Treasure taking piecemeal approach to the release of new single 'MMM'

[YG ENTERTAINMENT]

Boy group Treasure is taking an unusual approach to promoting its new single “MMM,” with plans to release just 18 seconds of the song each day before making the full track available on Nov. 6.

The group will release a total of 90 seconds of the song before the official release, its agency YG Entertainment stated Monday. The agency noted that it's never done this before.

The piecemeal approach includes video of the group dancing to the 18 seconds of a hip hop-inspired melody. The incremental releases will be available on YG Entertainment’s official blog.

It's the third single the group has released since its debut in August, after “BOY” and “I LOVE YOU." Asahi for the first time joined other members of the group to write lyrics and the melody for the upcoming single. Other members, including Choi Hyun-suk, have been contributing to the lyrics for all three songs.

BY LEE SUN-MIN [summerlee@joongang.co.kr]