Kiss of Life: The Hidden Story Behind Midas Touch Success

Kiss of Life captured significant attention when their first single album "Midas Touch" peaked at number 8 on the South Korean Albums chart following its April 3, 2024 release. The brief yet impactful project spans just over six minutes but delivers a musical punch with two contrasting tracks.

"Midas Touch," the lead single from the Kiss of Life album, showcases the group's seductive side through signature 2000s synthesizers and sounds. While the title track explores love in its early stages, the B-side "Nothing" reveals a more vulnerable dimension, delving into the aftermath of a breakup. Additionally, the album's commercial appeal extended beyond charts, with six physical editions including a photobook and four individual jewel versions attracting Kiss of Life members' fans. Despite being newcomers in the Kiss of Life Kpop scene, the group's lyrics and music videos garnered over 1.5 million YouTube views shortly after release, demonstrating their growing popularity.

The journey to 'Midas Touch': how it all began

The journey toward Kiss of Life's "Midas Touch" began on March 11, 2024, with a series of logo motion videos released on their social media accounts, sparking immediate fan interest. Three days later, S2 Entertainment officially confirmed the comeback with a teaser poster announcing their first single album.

Early teasers and fan speculation

Five months after releasing "Born to be XX," Kiss of Life initiated their comeback campaign with three motion teasers on March 12. The promotional strategy continued with striking concept photos showing all four Kiss of Life members standing before a towering billboard announcing "Midas Touch". These images portrayed the group with a goddess-like aura, perfectly complementing their confident personas. Fans immediately noticed distinctive visual elements, particularly Haneul being the only member with black hair among the blonde members, which generated numerous theories about potential storylines.

Concept themes: 'Don't be afraid to love'

Throughout late March, S2 Entertainment released individual member teasers entitled "DoN't be Afraid to love". The campaign began with Haneul on March 25, followed by Julie (March 27), Belle (March 28), and Natty (March 29). Each Kiss of Life member represented unique love symbols in their teasers—Haneul carried heart balloons, Julie held crumpled paper, Belle featured a cupid's arrow, and Natty showcased lollipops. These elements fueled fan theories about interconnected storylines representing different aspects of love and relationships.

The final teaser: 'We will choose love'

On March 31, the group unveiled their final concept teaser titled "We will choose love," solidifying the album's thematic direction. Furthermore, an MV teaser released on April 1 showcased the members' captivating visuals and a synchronized dance performance set to the catchy chorus. Julie later described the lyrics as exploring "love in its early stages", aligning perfectly with the teaser campaign's emotional progression. Pre-orders for the album opened on March 18, building anticipation before the April 3 release, which ultimately resulted in 21,735 first-day sales according to Hanteo Chart.

Inside the music: what makes 'Midas Touch' stand out

"Midas Touch" stands out primarily through its nostalgic sonic palette that immediately transports listeners back two decades. The song showcases Kiss of Life's musical versatility compared to their previous releases, establishing a distinct identity in the current K-pop landscape.

2000s synth-pop revival

The track embraces a bombastic instrumental that cleverly blends 90s and 00s influences. Music critics have noted its similarity to early 2000s pop giants like Britney Spears, creating what some reviewers call a "cunty-style instrumental and chorus" reminiscent of that era. This sound features:

Sharp, angular percussion
Sinewy synth lines
Bouncy 808 drum patterns
Swinging beats with "squirl" synths

Notably, this sonic direction represents a fresh approach in contemporary K-pop, with one reviewer stating it feels "robust and dynamic" while creating a "flirtatious and rousing backing" for the members' vocals.

Contrast between 'Midas Touch' and 'Nothing'

Though sharing a nostalgic 2000s foundation, the two tracks on the single album offer distinct emotional journeys. "Midas Touch" adopts an upbeat, confident approach with its bombastic sound, essentially creating what one reviewer called a "2000s-tinged confidence anthem." Meanwhile, "Nothing" presents a mellower, R&B-influenced sound reminiscent of Toni Braxton and Kelly Price, dealing with relationship frustrations.

Lyrics that explore love's beginning and end

Kiss of Life member Julie explained the thematic contrast: "'Midas Touch' sings about love at its very early stages, while 'Nothing' is about the love reaching an end." This creates a narrative arc across both songs.

The title track's lyrics focus on seduction and the "swooping thrill of an early love." Lines like "When I touch ya, kiss ya, you're gon' realize" and "You see, I got that Midas touch" convey confidence and allure. Conversely, "Nothing" deals with the futility of unrequited love, featuring lyrics about self-respect despite heartbreak: "Can't get with folks who need me / 'Cause what they need is healing."

