With BABYMONSTER, YG did YG
[데일리안=하재근 기자] YG Entertainment, led by YG EXECUTIVE PRODUCER YANG HYUN SUK, has always had an image of being different from other K-pop agencies. While most agencies weigh various factors beyond singing skills when selecting idol members, YG is known for prioritizing raw musical talent above all else. This belief was cemented as groups like BIGBANG and 2NE1 delivered top-tier live performances, reinforcing the notion that “YG equals talent.”
When BLACKPINK debuted, there was talk that “YG is finally paying attention to visuals,” but it didn’t mean they compromised on talent. BLACKPINK’s skills have been proven through their massive world tours across the globe, including the United States.
As a result, the perception that YG artists are highly skilled has taken root, and there are even rumors that trainees who don’t make the cut at YG are good enough to debut under other labels. Because of this strong faith in YG’s standards, when the company announced it was debuting a new girl group for the first time in seven years since BLACKPINK, expectations ran sky-high.
That group is BABYMONSTER, which is now celebrating its first anniversary. While it’s been a little over a year since their debut, the group initially promoted without their central member, AHYEON, during the pre-release era. True, full-fledged activities began after AHYEON joined and they officially debuted with the single “SHEESH.” That song was released on April 1, 2024, marking this month as their one-year anniversary.
When BABYMONSTER first debuted, the response wasn’t overwhelmingly positive. Their pre-release single “BATTER UP,” released at the end of 2023, and the official debut track “SHEESH” didn’t quite take off domestically. They weren’t failures, they did achieve moderate success, but still fell short of the massive expectations.
The anticipation for YG’s first girl group in seven years was simply too high. On top of that, their immediate seniors were none other than BLACKPINK, arguably the world’s biggest girl group. Naturally, the public expected a once-in-a-generation rookie. Such inflated expectations would have been tough for anyone to meet.
However, while reactions in Korea were lukewarm, BABYMONSTER received an explosive response overseas right from the start. Even though they had just debuted, their YouTube views were on par with top-tier K-pop stars, numbers that were truly jaw-dropping. For instance, “BATTER UP,” released at the end of 2023, ranked second in annual YouTube views for K-pop girl group music videos that year. In 2024, five BABYMONSTER songs made it into the annual top 10 most viewed K-pop girl group songs. “SHEESH” took the No. 1 spot for the entire year.
In terms of view counts alone, it wouldn’t be an exaggeration to say they practically dominated the K-pop scene. Riding this explosive popularity, BABYMONSTER held fan meetings across the globe after their debut. Despite being rookies, their fan meetings felt like a full-scale world tour. Now, they’ve taken it a step further, currently holding their own solo international concert tour. They recently wrapped up performances in the U.S. and are now touring Japan. With packed venues, additional shows in various countries including the U.S. have been added, and the tour is expected to continue through the summer. Achieving all this in just one year? They might truly become K-pop’s next global superstars.
Their domestic presence is also steadily growing. As more people recognize BABYMONSTER’s talent, their status in Korea is rising fast. Some idols initially gain popularity but then struggle to maintain it when their live performance skills fall short. In contrast, BABYMONSTER’s live stages only fuel their growing popularity both abroad and at home.
They even held the Seoul leg of their international tour at the KSPO Dome. This venue, often called the “sacred ground of K-pop,” is one that most idol groups can only dream of performing in after years of experience. BABYMONSTER performed there in January this year, less than a year after their official debut. It was a highly unusual and noteworthy event.
Behind such tremendous success is, as mentioned, their talent. Although being YG rookies and BLACKPINK’s juniors came with enormous expectations, they managed to live up to them with pure skill. Once their abilities were confirmed, not only did they win recognition, but they also benefited from the “YG halo effect,” boosting their overall visibility.
The members’ abilities had already garnered global attention through their pre-debut introduction videos and final evaluation clips. Some of those evaluation videos even surpassed 18 million views, with reactions, mostly from international fans, being overwhelmingly enthusiastic. Many of those fans didn’t want to see any of the final contestants eliminated, and in the end, all of them joined the group, making BABYMONSTER a seven-member act.
Thai members PHARITA and CHIQUITA have gained love for their emotional vocal tones. Japanese members RUKA and ASA shine with their powerful rap performances. Their Korean pronunciation is so natural that YG’s language training program even became a talking point.
Korean members AHYEON and RAMI are the vocal anchors of the group, delivering powerhouse performances that transcend the typical idol standard. Fellow Korean member RORA also contributes to the vocal line with her stable tone and unique voice. With not a single weak link in the lineup, BABYMONSTER has become a group fans can trust to deliver top-tier performances.
Their meteoric rise reaffirms a core truth, that talent is the foundation of any great singer. Following in the footsteps of 2NE1 and BLACKPINK, YG seems poised to write another chapter in the legend of globally renowned K-pop girl groups. It really does feel like YG has done it again.
If there’s one regret, it’s the lack of remix performance videos for “BATTER UP” and “Stuck In The Middle.” The songs themselves are excellent, releasing even just performance versions could spark even greater response.
2025. 4. 12.
