Shinee member Key launched his first solo U.S. tour, KEYLAND: Uncanny Valley, with a performance at the Orpheum Theater in Los Angeles on December 3. In a Billboard interview the following day, the K-pop artist discussed adapting his shows for American audiences and his pragmatic approach to branding. He emphasized strategic costuming and the importance of live bands in his performances.
Key, known for his work with Shinee since their 2008 debut, kicked off the North American leg of his KEYLAND: Uncanny Valley tour at the Orpheum Theater in downtown Los Angeles on December 3. Entering the stage in an elaborate outfit—a silver corset, bedazzled shoulder pauldrons, and clawed gauntlets—he opened with the grungy pop-punk track "Strange," singing, “Dressed to the nines... Yeah, we all got something to hide.” The show featured a smaller dance crew than his Seoul performances but included a live band crucial for songs like “BAD LOVE” and “Gasoline” from his 2021 and 2022 albums.
Throughout the concert, Key shed layers of his armor-like attire, transitioning to a sparkly football uniform and eventually a casual zip-up with rainbow monster designs for the closer “Lavender Love.” He adjusted the setlist for U.S. audiences, replacing gloomier tracks “Novacane” and “Trap” with upbeat “Imagine” and “Glam” to end on a high note. “It was the greatest moment of this year. It was amazing. No other word can explain it,” Key told Billboard the next day in their L.A. office, fresh from an encounter with his hero, Cynthia Erivo.
The 35-year-old (in Korean age) artist, drawing from glam-rock influences and his latest album HUNTER, explained his costuming as a strategic tool rather than personal style. “I don’t wear costumes to show my identity... It’s more like strategy. I’m not always trying to show who I am,” he said. Key highlighted the narrative progression in the show, from shocking gestures in the opener to revealing a more human side, bridging his visual kei-inspired childhood to current solo work.
Reflecting on nearly two decades in K-pop, Key discussed evolving from group dynamics to building his solo brand, including cosmetics, perfumes, and social media—starting Instagram 14 years ago without company approval. He advised junior artists to focus on personal branding for longevity, noting Shinee's influence on casual styling trends since their 2015 “View” era. Despite perfectionist tendencies and hating rehearsals, Key measures success by enjoyment rather than results, stating, “If I can have a show, then it’s OK.” He hinted at future Shinee U.S. plans, promising a return despite scheduling challenges with the four members.
