BABYMONSTER Sets “SHORTEST” Record Yet Again…YG Executive Producer YANG HYUN SUK’s Dedication Shines Through
[일간스포츠=김지혜 기자] ‘It’s the shortest record after record for BABYMONSTER.
Known for their swift achievements, BABYMONSTER continues to live up to their name, under the meticulous guidance of YG Entertainment’s Executive Producer, Yang Hyun Suk. From production to content, choreography, and song crafting, his dedication is clearly paying off.
BABYMONSTER is set to hold their solo concert at the Olympic Park KSPO Dome in Songpa-gu, Seoul, on January 25 and 26 next year. This venue, often hailed as the ‘Mecca of K-Pop,’ will host the group before even completing a year since their debut, marking a record time for any girl group. Following Seoul, their tour will expand globally, with stops in New Jersey in February and Los Angeles in March, averaging two hours per performance. Despite their debut album having fewer tracks compared to other artists, BABYMONSTER is preparing stages for songs from their first full album ‘DRIP’ that haven’t been broadcasted yet.
Released on the 1st, ‘DRIP’ is the quickest full album release in YG’s history, featuring nine tracks with collaborations from YG seniors like G-DRAGON and Song Minho. The album has been a success, embedding BABYMONSTER’s unique style deeply within the industry, securing continuous spots on the U.S. Billboard Main Chart for two weeks. As of the 19th, the title track ‘DRIP’ ranked 21st on Billboard Global and 38th on Billboard Global 200.
Their presence is also growing on domestic music charts. They reached 15th on Bugs real-time chart, 20th on Melon’s ‘Hot 100’, and 7th in YouTube’s weekly popular songs (November 8-14). On November 5th, just before the official release, the music video for their debut song ‘SHUSHI’ surpassed 300 million views, setting a record for K-pop girl group debut music videos.
Their album sales are noteworthy as well. The first album sold 677,961 copies, achieving a career high, with orders reaching 820,000 copies within a week, nearly doubling their previous sales figures.
What has truly allowed BABYMONSTER to grow so significantly within a year of debut is their ‘skill’. Cultural critic Kim Heon-sik noted, “In recent years, many girl groups have focused on visuals, dance, and catchy choreography at the expense of vocal talent. However, BABYMONSTER boasts exceptional vocal skills and high-quality live performances.”
While many girl groups today focus on easy-listening tracks, BABYMONSTER has distinguished itself with powerful hip-hop songs like ‘SHUSHI’ and ‘BEAR UP’, following the footsteps of YG’s senior girl groups like 2NE1 and BLACKPINK. Yang Hyun Suk’s steadfastness and flair have clearly made an impact.
BABYMONSTER’s preference for hand microphones over pin microphones during music broadcasts adds to their unique charm. They mentioned at a press conference for their first album that “the fans love it and it brings a different atmosphere to the stage. Our identity is centered around the microphone.”
Their rap skills are also noteworthy, particularly RUKA and ASA, the Japanese members, who have garnered attention for their fluent Korean rap. Their captivating performances ensure high viewership numbers on music broadcasts. Their appearances on MBC’s ‘Show! Music Core’ on the 16th drew 2.14 million views, and on SBS’s ‘Inkigayo’ on the 17th, they reached 1.1 million views.
BABYMONSTER will continue their activities with the follow-up song ‘LOVE IN MY HEART’ through the end of the year. YG, previously known for its mysterious image, has adopted a different strategy with BABYMONSTER. They are igniting popularity across various platforms including variety shows, radio, and YouTube, and with a global tour on the horizon, BABYMONSTER’s value is expected to skyrocket.
2024. 11. 25.
