OURBIRTHDAY, a girl group under a JYP subsidiary, has released a performance video for the song “SQUEEZY” [1, 2].
The debut marks the first public performance for the group, establishing their musical direction and visual identity within the competitive K-pop market.
The track is a funk-based dance song designed to encourage listeners to release stress [2]. According to the group's promotional materials, the lyrics liken the act of firing complicated emotions to squeezing a squishy toy [2].
The video was premiered on the official OURBIRTHDAY YouTube channel [2]. It showcases the group's choreography and production style, serving as the primary introduction for the ensemble to a global audience [2].
As a subsidiary of JYP Entertainment, the group benefits from the infrastructure of one of the industry's largest labels [1]. The release of “SQUEEZY” focuses on high-energy movement and a thematic emphasis on emotional relief [2].
“The song’s message is to let go of stress and complicated emotions.”
The launch of OURBIRTHDAY represents JYP's continued strategy of diversifying its portfolio through subsidiary labels. By debuting with a funk-influenced track focused on mental wellness and stress relief, the group is positioning itself to appeal to a demographic seeking upbeat, escapist content.
