Amid Harsh Criticism, BABYMONSTER Needs To Overcome The Shadows Of Its Seniors

YG Entertainment-related reports released by major stock companies at the end of March all contained one piece of common information: a dark forecasts for YG this year. This is because Big Bang members, who have long played the role of YG’s “Cash Cows,” have moved to other companies, and BLACKPINK, the company’s flagship star for the past seven years, is also leaving. As BLACKPINK played an absolute role in the company’s sales, the negative outlook has to grow as YG’s performance has been sluggish.

Aside from music streaming powerhouse AKMU, YG has only one team, TREASURE, that is operating normally. Considering that it is one of the four biggest agencies in the industry, YG is in crisis these days. However, a relief pitcher has emerged to help it overcome such a difficult situation. After much anticipation, BABYMONSTER made their official debut.

▲ The pre-debut single faced criticism

BABYMONSTER – Ruka, Pharita, Asa, Rami, Rora, Chiquita, and Ahyeon – confirmed its final lineup last summer through its own survival show introduced on YG’s official YouTube channel. However, key member Ahyeon could not join the debut due to health problems, so the remaining six members together released two digital singles, “Batter Up” and “Stuck in the Middle” without any promotion. Of course, the group gathered high views on YouTube, but it did not show much power in Korea’s music rankings. “Batter Up”‘s hip-hop beat with an old-fashioned sentiment led to criticism.

▲ The group made an official re-debut with 7 members

BABYMONSTER further emphasized its hip-hop color through the mini EP “BABYMONS7ER,” which was released at midnight on March 1st. The EP starts with the intro “Monsters,” which seems to combine BLACKPINK and Beyoncé’s 20-year-ago music. It also includes the title song “Sheesh,” as long as the seven-member re-recorded version and remix of the previously released singles. It explicitly emphasized its YG-ness through its unique beat and sound texture. In a way, “Sheesh”’s old school hip-hop sound and powder structure, which seems to combine two or three different songs, deserve to be evaluated as a unique attempt along with maintaining the identity of the label.

▲ The shadow of the seniors which it has to overcome

Stable vocals and rapping have been shown, along with the skills of the members who have undergone many years of training. Paradoxically, “Sheesh” is also a track that contains the team’s weaknesses. The biggest drawback is BABYMONSTER’s lack of uniqueness. Although the team is full of talented members, it feels like it is lingering within the framework of YG’s flagship artist, rather than seeking to maximize their personality. In a good way, it is a safety-oriented production, but it is also a follow-up of the way it has been done before in YG.