SF9 Say It's 'Now or Never' in Dramatic New Music Video

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SF9, "Now or Never"

K-pop boy band SF9 returned with their fifth EP Sensuous on Tuesday (July 31), led by the dramatic electro-pop track “Now or Never.”

After some recent forays into Latin pop and show tune-inspired dance tracks, the nine-member boy band took things to a darker place with their latest single. “Now or Never” is dominated by jangling synths and an electro house beat, and features a smooth, groovy choral refrain that is fronted by vacillating pronouncements of the song’s Korean title, “질렀어,” pronounced “jilleosseo.”

“Now or Never” is SF9’s second single of 2018, following May's "Mamma Mia!," which was the title track of the group's fourth EP and helped land that album at No. 10 on the World Albums chart. Aside from Mamma Mia!, SF9 has seen four other albums appear on the World Albums chart. 

The new single’s music video is a dramatic, cinematic shock of vibrant visuals, with the members singing as they play deadly games, with dice and guns making appearances. As captivating as the sets are as the nonet deliver their verses, so too is the choreography with its tight, shuffling movements reflecting the pulsating beat. The video even incorporates a few Michael Jackson tributes, including a dance break with a silhouetted “Michael.”

Watch the music video for “Now or Never” here: