ONEW Proves Enduring K-Pop Creativity, Songwriting Prowess With ‘Flow’ Album Under New Label

After nearly two decades with his K-pop agency SM Entertainment, ONEW is embarking on a new chapter in his career with FLOW, his first release since leaving his longtime label home. As the leader of one of K-pop’s longest-running and most influential groups in SHINee, ONEW’s contributions to K-pop and SM Entertainment’s legacy are legendary, with an artistic evolution evident in his solo career that’s now able to reach new heights to offer fans an exceedingly personal, creative work that showcases his talents both as a performer, vocalist and now, more than ever, a songwriter.

Having debuted with SHINee in 2008, ONEW’s career spans over 15 years to solidify his position as one of SM’s most prolific and respected entertainers. Known for his warm, rich vocals and subtle stage presence, ONEW led SHINee to become one of K-pop’s most consistent acts, releasing innovative albums that continue to push the genre’s boundaries. In ONEW’s solo work, the star consistently shows his artistry, which extends beyond his work as part of the group. His first full-length Korean album, Circle, was named Billboard’s best K-pop album of 2023, praised for its “shape-shifting musical journey” and sonic introspection it delivered after years in the industry. While Circle was a reflective work highlighting ONEW’s meticulous attention to detail (he was involved in every aspect of the album’s production, from mixing to mastering), ONEW did not contribute directly to the songwriting.

But the recently dropped FLOW, released under ONEW’s new label home in GRIFFIN Entertainment following his departure from SM last April, takes that creative involvement a step further.

This time, ONEW takes the reins as a performer and a songwriter, writing all six tracks on the album. While he had previously written on heartfelt tracks like SHINee’s “Our Page” or “Beautiful Life,” and his solo cuts like “Illusion” and “Shine on You,” FLOW marks a full-circle moment where ONEW controls not only the sound but also the stories behind the music.

The album’s lead single, “Beat Drum,” is a clever declaration of adoration wrapped in a skippy, percussion-driven beat. With playful references to percussion, beating hearts, and how music is a love language for someone who dedicated nearly two decades of his life, ONEW displays his vocal delivery — ranging from his smooth, signature vocals to an unexpected rap-like verse — and ability to surprise listeners still today. Much like last year’s “O (Circle)” single, the song takes listeners on an unexpected journey, with its simple yet infectious singalong hook requiring multiple listens to appreciate in full.

Ahead of the album’s launch on September 3, 2024, ONEW treated each FLOW track with care and creativity via “Highlight Clip” visuals. The dreamy synth-pop track “Hola!” sees ONEW floating through pink clouds, while “Maestro” showcases him as a conductor surrounded by bubbles and fish, enhancing the song’s fantastical, choir-like grandeur. “Shape of My Heart” continues the water theme with ONEW peering into a fish tank, contemplating time as a watch ticks inside. Meanwhile, the jazz-influenced “All Day” sees him in an office working while cups of coffee pile up around him, all to conclude with “Focus” with visuals of ONEW turning an hourglass over — perhaps symbolizing his new beginning in this career phase.

Clearly, his career shift has not slowed ONEW’s creative process—if anything, it’s only deepened his artistry.

Upon announcing his signing as the agency’s first artist, GRIFFIN Entertainment shared the following statement to introduce themselves to the world: “Drawing its name from the legendary guardian of priceless relics, GRIFFIN Entertainment is dedicated to safeguarding and nurturing our artists. We strive to provide a sanctuary where artists can thrive and let their distinct gifts and talents illuminate the world.”

No doubt, his decision to join GRIFFIN appears to be a conscious step toward greater professional freedom, allowing him to explore his musicality in new and exciting ways as the agency intends. ONEW’s group activities with SHINee remain unchanged under SM Entertainment, but his solo endeavors with FLOW hint at an established superstar ready to break new ground all over again.

Looking ahead, ONEW will hold his “Hola!” fan concerts in Korea and Japan later this year, offering fans a chance to see his latest work performed live.

With FLOW, ONEW has crafted a release that feels deeply personal, universally accessible and satisfyingly inventive, blending his signature vocal warmth with new creative risks. As he enters this new era of his career and flips the hourglass in his favor, there’s a sense that ONEW is just getting started—and with GRIFFIN Entertainment’s support, he may reach even greater heights as an even more fully realized solo artist.