Hyundai Motor Group and KIRARA Debut 'Temper' Music Track Reflecting Manufacturing Process
Hyundai Motor Group has partnered with KIRARA to release 'Temper,' an electronic track that translates its manufacturing philosophy into music.
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What Happened
Hyundai Motor Group has partnered with Korean electronic music artist KIRARA to release 'Temper,' a musical composition that translates the Group's technology development philosophy into an auditory experience. The track is now available on the Group's official YouTube channel. 'Temper' reimagines the journey of raw materials transforming into finished vehicles through advanced manufacturing processes, weaving complex beats and synthesized textures to capture the precision of innovation.
The Korean title 'Jeongryeon' (정련, or Jīngliàn精鍊 in Mandarin) refers to the process of refining materials by removing impurities to reveal their purest and most valuable form. The collaboration expresses the Group's technology development efforts through music, representing a new approach to connecting with customers on a sensory level. The composition opens with an ambient, mysterious introduction representing infinite possibility within raw materials, builds with layered beats mirroring the vehicle's emerging form, and concludes with crystalline clarity reflecting a finished vehicle.
“Working on Hyundai Motor Group's new technology was a constant source of wonder, much like when I first learned synthesizing. I wanted to express the refined technology and the feeling I had when encountering it through equally refined music.”
KIRARA launches her music career
Wins Korean Music Award for Best Electronic Album for 'Moves', her second studio album
Wins 23rd Korean Music Award for Best Electronic Album for her self-titled fifth studio album 'KIRARA', her second award nine years after the first
Hyundai Motor Group and KIRARA release 'Temper'
Hyundai Motor Group plans to release an accompanying manufacturing technology video featuring 'Temper'
- Pentaport Rock Festival (Korea)
- Venice Biennale (Italy)
- SXSW (United States)
- Primavera Pro (Spain)
KIRARA is one of Korea's leading electronic musicians. Since launching her career in 2014, she has released five studio albums and performs live sets more than 30 times annually across domestic and international venues. Her music draws inspiration from 1990s British dance music and 2000s Japanese electronic music, evoking a juxtaposition of sorrow and euphoria. To authentically convey cutting-edge technology, 'Temper' blends ambient techno genre elements, specifically glitch and breakbeat components, creating a sophisticated yet mysterious soundscape.
The track is now available on the Group's official YouTube channel. Later this year, the Group will release an accompanying manufacturing technology video featuring the 'Temper' composition.
Previously from Hyundai
The release follows Hyundai Motor Group's August 12 showcase of its AI transformation, which deployed AI tools across R&D, manufacturing, and service with more than 30,000 active users. The new track offers a sensory expression of the Group's technology development philosophy.
Background drawn from MotorClaw's earlier coverage of Hyundai's official releases.
Why this matters
The collaboration is a novel marketing approach that aims to connect with customers on a sensory level rather than through traditional product messaging. It reflects how automakers are using art and music to communicate brand values and technology development. The track is available on YouTube, and a companion manufacturing technology video will follow later this year.
Terms in This Story
- Ambient techno
- A subgenre of electronic music that emphasizes atmosphere and texture over traditional beat structures, often creating a calming or immersive sound.
- Glitch
- A style of electronic music characterized by deliberately broken or distorted sounds, including clicks, stutters, and digital artifacts.
- Breakbeat
- A genre of electronic music that uses broken, syncopated drum patterns instead of a steady four-on-the-floor beat.
- MIDI controller
- A device used by musicians to send digital instructions to a computer or synthesizer to produce sound, allowing live composition and performance.
Summarised from the linked release; details can be imperfect — always verify against the original source.