Will BABYMONSTER and NMIXX be able to collect popularity in an already bustling fourth-generation girl group arena? 

YG and JYP are joining the girl group competition with unique debut and promotional strategies. 

Since last year, new girl groups in the music industry have been doing well. HYBE is sweeping the domestic and foreign music charts by creating sensations known as LE SSERAFIM and NewJeans. SM Entertainment’s aespa is also keeping a steady reputation as the “Metaverse Girl Group” and recently held their solo concert “SYNK: HYPER LINE.”  


With the rapid growth and popularity of fourth-generation girl groups, YG Entertainment and JYP Entertainment also decided to jump into the girl group competition. 

Wanting to extend the success of BLACKPINK, YG is introducing a new “rookie monster” BABYMONSTER through a series of self-introduction videos. With seven trainees from three different countries, BABYMONSTER is gaining traction globally, with more than 1 million views of their videos and a current number of subscription of 1.18 million. 


On March 6th, YG announced the final content of the selection process through a teaser video titled “Last Evaluation.” Yang Hyun Suk, the executive producer, said, “We want to unveil the very last evaluation to fans which was held right before deciding on members of BABYMONSTER. And then finalize the best members as BABYMONSTER.” Attention is being paid around the world to see which members will be selected from the range of displayed talents and awe-inspiring skills. 

JYP was more hasty to jump into the competition. Their fourth-generation girl group NMIXX was introduced, 3 years after ITZY’s debut. In addition, their third-generation girl group TWICE is still going strong. At their debut, NMIXX grabbed attention with the unique musical genre “MIXX POP,” a mix of bouncy rap and R&B style vocal lines, and the release of albums in “blind package.” Unique as it was, this route of debut had its risk and NMIXX was able to garner much attention, not because of poor performance. 


Moreover, their former Jinni reportedly departed from the group in December last month, posing another challenge to the group. With the announcement and teaser releases for their EP “expérgo,” fans are waiting to see what NMIXX will do to bounce back and finally secure a place for themselves in the industry. 

Source: Daum

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