Seventeen’s JxJ on Music, Chemistry and Their Joint Pinterest Account
Jeonghan and Joshua from the mega K-pop boy band Seventeen are providing followers a dream to lose themselves in and a temper board for buying.
The two vocalists are debuting as a much-hyped unit, a derivative of the 13-member band’s actions. As of Monday, they’re going to be working below the identify JxJ — releasing their album, “DREAMSCAPE,” and hitting the street collectively for a live performance tour in six Asian cities.
In the meantime, they have been populating not solely their Instagrams, but additionally a sprawling visible diary on their joint Pinterest account.
It’s an attention-grabbing alternative, so far as Ok-pop goes — normally, teasers are restricted to platforms like YouTube or the Ok-pop-centric social community, Weverse.
In a written interview with Business Insider, the duo described their interest in Pinterest as a way of introducing the “visible globe,” idea, and vibe of “DREAMSCAPE.”
The temper boards and the buffet of photographs they’ve posted for followers to feast on are additionally a “little reward” to their viewers.
“JxJ Diary is an area we created to share the idea and vibe of the album extra straight with followers earlier than its launch. We spent a whole lot of time desirous about what sort of content material they’d get pleasure from, and determined to launch our first-ever Pinterest channel that includes totally different sides of ourselves,” the duo mentioned.
The singers mentioned they needed to discover the idea of “desires” with the posts on their joint account. They’ve curated a set of images and behind-the-scenes moments, together with every part from candid pictures to sneak peeks of their album photoshoots.
“We hope followers will take inspiration from the album’s imagery and vibe, and specific it in their very own methods,” they added. “It could be actually enjoyable to see them create their very own model of ‘DREAMSCAPE’ on Pinterest by amassing photographs, experimenting with styling, and curating photographs that replicate their preferences.”
The industry across the boys
That invitation for followers faucets right into a Ok-pop fan macro economy through which an album is just not solely heard or watched but additionally worn, collected, embellished, and remade.
The two Seventeen members belong to a gaggle whose fan base collects their photo cards, travels to their concerts, and goes all in on albums and merchandise. Seventeen’s 2023 album, “FML,” nonetheless holds the document for first-day gross sales for a Ok-pop album, with greater than 6.4 million copies offered. The band’s “NEW” tour from 2025 to 2026 noticed them play 31 exhibits in stadiums throughout Asia and 4 US cities, drawing near one million followers, in particular person and on-line.
JxJ now provides Seventeen’s fandom one thing else to get invested in: Jeonghan and Joshua collectively, and the similarities of their personal style.
Ayumi Nakajima, Pinterest’s APAC head of content material partnerships, instructed Business Insider the platform had seen a surge in curiosity in Ok-pop, making it prime territory for JxJ to ascertain a foothold.
Nakajima mentioned that the collaboration with the duo’s company stemmed from the concept Ok-pop followers join with extra than simply the music. Pinterest provides followers an area to “discover the visible inspiration behind the artist’s tales” and “save what resonates with them.”
Pinterest has seen a robust surge in curiosity for all issues Korea on the platform. Searches for “Ok-pop type” rose 19% globally 12 months over 12 months, whereas “K-beauty” searches rose 114%. In Japan, searches for “Ok-pop fan artwork” climbed 368%, whereas “buying and selling card ornament” rose 77%.
“What visible experiences just like the JxJ diary do is deliver followers into an artist’s inventive globe earlier, giving them extra time to interact with the aesthetics, concepts and storytelling behind a launch,” Nakajima mentioned.
“That early engagement can actually form fandom-led commerce, as a result of followers aren’t simply displaying up on the level of buy,” Nakajima added. “A glance, a temper or a visible reference can spark curiosity weeks earlier than somebody decides what to put on to a live performance, what magnificence look to strive, or what items they need to purchase.”
Chemistry
As for the boys behind the Pinterest board, they’re prepped to serve up seven tracks spanning genres they’re “exploring for the primary time” on the brand new album. The duet songs, from early teasers of the music, contain experiments with home, synthpop, and dance rock. There are additionally two solo tracks — Joshua’s punk rock providing, “Not Personal,” and Jeonghan’s dreamy bop, “Coloring.”
“Seventeen has a sure power when all 13 members are collectively, however we expect the 2 of us have a unique sort of chemistry after we are collectively,” they instructed Business Insider. “Rather than making an attempt to showcase one thing fully new, we needed to deliver out our pure sides and particular person charms as a lot as doable.”
The album can be the product of “a whole lot of conversations” in regards to the sort of artwork they every needed to create.
“By sharing our concepts and the photographs we every had in thoughts, we have been capable of perceive one another’s tastes on a deeper stage,” the duo mentioned.
They took a few journeys collectively, too, which helped them “get to know one another higher and form a route that felt uniquely ours.”
“We additionally experimented with our vocals to indicate a brand new aspect of ourselves, so we hope followers will get pleasure from and help this album,” they added.
“DREAMSCAPE” launches on October 19 at 6 p.m. Korea time.
