Yes yes the title is a bit dramatic, but like what the hell happened? They were one of the biggest 4th gen groups and now their latest comebacks can't even compete with rookie groups and nmixx. I know for me I just stopped keeping up with their releases because it was just stinker after stinker. Is that all it was, just bad music? Why did everyone lose interest in them?
The Meteoric Rise and Fall of ITZY: A Modern Kpop Tragedy
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I think they should come back with a cute concept. They did an amazing cover of “Roly-Poly” by T-ARA. It’s a legendary song, and they did it so well. I don’t think they get enough credit for that.
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They needed Day6 to write a song for them
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Who knows! I remember Lia had that bullying scandal and people were demanding she gets kicked out or they’ll boycott them
To me this is the only logical thing because their music hasn’t changed that much imo. It mirrors gidle but they did kick out the member and the group has been doing better than ever! I guess this is why SM did this to Riize too
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The idol market has nothing to do with musical quality or concept unfortunately, what matters most is the hype and brand image of the group. JYP GG have 0 branding and especially ITZY and NMIXX.
ITZY's early albums were albums with a mix of electro and rock sounds that perfectly fit the image of a young, energetic, performance-oriented group. ITZY should have started a transition of its image over the years with more mature music offering a less adolescent, carefree and more young adult energy enjoying life to the fullest, that's why I always said that a bittersweet concept like Big Bang's "made" album should have been the model for this new Itzy.
When NMIXX debuted, it was the perfect time for ITZY to develop a this new image and new branding, JYP Div 2 Genius made the choice to give them title songs for 8 year old children.
In a recent interview when Ryujin was asked which song she prefers she answered "nobody like you" a b sides from 4 years ago, she didn't even mention a song from her new album that just came out while she is supposed to be promoting it. Everyone seems to see the problem except JYP Div2.
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The idol market has nothing to do with musical quality or concept unfortunately, what matters most is the hype and brand image of the group. JYP GG have 0 branding and especially ITZY and NMIXX.
ITZY's early albums were albums with a mix of electro and rock sounds that perfectly fit the image of a young, energetic, performance-oriented group. ITZY should have started a transition of its image over the years with more mature music offering a less adolescent, carefree and more young adult energy enjoying life to the fullest, that's why I always said that a bittersweet concept like Big Bang's "made" album should have been the model for this new Itzy.
When NMIXX debuted, it was the perfect time for ITZY to develop a this new image and new branding, JYP Div 2 Genius made the choice to give them title songs for 8 year old children.
In a recent interview when Ryujin was asked which song she prefers she answered "nobody like you" a b sides from 4 years ago, she didn't even mention a song from her new album that just came out while she is supposed to be promoting it. Everyone seems to see the problem except JYP Div2.
Interesting, I mostly agree with what you're saying here, though I do think it could be possible for a group to overcome this with a big hit. If a song is good it's good, regardless of concept. But yea it probably just boils down to what you're saying.
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I will do a WhyKnock and blame IU.
IU is a jinx to groups, if she supports them more than casually.
Feistar - collab song debut. fallen star
OMG - boosted one song, but still faded out,
New Jeans - got them on the show, now they are stuck in endless mess.
Billlie - got song lyrics and still going nowhere.
History - narration on debut, is now history,
High4- again debut collaboration hit, then where?
Itzy - first to go on Palette, guested at her concert.
It is a part of her strategy to destroy Kpop.
