Despite the large number of debuts in the past two years, I've noticed some of the rookie groups are struggling to even get 100-200K spotify streams for debut. Ex: IZNA Mamma Mia - 110,579 TWS Head Shoulders Knees - 85,172 Hearts2Hearts Pretty Please - 193,665 KiiiKiii Dancing Alone - 77,973 Even though the rookie era is supposed to be the most explosive time of general interest, it feels like most groups are struggling and haven't broken through outside of maybe having a dedicated fandom. This comes in sharp contrast to 3-4 years ago when Spotify debuts were 800,000 - 2 million for new groups. 800,000 is very rare now and even semi-established groups this year are only hitting a target of 400,000 - 800,000. The exceptions are HYBE groups which have always had wide audience reach since they have BTS in their ecosystem and the leading 4th gen girl groups Aespa, IVE, and LSF. Besides that, the only true hit we've had this year is Golden which is from an animated show, not a kpop group. Why do you think idol groups struggling to capture interest so much right now? Personally, I've heard complaints that the music isn't innovative and I agree. I miss provocative projects like NCT, Red Velvet, WJSN, Newjeans, Seventeen, Winner, Loona. It felt like kpop groups had more defined brands before. You could define them in a phrase like "girl group that has fresh innocent nature-based concepts and aesthetic formations" (Gfriend) or "boy group with easy listening tropical EDM/trap songs" (Winner) or "group that has cheeky songs poking at female objectification with various metaphors" (EXID) but now it's harder to distinguish concepts. For example, how would you distinguish the concept of BND from RIIZE or IDNTT? Other times, the groups simply feel like remakes of a company's previous groups like Hearts2Hearts with SNSD, MEOVV/Babymonster with Blackpink/2NE1, Treasure with iKon, etc. Personally, it gets to a point where I don't feel that much excitement about comebacks from different groups because I either don't understand their vague brand or it feels like something I've already seen before. The most innovative things kpop companies doing nowadays is just trying to cut corners or find new business models with AI. The other thing is simply localization and fusion groups. Instead of looking to create something with broad appeal, they try to nail down a target demographic. There are also dozens of survival shows. Even big company debuts need a survival show nowadays. It seems that the goal right now is to maximize efficiency instead of artistic experimentation. Why do you guys think kpop companies aren't taking risks anymore while debuting rookie groups at a faster pace? These groups are still being promoted at music shows and variety shows. They are doing tiktoks to promote their song and hope it goes viral but despite these efforts, the interest is not there and it's hard to find a promotion strategy that actually works. Is kpop just going to keep dying or what would it take to change this current landscape? submitted by /u/hulumantra [link] [comments]