny you mentioned ascending cuz their upcoming MV (second title track for this comeback) is Accendio

so good to see you again!

Definitely they’re best comback!!

Yo PD is him, what a change up. Looking clean!

PD Looking amazing!

THANK YOU FOR COMING BACK I MISSED YOU SO MUCH 😭🩷

I love the video. But Accendio is my fave title track. Excited for the MV tomorrow

Welcome back PD! Love the new haircut 🔥 Glad to watch your IVE reactionn againn, thanks for detailing every part. Their 2nd title track will be release today too!! Cant wait >

Bro I just hope PD would react to accendio bc the clip is amazing and heya the same way amazing

PD you're looking real good! Whatever you're doing outside of yt keep it up brotha

They’re sooooo great❤ I love IVE

Our form of therapy is back!!! PD you looks amazing tho, we love you ❤

I've missed your expertise a lot PD and I'm so happy you're back with so much content! I hope you take care of yourself and you're well and healthy :) Thanks for reacting to this MV and analysing it, it's such a beautiful concept that fits IVE so much. I don't know if you listened to the Switch EP but it's filled to the brim with bangers, my personal favorites being 💙🤍 *_Ice Queen_* 🤍💙 and *_Accendio_* wich is going to get a MV too.

Your Hair looks good on you. Nice Style and it synergize on your content. 🎉😊

you look great, PD!

8:34 unintentional Accendio reference lol

same reaction during wony prechorous -- whoaaaa