KiiiKiii Turns Heads With New ‘Groundwork’ Music Video
KiiiKiii, a promising K-pop girl group, has released the music video for “GROUNDWORK,” the B-side off of their debut EP, UNCUT GEM.
The group, known for blending surreal imagery and deeply personal lyricism, continues to carve out its experimental identity. The video is a bold artistic statement and showcases the group’s multidimensional style.
A Sonic Exploration
Sonically, “GROUNDWORK” is a genre-defying track, combining dreamy, speak-sung verses with glitchy synths and building toward an explosive, chanted chorus backed by a powerful bass. The result is a dynamic listening experience that pushes against the polished boundaries of mainstream K-pop.
Lyrically, the song is an anthem of self-discovery and rebellion. Lines like “Digging deep into the Earth with my fingernails” and “Dig deep, weeds out / No damage, just work” portray the raw, hands-on nature of forging one’s identity.
[PHOTO] KiiiKiii for GROUNDWORK.
— KiiiKiii Charts (@KiiiKiiicharts) March 18, 2025
NO GRIND NO SHINE#UNCUT_GEM_3RDCONCEPT pic.twitter.com/GUHD3lEur5
Meanwhile, lines such as “All we show is pretty trash / And go wild on imperfection” challenge societal expectations and celebrate authenticity over perfection. Through these vivid metaphors, KiiiKiii encourages listeners to embrace their flaws and define success on their terms.
A Surreal Visual Experience
The settings in the “GROUNDWORK” video seem to have no rhyme or reason. Scenes alternate between a school environment with swing sets, hallways, empty classrooms, and more surreal backdrops, such as a glowing, ethereal forest and a claustrophobic room where the ceiling appears so low that the members look too large for the space.
These juxtapositions heighten the group’s performance, creating a dreamlike, otherworldly experience. Additionally, KiiiKiii’s fashion reflects their signature fusion of Y2K nostalgia and avant-garde innovation. Their fashion, like the song itself, refuses to conform.
The members don outfits that balance retro flair with a modern edge—eccentric patterns, bold accessories, and unconventional silhouettes—all tailored to highlight each member’s personality while maintaining a cohesive group identity.
#KiiiKiii’s Groundwork versatile fashion pic.twitter.com/DaLpvazKFk
— ً (@y2kiiidz) April 24, 2025
The choreography further reinforces the group’s fresh approach. Emphasizing upper body movements and expressive hand gestures, the routine flows with fluid transitions and striking formations.
While the choreography is accessible on the surface, it features intricate, well-coordinated patterns that add depth and visual interest to the performance.
A Statement of Self
With “GROUNDWORK,” KiiiKiii continues establishing a powerful foundation for their artistic vision.
The group’s daring mix of visuals, fashion, choreography, and sound signals a commitment to authenticity, creativity, and fearless self-expression, setting them apart as one of K-pop’s most intriguing new acts.
Watch the music video for “GROUNDWORK” below.
