I feel like JYP gave up on ITZY ??

Quote from SooYoung

Actually the reason why JYP financial report is like this is because it's the only other big 4 that doesn't have any other activities besides idols

Others companies have other business to manage that sometimes doesn't bring as much money than the one they invest

For example SM also have a restaurant that was making SM lose much more money than what they invest in it

Also the money they get is spread out for all these activities managing SM C&C, Bubble, weverse, the company they created for concert during the pandemic etc....

While in the case of JYP they used to only have idols actors and they closed their actor department few years ago

Which means that the money their idol bring isn't use to finance other project and is directly infuse in their artist after

Not because they spend little on mv, promo etc....

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Aware of that.

But if you see MVs of Twice for recent years, it screams low budget, given how much money Twice brings in

The budget only appeared for NMIXX (mainly CGI & greenscreen) and for this new ITZY comeback (which im surprised). Other than this, most of the MVs are very cheap-looking tbh

Quote from SooYoung

that means absolutely nothing

Super junior or EXO are for example groups that sell well and can tour easily, that gets comeback

Yea, nah...

SME keep milking their old brands so those groups can't claim the IP.

I don't know why they can't give them hit song in few years.
And I don't think it's money problem, seems like they just can't make hit song or hire some dudes to make hit songs.
The last good songs were imaginary friend, kiss & tell. Title tracks are average.

Also I agree that their choreo is becomes less and less effort

Quote from nasdadwg

I don't know why they can't give them hit song in few years.
And I don't think it's money problem, seems like they just can't make hit song or hire some dudes to make hit songs.
The last good songs were imaginary friend, kiss & tell. Title tracks are average.

Also I agree that their choreo is becomes less and less effort

Papi gave up on them years ago. It seems liek they put less effort into them after Not Shy (despite how bad that song is).

I'm more surprised they're in talks about their contracts, as I thought it would've been straight-up disbandment 🤨

Groups just have like 2-3 years max from their debut where they are in a "built up stage", after that the chances for sudden improvments in popularity and status are limited and the companies will not invest a lot of resources on into groups that are +3 years old and are tier 2-3 groups at best. After a couple of years the members themself probably start to drift away thinking on their next step with solos or what to do after the group disband. So it's not strange if step by step groups start to loose qualities and fade away.

But Itzy have always been a bit "meh" when it comes to their songs, nothing wrong with the group, it's the too many boring songs that is the problem even if they have some gems. Itzy is the past, they are only in the final "milk" stage, getting as much money from the group they can before they disband.

I asked Chatgpt and got the summary answer:

The main reason why JYP can't produce hits in Korea anymore is that they have lost their musical identity. In groups like ITZY and NMIXX, the songs are either too experimental or too ordinary, and they don't connect emotionally with the public. When the MVs, styling, and stage quality are also low, the first impression is ineffective. The success during the TWICE era came with the right producers, a clear identity, and melodies that the public would love. In order for JYP to break this cycle, they need to clarify their musical line, work with external producers, establish a unique image for each group, and reconnect with the public. Otherwise, they will continue to produce "good but forgotten" groups that don't reach outside the fandom.

The reason why Twice are so popular and big and have great longevity is because their music is actually good. They have good catchy melodies that are easy to listen to. You could let your grandparents listen to their songs and they would like it.

Compare that to ITZY songs. Do you think most adults would like to hear about girlpower and rap/rough singing on the radio everyday?

If you want true longevity in KPOP, you must have good vocals and good music. Another example is DAY6.

JYP is trying, trying way too hard actually, which is what they've been doing for ITZY's whole career and the latter half of TWICE's career, relentlessly doing comeback-after-comeback always with diminishing returns.

With the current state of JYP I think this really is the best they can do which is sadder than if they were half-assing and their artists' career could be turned around if they made an effort, because the reality is that JYP's best effort just isn't good enough for the current state of the industry.

Quote from SooYoung

Personnally i would say JYP problem is that he keep stripping away his group from their own identity

He lack consistency

Look at the current two most popular JYP acts Day6 & SKZ

They had an idea of what they wanted tondo with their band concept and their "noise sound" for SKZ

And they kept pushing with it until they find success and people keep supporting them and they keep growing cuz after all these years they are able to show some evolution while keeping their identity

The problem i feel with Itzy is that it was a group that was since debut presented as a GG who their main selling point was their performance and their hard hitting choregraphy

It was their selling point

Their selling point was never a certain type of sound, or their vocals or their concept

It was their performance people were hype by their comeback because they wanted to see what kind of choregraphy itzy was going to pull this time

But if you look at it the moment their performance and choregraphy start to become "easy" they went on a downward spiral

Their performance and choregraphy aren't as strong than they used to be during dalla, MITM, Icy etc....