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People were already ignoring when they had good songs
They should've persisted
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Agree with everything said here
But i would also add something that most people didn't mention
Itzy got "stripped away" from their main selling point
JYP have been selling itzy like this crazy performance oriented gg
And even if they have the skills to back it up and their debut era songs prove their performance skills
Their latest title track doesn't really reflect this
Untouchable performance was not very memorable
And gold performance feel big and grandiose and impressive cuz there's a lot of dancer
But when you focus on just the girls and ignore all the dancer around the performance doesn't feel really interesting
JYP seems to have toned down a lot itzy choregraphy recently
In the past choreo like not shy, wannabe etc... Looked impressive just with 5 members
Now it looks like JYP is using more dancer to take the attention of the viewer away from the fact that the choreo is much more toned down
And on the other side you have gg like lesserafim who have continuously made performance who catch the attention of the viewer even with just the member on stage
I feel like itzy got their " performance gg" title stole from them by lesserafim
So now when kpop fans wants to see a performance oriented gg they go for lesserafim more than itzy
And it feel to me like these kpop fans who are very performance oriented were the last public in need for itzy after 2022
And now that they lost them they are slowly fading and JYP is trying to catch them back with this gigantic performance with 20 dancers on stage but it just doesn't work
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Agree with everything said here
But i would also add something that most people didn't mention
Itzy got "stripped away" from their main selling point
JYP have been selling itzy like this crazy performance oriented gg
And even if they have the skills to back it up and their debut era songs prove their performance skills
Their latest title track doesn't really reflect this
Untouchable performance was not very memorable
And gold performance feel big and grandiose and impressive cuz there's a lot of dancer
But when you focus on just the girls and ignore all the dancer around the performance doesn't feel really interesting
JYP seems to have toned down a lot itzy choregraphy recently
In the past choreo like not shy, wannabe etc... Looked impressive just with 5 members
Now it looks like JYP is using more dancer to take the attention of the viewer away from the fact that the choreo is much more toned down
And on the other side you have gg like lesserafim who have continuously made performance who catch the attention of the viewer even with just the member on stage
I feel like itzy got their " performance gg" title stole from them by lesserafim
So now when kpop fans wants to see a performance oriented gg they go for lesserafim more than itzy
And it feel to me like these kpop fans who are very performance oriented were the last public in need for itzy after 2022
And now that they lost them they are slowly fading and JYP is trying to catch them back with this gigantic performance with 20 dancers on stage but it just doesn't work
Wasn't ITZY usually having a member nursing some type of injury as well? I recall them talking about the toll of their performances had placed on their bodies.
I don't think ITZY has fallen in any sense. They're firmly in the second tier of groups after over a year of not having all of their members back. Yes, they are still suffering from the severe decline of one, but it seems like a 33% improvement over their last release, so I don't think there's cause to be concerned about ITZY falling. They seem to be doing fine.
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I will do a WhyKnock and blame IU.
IU is a jinx to groups, if she supports them more than casually.
Feistar - collab song debut. fallen star
OMG - boosted one song, but still faded out,
New Jeans - got them on the show, now they are stuck in endless mess.
Billlie - got song lyrics and still going nowhere.
History - narration on debut, is now history,
High4- again debut collaboration hit, then where?
Itzy - first to go on Palette, guested at her concert.
It is a part of her strategy to destroy Kpop.
Which might be no other 4th gen acts are eager to show up on Palette
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They where like many other groups from the big comapanies overhyped and overrated from the start. Dalla Dalla I would say is overated as a debut song. They group is also a bit generic. But most of all to many boring songs, from start to finish. The have some good ones that I like, but too few of them.
As someone else said, it's so much about hype when it comes to kpop groups. Hyped groups ofte get a too high rating from fans when it comes to their songs, New Jeans for example, Blackpink is an other group where their songs not really lives up to the extreme hype.
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Mmmm. I believe they lost their identity long time ago. Itzy was this group with songs about self-love with very impressive choreos and bold sound. Then they stop with the selflove, they softened their image, sound and choreos. So, when other groups like Aespa and LSF goes hard, Itzy go soft, and their lost a big part of their audience. They should go harder and bolder instead. Something like G idle, but for that they needed a good creative group behind, and lately JYP suck a lot in that area.
Ah, also the downgrade of Ryujin. Man, what a lost. -
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I'd add lack of solo promotion and strong individual fandoms
most loyal and dedicated fans stan idols, not music or concepts or whole groups
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I believe JYP just gave up on them. Itzy is lost, the group doesn’t shines their original colors anymore and there’s no direction at all.
This latest comeback had hype because it was Lia’s comeback, JYP could’ve had surfed the wave with a good and bold song, but no. Gold’s teasers are way better than the whole song. I feel so sorry for the members, they are all so beautiful and talented. Wish JYP tries harder to bring them relevancy again by booking some CFs for them, put them on fashion activities and film events, idk. Work on the brand before the next comeback.
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