YG Entertainment
The doors of the 5th generation of K-Pop have flown wide open as groups like ZEROBASEONE, BOYNEXTDOOR, and KISS OF LIFE have entered the fray. Along with this new batch of idols, the music industry has evolved with it, creating an all-encompassing wave of new talent, producing chart-topping hits and in turn, creating their own legacy.
Many of these groups have been off to a swimmingly good start, with some earning the title of monster rookies and even being considered early leaders of their generation. One of the newest groups to officially enter the field is YG's very own BABYMONSTER. Earlier this month marked their debut as a full group, while previously BABYMONSTER's AhYeon had to sit out of their first round of schedules due to health issues. Seeing BABYMONSTER as a full, 7-member group makes the wait worth it, causing all fans to revel in how busy they've been since, receiving recognition and praise.
While they are currently turning heads with their most recent title track 'SHEESH', the public sentiment hasn't always been positive. However, through their hard work and noteworthy skills, they were able to change the tide of public perception, earning endless praise.
Aftermath Of "Last Evaluation" & Expectations
In true YG fashion, the members of BABYMONSTER were revealed through the likes of "Last Evaluation". The series, which can be found on BABYMONSTER's Official YouTube channel, felt part documentary and part survival program — without actually being a survival program. Upon witnessing the girl's performances and their outstanding talent, netizens began falling head over the heels for the them, pushing each members' introduction and pre-debut live performance videos view count into the millions.
And despite there being a chance that BABYMONSTER might proceed with fewer members, to the joy of fans across the globe, it was announced that they would be continuing as roster of seven. Seeing just how talented each member is in terms of vocal talent, dancing prowess, and sheer stage presence, it would have been difficult to see any of them eliminated. Even before the dust had settled, BABYMONSTER released the pre-debut song, 'DREAM', a moving ballad that talked about the members' idol journey thus far.
Witnessing their evolution as artists and formation into the formidable BABYMONSTER, expectations were understandably high for the upcoming girl group. While they had big shoes to fill, being the next YG Entertainment girl group after the world-renowned BLACKPINK, "Last Evaluation" showed that they had their own special color and shine, befitting of the name BABYMONSTER. Even then, they had the potential to forge their own path, away from the giant, looming shadow of their predecessors.
Shortcomings Of 'Batter Up'
YG Entertainment
Even in the midst of AhYeon's hiatus, BABYMONSTER pushed through to present a six-member iteration through 'Batter Up'. About two weeks after its release, the music video was noted to be at 88M views on YouTube and now sits at 240M (as of April 18 KST). These numbers alone should spell out success in big, capital letters for everyone to see. However, despite the hot response, those who weren't already loyal supporters of the girl group felt that the song simply fell short.
It was already a known fact that the girls were talented beyond belief, with the skillset capable of shaking the world right down to its core. However, it seemed that wasn't enough to carry a song so typically YG, but also so typically outdated. At the time of its release, while many fans were rejoicing in its release, internationally acclaimed NME gave 'Batter Up' a 2 out of 5 stars rating. And it seemed this sentiment roared throughout the K-Pop community. YG Entertainment has a reputation of standout artists, producing the likes of BIGBANG, 2NE1, and BLACKPINK. However, while the groups just previously mentioned had a clear, distinct identity, while still maintaining the YG color, 'Batter Up' and BABYMONSTER at the time simply felt like a replica of those who came before.
Both international fans and Korean fans were in agreement: the girls were talented, but 'Batter Up' was not the right song to show this. In terms of quality, originality, and compatibility with the girls, it was a difficult start for the YG Entertainment girl group. Despite all these criticisms and shortcomings, the girls managed to receive various accolades, from topping global iTunes charts and entering Billboard charts via the World Digital Song Sales chart. The potential was there, BABYMONSTER just needed the right song and promotion to do so.
Rebirth And Netizen Sentiment With 'SHEESH'
Kpopmap
As excited as people were about the girl group, they naturally dropped off the radar for many, as they didn't have any promotions for 'Batter Up' and outside of a few content uploads across social media, they effectively went radio silent. Looking at their interest over time via Google Trends, there was a sharp drop right after the week of November 26th - December 2nd, the release of 'Batter Up'. While never falling completely down to 0, the K-Pop community still held their reservations towards BABYMONSTER on whether they could live up to their potential and become a leading force in this new generation of K-Pop.
Then, with the start of 2024, good news after good news broke, as it was announced that AhYeon would be coming out of her health-related hiatus and BABYMONSTER would finally kick off their career as 7, set to release their first mini-album on April 1st. However, due to 'Batter Up', everyone still remained wary, cautious to really go all in.
And they might have been right to do so, as once again, 'SHEESH', along with the rest of "BABYMONS7ER", manages to fall short. Both music critics and netizens felt that BABYMONSTER still remained without an identity, and merely trudged along, riding on the success of their predecessors. However, there are a few differences to note between 'SHEESH' and 'Batter Up'. One is that some felt this title track was a step in the right direction. It clearly showcased the girls' strengths better and is a bit more catchier than 'Batter Up'. Also, there's the fact that this time around, BABYMONSTER would be able to strut their stuff on music show stages. This proved to be the turning point that they needed, effectively crushing the criticism thrown their way.
Turning Point And Rising Netizen Sentiment
Through a series of live music show performances, appearance on JTBC's "Knowing Bros", and outside content with popular YouTube channels like it's Live and Idol Human Theater, BABYMONSTER was gaining traction and showed no signs of stopping. In the few weeks following their debut until now, netizen sentiment became overall positive, with their mentions and reach reaching all time highs.
Kpopmap
Kpopmap
Even their live radio performances, which usually get less traction than music program showings, have gained 2M and 929K worth of views, as of April 19th KST. While the YG girl group does have a loyal fanbase and YG Family supporters, there's a lot more casual K-Pop fans who have taken notice of the rising rookies. You can check out the video for their KBS radio performance down below and see for yourself.
While the song felt lackluster at first, it has really grown on the public through the power and sheer talent BABYMONSTER holds. This shift of generations has countless groups scrambling to take a seat at the top. While they might have experienced a few hiccups on their way, BABYMONSTER are well on their way to become one of the newly celebrated and recognized leaders of not only their generation, but the industry as a whole. At the level they're at now, it will be exciting to track and witness how far the girl group will go and what records they might break in the process. Fans and critics alike might find it difficult to separate BABYMONSTER and BLACKPINK, since the two are so deeply interwoven, but through the success of 'SHEESH' and the girls' innately lovely personalities, they'll be able to forge their own path and proudly stand as the next generation of YG Entertainment.
Have you been following BABYMONSTER's journey? What are your thoughts in the change of netizen sentiment?
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