In K-POP history, the name 'Brave Brothers' has a special meaning. Having created numerous hit songs for Sistar, Brave Girls, AOA, and others, he has once again proven his power as a producer through the rookie girl group Candy Shop.

Candy Shop is the girl group presented by Brave Entertainment after 13 years since the Brave Girls, who wrote the myth of reverse runs. Having received great attention even before their debut, they threw down the gauntlet in the music world with a new song produced directly by Brave Brothers.

In particular, Candy Shop has proven its growth with its second mini-album 'Girls Don't Cry,' which achieved record-breaking initial sales following the release of its first mini-album 'Hashtag#.'

In this comeback song, Brave Brothers chose an audacious strategy of sampling Sistar's 'Ma Boy,' composed in 2013. Overlaying the familiar melody with Candy Shop's unique colors, it delivered nostalgia to existing fans while offering a strong first impression to newcomers. Not merely a simple remake, the song's quality was enhanced through a sophisticated reinterpretation that aligns with current trends, successfully solidifying the identity of the new group.

Listener reactions have been enthusiastic. Comments like, "As expected from Yong-hyung," "It's insane," and "A god-tier producer" flooded in, demonstrating that Brave Brothers' brand power is still effective in the K-POP scene, surpassing mere expectations.

- Unprecedented exclusion of lyrics, a choice that enhances quality

The most unusual aspect of this song is that Brave Brothers is absent from the songwriting credits. While his music has been beloved for its melodic sensitivity and catchy beats, there have been some disappointing evaluations regarding the lyrics among certain listeners.

Thus, he boldly decided to step back from songwriting, choosing a direction that would enhance the song's quality. By actively accepting public and fan opinions, he produced an upgraded final product. This decision has proven that Brave Brothers is a producer who communicates flexibly with the public, going beyond mere musical changes.

The comeback song Tiptoe is structured around a powerful hook that is unforgettable after just one listen and possesses the perfect addictive quality for a rookie's return.

- 'Visual music' strategy, optimized marketing for newcomers

Candy Shop's comeback strategy was differentiated from existing girl groups. While girl groups typically build anticipation through teaser images, schedules, and various pre-content, Candy Shop focused on 'visual music' using pre-release tracks and easily replicable dance challenges.

Especially for newcomers who haven't yet formed a strong fandom, direct performance reveals have proven more effective than comeback teasers that come without expectations. Opting for a fresh approach, they presented content that allows the public to enjoy naturally rather than overwhelming them with unnecessary information.

- Collaboration with famous YouTubers

Since the release of 'Girls Don't Cry' in June of last year, Candy Shop has collaborated with popular YouTubers on various topics such as eating shows, talk, sketch comedy, cooking, and spending time to continue their activities without a break before their comeback. This strategy expanded their connection with the public beyond simple music promotion through diverse content.

This approach is regarded as a clever strategy aligned with an era of rapidly increasing YouTube users.

The members showcased a variety of charms and genuine chemistry, creating numerous points for fans to fall for. As a result, they naturally drew attention, and the combined subscriber count of the collaborating YouTubers reached about 80 million, yielding a significant exposure effect.

In this regard, Brave Brothers can be evaluated not just as a proficient songwriter but as an excellent strategist.

There are growing expectations for how his talent, once again proven through Candy Shop, will surprise the public next.

[Photo] OSEN DB, Brave Entertainment

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