TEEN TOP’s NIEL Takes an Important Step Forward with “SHE”
NIEL never had time to think about what kind of artist he wanted to be. Now as a CEO of his own company, the singer has the freedom to find out.
EL&D Entertainment
NIEL would like to re-introduce himself.
You might know him as the main vocalist of TEEN TOP, a wildly popular second generation group who scored hits with tracks like “No more perfume on you”. But last week, NIEL debuted a new turn, this time as CEO of EL&D Entertainment, a company that he founded. On April 22nd, NIEL released his first record under EL&O, a neo-soul EP titled SHE.
It is the first record that he has complete artistic control over.
When I caught up with NIEL this week, he was invigorated and reflective about the changes in his life. “I think the most challenging part has been balancing the roles of both CEO and artist at the same time. Managing both in terms of time and energy hasn’t been easy,” he explained. “Thankfully, I’m taking things step by step with the support of my reliable staff and team members. Every moment while preparing for this album felt like a mission, and I think the sense of accomplishment came from completing each step together.”
The decision to start EL&D had come after a long period of deliberation for NIEL. “Standing on my own was a dream I had quietly held onto for a long time,” he explained. “I’m the type of person who feels the need to pursue what I truly want, and I felt that now was the fastest time in my life to take that leap.”
The most important thing, he told me, was to not look back on his career with any regrets.
NIEL tapped DOKO, a Toronto-based DJ and producer, to produce the album with him. It was DOKO, NIEL explained, who encouraged him to experiment with the neo-soul genre.
“I wanted to deliver a different feeling from my previous music, and DOKO suggested the neo-soul genre, saying it would match well with my voice,” he said. “I loved the idea, and we had a great time recording and working on it together.”
To be sure, SHE does sound wildly different from anything in NIEL’s discography. There is a heavy emphasis on R&B, jazz and music that sounds, well, alive with movement and experimentation. And DOKO was right – NIEL’s smooth voice sounds rich on tracks like the gorgeous “If you’re the ocean”. In other moments, like the jazzy title track, the orchestration is unexpected and full of live instruments.
Perhaps a precursor to “SHE” would be JONGHYUN’s excellent “BASE”, the 2015 neo-soul record that kick-started his solo career. Like NIEL, JONGHYUN was an idol whose rich, soulful voice sounded tailor-made for R&B. Both singers honor the neo-soul genre with care but they also place their own spin on it. NIEL’s music has its own unexpected twists from the indie-rock kick of “What’s the Excuse for Love?” to the dark undertones of “SHE”.
It reflects, NIEL told me, a new side of himself that he knows will surprise fans. To be fair, it seemed to surprise him too.
NIEL was fifteen years old when he debuted with TEEN TOP but he had been working long before debut. His career began as a child actor before NIEL eventually signed to TOP Media as a trainee. After their debut in 2010, TEEN TOP became leaders of K-Pop’s second generation, bolstered by massive singles like the iconic “No more perfume on you” and “Miss Right”.
When I asked if he encountered any challenges as an idol, NIEL replied, “I don’t think there were any major hardships that came specifically from debuting. Having the constant support from my fans, N-LISS, gave me the strength to keep going without feeling worn out. Their encouragement has been my driving force.”
Throughout his time with TEEN TOP, NIEL was heartened by the support of N-LISS. Working as an idol, he said, helped him “learn the importance of staying humble and grateful.” He continued, “Our fans take time out of their busy lives to come see us and support us because they love our music. So, no matter what activity I’m doing, I believe the most important thing is to always do my best with a heart full of gratitude.”
Like other second generation groups who have persevered, TEEN TOP is still active, albeit with a smaller team. Last year, after the members completed their mandatory military service, the group appeared on KILLING VOICE, a popular YouTube series for idols and released the comeback single “HWEEK”.
Yet their most active period came at a pivotal time for the members – they grew from teenagers to young men together. “Since we spent so many years together, rather than just [remembering] a few specific moments, I remember everything like a panoramic scene,” he told me. “I think about our debut stage, the times we toured South America and traveled the world, and even our reunion concerts. Looking back, I feel nothing but happiness and gratitude for every moment.”
When I asked what he misses most about his time with the members he laughed and offered a largely human moment: “I miss the times we would all set up our laptops in the waiting room and play games together during breaks!”
They were, after all, just teens.
Perhaps the work ethic instilled in NIEL as a teeanger best suited him for this lifestyle as a CEO and artist. The work has required him to be flexible and open to new ideas, both traits he put into the creation of “SHE”
This mindset extended to the marketing, which included puns on the word “she”. “Since the album’s theme revolves around love and heartbreak, there was a risk that the mood might feel a bit heavy,” NIEL explained. “So, to keep the anticipation light and fun while waiting for the album, we planned a more playful promotion. My staff and I brainstormed fun words that would match the photos we took.”
This flexibility has also transitioned into the world of musical theatre. Soon, NIEL will star in 6 O'Clock Off Work, which offers fans a chance to see his acting abilities. “I think musicals offer a more intimate way to connect with audiences. 6 O’Clock Off Work is actually the second musical I’ve participated in, following a previous cast,” he said. “It feels fresh and exciting because it’s a different experience compared to being a singer.”
If it seems like NIEL is juggling a lot, then you wouldn’t be wrong. But the artist is uninterested in dissecting how he will be seen as an artist. “I hope to continue challenging myself with new genres and building my own color as a solo artist,” he said. “But honestly, I would be happy however I’m remembered, whether it’s as NIEL from TEEN TOP or as a solo artist, NIEL.”
The important thing, he reiterated, is that fans at least see a new side of NIEL. He is, I would wager, an artist willing to take risks. Like many second generation idols, NIEL could have rested on the success of TEEN TOP but he has a desire to push himself forward, to experiment and try new things.
“Honestly, when I was younger, I was so busy and grateful just to be working nonstop that I didn’t really have time to think deeply about [what kind of artist I wanted to be] It was only after I started my solo activities and began writing my own songs that I slowly discovered the kind of music I truly wanted to make,” he explained as he thought back on his career.
For most of our conversation, NIEL was reticent to be prideful of his work. Instead, he was eager to show how much he wanted to learn and how grateful he was that people still supported him.
“I feel like I’m still in the process of getting to know myself as an artist,” he continued as he thought about his career. “But with this new chapter and the release of SHE, I believe I’m taking another important step forward.”
