Will YG Entertainment’s New Group BABYMONSTER Break Through The Fourth Generation Girl Group Market?
Last year, the fourth-generation girl group market solidified through rookie groups such as IVE, NewJeans, and LE SSERAFIM. Will YG’s new rookie girl group project be able to break through this market? We shall see.
YG, which unexpectedly announced the launch of a new girl group at the end of last year, unveiled a full-fledged debut project with the name BABYMONSTER (Ruka, Prita, Asa, Ahyeon, Haram, Rora, and Chiquita). In the first teaser video, the silhouettes of seven members were released. In March of last year, YG applied and registered trademarks related to BABYMONSTER, predicting that this would be the name of the new girl group.
As rumors have been circulating for a long time, YG’s confidence in the new group could not be hidden. According to YG, they are known to be made up of teenage members who were selected as YG trainees after overcoming tough competition, who then went on to professional training for about four years.
Even YG artists’ evaluation and expectations for the group are high. In particular, BLACKPINK’s Jennie and Lisa, who are now going to have their first junior group in the agency for the first time in seven years, praised the group saying, “Overall, they seem to be doing very well. The combination of the seven members looks very good.”
With the members that have been revealed so far, they have succeeded in making a mark on global K-Pop fans even before their debut with their strong vocals, rapping, and stage control, which is rarely seen in teens. YG also plans to release the group’s debut promotion content sequentially.
BABYMONSTER, who will now be the next YG girl group after 2NE1 and BLACKPINK, hopes to follow in the footsteps of its senior groups. YG’s girl groups have been known to leave a mark in the history of K-Pop girl groups by making significant achievements in domestic and insertional markets.
However, the situation in the K-Pop market doesn’t look as easy as it seems. In the case of the girl group market, the fourth-generation groups have undergone a generational change through consecutive hits by IVE, NewJeans, and LE SSERAFIM, so the market the group must enter will be harder to break than before.
In the midst of this fierce competition, BABYMONSTER is going to need not only skills and visuals, but also star quality and buzz to shake the game. However, we also can’t underestimate YG’s support, who have kept an eye on the fourth-generation market while preparing for the group the past four years. Now it’s time to wait and see whether YG will be able to keep its position in the ever-changing K-Pop market.
