The polished image of a K-pop group on stage is the result of thousands of hours of unseen labor. For ALL(H)OURS, this labor is a source of pride. The members are known to stay in the practice room until 4 or 5 AM, perfecting a single transition in a three-minute song. This work ethic is documented in their “Behind the Hours” series on YouTube, which gives fans a raw look at the sweat, tears, and occasional injuries that go into their “noise music” masterpieces.
Each member has a role in this process beyond just performing. For instance, Xayden and Hyunbin are heavily involved in writing their own rap verses, ensuring that the group’s lyrical content remains authentic to their personal experiences. Masami, as the group’s Japanese member, often assists with the localization of their lyrics for the Japanese market, which is the second-largest music market in the world. This level of involvement ensures that the group isn’t just a product of a label, but a group of artists with agency.
Even their merchandise reflects this attention to detail. When fans browse the ALL(H)ours Kpop Apparel collection, they often find designs that were directly inspired by the members’ own sketches or fashion preferences. This makes the clothing feel like a collaboration between the idol and the fan, rather than a generic piece of promotional material. It is this “behind the scenes” authenticity that creates a lifelong bond between the group and the Min(ut)e.