THEBLACKLABEL’s viral hip-hop group ALLDAY PROJECT has released their second EP, CRASH, nine months on from their first.

CRASH is led by a title track of the same name, accompanied by the four B-sides “TALK,” “DO IT LIKE THIS,” “NO LIMIT,” and “UP ALL NIGHT.” Each has a distinct sound, expanding the group’s gritty, hip-hop signature to a more varied musical identity while still maintaining that connection.

Two of the five songs were unveiled as pre-release singles prior to the album. “TALK,” released on September 21, opened the new era with that same industrial hip-hop that ALLDAY PROJECT is known for, showcasing their signature with fast-paced rap flows and a low bassline. Its music video racked up 11 million views on YouTube within a week. Three days later, “DO IT LIKE THAT,” brought a minimal version of the sound and a laid-back feel but also received great attention, currently sitting at almost seven million views.

Led by the success of those pre-releases, title track “CRASH” arrives with a fierce dance beat and a message of refusing to play by the rules. The narrative aligns with the overall approach commonly seen from ALLDAY PROJECT, which emphasises ego, fame, and ambition and their wealth of each compared to others. The song peaked at number three on Bugs, though is still rising in the rankings of other domestic platforms including FLO and MelOn.

The two remaining B-sides “NO LIMIT” and “UP ALL NIGHT” are where fans can see some variation. “NO LIMIT” relies on a Brazilian funk rhythm, leaning into Latin American influences as is currently a trend in the industry, and “UP ALL NIGHT” sees the group’s first venture into a slower, acoustic sound.

Following the viral success of their debut single “FAMOUS” and first, self-titled EP ALLDAY PROJECT – which was led by another popular song, “LOOK AT ME” – CRASH has been much-anticipated. As with all groups who see immediate success upon their debuts, there is a level of pressure to maintain that momentum. With over a year between “FAMOUS” and CRASH, the group’s initial publicity surrounding the single has faded and they will have to begin attracting new listeners once more through new music.

That pressure is made even more intense when assessing ALLDAY PROJECT’s influence on the K-pop genre as a leader of the sudden influx of hip-hop releases and hip-hop-inspired groups seen over the past year. CORTIS, ALLDAY PROJECT, and LNGSHOT are typically placed at its head, with more recent groups like WAYF BOYS spurring renewed interest. The progression of ALLDAY PROJECT and the reception that their style continues to bring may impact the industry as a whole, as it indicates whether the popularity of hip-hop persists.

CRASH by ALLDAY PROJECT is available to stream on domestic and global platforms now.