Is it a blessing or a curse for three girl groups from the same company to make comebacks in the same genre one after another?

 

Last month, three idol groups under HYBE, KATSEYE, LE SSERAFIM, and ILLIT, all released songs in the techno genre. The songs in question are KATSEYE’s ‘PINKY UP,’ released on April 10, LE SSERAFIM’s ‘CELEBRATION,’ released on April 24, and ILLIT’s ‘It's Me,’ released on April 30.

 

KATSEYE’s ‘PINKY UP’ is a digital single released with Coachella, the world-renowned music festival held in California, U.S., in mind, and was actually used as the opening song for KATSEYE’s Coachella performance. Its fast tempo and powerful energy make it an excellent track for heightening the festival atmosphere. LE SSERAFIM’s ‘CELEBRATION,’ released two weeks later, is a pre-release track from their 2nd full-length album ‘PUREFLOW pt.1,’ set to be released on May 22. Lastly, ILLIT’s ‘It's Me’ is the title track of their 4th mini album ‘MAMIHLAPINATAPAI,’ released on April 30, and depicts a bold kind of love in which they shout, “Your favorite is me!” to someone who remains lukewarm about defining the relationship after a first date.

 

There are certainly concerns when songs of the same genre and similar mood are released consecutively. Public fatigue may build up, making the music feel less fresh, and especially when artists from the same agency present similar concepts at the same time, it can easily lead to controversy over self-replication. The risk of fandoms, who expect each group’s unique charm, feeling disappointed and drifting away is also difficult to ignore.

 

Photo = HYBE x Geffen Records

 

However, the three teams firmly maintained their own identities within the same genre. KATSEYE showed their presence with bold and glamorous outfits, as well as powerful choreography befitting a global group based in the United States. From the song title, which idiomatically means “to act elegant,” to lyrics quoting a saying by Socrates, the track includes elements that feel familiar to English speakers throughout. Musically, the vocal melody comes to the forefront in the pre-chorus, making it the most pop-oriented of the three songs.

 

Photo = SOURCE MUSIC

 

LE SSERAFIM further deepened the worldview they have built since debut. As the group name LE SSERAFIM is an anagram of the English word FEARLESS, meaning “having no fear,” “fear” has long been an important keyword in their worldview. While they sang in their early debut days that they were strong because they had no fear, this time they deliver a message of “celebrating the moment they acknowledge fear and gain the inner strength to face it.” KIM CHAEWON and HUH YUNJIN also added sincerity by taking part in the credits.
 

 

Photo = BELIFT LAB

 

ILLIT kept its ILLIT core even while taking on techno for the first time. Witty lyrics like “frustrated flounder” and “standing by” carry on ILLIT’s signature sense of humor, from “kkungsil-nyaong” in “A Cat Borrowed” to “limited-edition kongguksu” in “NOT CUTE ANYMORE.” From choreography reminiscent of a magical girl transformation scene to outfits featuring frill skirts and bridal veils, techno and ILLIT’s unique sensibility came together perfectly.

 

Photo = Screenshot from ILLIT YouTube

 

Rather than treating one another’s songs as competition, the three teams showed solidarity. ILLIT’s IROHA and YUNAH filmed the ‘PINKY UP’ challenge, LE SSERAFIM’s KIM CHAEWON and KAZUHA and KATSEYE’s SOPHIA each filmed the ‘It's Me’ challenge, and ILLIT’s WONHEE and IROHA filmed the ‘CELEBRATION’ challenge together, supporting one another. KATSEYE’s YOONCHAE mentioned during a live broadcast, “I keep PINKY UP, It's Me, and CELEBRATION in my playlist and listen to them whenever I want to get excited,” while LE SSERAFIM’s KIM CHAEWON, HUH YUNJIN, and KAZUHA played ‘PINKY UP’ and ‘It's Me’ during a vocal room live broadcast and danced along together. On the 7th, all three teams gathered in one place and released a short-form video of themselves enjoying one another’s music, revealing their special bond.

 

The conditions of being in the same genre and under the same agency could easily have become a disadvantage. However, the three teams told three completely different stories over the same techno rhythm. While not losing their individual colors, they also portrayed solidarity by seeing one another’s presence not as competition, but as synergy. Perhaps the question of whether it is a blessing or a curse was the wrong question from the start.