There is an undeniable gravitas about BADVILLAIN that pulls you into their bold world of K-pop. With a vicious style that cuts through the noise, they aren’t just your average performers – they’re provocateurs who are taking the genre’s tried-and-tested girl crush concept and turning it on its head. The seven-piece might still be considered newcomers to the industry, but every move they have made – from their standout debut project ‘Overstep’ to the collaborators they’re working with – suggests they’re playing for keeps.
Hip-hop is what informs the girl group’s edge, which they channel through hard-hitting beats and confident lyrical bite. Previous singles like ‘Yah Ho (Badtitude)’, ‘Hurricane’ and ‘Zoom’ thrive on intensity, which they augment with razor-sharp choreography. The group’s latest release, ‘Thriller’, carries with it the same sense of authority, every line laced with the kind of self-assured venom that packs a fierce punch.
“Every time we come back or do something, we try to challenge ourselves to go beyond a set of boundaries” – Emma
Throughout the song, BADVILLAIN chant the addictive hook, an anthemic proclamation of their defiant nature: “I’m stepping in the vibe, so killer / I’m the scene killer / I’m the thriller.” Even then, the girl group believe they’ve simmered down this time around – Chloe even describes it as “minimal” compared to their previous work – though the song still retains the girl group’s usual bite.
HU’E describes ‘Thriller’ as a “new sound” for the girl group, one that draws more from R&B than their usual fare. It’s a reflection of the work they’ve poured into the song alongside writer and producer Sumin, who’s best known for her work with IU (‘Epilogue’), BTS (‘Lie’) and more. Mention her name to the septet, and their faces instantly light up – it’s clear BADVILLAIN hold her in high regard.
The band credit Sumin’s guidance as crucial in their understanding of how to bring out the best of the tools at their disposal: their voices, emotions and individuality. “While working with her, I felt like I learned a lot. She’s very detailed in her feedback, especially when directing our recording sessions. I think the whole process itself was a very big learning curve,” recalls Vin.
While Sumin helped shape the song’s framework, it’s the choreography that ultimately anchors ‘Thriller’’s visual narrative – performance is, after all, BADVILLAIN’s bread and butter. The K-pop stars found themselves interested in exploring juxtaposition and visual contrast this time around, opting to wear stiletto heels as the focal point for a song rooted in the often male-dominated world of hip-hop. “As the saying goes, ‘opposites attract’,” Ina points out. “I think we really killed it.”
Emma, who was a professional dancer before she joined the group, choreographed the fluid, hypnotic dance for the chorus of ‘Thriller’. “We wanted to do something strong,” Emma explains. “We wanted to add something that’s more like a challenge. We thought it was something new and refreshing… unique and beautiful at the same time. It actually fits [the song] very well.”
“When we worked on this, I really wanted to express Sumin’s original intention. Not to mention the fact that I live with the members – I know their moments, I know their pretty sides,” Emma adds of her creative process. “All I thought about was being true to the dynamics of BADVILLAIN, how we can express that in heels.”
“All we want to do is just get back on stage and show our fans and the public what we have to offer” – Ina
Expanding on their creative influences, Ina shares: “We actually have been inspired by so many different artists. There are so many incredible artists in the West, for example, the Pussycat Dolls. They have some strong heel choreographies. And our title track is called ‘Thriller’, so it was very natural that we also got some inspiration from Michael Jackson – there were a couple of movements that [were inspired by his work] as well.”
Yet, turning that concept into a polished routine required extra grit and additional practice hours in the studio from the group. Kelly, in particular, doesn’t mince words – learning the routine was no walk in the park. “When Emma first showed it to us, I was just shocked because it looked so difficult,” she brazenly admits, earning laughs from the rest of the group, especially Emma. “But when we worked on it and put our own personalities into it, we really made it into our own.”
This exact camaraderie and collective creativity they share is what Ina describes as “the best part of being part of our team”. She gushes: “It’s really fun to have a member, someone that’s part of our team, come forward and showcase her incredible skills and talents. It’s really fun to learn off of each other.”
Following an outstanding debut year in 2024, BADVILLAIN soon found themselves on the 2025 edition of the NME 100 list of essential emerging artists. The accolade caught them off guard, as Ina recalls: “We were so, so shocked. All seven of us were like, ‘Huh? What? Is that our name? Are you sure?’” The excitement, though, was quickly mixed with a growing weight of responsibility.
“It felt like there were a couple of weights on our shoulders. We were like, ‘Okay, now we really gotta work hard,’” Ina jokes. Acknowledging fellow NME 100 artists past and present, such as KATSEYE, LE SSERAFIM and IVE, Vin calls the moment a “really strong mix of shock and gratitude” considering how “many great seniors have walked this path that we’re also on”.
While the group kept mum when asked about their future projects – Vin cheekily said that “it might be a little too soon” to reveal details – they certainly hope not to take as long to return with new music the next time. “The idea is, every time we come back or do something, we try to challenge ourselves to go beyond a set of boundaries,” Emma explains. “We want to be a group with a lot to show.”
Ina adds: “We spent so much time in the practice rooms [getting ready for ‘Thriller’] that I think all we want to do is just get back on stage and show our fans and the public what we have to offer and what more we have to show.”
BADVILLAIN’s new single ‘Thriller’ is out now via BPM Entertainment