creatively bankrupt JYP
Had to marinate on this observation…on an intuitive level, this is leaning towards the vibe of truth.
in my opinion, every single member of Itzy is not interesting vocally or musically. Like I don't sit up at night and wonder "Damn, I wonder what Ryujin's solo will sound like". The only solo I "liked" was Yeji's, but I still haven't gone back to listen to any of their solo b-sides because honestly their voices don't catch my attention or make me want to re-listen. and honestly, all the songs sound bland to me.
It's like JYP is trying everything to make them compete with Aespa/IVE/New Jeans, and to re-invent them, but nobody cares except Midzy and maybe a few knetz. They're just not interesting musically anymore, no matter what they do, girl crush, cute concepts, fun concepts, It all just doesn't hit for me. They just don't have the it factor IMO, they don't have anything eye-catching and interesting or fresh.
Basically yeah, each one was just a slightly more elaborated performance video with less than 2 minutes of duration. They also did this for got7 back when they were 5 years old just like itzy. The one group getting it all is stray kids, they have 74 music videos while twice has only 40, stray kids also have something called unveil tracks that are just like the mini music videos jyp gave to itzy.
because honestly their voices don't catch my attention or make me want to re-listen. and honestly, all the songs sound bland to me.
You ain't alone in this, nobody wants to hear those nasal half voice half air or whatever bullshit it is called voices. Even Nmixx who are vocally better than Itzy are no pleasure to listen to because they just sound bad and outdated. Conservativism and lack of inovation is what's killing JYP. They should've moved on from that technique decade ago but they're still doing it because Mr JYP himself like that sound.
JYP has no clue how and no desire to market their idols as individual stars.
They know what happens when idols get too big for their labels - they leverage their individual brands to go solo and leave the labels holding an empty bag like BP. Or they ask for a crap ton in return for signing extensions like BTS did, leaving less money for the company and JYP's cult. JYP only cares about profit margins, it doesnt do him any good to make his idols superstars. All it does for JYP is raise company expenses when extension talks come around.
Look at what happened with Somi vs Itzy ffs. Somi has inked every brand deal known to Kpop and has two bona fide hits as a Kpop soloist in the past two years - the list of Kpop soloists that have done this is EXTREMELY EXTREMELY short.
Itzy solos should have happened while they were still hot sometime in 2021. Next Level catapulted Aespa to the top, and it shoulda been a HUGE WARNING SIGN to JYP that he needed to do something different with Itzy, headline grabbing. Instead of Loco, shoulda been Yeji Solo tbh. Once Ive took over in Dec of that year, it was too late, as the avalanche of 4.5 gen groups was just starting.
The songs are fine. Y’all cry too much about the wrong stuff
Look, let's be real. The 4th gen GGs barring Aespa and Nmixx are not vocally blessed and they don't need to be because the songs that are hitting the charts are not difficult to sing.
I personally think they scream too much which makes their tone harsher but vocally Itzy won't have an issue picking up a soft mumble chant song. Jyp doesn't seem to want Itzy to go that way maybe because they won't be able to show of their dancing skills with a duller song. The problem is he could bring out the best dance numbers but will their audience even want one since dance numbers are no longer cool.
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