Girl groups, female artists to lead K-pop for a while, says industry expert
With multiple girl groups and female solo artists scheduled for new releases this month, the K-pop industry is bracing for intense competition. While male artists generally generate higher revenue overseas, industry insiders note that it has become increasingly difficult for them to achieve early success, causing K-pop agencies to shift their focus to female acts.
Chungha is first up on Wednesday with the new EP "Alivio." This marks a return for her just two months after releasing the holiday-themed special single "Christmas Promises" in December last year. It is also her first EP in over five years, since "Flourishing," which was released June 24, 2019.
Blackpink’s Jisoo is set to drop her second mini album, “Amortage,” on Friday, while Lisa will return with her first full-length album, “Alter Ego,” on Feb. 28, marking her first new music in four months, since “Moonlit Floor” last October.
Among girl groups, SM Entertainment rookie act Hearts2Hearts will make its official debut with a single release on Feb. 24. Meanwhile, NJZ, formerly known as NewJeans, announced via Instagram on Feb. 7 that it will unveil a new song at ComplexCon Hong Kong, on Feb. 23.
An industry official highlighted a shift in market trends, explaining that despite lower profitability, girl groups now have a higher chance of achieving rapid recognition and a successful debut.
“There is no doubt that boy bands generate much more profit, especially overseas. However, the waning popularity of boy bands and male solo artists has recently led K-pop agencies to invest more in female artists,” the official said Monday.
Music critic Lim Hee-yun pointed out that many loyal fans who previously supported male idols have shifted their attention to girl groups.
“In the past, agencies focused on building strong fandoms for boy bands, while girl groups aimed for mass appeal, ” Lim said. "However, this distinction has faded and girl groups are now leading in fandom-driven sales."
Lim attributed this change to the growing influence of social media platforms like Instagram and short-form video content, which favor girl groups’ viral dance challenges.
“If you look at the engagement and consumer behavior surrounding groups like NewJeans, aespa, Blackpink and Ive, you’ll notice a significant presence of female fans. These groups have been at the forefront of K-pop’s dominance in recent years,” Lim added.
jaaykim@heraldcorp.com
