This is the first time that Park Jin-young, the founder of JYP Entertainment, has helped ITZY guide them to record a new song MV. ITZY made its first comeback in 2021, and their new voices are already eye-catching. At a press conference for "Guess Who" and the accompanying title song "In the morning," ITZY members revealed how Park Chun-young, the founder of JYP Entertainment, helped them through the creative process.
While fans were initially confused about the origin of the song's title, members clarified that In the morning is based on the popular party game Mafia. In this very popular game in South Korea, players split into two teams - the mafia team must "kill" other players and hide their identities, while the others try to catch them out. Similarly, Yeji explains that "In the morning" is about hiding one's emotions to win over one's crush.
This isn't ITZY's first song about love, but it definitely represents another new voice for the group. To guide the group's creative process, Park Jin-young, founder of JYP Entertainment and co-producer of In the morning, helped ITZY through the recording process.
Choi Ji-so (Lia) revealed that this is Park's first time participating in the group's recording directorship, although one of their past songs, "ICY", was also co-written by her. According to the lead singer, she gave the members a lot of advice. Choi Explains; when we were in the studio, she suggested we dim the lights. She went on to say that dimming the lights helped them express their sincere inner feelings more intently on the album.
In addition, Yeji revealed that Park Zhenrong also paid close attention to the performance of the members, encouraged them, and set expectations for them. "She told us that the public will be able to witness ITZY's growth through our performance," Yeji said. Filming performance scenes in 10 locations, Ryujin said; "In the morning" was a "new experience" for the group.