Plus Magazine

| Written by Han Seong Hyun (Editor for the music webzine IZM)

A B-Side Revolution, (G)I-DLE’s ‘Fate’

Since ‘TOMBOY’ in 2022, (G)I-DLE has consistently dominated the music charts with every release. However, they now have a particularly special hit song. Included in their 2nd album [2], ‘Fate’ has soared to the top following their previous title track, ‘Nxde’ and ‘Queencard.’ The live clip released after the album’s launch is receiving an abundance of love, amassing over 10 million views in just a week.

What makes the achievement of ‘Fate’ even more significant is that it climbed back up the charts due to listeners’ attention. Originally, the tracks promoted in [2] were the hip-hop style ‘Wife,’ released as a pre-release single, and ‘Super Lady,’ armed with powerful electric sounds. Of course, both songs went on to the top charts, contributing to (G)I-DLE’s smooth career. On the other hand, ‘Fate’ had a few live performances, but virtually no other visual elements, such as music videos, which are essential in today’s K-pop scene.

In other words, ‘Fate’ is a b-side track confidently joining the latest trend of tracks regaining popularity. For a while, despite numerous songs included in albums, the focus in K-pop remained predominantly on a single title track. However, as the industry gradually expanded in scale throughout the 2020s, the practice of including two or more music videos in a single album became increasingly common. This shift extended to ‘b-side tracks’ that weren’t designated as ‘title tracks.’ Examples of this include ‘Hurt’ and ‘ASAP’ by NewJeans, and the second track of [2], released on February 16th, ‘Revenge’ by (G)I-DLE.

While this strategy is certainly appealing to K-pop listeners, it also sparks various thoughts. When a b-side track with a music video achieves high rankings on charts, would it be accurate to attribute it solely to ‘the power of a song’? In today’s K-pop market, where the influence of online platforms like Youtube and social media platforms such as TikTok has increased significantly, does the weight of video content outweigh that of music broadcasting and labeling of tracks as ‘title tracks’ on music streaming sites? Amid various discussions, the considerable attention ‘Fate’ has gained can be interpreted as a case where the song itself played an important role in its success, especially considering its lack of english lyrics to capture global fans.

DAY6’s Chart Climb: Hard Work Pays Off

The reason why (G)I-DLE’s ‘Fate’ has become so popular is because it combines a catchy pop-rock melody with familiar lyrics, creating a J-pop vibe that wouldn’t be out of place even as an anime opening. Particularly, given the recent popularity of various J-pop musicians in the Korean music market last year, it seems like a calculated move. There’s one group that comes to mind when I hear this song: DAY6, a four-member boy band under JYP Entertainment.

While they haven’t shown explosive success on music charts since their debut in 2015, DAY6 has solidified their position in the idol market as a band, cultivating a large fandom. Moreover, their music, including hits like ‘You Were Beautiful,’ has attained great love from band clubs, which are essential to amateur rock musicians in Korea. Their idol-like yet distinct identity has helped them carve out a unique position between the general public and devoted fans, gradually expanding their presence.

At the end of 2022, Younha’s resurgence with ‘Event Horizon’ not only catalyzed the active importation of J-pop in 2023, coupled with Japanese anime and other video content, but also significantly contributed to the recognition of domestic rock musicians who had steadily amassed a fanbase. It was perhaps inevitable that DAY6, who had quietly worked in the relatively overground scene alongside Silica Gel, a mainstay of the indie market, would become the protagonist. Additionally, the group captivated the hardcore rock consumer base, somewhat distinct from the idol and mainstream culture, with their stunning performances at various domestic festivals, making their comeback even more valuable.

As of March 2024, their growth is still evident on the music charts. They have placed three songs in the top 50, including the recent title track of [FOUREVER], ‘Welcome to the Show,’ released in March, as well as their big hits ‘Time of Our Life’ and ‘You Were Beautiful.’ Currently, it would be fair to say that DAY6 is not just doing well with one song, but the group itself is gaining widespread love.

Furthermore, their discography continues to be widely discussed and shows signs of rising on social media platforms, where the opinions of the younger generation are most prominently expressed. In addition to their releases like ‘Shoot Me’ in 2018 and ‘Zombie’ and ‘Love me or Leave me’ in 2020, solo tracks from members such as ‘A journey’ and ‘let it be summer’ are also being loved in various playlists. With their solid expertise, DAY6 has an infinite repertoire.

VIVIZ’s ‘Maniac’: Classic Content Meets New Generation Platforms

TikTok, a social media platform that quickly gained users during the COVID-19 pandemic, has emerged as the dominant force in short-form content, significantly impacting the music market. The trend of users parodying song lyrics has become popular, helping songs climb the charts. Also in Korea, it has now become essential in K-pop since ZICO breakthrough with ‘Any Song’ in 2020. Various idol groups are actively promoting challenges featuring their main choreography and continuously filming collaboration videos with members of other groups, striving to spread their influence from online to offline.

VIVIZ stands out as a team that unexpectedly experienced a resurgence through the highly dynamic challenge culture more than ever before. The choreography highlights of ‘MANIAC,’ where people bounce to the beat, gained attention and marked a momentous rise since last winter. Various video creators and idol group members joined the dance challenge, further fueling its popularity. ‘MANIAC’ continues to climb the charts even after months, maintaining its position in the top ranks as of March.

What makes their resurgence so remarkable is that the group has been around for quite some time. VIVIZ originated from the six-member girl group GFRIEND, which debuted in 2015 and made a mark with prominent K-pop hits such as ‘Me Gustas Tu,’ ‘Rough,’ ‘Navillera,’ and ‘Time for the moon night.’ VIVIZ reunited in 2021 with three members - Eunha, Umji, and SinB - so the group has actually been active for over nine years. The fact that an idol who started their career during the YouTube era is still making hits in the short-form era is a new sign that the lifespan cycle of K-pop groups has lengthened significantly.

At the same time, this dance challenge is very familiar to us. The song ‘Tell Me’ by Wonder Girls, released in 2007, became a national sensation well before the rise of Youtube in Korea. While the retro vibes of the music undoubtedly attracted listeners, it was the choreography that truly captivated the audience. The dance performed by the members in the chorus was danced by individuals of all ages and backgrounds, ranging from traffic police and soldiers to students. It played a central role in spreading the parody culture during the early days of user-generated content (UCC). This illustrates that K-pop and choreography are not separate entities but rather integral components, even when rebranded as ‘Challenge.’ The dance craze of ‘MANIAC’ leaves an important footprint by reaffirming the fundamental identity of K-pop.

K-pop Chart Climbers - More Diverse and Enjoyable

Teams with notable recognition from the start may pose a formidable challenge, but people often find greater interest when unforeseen situations occur. Moreover, the phenomenon of songs experiencing resurgence on the charts stimulates a special narrative for idols and revitalizes the K-pop market. EXID’s ‘Up & Down,’ which became a hit through Youtube ‘fancam’ videos, led various broadcasting stations to produce additional music show content. Brave Girls’ ‘Rollin’’ shed light on the members’ difficult times, creating a story of hope. Even at the end of last year, EXO’s ‘The First Snow’ hinted at a new trend through influencer-created choreography, signaling the beginning of a new era.

The ever-changing flow of K-pop may feel a little dizzying; a song known only to me yesterday becomes a song everyone notices tomorrow. This unpredictability is what makes it intense and lively. When, where, and how will the next hit song be born? It may be lurking at the bottom of your playlist, ready to take the world by storm. This bottom-up emergence is one of the reasons why K-pop maintains its vitality.

 ※ Manuscripts from outside writers may not reflect the editorial direction of this magazine.