MAKGEOLLI BANGER
A catchy, relentless track that shows the brighter side of Effie's new era.
Spotlight of the week — May 31
Effie
Discover the artist pushing Korean music into a new hyperpop era.
Who is Effie?
Effie is a South Korean artist helping define the country's growing underground hyperpop scene. After first releasing music in 2019, she evolved from a more traditional K-pop style into a chaotic, high-energy sound shaped by distorted production, bright melodies, and internet-born music culture.
Polished pop instincts pushed through a distorted, hyper-digital lens.
Effie's music works because it keeps both sides of her sound in tension: the clean hooks and emotion of pop music, and the blown-out textures of hyperpop, digicore, and online underground scenes.
Inspired by artists like Drain Gang and Ecco2k, and connected to collaborators such as kimj and SEBii, Effie has built a lane that feels cute, chaotic, melodic, and aggressive all at once.
E
Released March 28, 2025E marks a turning point for Effie. Serving as her debut album, the project fully embraces the sound she calls "kawaii drill," blending hyperpop melodies with sharp percussion, sugary vocal textures, and an underground club-like rush.
Start with kancho, open ur eyes, and put my hoodie on for the clearest introduction to the world around the album.
Start here.
put my hoodie on
Chaotic, melodic, and one of the cleanest examples of her hyperpop direction.
down
A fan favorite that leans into Effie's self-described kawaii drill sound.
미워미워
A softer cut that shows the charm of Effie's earlier K-pop-influenced style.
If you like Effie...
underscores
kimj
The Deep
tonser
saranghae
R!R!Riot
Artist images used for editorial coverage. Image credits: Effie / official artist channels unless otherwise noted.
