Despite debuting, there's only a "trace" but no "substance." This is the story of YG Entertainment's girl group BabyMonster following BLACKPINK. Beyond releasing their music and music videos, the group's activities are oddly absent. Whether it's YG's confidence in success without active promotions or a hesitation to fully unveil the group is yet to be determined.
BabyMonster, YG's first girl group in 7 years following BLACKPINK, debuted on November 27. YG had confidently touted all six members as 'all-rounders' proficient in vocals, dance, rap, and visuals.
Typically, idol groups are swift in their activities post-debut, appearing on music shows, YouTube, variety shows, and more, eager to make their faces known. However, BabyMonster remains quiet. There's even more pre-debut content on YouTube and teasers than actual activities, leading to jokes about them being a 'virtual idol group'.
The debut song 'BATTER UP' of BabyMonster symbolizes their intent to change the game in the global music scene, like a batter up call in a baseball game. However, its presence on domestic music charts is minimal. Considering YG's backing, the results are underwhelming. On its debut day, 'BATTER UP' peaked at 130th on Melon's daily chart and failed to enter the top 100 on the 29th.
In Korea, reactions to BabyMonster's music video have been lukewarm, criticized for being outdated and unoriginal, making even BLACKPINK's debut videos from 2016 seem more sophisticated.
BabyMonster's Mysterious Debut – YG's Latest Girl Group Lacks Public Presence Despite Music Release
Internationally, the response has been better. 'BATTER UP's music video topped the global YouTube daily popular music video chart, maintaining the top spot for three days since debut. It also dominated music video charts on Japan's Line Music and China's QQ Music, among other international streaming sites. Despite this international attention, the group still lacks active promotions.
The group name BabyMonster implies 'youthful yet monstrous talent,' but compared to current idols, their songs, performances, and visuals are average. Even their styling and concepts, which are kitschy, lovely, yet hip, have already been seen among other idols.
Excuses about having only one song to perform on music shows or year-end stages are weak, as many idols start with just one or two songs. Additionally, the industry reacted that the group lost some of its strength due to Ahyun, who was previously considered an 'ace,' withdrawing from the group due to health issues.
Yang Hyun-suk's direct involvement in producing BabyMonster also poses a risk. Yang's name appears in the lyrics, composition, and arrangement credits for 'BATTER UP.' Despite facing trial for charges like retaliation threats and forced meetings, Yang diligently worked on BabyMonster's debut song. However, listeners are wary of Yang's involvement and criticize that his musical sense might be stuck in the past.
Although BabyMonster can only be found on their official YouTube channel, YG believes they are methodically proceeding with promotions as planned, prioritizing presenting more polished performances and music. However, it raises questions about whether BabyMonster is still 'not perfect enough' to be freely showcased to the world.
The mystique of the intangible BabyMonster remains uncertain. YG's inflated confidence in BabyMonster's unique presence is yet to be fully revealed.
