ATEEZ have released the sixth part of their GOLDEN HOUR series, and this time the title track “UP” sees the group returning to the pirate theme of their debut.

GOLDEN HOUR : Part.6 consists of five songs: “ANEMIA,” “Drip,” “UP,” “FAITH,” and “Hollow Victory.” Each carries a dark tone, recounting struggles in lines like “Thought I had it all.” Except, none of the songs read as negative — each describe recovery, belief, and ambition. “UP” and “FAITH” in particular are grounded by a solid beat that turns the songs into anthems, matching forwards.

The pirate theming has been obvious since the album was first announced last month. Its initial teaser, titled “CRASH TO BEGIN,” saw a pirate ship launch through a television screen, shatter a newsstand and the glass windows of an office. A later set of concept photos carried the same visuals, with each of the eight members of ATEEZ dressed in long coats, wrapped in sashes and rope, HONGJOONG sporting an eye patch and YUNHO a tricorn pirate hat. The music video for “UP” builds on those references, featuring a futuristic ship alongside other objects within ATEEZ’s lore such as the red “sopro” cube.

More than that, however, the title track refers back to ATEEZ’s real origins, beyond their fictional world. HONGJOONG’s verse begins with the line “Eight years in, tension running high, no time to breathe, we take off,” while MINGI’s section recalls their journey: “From TREASURE to GOLDEN HOUR / Filled the canvas, page by page / Amid endless media frenzy and headlines / Paved the way, way, way, way” (source: Genius). The core of the song is a message to continue, to build, to strive for the top. ATEEZ use anecdotes to hone in on the core of that ambition, leaning into their rise; from being the first group managed by the small agency KQ Entertainment, to becoming globally recognised.

Notably, these references and this ambition comes after the group’s greatest chart success yet. While ATEEZ have been rising steadily in popularity for years – especially internationally – their June title track “BAD” saw virality on a new level for the group, with clips of SAN performing its chest-bumping choreography widely circulating online. It became particularly notorious in Korea, thrusting ATEEZ into the mainstream and making “BAD” the highest-charting song from a 4th-generation boy group on the MelOn Daily Chart. With seven domestic music show wins, “BAD” also surpassed their previous record of six with “Guerrilla” to become their most-awarded song.

To return from that success with a completely different concept is brave, but ATEEZ have made it work, leaning into other aspects of their discography and that sentimental value. GOLDEN HOUR : Part.6 comes across as both a celebration of that virality, and a determination to use it to go further now that they have broken through into the mainstream.

GOLDEN HOUR : Part.6 is available to stream and download on global streaming services now, and the “UP” music video is live on the ATEEZ and KQ Entertainment YouTube channels.