Mid-tier girl groups carve their niche as rebels, contrarians

H1-KEY performs "Get Hot" at the showcase for its third mini-album "Love or Die," at the Blue Square Mastercard Hall in Yongsan, Seoul, Wednesday. Yonhap

Rookie mid-tier girl groups are carving their niche as rebels and trendsetters, emerging with unique talent despite the dominance of major entertainment companies like HYBE, SM Entertainment and YG Entertainment.

H1-KEY, which recently resumed its activities with the release of its third EP, "LOVE or HATE," on Wednesday, is carving out a unique path by challenging the norms for K-pop girl groups.

Known for creating the "miracle of mid-tier idols" with its delayed-hit debut EP "Rose Blossom" last year, the group blends the less mainstream pop-punk genre with hip-hop and dance to produce unique music.

In the music video for the title track "Get Hot" from its new album, H1-KEY showcases its members playing instruments in a rock band style.

The members' outfits and accessories accentuate a rebellious punk band concept. Despite the rough image, the lyrics, described by the agency as "realistic," resonate deeply with their generation.

Unlike the K-pop trend of patching together melodies from various composers, H1-KEY's title track is crafted by a single lyricist-composer (Hong Ji-sang), adding a distinctive flavor.

An official from the group's agency, GLG, said, "We believed that band-oriented music suited the members well and aimed to specialize in this concept. While working with various overseas composers might be advantageous for trendy music, collaborating closely with a specific composer seems more effective in highlighting the team's unique personality."

This approach allows H1-KEY to carve out its own niche in a market dominated by larger agencies, proving that originality and talent can still create waves in the competitive K-pop industry.

'Nation's hip-hop daughters'

The quintet Young Posse, often referred to as the "K-pop Contrarians," is a hip-hop girl group reminiscent of Seo Taiji and Boys, represented by its 1995 song "Come Back Home."

Co-produced by DSP Media and BEATS Entertainment, this group made a significant impact with its second EP, "XXL," released earlier this year.

Following its debut last October, Young Posse quickly gained attention in the hip-hop community with "XXL," a tribute to "Come Back Home."

The EP earned the group the nickname "Nation's Hip-Hop Daughters" and substantial recognition for the members' talent and individuality through live performances at spring university festivals.

Rookie girl group Young Posse, known for its old-school hip-hop style / Courtesy of DSP Media and BEATS Entertainment

International K-pop fans have also taken notice of Young Posse's unique style and skill. The "XXL" music video amassed 30 million views within a month of its release, and the group has been invited to perform at international festivals, including the U.S. Head in the Clouds Festival.

Kiggen, the album's producer and CEO of BEATS Entertainment, formerly of the hip-hop idol group Phantom, said, "Watching the members, it was clear that hip-hop was the genre where they could excel and stand out the most. Instead of aiming for broad mainstream appeal, we focused on establishing the group's unique identity and showcasing their growth, which seems to have paid off."

Young Posse's strategic approach of highlighting the members' individuality and gradually building its presence in the hip-hop scene has resonated well, setting it apart from their competitors.

Known for powerful live performances

Kiss of Life, a girl group featuring Belle, the daughter of singer Shim Shin, is quickly gaining recognition for its exceptional live performances.

Amidst criticism of some rookie girl groups from major agencies for their inadequate live singing abilities, Kiss of Life members' vocal talents have been receiving the spotlight.

Its agency, S2 Entertainment, adopted a unique strategy by including solo tracks by each of the four members in the group's debut album, a move that paid off. Musically, the group blends contemporary trends with a touch of late 1990s and early 2000s R&B, making it stand out in the competitive K-pop world.

Kiss of Life / Courtesy of S2 Entertainment

Like Young Posse, which was planned by a producer from a hip-hop idol group, Kiss of Life benefited from the involvement of creative director Lee Hae-in, known for her appearances on Mnet's audition program "Produce 101." This collaboration drew significant attention.

Hong Tae-hwa, CEO of S2 Entertainment, said, "We wanted to capture the initial shock and freshness we felt when we first met the members, so we created solo tracks and music videos for each of them. Our confidence in their abilities allowed us to explore genres that might be challenging for others."

This article from the Hankook Ilbo, a sister publication of The Korea times, is translated by a generative AI and edited by The Korea Times.