Celebrity

Why is the impact of 2019’s “monster rookie” ITZY declining after 3 years? 

ITZY was expected to be the No. 1 girl group of Kpop 4th generation when they first debuted, but their position is now being threatened. 

ITZY is one of the most popular 4th generation girl groups. Not only do they have pretty visuals, all 5 members have equally outstanding talents and charms. However, after 3 years of debut, many netizens think ITZY’s impact is showing a noticeable decline and worry they might be outperformed by aespa, IVE or even JYP’s junior NMIXX in the future. 

The impact of ITZY
ITZY can’t maintain their impact after 3 years of debut. 

Worse performance on the charts 

In February 2019, ITZY officially debuted with the title track “Dalla Dalla”. With a strong and charming girl crush concept, ITZY quickly drew much attention from the public. Their debut song ranked high on different digital music charts and became a hit. ITZY’s first single album “IT’z Different” also recorded good sales. ITZY was labeled the “monster rookie” of 2019.

The impact of ITZY
Dalla Dalla is a song that shows the change in music of JYP 

ITZY then achieved back to back success with the mini-album IT’z ICY and title track “ICY”. In their first comeback, ITZY continued to reap many successes in terms of digital performance, YouTube views, and physical album sales. After ICY, ITZY released Not Shy and Wannabe that were both well-received.

The impact of ITZY
Within a short year, ITZY proved themselves to be a formidable competitor of Kpop 4th gen 

However, the impact of ITZY’s music took a huge step backward in 2021 with the release of Mafia In The Morning and LOCO. Both songs could not get high ranks on domestic digital music charts. Fortunately, album sales are still one of ITZY’s strengths. 

What causes ITZY’s popularity to decline?

JYP Entertainment has come under controversy many times over the treatment of the company’s artists. And ITZY is also a “victim”.

JYP is often criticized for being too greedy, making ITZY members enter many areas without proper investments. Specifically, the group has too many comebacks and most of the songs feel the same. Some songs have cliché and meaningless lyrics, sparking controversy. ITZY is believed to be suffering from the same problematic management as TWICE, constantly releasing new music but with downgraded quality while the members are overworked. 

The impact of ITZY
ITZY’s latest music lacks a wow factor 
The impact of ITZY
TWICE is an example of too many comebacks leading declining performances 

Moreover, JYP wanted ITZY to achieve success in fashion like BLACKPINK without having the right strategy. Not to mention, ITZY’s styling team is not appreciated because of how the members are poorly dressed at fashion events.

The impact of ITZY
ITZY’s is not an outstanding group when it comes to fashion 

In January 2020, less than a year into ITZY’s debut with a humble number of songs in their discography, JYP hastily organized a tour for ITZY in the US. A year later, the group continued to debut in Japan and has been active in this market.

The impact of ITZY
ITZY is actively promoting in many markets while their position is not yet solid in Korea.  

Besides, the fact that JYP is so biased towards Yeji also makes fans angry. For a long time, the group was referred to as “Yeji and friends”. At the moment, this company has focused more on the image of ITZY, putting all resources on the members. In addition, the school bullying scandal of Lia‘s is also part of the reason why the group is widely criticized.

The impact of ITZY
Lia’s scandal affects the group’s reputation. 

Another reason why the name ITZY is gradually cooling down is the appearance of many competitors from powerful entertainment companies. aespa is the most typical name among them. Although debuting nearly 2 years later than ITZY, the current position of aespa is very stable.

With only 4 songs, Black Mamba, Next Level, Savage and Dream Come True, aespa has achieved many awards, received Daesang and achieved Perfect All-kill. If we put it on the scale to compare the achievements of the two groups, it is clear that the victory is in favor of aespa.

aespa is the first and only Gen 4 girl group currently to receive the prestigious Daesang. 

Besides, the debut of IVE also threatens ITZY’s position. Right after debut, the rookie from Starship family overthrew ITZY to win the title of Girl group with the fastest debut trophy on a music show with only 7 days. Besides, IVE also has 2 aces, Wonyoung and Yujin, the remaining members of the group are also highly appreciated for their uniformity in talent and beauty. In addition, STAYC and Kep1er, (G)-IDLE are also formidable.

The impact of ITZY
IVE is one of the highly rated rookies in K-pop Gen 4. 

NMIXX debuted, ITZY turned into a “test”?

Recently, information about the debut of JYP’s new girl group, NMIXX, made people excited. Since the announcement of the project, this entertainment giant company has shown a serious and thorough investment from introductory videos, images to costumes and make-up. Witnessing ITZY’s backward performance and JYP Entertainment’s thoughtful investment in NMIXX, fans asked, “Is ITZY a “test” of the company in the 4th generation?”

The impact of ITZY
NMIXX’s debut was carefully invested by JYP.

In fact, this speculation of fans is completely grounded because JYP used to do the same thing with Miss A. The time of Miss A’s debut was also the intersection between K-pop Gen 2 and Gen 3. JYP debuted the group as a “test” in the market, calculating the direction to have an extremely successful TWICE in the future. Looking back at Miss A, fans can’t help but worry about ITZY’s future, afraid that the idol will follow the path of seniors.

The impact of ITZY
When first debuted, Miss A accomplished countless achievements but was abandoned by JYP for TWICE. 

Entering the 3rd year of activities, although ITZY’s heat is gradually cooling down, they are undeniably one of the most outstanding groups of the 4th gen. What fans expected at this time is that JYP has a careful investment for ITZY, so that the members can fully develop their talents.

Source
yan
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