Rookies knocking on the K-pop market, where competition is fiercer than ever, are targeting fans and the public with easy-to-listen 'easy listening' music.
According to the music industry on the 2nd, new boy groups that debuted this year, including SM Entertainment's new boy group RIIZE, which debuted last month, BoyNextdoor under KOZ Entertainment under Hive, and Fantasy Boys, which was produced through MBC TV's 'Boys' Fantasy', are making similar debuts one after another. I brought out music.
This is attracting attention as it is in contrast to the trend that once tried to impress K-pop fans with 'strong music' that featured strong beats, high notes, and a profound worldview.
Rise, one of the most notable rookie teams this year, has introduced 'Emotional Pop', a unique genre that expresses a variety of emotions.
The debut single title song 'Get A Guitar' is a song with an impressive retro synthesizer sound and funky guitar rhythm that is not difficult and exciting to listen to.
Their debut album sold over 1 million copies in the first week of release, showing off their potential as 'SM rookies'.
SM General Director Kim Hyeong-guk, who planned Rise, said at the debut showcase last month, "SM has led a new era of K-pop by introducing new music every time," and added, "The basis of Rise's differentiation is music. SM's sincerity to deliver good music. and Rise’s core growth keywords meet,” he said.
Another planner, SM General Director Lee Sang-min, explained, "Rise has adopted a real-time odyssey (real-time epic) that changes and evolves rather than conforming to a set format," adding, "We will tell Rise's growth story in a unique way."
Hive's new boy group, BoyNextdoor, who debuted in May of this year, aimed to be 'comfortable boys next door' from the very beginning of their team name. Accordingly, the debut single 'WHO!' includes easily understandable songs such as the teen pop 'I'll Turn Around', the hip-hop dance song 'One and Only' with a sensuous melody, and the medium tempo pop song 'Serenade'. It was filled with music that could be enjoyed.
Member Seongho said at the debut event, "We are a team that suits comfort rather than flashiness," and Myung Jaehyun explained, "We pursued music that is fun to watch based on music that is comfortable to listen to."
Boy Next Door released their first mini album ‘Why…’ last month? '(Why...) also described the broader emotions of the pain of the first breakup, but still presented music that was difficult to listen to.
Member Unhak said, “Even when I was working on the song, I tried to incorporate the speaking style and speaking style that the actual members use in their daily lives.”
In addition, Fantasy Boys, who just debuted on the 21st of last month, also sang about hopes and aspirations for the future with the bright and refreshing concept of 'NEW TOMORROW'.
In the music industry, this trend is seen as an attempt to target the general public who are interested in K-pop, even if they are not dedicated fans, in addition to the fandom, which is a strong 'ally' of boy groups.
Kim Do-heon, a popular music critic, said, “It is true that the huge content and worldview are one of the factors that have driven the popularity of K-pop today, but on the other hand, there were many public who complained of fatigue with such content that is not easy to understand.” In addition, there was criticism that boy group songs were far from popular and too difficult,” he said.
At the same time, he said, "These days, boy groups are asked to be a little more popular," and analyzed, "Recently planned teams are intentionally approaching (the public) in a friendly way."