Hyundai Motor Group and KIRARA Release 'Temper,' a Musical Interpretation of Technological Refinement
Hyundai Motor Group and Korean electronic artist KIRARA debut 'Temper,' a track that turns the process of building cars into a sonic experience.
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What Happened
Hyundai Motor Group has partnered with Korean electronic music artist KIRARA to debut '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. This partnership demonstrates the Group's commitment to communicating innovation through creative storytelling.
'Temper' reimagines the journey of raw materials transforming into finished vehicles through advanced manufacturing processes. The composition opens with an ambient, mysterious introduction representing infinite possibility within raw materials, then layered beats build gradually as the vehicle's form emerges, before concluding with crystalline clarity that reflects the final form of a finished vehicle. To authentically convey cutting-edge technology, the track blends ambient techno genre elements, specifically glitch and breakbeat components, creating a sophisticated yet mysterious soundscape.
“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. This collaboration expresses the Group's technology development efforts through music, representing a new approach to connecting with customers on a sensory level.”
KIRARA is one of Korea's leading electronic musicians. Since launching her career in 2014, she has released five studio albums and performed at prestigious events including Pentaport Rock Festival in Korea, Venice Biennale in Italy, SXSW in the United States and Primavera Pro in Spain. She draws inspiration from 1990s British dance music and 2000s Japanese electronic music, and currently performs live sets more than 30 times annually across domestic and international venues.
- 23rd Korean Music Awards (2026): Best Electronic Album for 'KIRARA' (fifth studio album), marking her second Korean Music Award, nine years after first winning the category
- Korean Music Awards (2017): Best Electronic Album for 'Moves' (second studio album)
The track is now available on Hyundai Motor Group's official YouTube channel, as well as on Melon, Bugs, Spotify, Apple Music and YouTube Music. Listeners can find it across all major streaming services starting today. Later this year, the Group will release an accompanying manufacturing technology video featuring the 'Temper' composition.
Why this matters
This matters because a major automaker is using music rather than technical specs to explain how its manufacturing works. The partnership shows Hyundai Motor Group is trying to reach customers through creative storytelling, and the track is available now on major streaming platforms.
Terms in This Story
- ambient techno
- A subgenre of electronic music that blends atmospheric, moody textures with a steady techno beat.
- glitch
- A style of electronic music that uses deliberately broken sounds, stutters, and digital errors as rhythmic elements.
- breakbeat
- A genre of electronic music built on syncopated, non-steady drum patterns, often sampled from funk and hip-hop.
- MIDI controller
- A device that sends MIDI signals to a computer or synthesizer to trigger and control sounds during a live performance or production.
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