Background and release
On April 21, Ateez released a promotional map with the release date and the title of the upcoming extended play, Golden Hour: Part.1, on their social media accounts following their performance at Coachella 2024. Additionally, the group's leader Hongjoong use a folding fan with the words "Golden Hour" inscribed in it. [1]
On May 13, Ateez released the title poster of the EP's title track, "Work". [2] The next day, the group unveiled the tracklist of the EP which consists of six tracks including the title track. [3] On May 18, they released the intro video for their new series "Golden Hour" through their social media accounts. The released video attracted attention as it started with a sign with the EP name on it and listed various scenes that implied Ateez's musical footsteps, including Lightiny (the group's official light stick) and world tour posters. In particular, the calm narration maximized the emotional atmosphere of the video and left viewers thinking by asking the question "Could they be the real Golden Hours of our lives?" at the latter part of the video. [4] On May 23, the group pre-released a behind-the-scenes video of the recording of the EP's title track. [5] A preview video of all the EP's six tracks was released the next day. [6] On May 28 and 29, Ateez released the first and second music video teasers of the EP's lead single, respectively. [7] [8] On May 31, Ateez released their tenth EP Golden Hour: Part.1 along with the lead single "Work" and its music video. [9] A day before the release of their tenth EP, they held a media showcase at the Four Seasons Hotel Seoul in Jongno District where they talk and explain about the EP. [10]
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