Lack of Promotions - Not an excuse.

Lack of promotions, is often used as an excuse for songs not reaching some expected target.

But that's a weak excuse.

Promotions are as much a choice and part of a comeback, as the songs, the costumes, the MV themes etc. are.

The agencies/groups choose the promotional strategy.

At least the groups on the lower tier may not have resources and options, but BTS, Twice, Blackpink, IU, BigBang, Jhope kind of names, they explicitly choose how and how much they will promote or not.

Like they choose the song, the lyrics, the choreo, the costumes etc.

So blaming lack of promotions is no different from blaming bad choice of the song, boring choreo etc.

It is as much a judgment call, as other things that make a song release.

If the agency chose not to promote then maybe they misjudged the popularity of their brand name or the quality of the song.

Either way, promotions are part of the package, and lack of promotions a poor excuse for the underperformance of the song

Quote from whats-your-game

I agree for big well known groups..

Yes.

Smaller groups anyway don't have the resources or get enough opportunities to promote.

We can see it as 3 categories.

Top tier - who have the resources/access, choose not to promote. Supposedly they are so well known, that they shouldn't need promotions. For them this is not an excuse at all.

Mid-tier: Who regularly do promotions, they don't typically use this excuse. But they are the ones who actually can use the excuse.

Low-tier: Who don't have enough resources or get enough options to promote. Not at all applicable to them.

It is the top tier for whom it is a bullshit excuse,,

#1. They are so huge a brand, that promotions ought not to be needed

#2. They have the resources and access to promote in many ways.

#3. They choose how and how much to promote.

So then if the songs underperform, why do fans use the excuse of promotions?