The creative team and Kiss of Life members behind the scenes

Behind the synth-pop excellence of "Midas Touch" stands a carefully assembled team of creative professionals and the four talented Kiss of Life members, each bringing unique elements to the project.

Songwriters and producers

The sonic foundation of "Midas Touch" emerged from a collaborative effort between several established songwriters and producers. The track credits five primary writers: Mia (미아), Ondine, Samuel "Samson" Son, Strawberrybananaclub, and Jo Yoon-kyung. Beyond lyrical contributions, Ondine, Samson, and Strawberrybananaclub handled the composition, with Strawberrybananaclub taking sole responsibility for arrangement. This creative synergy crafted the distinctive 2000s-inspired sound that defines the release.

For the B-side "Nothing," Kiss of Life worked with a separate team. Ayushy penned the lyrics, alongside P.K and AFTRSHOK who contributed to the composition, with P.K handling the arrangement. This strategic division of creative teams helped establish the contrasting sonic identities between the two tracks.

Member contributions and vocal roles

Each Kiss of Life member brings substantial experience to the group. Julie previously trained under The Black Label (a YG Entertainment sub-label) from 2017 to 2020, subsequently debuting as a soloist with the single album "Nineteen" before joining Kiss of Life. Natty's journey included appearances on two major survival shows—Sixteen and Idol School—reaching the final episodes for both Twice and Fromis 9 formations, respectively.

The members cite diverse musical influences. Julie draws inspiration from Blackpink and 2NE1, Natty from BoA and Yerin Baek, Belle from Sabrina Carpenter, and Haneul from Olivia Rodrigo. Indeed, these varied influences contribute to their eclectic sound. Near the song's conclusion, each member cleverly references their solo songs: Natty mentions "Sugarcoat," Haneul references "Love's a Game," Julie alludes to "Kitty Cat," and Belle incorporates "Countdown."

Visual and performance direction

The striking visuals of "Midas Touch" came through collaboration with DIGIPEDI production company under director Seong Wonmo, alongside executive producer Lee Moonyoung and producer Yu Yena. Overall, Lee Hae-in serves as creative director for Kiss of Life, shaping their artistic identity.

In the music video, the members ingeniously embody characters from Greek mythology with modern interpretations—their touch turns love interests to stone, reinforcing the Midas concept. The visuals contain subtle homages, including a scene reminiscent of Britney Spears' "Toxic" music video, albeit reversed with Natty driving the motorcycle.

Reception, charts, and fan response

"Midas Touch" has proven to be a defining moment for Kiss of Life, cementing their position in the competitive K-pop landscape through impressive chart performances and enthusiastic fan reception.

Weekly and monthly chart performance

Upon release, "Midas Touch" secured the 8th position on the South Korean Albums Chart (Circle), establishing a new peak for the group. The single album maintained its popularity throughout the month, ranking 19th on Circle's monthly album chart. Beyond album sales, the title track performed admirably across multiple streaming platforms, reaching its highest position yet on Melon TOP100. Simultaneously, the song claimed the 10th spot on Bugs and 3rd position on Apple Music's daily chart.

The track's international appeal became evident as it surpassed ten million Spotify streams. Furthermore, first-week sales reached approximately 70,000 copies according to Hanteo Chart, representing a substantial increase from their previous releases. The music video likewise garnered significant attention, exceeding ten million views shortly after release.

Fan theories and interpretations

Critics and fans alike responded positively to "Midas Touch." One prominent reviewer awarded near-perfect scores: 9/10 for the song, music video, and performance. Consequently, the reviewer's perspective shifted from considering Kiss of Life "a group to watch out for" to placing them "permanently on my radar".

Throughout online communities, fans developed various interpretations of the Y2K-inspired aesthetics and Greek mythology references. Many appreciated how the group connected both songs thematically and visually, recognizing music videos as "a core part of their artistry".

Impact on Kiss of Life's growing popularity

"Midas Touch" currently stands as Kiss of Life's most streamed track on Spotify, with numbers exceeding 100 million. This achievement helped dispel early "nugu" (unknown group) allegations that had previously surrounded the group. Their growing recognition became evident during award season when they secured the Rookie of the Year title at the 2024 Korean Music Awards.

Above all, "Midas Touch" has established Kiss of Life as "an act who are keenly aware of their own vision and direction". Rather than merely imitating influences, the quartet has demonstrated their ability to add their own unique touch to familiar sounds—a quality that experts predict "will take them far".