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SHINee's Key in a promotional photo for 'Pleasure Shop.' Photo from SHINee's X account

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SHINee's Key makes comeback with 'Pleasure Shop' on birthday

Paul Xavier Jaehwa Bernardo

ABS-CBN News

<div><span class="fr-img-caption fr-fic fr-dib" style="width:950px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1727079377534SHINEE KEY.jfif" style="width:950px" class="fr-fic fr-dib"/><span class="fr-inner" style="text-align:left">SHINee&#x27;s Key in a promotional photo for &#x27;Pleasure Shop.&#x27; <em>Photo from SHINee&#x27;s X account</em></span></span></span></div><p>(<strong>UPDATE</strong>) K-pop singer Key, a member of the boy band SHINee, released his third extended play (EP) on Monday, an occasion that coincided with the celebration of his 33rd birthday. </p><p>The EP &quot;Pleasure Shop&quot; consists of six tracks, including the lead single of the same title. </p><div><span class="fr-video fr-deletable fr-fvc fr-dvb fr-draggable" contenteditable="false" draggable="true"><iframe width="640" height="360" src="https://www.youtube.com/embed/LgQRl5qED6c?&amp;wmode=opaque&amp;rel=0" frameBorder="0" allowfullscreen="" class="fr-draggable"></iframe></span></div><p>The music video for &quot;Pleasure Shop&quot; features Key as a cyborg operating the titular shop, depicted as a futuristic establishment. </p><p>In a press conference in Seoul, the singer shared that the video incorporates AI-generated images.</p><p>&quot;A lot of scenes in the music video have graphic images generated by AI (artificial intelligence) by inputting words,&quot; said Key, whose real name is Kim Ki-bum.</p><p>&quot;I think it is good to utilize (AI technology) as long as it does not get abused. I also don’t want (AI) to exceed human capabilities,&quot; he added. </p><div><ivs-player data-ivs-key="e8c22c015ca9eafa76f1e3edfa03c603" data-ivs-spid="3001339" data-ivs-vid="3069385"></ivs-player></div><div><br/></div><script src="https://player.ivideosmart.com/ivsplayer/v4/dist/js/loader.js"></script><p>The singer co-wrote the lyrics to the title track in the house music album, which also includes &quot;Overthink,&quot; &quot;Golden,&quot; &quot;I Know,&quot; &quot;Going Up&quot; and &quot;Novacaine.&quot; </p><p>US singer-songwriter Lauv collaborated on the EP, co-writing the music and English lyrics to &quot;Novacaine,&quot; an upbeat indie pop track. </p><p>&quot;Pleasure Shop&quot; arrives more than a year after the release of Key&#x27;s second EP &quot;Good &amp; Great.&quot; </p><p>Key debuted in 2008 as a member of SHINee, known for songs like &quot;Replay,&quot; &quot;Ring Ding Dong&quot; and &quot;Lucifer.&quot; He launched his solo music career in 2018 with the album &quot;Face,&quot; which spawned the singles &quot;Forever Yours&quot; and &quot;One of Those Nights.&quot; </p><p>In recent years, Key has also risen in popularity as a television personality, starring in the variety shows &quot;DoReMi Market&quot; and &quot;I Live Alone.&quot;</p><div><strong> — With reports from Reuters</strong></div><div><em>For more news and features on K-pop, K-drama, and K-stars, visit the </em><a class="fr-green fr-strong" href="https://news.abs-cbn.com/kcontents"><em>Hallyu Corner</em></a><em> microsite.</em></div>

<p>K-pop singer Key, a member of the boy band SHINee, released his third extended play on Monday, an occasion that coincided with the celebration of his 33rd birthday.</p>

K-pop singer Key, a member of the boy band SHINee, released his third extended play on Monday, an occasion that coincided with the celebration of his 33rd birthday.