MEOVV 'BURNING UP': The Fresh Sound Taking K-pop By Storm

MEOVV 'BURNING UP' recently ignited the K-pop scene with its October 14, 2025 release, marking the group's fourth digital single. The dance track features pulsating kicks, classic Jersey club beats, and soaring synths that build toward an incendiary dance break.

Furthermore, this release showcases a significant evolution for the five-member group, highlighting a more mature image that departs from their earlier Y2K-inspired teen pop style. Notably, MEOVV members Gawon and Narin contributed to the songwriting process alongside THEBLACKLABEL hitmakers, including founder and producer Teddy Park. With lyrics like "Got me burning up" and "It's like a wildfire", the track delivers a confident sound that matches its fiery concept.

As The Black Label prepares for its upcoming IPO, the performance of this single carries additional significance, potentially influencing investor confidence in the company's future. This release represents not just another K-pop comeback but a strategic move in MEOVV's journey from rookie status to established artist in the competitive industry.

The comeback that marks a turning point

Why 'BURNING UP' matters for MEOVV

Released five months after their debut EP "My Eyes Open Vvide," MEOVV's "BURNING UP" represents a significant artistic shift for the group. The track signals a deliberate pivot toward raw intensity, moving away from their earlier Y2K-inspired teen pop style toward a bolder, more mature sound. Member Narin describes the song as "an explosion" of passion, while Gawon calls it "the crystallization of burning energy". Both members contributed to the songwriting process, extending the group's creative control.

Timing the release with The Black Label's IPO

The timing of this comeback is particularly strategic. As The Black Label prepares for an initial public offering, MEOVV's performance now carries substantial business implications. Consequently, this isn't merely an artistic endeavor but a critical demonstration of commercial viability. The success of this single will likely influence investor confidence in the company's growth potential.

From rookie to rising star: MEOVV's evolution

Now entering their second year since debuting in September 2024, MEOVV faces the pivotal challenge of shedding their rookie status. Despite winning Favourite Rising Artist at the 2024 MAMA Awards, the group has yet to gain significant traction compared to label-mate All Day Project, whose debut tracks continue performing strongly on streaming charts. Meanwhile, members have made impressive inroads in the fashion world, securing brand ambassador roles with L'Oréal Paris, Prada, and Miu Miu.

Breaking down the sound of 'BURNING UP'

Jersey club beats and synth-driven energy

At its core, "BURNING UP" thrives on classic Jersey club beats and pulsating kicks that create an immediate sense of urgency. The track ingeniously incorporates a living rhythm composed of inhales and exhales, establishing a primal foundation. Soaring synths build gradually throughout the song, eventually culminating in an incendiary dance break that showcases MEOVV's performance capabilities. This arrangement delivers what member Narin describes as "explosion" - a feeling that "all the passion and emotions burst out at once."

Lyric themes: fire, passion, and confidence

The lyrics express unyielding determination through direct, forceful statements like "Throw away hesitation / Shake off temptation / Don't just talk, show me." Throughout the track, fire imagery dominates with lines such as "It's like a wildfire, I'mma stay right by ya / Come take me up higher." These themes create a narrative about confidence and unwavering forward momentum, perfectly matching the song's intense beats.

How the chorus hooks listeners

What makes the chorus particularly effective is its hypnotic repetition combined with escalating energy. The chant-like quality of "Let it, let it, let it, let it burn" creates an instantly memorable hook. Additionally, the DJ reference ("Tell the DJ, turn it, turn it, turn it up") establishes a club atmosphere that enhances the song's danceability, essentially giving listeners permission to lose themselves in the rhythm.

Member contributions to songwriting

GAWON and NARIN collaborated directly on the lyrics, working alongside established industry hitmakers. The songwriting team included THEBLACKLABEL founder/producer Teddy Park, Malachiii, Teal Douville, Billy Walsh, Jesse Bluu, Zikai, 24, Vince, and Lento. This collaborative process allowed MEOVV members to express what Narin called "a rougher and freer MEOVV," moving beyond "perfectly polished appearances" to showcase genuine passion.

Visual storytelling in the music video

The music video for "BURNING UP" showcases a creative heat-centered narrative where MEOVV members ignite fires wherever they pass, ultimately requiring heavy rain to cool their intensity.

Heatwave concept and symbolism

MEOVV's visual concept revolves around a scorching summer aesthetic featuring "sunburn" makeup that vividly visualizes heat alongside seasonally unbalanced styling. Throughout the video, members appear in multiple environments showcasing their fiery impact—from appliance stores filled with fans and air conditioners to "cooling zones" designed to counteract their overwhelming warmth. This clever symbolism represents what Gawon describes as "MEOVV being so hot that the surroundings heat up and catch fire."

Choreography and performance energy

Narin explains that the choreography deliberately maintains "unstoppable energy" through continuous foot movements, neck turns, and arm stretches. The performance features three distinct dance breaks, including a particularly memorable sequence using handkerchiefs that Gawon identifies as "an impactful highlight." Their movements blend naturally with the jersey club rhythm, creating what members describe as their "most glamorous" performance to date.

Standout scenes and fan reactions

Undoubtedly, the waterfall-like rain sequence stands as the video's centerpiece. Sooin and Ella both highlight this scene as particularly special, with Suin noting it fulfilled her summer wish to visit a water park. Fans have responded enthusiastically to these creative elements, praising the "wildfire" imagery as perfectly capturing the group's unpredictable nature and explosive energy.

What this means for MEOVV and K-pop

Positioning in the 5th-gen girl group race

As MEOVV 'BURNING UP' arrives, the group faces a critical juncture in their career path. Music critic Lim Hee-yun points out that "there still isn't a clear leader among fifth-generation K-pop groups", presenting both a challenge and opportunity for MEOVV to establish themselves. Currently entering their second year since debut, the group must define their identity to make a lasting impression domestically and globally.

Comparisons with All Day Project

The pressure intensifies as MEOVV's label-mate All Day Project, which debuted in June 2025, has already achieved remarkable success. Indeed, All Day Project's debut track 'Famous' entered the Melon Top 100 at number 9, a rare accomplishment for rookies. In contrast, MEOVV's response has remained relatively subdued, creating an internal competition that tests The Black Label's artist development strategies.

The Black Label's strategy for global reach

First through MEOVV's Capitol Records partnership and later through strategic comebacks, The Black Label demonstrates a calculated approach to international expansion. The label, presently preparing for an IPO, views MEOVV's multilingual abilities—communicating in English, Korean, Japanese, Chinese, and Spanish—as a valuable asset for crossing borders. Overall, MEOVV's journey represents more than artistic growth; it embodies The Black Label's commercial aspirations in an increasingly global K-pop landscape.