HYBE Labels and the different ways of promoting its two new girl groups, LE SSERAFIM – NewJeans
Both under HYBE Labels, LE SSERAFIM and NewJeans were promoted in two opposite ways.
A slew of female groups debuted in 2022 and immediately rose to prominence. In which, two representatives from HYBE Labels are NewJeans and LE SSERAFIM. Despite the fact that they are both under HYBE, each rookie group has its own individual style, including promotion plans.
NewJeans
NewJeans has garnered recognition since its debut thanks to the group’s talent and catchy music. The girls do not use controversies or renowned members to garner attention. As a result, the public reacted favorably to the five members.
Members of NewJeans trained for two years before making their debut. The label also rewarded the group with a first project that included four songs: Cookie, Hype Boy, Attention, and Hurt. All have solid positions on the digital music charts. NewJeans’ fashion style is also unique. As a result, NewJeans has developed its own brand and is becoming increasingly well-known.
Besides, the group is also well-loved by many brands as they have received more than 100 love-calls. In particular, Hanni recently became the new brand ambassador of Gucci.
LE SSERAFIM
Unlike NewJeans, LE SSERAFIM‘s debut was a mess. When Kim Garam’s allegations of school violence first surfaced, HYBE Labels managed the media issue in a stalemate, causing LE SSERAFIM’s image to rapidly worsen in the eyes of the public.
The dispute involving Kim Garam was ongoing for a long time, causing many difficulties for the members. By the time she left the group, the image of LE SSERAFIM was no longer so positive in the public mind.
Compared to NewJeans, LE SSERAFIM has 3 members who are already famous: Sakura, Chaewon and Yunjin. However, recently, HYBE Labels did not intend to improve the reputation of these 3 members, but instead, focused on pushing Kazuha. The “girl crush” vibe of LE SSERAFIM is also no longer ‘new’ to the audience.
Besides, because some of the members are already famous, the difference in popularity and individual fandoms of the girls is significant.
LE SSERAFIM was once accused of cheating when winning against Lim Young Woong and (G)I-DLE. In terms of digital music achievements and album sales, the girl group of HYBE Labels was far behind their seniors. What helped them win was the broadcasting score, which audiences consider to be the most opaque criterion in weekly music shows.
Source: yan
