Cube Entertainment’s rookie boy band NOWZ staked their claim in 2025, emerging as one of K-pop’s most promising new acts.
NOWZ kicked off a new era in June with a rebrand. True to a name that channels “the now” and its limitless possibilities, the group signaled bigger ambitions and a broader musical palette.
In July, their first mini album "IGNITION" turned promise into payoff. The title track "EVERGLOW" ― a bold move for a rookie act, blending alternative rock with metal edges ― sparked buzz, cracked multiple streaming charts and powered roughly 150,000 first-week sales, a new career high.
A pre-release single produced by labelmate YUQI of I-DLE, "Fly to the Youth" (Feat. YUQI of I-DLE), hit No. 1 on QQ Music’s New Songs chart in China. Meanwhile, the mega-crew performance video for the B-side "Problem Child" drew eyes to the group’s sharper, more assertive sound and stagecraft.
Billboard named NOWZ its K-pop Rookie of the Month in October, publishing an "IGNITION" review alongside a member Q&A. "EVERGLOW" also placed at No. 15 on Billboard’s “Best K-Pop Songs of 2025: Staff Picks,” a nod to the group’s growth trajectory.
They kept the momentum in November with their third single, "Play Ball," a baseball-themed concept that doubled down on grit and go-for-broke energy. Title track "HomeRUN" earned praise for further cementing the group’s identity.
With two strong releases this year, NOWZ are widening their lane by refusing to stick to one genre. As each member levels up, the rookies look poised to turn this year’s breakthrough into an even bigger 2026.
Photo: Cube Entertainment
(SBS Entertainment News | Kang Kyung-youn)