IVE has captivated fans with the release of their music video for "HEYA,". 

The concept, dubbed "IVE Switch," signifies a new phase where the group explores alternative personas and narratives, broadening their already distinct style.

The double title track "HEYA" features an addictive melody with compelling lyrics and rap that dominate the atmosphere, showcasing IVE's dynamic charm. The track is designed to be catchy and relatable for a wide audience, further demonstrating IVE's broad musical spectrum.

In addition to the music release, IVE has prepared a plethora of content for their fans. Following the launch, the group will host a comeback talk live session on their official YouTube channel today (April 29). During the live stream, IVE will share their thoughts on the comeback, unbox the new album "IVE Switch," discuss the tracks, and introduce the "HEYA" music video.

Earlier, IVE took to their official TikTok channel to launch a dance challenge for "HEYA," captivating fans with the track's infectious melody, distinctive lyrics, and easy-to-follow choreography.

Fans can expect to interact with IVE later today at 7 PM KST, as they host a comeback talk live session on their official YouTube channel, promising further engagement and insight into their new musical era.