By: Michael Jacobs, Senior Correspondent | JRL CHARTS K-Pop News
LAS VEGAS — (March 11, 2026) — DAILY:DIRECTION continues to build momentum following their recent debut, as the group’s new music video for “SELF” has already surpassed 1.8 million views on YouTube, an impressive milestone considering the channel currently holds just over 142,000 subscribers.
The cinematic video dropped on March 9 and quickly drew attention from international K-Pop fans eager to see the rising rookie act expand its musical storytelling.
The six-member group — EN-KIM, Jang Yoonseok, Jang Yubin, Joohyoung, Lee Wonwoo, and Lim Jihwan — debuted earlier this year under the entertainment label Oddwave with their first single album “FIRST: DELIVERY.” The project introduced fans to the group’s energetic sound and strong performance style, first highlighted by the title track “ROOMBADOOMBA.”
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In the “SELF” music video, the members deliver a darker visual narrative that explores internal conflict and emotional tension. The storyline unfolds in a tense environment where the group members appear to question one another while confronting a mysterious monster.
Rather than representing an external threat, the creature symbolizes self-doubt, anxiety, and fear — themes that resonate strongly with younger audiences navigating identity and personal pressure in modern society.
As the video progresses, the members attempt to escape the looming threat while slowly realizing that overcoming their fears requires believing in themselves and trusting one another.
Musically, “SELF” leans into a groovy R&B soundscape, blending heavy synth textures with polished percussion. The track emphasizes emotional vulnerability, portraying the idea that accepting personal darkness and uncertainty can ultimately lead to growth.
Watch DAILY:DIRECTION ‘SELF’ (Official Music Video)
The group’s name — DAILY:DIRECTION — reflects this theme. According to the agency, it represents the idea that daily choices gradually shape one’s life path, encouraging fans to carve their own direction rather than follow predetermined expectations.
Despite being only weeks into their debut era, DAILY:DIRECTION has already gained strong visibility through their performances and television appearances, including the final stage of their debut promotions on the popular music program Inkigayo.
With the rapid rise in streaming numbers and growing international fan engagement, the group appears poised to become one of the new K-Pop rookie acts to watch in 2026.
Agency: Oddwave
Country of Origin: South Korea
Language: English
Run Time: 2 Minutes 50 Seconds
Release Date: March 9, 2026
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