If you've been a longtime follower of Kpop, this may be nothing new and something you've heard countless times but forgive me, I need to say it again.
The rate at which South Korea chases trends (and drops them just as quickly) is alarming. I hate it, but I can absolutely see why these idols work themselves to the bone when they're in their prime. Their moment in the sunshine isn't going to last more than a hot minute.
This came to mind after seeing Oh My Girl's comeback today. If you didn't know, they just released their new song Summer Comes and it debuted at #98 on Melon's Top 100. An hour later, they're out of the charts. You're telling me a group that had the nation on a chokehold with Nonstop and Dun Dun Dance less than 2 years ago is struggling to even enter the chart (ie: retain the public's interest in checking out their new song)?
Btw, this isn't disingenuous doomposting in case some people misunderstand. I've corrected people on OMG's behalf many a time, and am well-aware that the members individually are doing plenty fine on their respective paths. But not all groups are in a blessed position to have solid options outside group activities, this late into their career aside from maybe one or two members. Many examples; AOA, EXID, even Brave Girls (tune into BB Girls this summer btw!)
Also to a lesser extent, Fifty Fifty's situation rn. They're a bit different in that there's a whole lawsuit hanging over them but when you see the way public perception of them has a done a total 180°, phew. When netizens saw the way they were blowing up, people were clamouring to praise them and take pride in their success overseas. Now under every Korean discussion video in YT or the news, it's nothing but criticisms and slander of the group.
Anyway, back to the point. SK's culture very much revolves around chasing the latest trend—be it products, celebrities, food, everything. It's not exclusive to SK alone, other countries like Japan are that way too. But it feels especially pronounced in SK, and trajectory of girl groups are highly susceptible to this.
The general feeling is that when girl groups see domestic success, it blows up like a flame, very hot and very fast. But people seem inherently drawn to the idea of liking them because they're popular, less because of their music or qualities unique to them as a group first and foremost. That's what I find regrettable. In other entertainment industries, hit songs and success elevates your name value. And it mostly stays up there, at least for a considerable while. Maybe it's also due to the culture in Western music to be casual fans and listen widely. There's simply greater room for more acts to coexist. One group's rise doesn't have to mean the fall of another's.
There are many groups who continue to produce quality music, but it doesn't receive the same reception because they aren't the "hot new things" anymore. I can also see why idols focus so much on maintaining their brand rather than the artistry. People lament Blackpink's lack of discography (I'm one of them tbh) but they've actually got things right, strategically. In this oversaturated market, you need to force your way into people's minds for your music to even get a listen. That means shooting ads, media appearances, spending more time in front of cameras than in the studio. It must honestly be exhausting to upkeep and grind through. Fans also can't expect endless cycles of promotion periods like that. It might be a long wait sometimes, but I hardly resent my faves for putting out less content and having sparser comebacks as they matured. They've been through it all already.
To recapture the public's attention, something has to go viral or some special circumstance (TV show appearance like Teen Top on Hang out with Yoo, KARA getting to appear on MAMA in Japan last year) that thrusts them into the spotlight again. The really rare case I can think of a song that did well organically way past their "heyday" is Wonder Girls' Why So Lonely that was an unexpected hit on charts when they came back with a band concept in 2015. And that was a one-off thing too.
Last thought: those of us who are enjoying the great heights of the 4th generation girl group boom, just enjoy it. Don't go around comparing to the people who came before, because they were all in the same positions once and this cycle is bound to repeat. Actually, thinking about SK's reception of boy groups is also fascinating, but we can probably have a whole other post to delve into that. Not many boy groups manage to capture the ears of the general public compared to girl groups, but the few that do, seem to have their hearts for a long time. Like Big Bang (no matter all the scandals and hits to their reputation), BTS and now NCT Dream.
Do you think this phenomenon is ever going to change? I for one, sure hope it does. What circumstances could potentially lead to a shift in this trend?
source: https://www.reddit.com/r/kpopt…es_on_from_girl_group_to/
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