The coincidence between the 3 new generation girl groups who are the “offspring” of HYBE makes Kpop fans talk.
Recently, BELIFT LAB – a subsidiary under HYBE – officially launched the rookie girl group ILLIT. The project coming out of the survival show RU Next already has recognition and a large fan base. ILLIT finalized the lineup of 5 talented girls, including: Minju, Iroha, Wonhee, Moka and Yunah. The group debuted with the mini album Super Real Me and the title song Magnetic.
ILLIT – “youngest girl” of the HYBE family
Right after ILLIT launched its first product, people were talking loudly about the strategy of building and promoting HYBE for rookies. Especially when ILLIT has many similarities with its two “sisters” LE SSERAFIM – NewJeans.
With the same number of members, the concept is carefully invested
The biggest thing the three HYBE girl groups have in common is the number of members. Although not intentional, LE SSERAFIM, NewJeans and “youngest brother” ILLIT all work with 5-member love teams. However, NewJeans is the only group that has maintained a complete lineup since debut. While LE SSERAFIM and ILLIT are both expected to launch with 6 pieces.
LE SSERAFIM lost Kim Garam after only 2 months of debut due to a school violence scandal, while ILLIT is missing fan-attracting trainee Youngseo because she withdrew at the last minute.
HYBE’s 3 girl groups: LE SSERAFIM
NewJeans
and ILLIT both have 5 members
The number 5 really suits HYBE’s girl groups. The uniformity in age and appearance is the biggest strength when the three groups pursue a youthful concept, representing the new generation. Compared to LE SSERAFIM, ILLIT is somewhat more similar when placed next to NewJeans. Right from the first promotional steps, netizens called ILLIT “NewJeans’ little sister”.
ILLIT is like “NewJeans little sister”
In terms of image, HYBE does not hesitate to invest in “home chicken”. If LE SSERAFIM is built as a strong, independent and trend-setting modern girl, NewJeans is “formed” by Min Hee Jin. NewJeans creates uniqueness by pursuing the Y2K concept, being a pioneer group in speaking up the voices of girls born in the early 2000s millennium.
HYBE has spent all the best resources to build a concept for ILLIT
“The youngest brother” ILLIT inherits all the strengths from its two seniors. HYBE has spent all the best resources to build a concept for ILLIT. From the former creative director of Vogue Korea being behind the look of the debut product to the opportunity to participate in Paris Fashion Week even though it hasn’t officially launched yet. All of them make people pay attention to their youthful, dreamy image and especially the “rich kid” aura that makes people desire them.
ILLIT – Magnetic
Music should not exceed 3 minutes
Over the past 2 years, the trend of music under 3 minutes has become a controversial topic in Korea. Many experts point out that the length of the songs is shortened while the arrangement is increasingly developed. Entertainment companies focus on creating catchy, trendy melodies and impressive choruses.
NewJeans’ total EP Get Up is only 12 minutes and 13 seconds long
Among them, HYBE is the company that “expands” this segment the most. NewJeans’ music products are all short in duration. An EP with 4-6 songs but no more than 15 minutes long. NewJeans uses many unique, modern materials and combines many elements to lead music trends. But the song is too short, rarely any song over 3 minutes.
Total EP EASY is 13 minutes and 33 seconds long
LE SSERAFIM – EASY ‘s latest EP is similar. LE SSERAFIM goes viral across platforms with EASY ‘s catchy drop or Smart’s catchy chorus . The product was highly appreciated for its complete production, catchy and addictive music, but was disappointed because it was short.
Super Real Me is only 9 minutes and 26 seconds long
This is repeated with ILLIT. The debut EP Super Real Me is only 9 minutes long, the title song Magnetic has a duration of only 2 minutes and 40 seconds. Right from the first notes, the listener was swept away by the bustling melody, the Hybrid Dance mix combining Pluggnb and House is unique and quite cool. Listening to ILLIT music, people immediately recognize the musical characteristics of HYBE, with direction from Bang Si Hyuk.
Bang Si Hyuk was right in creating trending music. Both NewJeans and LE SSERAFIM are strong at streaming, thanks in part to their short, easy-to-replay song lengths. But focusing only on catchy drops and shortening the product makes people worry that Kpop music will become “instant noodles”, just to serve the short video platform.
The choreography is also the same
Following ILLIT’s promotional stages, it is not difficult for people to point out the similarities in the group’s performance style compared to their sisters. In particular, Magnetic ‘s viral choreography is almost similar to the Super Shy – NewJeans choreography. ILLIT also recreates some familiar moves of NewJeans for Attention or LE SSERAFIM in Fearless, EASY.
Magnetic performance stage
ILLIT’s youthful, dreamy vibe
ILLIT promises to cause a stir with Magnetic
ILLIT’s viral choreography is similar to Super Shy – NewJeans
These repetitive movements are quite basic and appear in many choreographies but this is not a coincidence. We can clearly see the purpose behind ILLIT’s association with seniors.
The move is reminiscent of LE SSERAFIM’s EASY
ILLIT’s choreography is similar to Attention – NewJeans
On platforms, Korean netizens are discussing this issue. Many people think that HYBE is trying to “market girl groups” by cloning. The group can launch many different groups, and borrow some characteristic details of the senior group to create recognition for the new recruits.
ILLIT is notable for being HYBE’s 3rd girl group
It cannot be denied that HYBE is very successful in building concepts, music and training new generation idols. But the “cloning” mentioned above can be a double-edged sword. When the public becomes bored with “similar” music groups, HYBE’s strategy will no longer be effective.
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