[INTERVIEW] KISU talks music, Doctor Who and more

The Evolution of KISU and the Legacy of 24K

Choi Ki-su’s journey in the South Korean music industry began on September 6, 2012, when he debuted as the main vocalist of 24K under Choeun Entertainment. At the time of their debut, the K-pop landscape was undergoing a transformation, with "second-generation" groups giving way to the "third generation." 24K distinguished themselves through a versatile sound that blended pop, EDM, and hip-hop, often taking a self-producing approach that was relatively rare for idols during that era.

During his years with 24K, KISU was instrumental in the group’s discography, contributing to several mini-albums and hit singles such as "Hurry Up," "U R So Cute," "Super Fly," and "Bingo." The group gained substantial traction internationally, particularly in Europe and Latin America, where they embarked on multiple world tours. These international performances allowed KISU to build a dedicated global following, known as "24U," which has remained a cornerstone of his support system as he pivots to a solo career.

The group’s trajectory was characterized by several lineup changes, a common occurrence in the industry, but KISU remained a constant presence and a vocal anchor for the team. His role as the main vocalist not only showcased his technical range but also his ability to convey emotional depth, a skill that has become central to his current work as a solo performer.

Military Service and the 2019 Departure

The trajectory of KISU’s career shifted significantly in 2018 when he announced his enlistment for mandatory military service, a requirement for all able-bodied South Korean men. In the K-pop industry, military enlistment often serves as a natural hiatus for male idols, frequently leading to contract renegotiations or group restructuring.

It was during this period of service in 2019 that KISU’s departure from 24K was formalized. Unlike many departures that are mired in public controversy, KISU’s exit was handled with a focus on his future aspirations. His military service concluded in June 2020, providing him with a fresh slate to re-enter the entertainment industry. The timing of his discharge coincided with a global shift in how music is consumed, with independent artists finding more avenues for success through digital streaming and social media than ever before.

Post-Military Strategy: The Role of Digital Content

Upon his return to civilian life, KISU did not immediately sign with a major label. Instead, he adopted an "independent first" strategy, utilizing his personal YouTube channel as a primary medium for artist-to-fan communication. Since June 2020, he has consistently released vocal covers, showcasing his versatility by interpreting tracks across various genres and languages.

This digital-centric approach has allowed KISU to maintain his visibility during the transitional phase of his career. By producing high-quality video content and engaging directly with his audience via social media platforms like Twitter and Instagram, he has successfully bridged the gap between his "idol" persona and his new identity as a "soloist." The use of YouTube as a portfolio has also served to demonstrate his growth as a musician, highlighting a more mature and refined vocal style compared to his earlier group-focused work.

The Challenges and Opportunities of Independent Artistry

The decision to pursue music as an independent artist in South Korea is a bold move, given the historical dominance of large entertainment conglomerates. However, the current industry landscape offers several advantages for artists of KISU’s caliber and experience.

One of the primary benefits of independence is creative autonomy. Within the traditional idol system, artists often have limited input regarding their image, song selection, and promotional schedules. As an independent artist, KISU has the freedom to curate his own sound, choose collaborators, and set a pace that aligns with his personal artistic vision. This level of control is particularly important for veteran artists who wish to move away from the "manufactured" image often associated with K-pop and toward a more authentic singer-songwriter profile.

Furthermore, the globalization of the Korean music market means that an artist does not necessarily need the backing of a "Big Four" agency (HYBE, SM, YG, JYP) to reach an international audience. KISU’s existing global fanbase provides a solid foundation for his solo endeavors. By targeting international markets directly—as evidenced by his recent interview with the UK-based outlet UnitedKpop—he is tapping into a demographic that values individual artistry and longevity.

Chronology of Key Milestones

To understand the scope of KISU’s transition, it is helpful to look at the timeline of his professional development:

• September 2012: Official debut with 24K under Choeun Entertainment.
• 2012–2017: Release of multiple EPs and participation in global tours across Europe and the Americas.
• May 2018: KISU enlists for mandatory military service, beginning a temporary hiatus from the music industry.
• 2019: Official announcement of his departure from 24K, transitioning his status to a former member while still serving.
• June 2020: Completion of military service and discharge.
• Late 2020–Present: Launch and expansion of independent activities, including his YouTube channel and preparations for original solo releases.
• Current Phase: Engagement with international media and final preparations for new music as a solo artist.

Industry Implications: The Rise of the Soloist

KISU’s move reflects a broader trend within the South Korean music industry where experienced idols are increasingly seeking paths that allow for greater individual expression. As the "Hallyu" (Korean Wave) matures, there is a growing market for diverse musical acts beyond the standard idol group format.

The success of independent soloists often hinges on their ability to cultivate a "niche" brand. For KISU, this brand is built on his reputation as a powerhouse vocalist and his long-standing relationship with his fans. His journey serves as a case study for other idols nearing the end of their initial seven-year contracts or returning from military service. It demonstrates that the end of a group membership does not equate to the end of a musical career, provided the artist is willing to adapt to the changing digital landscape.

Support and Fan Reaction

The reaction from the global "24U" community has been overwhelmingly positive. Fans have noted that KISU’s decision to continue as a solo artist preserves the legacy of 24K while allowing him to explore new horizons. The engagement on his social media platforms indicates a high level of anticipation for his upcoming original music.

In his communications, KISU has expressed profound gratitude toward the fans who have supported him since 2012. This mutual loyalty is a critical asset for an independent artist, as fan-driven promotion and "word-of-mouth" are essential components of a successful independent release.

Future Outlook and Upcoming Music

While specific details regarding his upcoming tracks remain under wraps, KISU’s recent activities suggest a focus on high-quality production and a sophisticated pop-R&B aesthetic. His interview with UnitedKpop highlights his readiness to return to the stage and his desire to reconnect with fans through live performances once global conditions permit.

As he prepares for this new chapter, KISU faces the task of differentiating himself in a crowded market. However, his decade-long experience, combined with his technical vocal prowess and a clear understanding of digital marketing, positions him well for this transition. The move from a structured group environment to the autonomy of a solo career is a significant hurdle, but for Choi Ki-su, it appears to be a natural and necessary evolution.

The industry will be watching closely as KISU navigates the complexities of independent music production, distribution, and promotion. His success could further validate the independent model for veteran idols, potentially encouraging more artists to take creative risks and forge their own paths in the global music scene. For now, KISU remains focused on the music, dedicated to the fans who have followed his journey from a 2012 debut to his 2024 solo resurgence.