Hwanho talks image, identity, and inciting intrigue in a world of trends
Written By Jess Howell
Translation By Chris Kook
Between variety shows, festivals, and immense social media presence, the four-piece band Hwanho has spent the last several years fostering their mystique to win over new audiences. When asked what listeners should feel when they hear Hwanho, band leader Kim Ho Jin doesn’t hesitate to answer with one succinct word: “Cool”.
Their synchronous harmonies, elating melodies, and electrifying stage presence fit this description to a T. But Ho Jin unpacks how “cool” goes beyond the music and into the band’s identity. “The eyes are first, and the ears are second. You’ll always be seen before you’re heard.” Every aspect of the band is centred on its motif. “Sometimes we have more generalised outfits. For example, they might be formal or serrated. We’ll often use scarves and bow ties to give more personal touches. But we will always make sure it's ‘Hwanho.’”
Ho Jin and bassist Kim Yoon Sung share how they maintain this consistency while remaining flexible. “Tonight was going to be a softer set list with a more intimate crowd. But after seeing the energy To More Raw and Soombee brought, we got the go-ahead to change it at the last minute.” When asked if they felt this split-second decision paid off, all four members gave a resounding “Yes”. Hits like Run, Dive, and Burn It ensured all their fans were given earworms with fresh soil.
From the onset of a new song, it’s evident that adaptability is always at the forefront of their minds. “When we’re making new music, we have to consider how much we can personalise it during a show. While some crowds want a serious performance in line with the emotions the recording evokes, others want the energy that only a live performance can give. So, for example, we might consider ahead of time how and where we can improvise a more impactful bassline or guitar solo to match the crowd’s atmosphere.”
Many believe that experimentation with sound can often disrupt consistency and blur a band’s image. Yoon Sung responds to this idea with peace of mind, “As long as Hwanho’s identity is established, anything that comes after will be distinctly ours. If we have to add any sounds in the future, we’d like to try a keyboard or synthesiser. But no matter what direction that takes, it will have our unique influence.”
In today’s industry, access to music can be just as much a boon as it is a hindrance. Hwanho doesn’t shy away from detailing this double-edged sword. “It can be difficult to get new people into a venue. With the accessibility of Twitter, Instagram, and Spotify, many people are busy and would rather listen to music on their phones.” The acute awareness of influence is not always what it’s cracked up to be. “Even with shoutouts from large influencers, it can still be hard for busy people to make it into live shows. These issues still persist.” This, says Ho Jin, is all the more reason for Hwanho to engrave their image within the heads of their listeners. “It’s like our own architecture.”
There are also hurdles to success within the indie landscape, especially with how professional and rehearsed so many bands in Korea are. Ho Jin offers his two cents. “In the indie scene, everyone is pretty much on par. The issue is how you get to the front of the line, and the only deciding factors are very chaotic. One day, you might have a band playing side-by-side with you, and the next day, they’ve jumped way ahead.” While there isn’t a secret recipe to overnight success, Hwanho gives more food for thought.
“If you look at the top tier of performers, their singing is with current trends, as well as their outfits. They follow the trends for a bigger guarantee of exposure. Because bigger production companies are looking into the indie space more, they’re looking for things that are similar to what’s already under their umbrella.”
The band acknowledges that they cannot reinvent the wheel. Instead, they let it fuel their fire as they spin it in their own direction. “We are not following; we are leading. We are doing things Hwanho’s way.”
Musings of the present meet memories from the past as each member goes down memory lane. Yoo Hwanju recalls his experience auditioning for the band. “I was in a music Hagwon, and my instructor told me my voice was a perfect fit for a rock band. She had me record a cover of One by U2, and that’s what I sent in when I saw Ho Jin’s call for a lead vocalist.”
Yoon Sung thanks his years of busking in Hongdae for his charismatic stage presence. “That experience really helped me learn how to direct the flow of emotions during a live performance. You have to lead in ways to make the audience more engaged, and you have to adapt on the fly. It helped me learn to read what the audience is feeling so I can navigate them closer to the desired emotion.” He also assured us that in spite of his blazing finger speed, he does not play fighting video games.
Lee Gangsan gives a more recent revelation on his promotion to official drummer. “Tonight is actually the night I became an official band member. Playing as a session drummer, I felt that I got along with everyone and could enjoy any song that we played.” Hands come together as the table congratulates Gangsan on his first “official” performance with the band.
As the founding member of the band, Kim Ho Jin describes the cultural clash that served as the impetus for his “Alea iacta est” tattoo. “My father was a very strict police officer and put a lot of pressure on me to become a national worker. This started my rebellious phase.” As the tattoo indicates, that was his point of no return, and he’s never looked back.
After talking about the past and present, the band sets their eyes on the future. “Our new single will be out in April.” Expect the track to deter from the traversal feelings of their current offerings. “It’s suspenseful.” Ho Jin says pensively. “It’s about love. Real, raw, tough love.”
As our time draws to a close, Hwanho opens up about ambitions they have down the pipeline. “We’d like a full, ten-song album. We have EPs, we have singles, and they get a lot of traction. But we’re thinking a staple album would be good.”
The possibility of a North American tour in the future is also on the band’s mind. Until then, they’ll continue to inject Korea with the essence of cool, one transcendent performance after the next.
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