EJAE, the singer-songwriter who voices Rumi in Netflix’s hit film K-Pop Demon Hunters, fronts a new pre-Super Bowl teaser for Liquid I.V. The brand released the spot exclusively through PEOPLE as part of its Super Bowl campaign rollout.
In the teaser, EJAE performs Phil Collins’ 1984 ballad “Against All Odds,” shifting from K-pop to classic rock. The appearance marks a stylistic turn for EJAE, whose voice helped drive the success of “Golden,” the Billboard-topping song from K-Pop Demon Hunters.
The film became Netflix’s most-watched movie of all time and has already secured a confirmed sequel set for release in 2029.
“It’s such an iconic song, just a classic,” EJAE said while discussing the cover. She acknowledged feeling pressure but said her focus stayed on respecting the original track.
Liquid I.V. described the teaser as part of a larger Super Bowl campaign being released in stages. The brand said it is presenting the campaign like a film, with multiple teasers and trailers leading up to the full ad. EJAE’s performance falls under a concept called “Tiny Vanity Concert,” filmed entirely in a bathroom.
According to Liquid I.V., the setting reflects private moments when people reset and recharge before reentering the world. The location also plays a role in the acoustics that many singers favor. EJAE said the idea resonated immediately.
She also noted that bathrooms often provide the best natural sound and said the echo and reverb in the filming space elevated the performance.
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The song’s theme of perseverance mirrors the message behind “Golden” and reflects EJAE’s own career path. She moved from K-pop idol trainee to a behind-the-scenes songwriter before stepping into the spotlight through K-Pop Demon Hunters.
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The Liquid I.V. campaign comes on the heels of a year filled with high-profile public appearances for EJAE. She performed with HUNTR/X at the Macy’s Thanksgiving Day Parade, Dick Clark’s New Year’s Rockin’ Eve, Saturday Night Live, and The Tonight Show Starring Jimmy Fallon, while also making numerous red-carpet appearances throughout the year.
EJAE said Liquid I.V. has become a practical part of her daily routine, particularly during demanding performances and long event days. She credited the electrolyte mix with helping her stay hydrated for longer periods while traveling, performing, and attending public appearances.
Industry attention continues to build around Golden, which recently got the nod for an Academy Award nomination and was announced on January 22.
Looking ahead to 2026, EJAE confirmed plans to release new solo music while continuing to write for other artists across K-pop and pop. She has emphasized that songwriting remains the foundation of her artistry and her primary long-term focus.
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Attention also remains focused on the future of K-Pop Demon Hunters. Netflix has confirmed that a sequel is in development and targeting a 2029 release. While creative details remain under wraps, EJAE has expressed interest in incorporating more traditional Korean musical elements, including pansori, in future installments, potentially expanding the project’s cultural and sonic scope.
