REPORT

TREASURE’s New Song Surpasses 100 Million YouTube Views…Achieves ‘Own Fastest Record in 11 Days’

Group TREASURE has set a new personal record with ‘IF I,’ the title track of its fourth mini album.

According to YG Entertainment on the 14th, the music video for ‘IF I,’ the title track of TREASURE’s fourth mini album ‘NEW WAV,’ surpassed 100 million views on YouTube at around 4:49 p.m. the previous day. The achievement came just 11 days, 22 hours and 49 minutes after the song was released at 6 p.m. on the 1st. This is the fastest any music video released by TREASURE has reached the 100 million-view milestone, proving the group’s overwhelming upward momentum.

The ‘IF I’ music video has been well received by global music fans for interpreting YG’s signature authentic hip-hop sensibility through TREASURE’s own colors. Its immersive appeal is said to be heightened by the combination of stylish black-and-white visuals, the members’ charisma, their distinctive hip-hop vibe, and a powerful yet groovy performance.

Beyond YouTube, the song is also drawing heated responses on major global SNS platforms such as Instagram and TikTok. As the moves that ride the rhythm using both arms and the point choreography that intuitively expresses the song’s title gain attention, a challenge craze is spreading among music fans and professional dance crews around the world.

Global fans are continuously sharing dance cover videos using the official hashtags (#IFIHOLIC, #IF_I_CHALLENGE), and the trend is expanding into various forms of secondary creative content, including reinterpretations of the choreography and remixes. Analysts say the group is broadening its public base as it attracts not only its core fandom but also general listeners.

This has led to a simultaneous rise in digital indicators. Since the comeback, TREASURE’s official YouTube channel surpassed 8 million subscribers as of the 12th, while its monthly listeners on global music platform Spotify (the number of listeners over the past 28 days) have also increased by about 500,000 since the comeback.

TREASURE released its fourth mini album ‘NEW WAV,’ filled entirely with hip-hop tracks, on the 1st. YANG HYUN SUK, Executive Producer of YG, took the lead in producing and personally directed the album. Starting with million-seller first-week sales, the album has gone on to top iTunes album charts in 13 regions, sweep major album charts in Korea and Japan, and win trophies on domestic music programs.