BABYMONSTER: Too YG-esque? The Real Reason Behind Their Soaring Popularity Is Fundamentals
[OSEN=최이정 기자] YG Entertainment’s rookie girl group, BABYMONSTER, is currently experiencing a rapid rise, commonly referred to as ‘떡상’ in Korean. The secret behind this surge is simple: fundamentals—the essential skills needed when handling instruments or engaging in any sport. In the K-pop market, it’s not just about flashy members or dazzling performances; BABYMONSTER’s vocal prowess is gradually embedding them deeper into the public’s heart, making them truly fascinating ‘monster girls.’
The group’s debut with their first mini album ‘BABYMONS7ER’ on the 1st, featuring the title track ‘SHEESH,’ did not initially cause a big stir. Upon release, ‘SHEESH’ failed to break into the top 100 on Melon, a leading Korean music streaming site. However, as of the 29th, ‘SHEESH’ climbed three spots, reaching 13th place on Melon’s daily chart.
Their rise isn’t limited to domestic charts. On the 25th (local time), according to Spotify, ‘SHEESH’ ascended to 80th place on the Weekly Top Songs Chart, marking three consecutive weeks on the chart, with monthly listeners continuing to increase, surpassing 9 million.
After their song release, BABYMONSTER engaged in various promotional activities across music shows, variety programs, YouTube channels, and radio broadcasts. The most noteworthy aspect of these appearances has been their ‘live’ performances. Their ‘raw live’ performances on Mnet’s ‘M Countdown’ and the YouTube channel ‘It’s Live’ caused quite a stir, showing little to no difference from the recorded tracks. Their a cappella lives literally tore up the stage, impressing with impeccable vocal tone, articulation, rap skills, and stage presence, truly proving that the phrase ‘rookies crushing it with skill’ is no exaggeration.
This acclaim has also impacted their earlier release, ‘BATTER UP,’ which as of the 27th has garnered over 100 million plays. Achieving this in about five months since its release last November 27, it marks their first song to hit 100 million streams. BABYMONSTER’s compelling live performances have definitely been a masterstroke.
As YG’s first girl group not to debut under producer Teddy, BABYMONSTER’s winning formula has clearly been their fundamentals. Steadily developing their inherent style, pushing forward the hip-hop-based YG DNA consistently, and continually honing the members’ skills has paid off. Comments like, “The originality of a group that debuted after intense competition and skill-building is alive,” and “It’s been a long time since a live performance gave me goosebumps,” continue to follow them.
BABYMONSTER initially didn’t explode in popularity from the outset; instead, they gained recognition and acceptance of their skills by the public, becoming a significant force in the fifth generation of K-pop. In an era where easy-listening and challenge-friendly music trends, receiving critiques of being ‘too YG-esque’ might seem daunting. Yet, this very YG-esque quality, founded on a commitment to fundamentals, has proven once again to be the hippest aspect, transcending time.
2024. 4. 29.
