Seventeen’s Dino launches alter ego Picheolin with debut EP Gilboard

Dino, the youngest member of Seventeen, is stepping into a new creative persona. On 3 August, his agency Pledis Entertainment announced that the K-pop artist will release his debut EP "Gilboard" under the alter ego "Picheolin," reimagining 1990s Korean street music culture through a fusion of EDM trap, city pop and new jack swing.

The project draws inspiration from grassroots music culture of the era. The EP's title combines "gil," the Chinese character for auspicious, and "board," referencing the U.S. Billboard chart. It alludes to an informal ranking system street vendors used when selling bootleg cassette tapes, blasting songs through speakers to gauge public interest. This underground metric was often more reflective of actual popularity than official broadcast charts or sales figures.

Picheolin is characterised as an enthusiastic 1990s-style producer and CEO of a fictional K-pop agency called Bong. The persona has been developed through Dino's various performances and content releases. The lead track, "Norabose" (Let's Play), was produced by Hitchhiker, a former Rollercoaster member known for crafting multiple K-pop hits. According to Pledis, the song pairs "sleek, vibrant melodies with witty lyrics" to capture the retro sensibility.

In a statement shared by the agency, Dino reflected on his creative approach: "I put a lot of thought into structuring the album with genres that could effectively convey Korea's retro vibe and full spectrum of human emotions—joy, anger, sorrow and pleasure." He emphasised that the project aimed to express "not just simple enjoyment, but a range of life's emotions."

The EP marks a notable expansion for Dino beyond his work with Seventeen, which renewed its group contract with Pledis Entertainment earlier this year. His bandmates have pursued various solo and unit projects, including The8 and Vernon's recent V8 unit debut.