YG Entertainment's Chief Producer Yang Hyun-suk has led the growth of the group Baby Monster 'from head to toe,' and their rise is dazzling.
Debuting officially in April last year, Baby Monster has quickly and stably established itself in the market during its first year, even embarking on a global tour. In their debut year alone, they recorded album sales nearing 1.6 million, once again proving the term 'monster rookie.'
What makes Baby Monster even more significant as the representative girl group of the fifth generation is that they have shown their growth as a group competing with 'skill.' This is a point of differentiation from other fifth-generation groups.
When Baby Monster released their first mini-album 'BABYMONS7ER' (title track 'SHEESH'), it did not create a huge impact right away. The song 'SHEESH' did not enter the top 100 on the domestic music site Melon right after its release. However, it gradually climbed and eventually made it into the daily top 10. The global figures were similar, with monthly listeners steadily increasing.
After the release of the new song, Baby Monster conducted various promotional activities on music shows, variety programs, YouTube channels, and radio broadcasts, where the most attention-grabbing aspects of the members were their 'live' performances rather than their visuals or variety skills. Their so-called live performance was almost indistinguishable from the recording, generating a buzz in the venue, and their a cappella performances literally tore up the stage. With no obvious flaws in vocal color, vocal skills, rap skills, and stage presence, it was evident that the saying 'they overwhelm with skill despite being newcomers' was not an exaggeration. Baby Monster, filled with all-rounder members, proving their overwhelming live skills through various activities was certainly a stroke of genius.
Due to this 'skills-focused impression,' Baby Monster shattered several new records for K-pop girl groups with their debut album. In just over a year since their debut, they have three videos with over 200 million views among a total of eight YouTube contents with over 100 million views, firmly establishing themselves as the 'YouTube Queen,' and their first studio album 'DRIP' successfully debuted at 149th on the main chart, 'Billboard 200.' Additionally, their songs have been steadily climbing the domestic music charts, including Melon TOP100, showcasing their remarkable popularity. With a carefully planned activity roadmap in advance, they are maintaining vigorous activities, including an unexpected bold attempt where all seven members rap, seamlessly integrating into the authentic hip-hop genre, astonishing everyone at their debut year.
This analysis suggests that the choice and focus of Chief Producer Yang Hyun-suk, who decided to dedicate himself fully to the music business, and his capabilities as a leading figure in K-pop have played a significant role.
Chief Producer Yang Hyun-suk, who has been leading the creative fields including music, has poured the sensibility and know-how accumulated over many years through Big Bang, 2NE1, Blackpink, and others into Baby Monster. Baby Monster displayed the fastest speed among YG's new groups from debut to the release of their first studio album. This is indicative of how much effort and dedication Yang Hyun-suk has been putting into Baby Monster, the girl group launched nearly seven years after Blackpink.
Amid rapidly changing trends, the emphasis on the most important 'basics' and perfectly meeting the global fans' need for 'quality' that they ultimately hope for from YG artists has been achieved. As a result, Baby Monster has established itself as YG's girl group that is the first not to go through producer Teddy's hands, maintaining YG's authenticity while possessing distinct moments. Chief Producer Yang Hyun-suk is focusing on 'the essence of music and the attractiveness of the members,' achieving satisfying results.
Currently, Baby Monster has successfully completed their first North American tour and local promotions, confirming the presence of YG's next-generation girl group with overwhelming skills. Recently, during their North American tour, they proved their 'monster rookie' qualities once again with relaxed stage manners and overwhelming live performances that are hard to believe for newcomers. Their steady vocal ability, unwavering despite their vigorous performances, and a confident attitude as if they were enjoying the music captivated the audience and showcased their blossomed talent on stage. They have recently significantly expanded the scale of their North American performances. Additionally, they demonstrated their overwhelming live skills on major broadcasting network flagship programs, including NBC's 'The Kelly Clarkson Show,' capturing the hearts of local music fans.
As mentioned earlier, the recognition of Baby Monster as the top talent among fifth-generation idol groups was significantly influenced by Chief Producer Yang Hyun-suk. Since Yang Hyun-suk's return in 2023, YG has been solidifying its identity while also revealing its presence as a K-pop powerhouse more clearly.
[Photo] YG Entertainment
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