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

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

(UPDATE) 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. 

The EP "Pleasure Shop" consists of six tracks, including the lead single of the same title. 

The music video for "Pleasure Shop" features Key as a cyborg operating the titular shop, depicted as a futuristic establishment. 

In a press conference in Seoul, the singer shared that the video incorporates AI-generated images.

"A lot of scenes in the music video have graphic images generated by AI (artificial intelligence) by inputting words," said Key, whose real name is Kim Ki-bum.

"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," he added. 

The singer co-wrote the lyrics to the title track in the house music album, which also includes "Overthink," "Golden," "I Know," "Going Up" and "Novacaine." 

US singer-songwriter Lauv collaborated on the EP, co-writing the music and English lyrics to "Novacaine," an upbeat indie pop track. 

"Pleasure Shop" arrives more than a year after the release of Key's second EP "Good & Great." 

Key debuted in 2008 as a member of SHINee, known for songs like "Replay," "Ring Ding Dong" and "Lucifer." He launched his solo music career in 2018 with the album "Face," which spawned the singles "Forever Yours" and "One of Those Nights." 

In recent years, Key has also risen in popularity as a television personality, starring in the variety shows "DoReMi Market" and "I Live Alone."

 — With reports from Reuters

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