If you strip them away from this what are people suppose to be hype up about Itzy ?

What chatgpt say

🕺 ITZY's Debut Identity Was Performance-Driven

When ITZY debuted in 2019 with “DALLA DALLA” and then “WANNABE”, they were immediately known for:

Hard-hitting, powerful choreographyHigh-energy stage presenceUnique, confident concepts (self-love, defiance of norms)A fresh “girl crush” identity that was clear and performance-centric

Those elements became ITZY’s signature.

🎵 The Shift in Direction (2022–2024)

Starting with releases like “SNEAKERS”, “Cheshire”, and even “Cake”, there was:

A shift to more experimental or quirky conceptsSofter choreography and more “fun”/quirky visualsLess focus on the “performance beast” image

These changes:

Confused some core fans who loved their earlier intense performancesFailed to bring in new audiences at the same paceResulted in lower digital charting and engagement compared to the group’s peak

💬 What Fans & Viewers Noticed

“They don’t look as powerful anymore.”“The choreography isn’t as memorable.”“JYP doesn’t know what to do with them.”

These comments reflect real concerns about inconsistent branding.

the reduced focus on performance and hard-hitting choreography has hurt ITZY’s identity and momentum. It’s not the only reason for the dip in popularity, but it's one of the core factors—especially because performance used to be their strongest competitive edge.

It was the same problem with Twice, twice selling point was their cute girls newt door image and their easy to follow/ addictive choregraphy

But starting with Feel special he completely strip them away from this

He decided to give to Twice hard choregraphy to show to people that they can dance, when people never care about this

They wanted to see twice main point in their choregraphy and an addictive move like the TT one, Likey, Cheer up

And they completely stop doing this type of choregraphy, if you actually look at their performance no moves comes out as " the viral moves" like they used to have

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I agree with your theory that JYP not committing to their artist's concept and strengths 100% in the case of TWICE and ITZY hurts them, but I also think it's more complicated. If you look at SKZ as a contrast, they stuck with their music style that is highly unpopular with the general public, but as you observe, they have a strong core fanbase who are attached to this unique identity even though to everyone else it's "noise music."

I think for a gg though it's different because with bg's, public interest in their music is usually relativelty low anyways, so they don't really lose out much by having unpopular music.

With a gg like ITZY or TWICE, I think a concept change could actually save them, even if it alienated a chunk of their fanbase, as long as the subsequent music was hits, the problem with TWICE and ITZY concept shift is that it made some of the original fan demographic lose interest and the new music wasn't resonating with the public to compensate for that loss.

TLDR: girl groups need hits, everything else is secondary

Quote from nasdadwg

I don't know why they can't give them hit song in few years.
And I don't think it's money problem, seems like they just can't make hit song or hire some dudes to make hit songs.
The last good songs were imaginary friend, kiss & tell. Title tracks are average.

Also I agree that their choreo is becomes less and less effort

I wouldn't say they gave up on itzy, more like they don't know what to do with them as often happens with acts under JYP. When they debuted JYP had a clear idea for their concept, they were 'different', self confidence and self love was the main push and which is why ryujin who looks so self assured was the perfect centre. But, how do you develop that? Fans got tired of the same song theme and demanded more and non-fans found it satirical that a group built under such a crushing system where plastic surgery was the norm was given a concept of 'self love' and weren't even involved in writing their music.

JYP tried to swerve with mafia, which people hated. Instead of taking time to come up with a new concept they just pushed on so fans wouldn't get mad at a long delay in CB... which is how we ended up with loco, to sneakers, to cheshire, to cake. All kinda random but all pushing their dance skills... the issue being their bodies literally couldn't handle the choreo they were getting given and for their long term health, it needed to be simplified. Don't forget, the reason lia and chaeryong didn't do the knee thing in mafia is because their knees were too damaged and that was barely 2 years post debut. As for the hit song thing.... honestly its likely a too many cooks situ. I remember seeing some behind the scenes thing where the members were saying they spent months looking for the perfect CB song but didn't like anything. Its not only JYP thats stressed about this, but the members and their team, so when you've got no group identity, hundreds of opinions and song writers outside sending in songs hoping it'll fit, its not shocking that they don't make hits anymore.