BLACKPINK, who topped the Billboard 200 album chart and embarked on the most prominent world tour, TWICE, ITZY, Red Velvet, Mamamoo, and NewJeans, gained colossal popularity as soon as they debuted. Girls’ Generation, KARA, and EXID came back after stopping for years.
Girl group power
The ‘Grammy,’ the world’s most prestigious music industry, has paid extensive attention to K-pop girl groups since the new year. Looking at the second generation active in the 2010s to the current fourth generation, Grammy introduced, “Ladies (Women) currently lead K-pop.”
Regarding the return of Girls’ Generation, Kara and EXID, “It wasn’t common for girl groups to survive beyond their mid-twenties, but their appearance breathed a fresh breath of hope into the industry.” It will open the door to the future.”
Regarding Blackpink, who achieved a career-high last year, they commented, “There was no lack of musicality or market performance.”
In particular, it is unusual to introduce ten teams that will emerge this year among the teams that just debuted last year.
Grammy introduced Le Seraphim, who debuted at Hive, the agency of BTS, and TOMORROW X TOGETHER (TXT), as “a team like steel.” In particular, Grammy described the team that performed the song ‘Antifragile,’ which highlighted the biceps performance last year, as “showing the integration of bold and fierce power.”
Regarding NewJeans from another label of the same agency, Grammy said, “I didn’t know it would be so groundbreaking,” and shed light on a promotional strategy that differentiates from the existing ones, such as video aesthetics full of Y2K nostalgia.
Why is NewJeans popular? Despite 'Cookie' being the official debut track of Newjeans' debut album 'Attention' and 'Hype Boy' ended up grabbing the attention.
Who is NewJeans visual? Minji was an early 4th generation visual idol at the newJeans.com website. These latest photos confirm the fans' love of this beauty.
Regarding Kepler, which will disband in 2024, Grammy also showed interest in the K-pop production system, saying, “Look at how many former IZ*ONE members are in this group,” and “K-pop’s temporary groups are often fundamental to forming the next generation of idols..
Grammy paid attention not only to large agencies but also to idols from small and medium-sized agencies.
Grammy said Billy was “a team that has built a unique niche with an unusual title and whimsical soundscape,” and 50 Fifty is “a team that realizes music like an indie movie soundtrack with synth-pop elements.”
Since last year, the K-pop boom in the global market has been intensifying daily, and the US music industry is showing a trend that reflects it.
The ‘American Music Awards (AMA)’ established a new K-pop category award for the first time last year. It was the first of the three major American music awards, including the Grammy and the Billboard Music Awards (BBMA). However, they have different opinions about whether this is to independently separate K-pop, which gains popularity mainly from social fandom, or to recognize K-pop as a mainstream genre. The prevailing view is that the outcome of this year’s Grammy Awards will be a watershed.