By: Michael Jacobs, Senior Editor | JRL CHARTS K-Pop Music News
SEOUL, KR — (July 31, 2025) — K-Pop solo star JAY, best known as a member of iKON, has dropped his long-awaited “OBEY” music video — and while the visuals are undeniably cinematic, fans are divided over its unexpected spoken-word chorus.
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Released via 143 Inc, OBEY is one of two title tracks featured on JAY’s newly launched 9-track album. The second title track, “We Can’t Explain,” offers a softer counterpoint, but OBEY is clearly the statement piece — moody, experimental, and unapologetically bold.
“OBEY” Delivers Style Over Structure?
The track opens with promise, building anticipation through a dark and emotionally charged soundscape. But instead of dropping into a high-impact hook, listeners are pulled into a spoken-word chorus that feels jarring to some. While the guitar-fueled climax hits hard, critics argue that the core momentum gets lost in translation.
“OBEY certainly has some ideas,” one fan tweeted. “But I don’t think they all come together the way JAY intended.”
Still, others praise the boldness of the direction, calling it a welcome break from formulaic K-Pop tropes.
Tour + Credits
JAY is also gearing up for his Asia tour “207”, signaling his expanded presence in the global K-Pop market.
🎤 Music Video Credits:
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Director: GV33-Sunny Inspires
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DOP: Parker Subin
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Creative Directors: Youn Gimin & Lee Jooyoung
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Producer: JAY
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Label: 143 Inc
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Country of Origin: South Korea
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ⓒ 2025 143 Inc. All Rights Reserved.
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