K-Pop

MOMOLAND’s worrying future amid the popularity of 4th gen girl groups

4 years have passed since their debut with the hit “Bboom Bboom”, and the position of the girl group MLD Entertainment in the hearts of fans is decreasing day by day.

In 2018, MOMOLAND exploded into stardom after the song “BBoom BBoom” created a strong global effect. At that time, the MLD Entertainment girl group constantly appeared at events, not at all inferior to their opponents from other large entertainment companies in Korea. However, at the peak of their careers, 3 members Taeha, Daisy, and Yeonwoo continuously announced their departure from the group. In particular, after her departure, MOMOLAND’s former member Daisy has many times denounced members of the group for treating her badly.

The success of “BBoom BBoom” makes the Electropop genre an indispensable part of MOMOLAND’s musical career. MLD Entertainment continuously applies this formula to the group’s following songs such as “BAAM”, and “I’m So Hot”. This choice of their management company resulted in the group’s later songs gradually becoming boring and monotonous. It wasn’t until the last comeback in early 2022 that fans saw a more mature image of MOMOLAND with “Yummy Yummy Love”.

Recently, one of the most prominent members of the group, JooE, participated in the singing competition “Second World”. The female idol successfully shows the audience her talented side, promising to achieve explosive achievements if she has the chance to debut as a solo artist.

There are still a lot of fears and worries that members of MOMOLAND have to face despite being a part of a 4-year-old girl group. JooE once shared, “Back then, I thought it was natural to attract attention from the audience, but now, when I suddenly get a lot of attention, I immediately wonder if I’ve done something wrong. This anxious feeling is much different than what I felt before.” Nancy used to confide, “That’s also what I’m most afraid of when I’m on stage. Will anyone come here to support me?”.

MOMOLAND’s outfit has also recently caused controversy on many SNS forums. The group stylists often let the members wear outfits that are too short with boring designs. In addition, the debut of MLD’s new girl group LAPILLUS was also said to affect MOMOLAND more or less.

Despite having a solid momentum as “BBoom BBoom”, MOMOLAND failed to create a solid foothold in the K-pop industry after 4 years of debut. With the rise of 4th gen girl groups and the influence of BLACKPINK, TWICE, or Red Velvet, the future of MOMOLAND is even more worrying.

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