The momentum of the group ILLIT is fierce. The new song 'It's Me' has struck the public's taste beyond fandom power, effectively targeting mainstream listeners and simultaneously dominating music charts and college festivals.
ILLIT (Yoon-ah, Min-ju, Moka, Won-hee, Iroha) with the title track 'It's Me' from their fourth mini album 'MAMIHLAPINATAPAI' has drawn a steep upward curve on major domestic and international charts, beginning to cement its status as a "global trend."
As of the 13th, It's Me ranked No. 2 and No. 5 on Bugs and Melon daily charts respectively, placing it among the top ranks. This is evidence that it has captured not only the core fandom but also general listeners' ears, and it is significant in that streaming numbers have trended upward the more activities continue.
The global report card is also impressive. It entered No. 8 on Billboard's World Digital Song Sales (May 17) and started at No. 88 on Apple Music's Today's Top 100 global chart, surging more than 60 spots to No. 27, demonstrating remarkable strength.
The main reason for this hit is undoubtedly ILLIT's "dopamine-stimulating" stage. A highly addictive melody, the bold lyrics "your bias is me!" and energetic choreography formed a perfect trio and spread by word of mouth.
In particular, on-site reactions exploded at college festivals. On the 12th and 13th, ILLIT performed on the stages of Yongin University and Soongsil University respectively, gripping handheld microphones and showing steady live skills. Even amid intense performances, the audience heated the venues as they answered with chorus singing in response to the members filling the stage with powerful voices.
ILLIT's signature witty promotions also added fuel to the hit.
Witty CF parodies: videos such as the "It's 米" ad that compares the song title to rice (米) and stylish clips that describe the new song as an ingredient you apply to the eardrum have spread online as memes.
In the PLAY-IT video that endlessly repeats the new song at the gym, LE SSERAFIM's Kazuha made a surprise appearance to personally train ILLIT, drawing major attention. Challenges that departed from existing dance challenges and used the nostalgic pump game featured participation from TOMORROW X TOGETHER and ENHYPEN, adding viewing fun. ILLIT also placed actual game machines at festival sites to expand touchpoints with the public.
Crossing on- and offline boundaries, ILLIT is creating an It's Me craze. With mainstream appeal firmly in hand, attention in the music industry is focused on how far they will soar through this promotion.
[Photo] Belift Lab Inc. (HYBE)
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