From ITZY to aespa, 4th generation K-pop idols lead the music industry with hit songs

▲ This photo, provided by SM Entertainment, shows K-pop act aespa posing during an online news conference on May 17, 2021. (PHOTO NOT FOR SALE) (Yonhap)

▲ This photo provided by JYP Entertainment shows an image of girl group ITZY. (PHOTO NOT FOR SALE) (Yonhap)

▲ This photo provided by High Up Entertainment shows girl group STAYC. (PHOTO NOT FOR SALE) (Yonhap)

SEOUL, May 29 (Yonhap) -- "Don't let go of my hand, unity is my weapon / I walk into the wilderness / I know your Home ground / Confont the threat, beat it, beat it, beat it."

This part of the lyrics is from rookie girl group, Aespa's latest K-pop song "Next Level," which was recently released by SM Entertainment. The girl group debuted with the concept of connecting with avatars as the band's name is a combination of the English words 'avatar,' 'experience,' and 'aspect.'

The song tells a unique story of the members leaving for the wilderness to find "Black Mamba," an existing evil being that attempts to interfere with the connection between them and the avatars.

The composition of the song is also unusual. Shortly after the release of "New Level," some people commented that it sounded like a mixture of several songs.

Despite some of these reviews, "Next Level" has been at the top of the local music charts, including Melon and Genie.

On the U.S. Billboard, it was listed on three charts: "Global 200" as 97th, 54th in "Global Excl. US 200," and was ranked third on the "World Digital Song Sales" chart. 

Another fourth generation K-pop girl group, ITZY, made a hit with their new song "Mafia In the Morning," which was released last month.

Like the unusual title, "Mafia In the Morning," did not receive the best of reviews after its release.

Many commented that the lyrics, such as "Oscar worthy, got you fooled / playing innocent but I'm a wolf / You don't have the faintest clue / I been planning for a while baby all systems are go," were somewhat tacky and the awkward flow of the rap. Some criticized that Park Jin-young, the CEO producer of JYP Entertainment, who wrote the lyrics, may have lost his touch.

However, it became a hit as it became increasingly popular online. "Mafia In the Morning" also entered the top 10 on the Melon Daily Chart, which is difficult to be achieved with just the power of fandom due to the large number of Melon users.

Analysts say that the reason why "Mafia In the Morning," which seemed to have lacked in popularity, became successful is because ITZY boldly broke away from the conventional image that society has previously expected of girl groups.

By moving away from the typical "girl group-like" music genre, the song gives a unique yet fresh feeling.

Joy Park, a pop culture journalist, said, "I believe ITZY was able to attract the public's attention by getting away from the typical cute and innocent girl group style," adding, "even though the content might be perceived as tacky, it is still entertaining to lots of people." 

"In the past, f(x) was also criticized at the beginning for their lyrics," said Jung Min-jae, a pop music critic. "The two teams did not sing general girl group songs, but instead they experimented with new ways to deliver their music." 

One of the main reasons is that music consumers do not just listen to music, but consume the music with videos.

"ITZY and aespa are both teams with excellent performance skills," critic Jung Min-jae said. "After the release of the song, the positive reactions from the public exploded as stage and music videos have been released."

ITZY's "Mafia In the Morning" music video surpassed 100 million views in 22 days, breaking its previous record of 41 days and 1 hour with "Not Shy," and the choreography video exceeded 10 million views.

For aespa's "Next Level" music video, 80 million views were gained within a week of its release, and the choreography video is currently accumulating to 10 million views. Among internet users, videos on the dance challenge for "Next Level," continues to increase on TikTok.

However, not all of the hit songs from fourth generation K-pop girl groups have experimental and unique songs.

"ASAP," released by girl group STAYC last month, followed the general girl group "formula" and succeeded in the entertainment industry. 

Along with using famous producers such as Black Eyed Pilseung and Jeon Goon, the bold yet honest lyrics have appealed to Gen Z teenagers in Korea. Additionally, the energetic performances also reflected the rookie girl group's image, which captured the hearts of the public. 

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