Carrying out active promotions at the same time, “HYBE Sister Groups” NewJeans and LE SSERAFIM are drawing keen attention.
Produced by HYBE’s label ADOR, NewJeans is maintaining outstanding results on various music charts as soon as their debut. Meanwhile, LE SSERAFIM, a girl group introduced by another label – Source Music, has been enjoying the long-run popularity of their debut song for 3 months.
Shortly after releasing their debut mini-album, NewJeans quickly emerged as a “monster rookie”. All four songs in the album topped different Korean and overseas music charts. In Korea, and the track “Attention” even rose to #1. As of August 1st, the girl group topped the Bugs Daily Chart and Spotify Daily Top Song Chart with “Attention”, and their four songs swept the TOP 4 spots on QQ Music’s Rising Chart in China.
NewJeans is the first idol group of ADOR led by CEO Min Hee-jin, who participated in planning and creating the concept and worldview of various idol groups, such as Girls’ Generation, f(x), Red Velvet, SHINee and EXO, when she was working at SM Entertainment. NewJeans made headlines with their extraordinary promotion method of producing a total of 8 music videos for their debut and introducing most of them even before the album release.
Making their debut with strong support from their agency, NewJeans immediately became a new runner who created a change among 4th generation girl groups as soon as their debut. The number of their album pre-orders, which will be announced officially on August 8th, surpassed 444,000 copies on the 27th of last month, three days after the pre-order period began. Therefore, the girl group is expected to create a sensation in not only digital performance but also in physical sales.
LE SSERAFIM, who debuted earlier, is showing their potential and hot popularity. They have been steadily proving their presence by maintaining the top spots on major music charts in Korea with “Fearless”, the title track of their debut mini-album of the same name released in May. It is notable that the heat from their debut promotion has not cooled down even after 3 months. “Fearless” ranked No.18 on the Latest Digital Chart of Circle Chart (Gaon Chart). Which combines data on Korea’s major music charts.
The girl group is also arousing continuous interest from overseas music fans. On August 2nd (local time), LE SSERAFIM’s “Fearless” ranked #129 on Billboard Global Excl. U.S., a detailed chart of Billboard, for 13 consecutive weeks. LE SSERAFIM is currently the longest-running K-pop girl group on this chart in 2022. “Fearless” also attracted attention by rebounding 13 spots to reach #98 on the Billboard Global Chart compared to that of the previous week on July 16th.
LE SSERAFIM has formed a solid fandom even before their debut thanks to Kim Chae-won and Sakura, who are former members of the project girl group IZ*ONE formed through Mnet’s survival program “Produce 48”. The girl group made a successful debut by recording 410,000 copies sold with their debut mini album.
Suspicions of school bullying surrounding former member Kim Ga-ram were a fact that put LE SSERAFIM at risk, but HYBE already announced the termination of their exclusive contract with Kim Ga-ram last month, easing the burden of the girl group’s image being worsened due to related controversies. Meanwhile, LE SSERAFIM is encouraging the long-run popularity of “Fearless” by releasing new contents, such as self-produced entertainment “LE SSERAFIM Company” and V-log videos, one after another and conducting online events.
The impressive performance of NewJeans and LE SSERAFIM altogether is something HYBE would love to see. HYBE has always been criticized for building its artist lineup with a concentration on boy groups and being too dependent on BTS. Before NewJeans and LE SSERAFIM debuted, fromis_9 from Pledis Entertainment was the only girl group under HYBE. Attention is focused on whether HYBE’s artists will be able to grow into a strong team that will take the lead in the music industry with diverse colors as NewJeans and LE SSERAFIM are expected to continue their active promotions in the future.