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yg thought they could make another bigbang level of bg in 3rd gen who didn't need physicals but were huge enough to make money from other ventures and touring. But they failed badly because they couldn't get with the times hence they are desperate af with treasure and made them like a typical fandom oriented bg. But honestly for a big 4 4th gen group, treasure sales are weak if we compare them to their peers from the rivalling companies.
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Physical sales = fans so they have less physical sales means that they have less fans obviously.
Their groups don't operate like normal kpop groups at all, no visual or stan attractor (except few) and they always go on year long hiatuses. Consistency in activities & good communication with fans are the key to building fandom, YG is just the worst company for that.
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