“In the End, YANG HYUN SUK Was Right” BABYMONSTER Succeeds as a Global Idol Group
[일간스포츠=박세연 기자] In the end, YANG HYUN SUK was right.
YG’s Executive Producer, YANG HYUN SUK, has swiftly propelled the rookie girl group BABYMONSTER to the ranks of global K-pop idols, proving his prowess as a producer. The anticipation surrounding BABYMONSTER’s performance is heightened by their scheduled comeback on July 1, just three months since their last release.
Launched under the leadership of Producer YANG HYUN SUK, BABYMONSTER made their official debut as a complete seven-member group on April 7 this year, after a pre-debut in the latter half of the previous year. Known for their “fully-formed” and “talented” presence from their early days, the group initially introduced themselves as a six-member ensemble due to member AHYEON being unable to participate in the pre-debut activities for health reasons. With AHYEON’s return earlier this year, BABYMONSTER has further intensified their impact on the K-pop scene.
BABYMONSTER has established themselves not merely as the “sister group” to BLACKPINK but on their own merits, showcasing exceptional skills that surpass the expected standards. In an era dominated by easy-listening music, they have carved out a niche with their unique “YG DNA,” boldly ushering in the next generation. YANG HYUN SUK’s ‘Midas touch’ has transformed these rough gems into polished jewels.
◇ The ‘Midas Touch’ Behind YG DNA’s Success
YANG HYUN SUK has successfully produced numerous idol groups over generations, including BIGBANG, 2NE1, WINNER, iKON, BLACKPINK, TREASURE, and now BABYMONSTER, distinguishing YG from competitors like SM, JYP, and HYBE with a unique color and successful artist management. His deep understanding and experience as a former artist and a decades-long producer have been instrumental in shaping the YG style, adapting and leading through major and minor shifts within the industry.
His consistent success without succumbing to trends is a testament to his strengths. According to critic Kim Heon-sik, “YANG HYUN SUK knows music and is profoundly knowledgeable about the core aspects of K-pop, such as choreography and dance. The results are better when a producer has firsthand idol experience, as YANG HYUN SUK has demonstrated through his career.”
Kim further added, “His strong personal vision as an artist might have its pros and cons, but if he leverages it positively, the sustainability of the YG style is more than feasible.”
◇ BABYMONSTER’s Successful K-pop Landing with ‘SHEESH’… Will ‘FOREVER’ Also Succeed?
Empowered by YANG HYUN SUK’s production, BABYMONSTER is set to return with their new digital single ‘FOREVER’ on July 1. Described as a YG-style ‘summer song’ infused with the members’ free-spirited energy, the agency believes that “it will offer a distinct charm different from BABYMONSTER’s previous music.” This upcoming track is expected to retain the distinctive YG flavor while introducing fresh variations.
Critic Kim comments, “When you see BABYMONSTER, you definitely think ‘YG group.’ Their songs, including ‘SHEESH’ show the YG style based on hip-hop. YANG HYUN SUK’s ability to maintain this style while innovating within it is ultimately a testament to his capability and philosophy.”
Kim also noted, “While many K-pop girl groups adopt a Japanese style or artificially enforce a girl-crush image, it often doesn’t seem natural. However, BABYMONSTER’s authenticity shines through their consistent style based on a hip-hop foundation.”
With this comeback, BABYMONSTER is poised to further solidify their position as the ‘fifth-generation leading talents’ in the K-pop industry.
2024. 6. 25.
