TXT’s Latest Comeback Was a Fail Due to HYBE’s Poor Strategy?
The latest comeback of TXT has shown poor results, likely due to the poor promotional strategy of HYBE.
On April 1, boygroup TXT returned with the title track “Deja Vu”, after drawing attention with their unique unisex “ballet core concept”. However, after just 3 days, “Deja Vu” has disappeared from Spotify global’s “Top 200” Chart, showing a decline compared to TXT’s last comeback with “Chasing That Feeling”.
Additionally, “Deja Vu” is also not doing well in Korea, as the song has dropped to around rank 88th on the streaming platform MelOn, and vanished on other Korean charts such as VIBE, Genie, and YouTube Music Korea.
Regarding this lack of success, many fans alleged that HYBE’s poor strategy played a huge role. In particular, it was pointed out that the production of “Deja Vu” focused too much on the pre-chorus and chorus, but never having a proper bridge between the two – as if produced specifically for short form videos. This leads to the song feeling fragmented and unattractive for regular listeners, leading to low rankings on music charts.
On top of this, some accused HYBE of focusing too much on another group – ILLIT – during this comeback, leading to lack of promotion for TXT and consequently the poor results.
Source: K Crush
