Why SM try so hard with Aespa after fx/Red Velvet?

Sm never invests much in fx/Red velvet and were fine with their middling success, but when it comes to Aespa, they step up their game so much. fx/Red velvet have low budget MVs, while Aespa even have their own lore introduction videos. Why did they suddenly become so ambitious with Aespa after not giving much effort to their girl groups like fx/Red velvet?

Because Aespa concept demands lore. RV has low budget MV but high budget music. The references in their music cost a lot of money and time. RV also had money spent on outfits + jewels later on, but their debuts were rushed because of the timing w Jessica. FX were really done dirty tbh.

Because of their concept

They are tired of being 3rd place to YG & JYP in the gg market lol

If they put effort you have a problem if they don't to you have a problem

They want #1 gg.

Quote from Basted Rice & Mammoth (931)

If they put effort you have a problem if they don't to you have a problem

This.

Whatever SM are doing, it's always wrong?

What do you want, do you want them make some effort, or don't you?

Also, seeing how Red Velvet are having 2 comebacks and album releases in 1 month and Red Velvet will have 2-3 more comebacks this year, I wouldn't say SM aren't making an effort.

Maybe it's just that they saw how the market is changing and growing and decided they needed to step up with all their groups and not just 1 or 2?

Because SM saw the void that BP created with their hiatus, so they put all their money on this BP clone they created. So far it's worked out for them, but I forsee it will end much the same, with their girls a C-level act at best.

Maybe their concept only however SM still used their old way, less content for their ggs and more content for their bgs