From Success to Silence: Exploring ITZY’s Downfall in the Music Industry

From Success to Silence: Exploring ITZY’s Downfall in the Music Industry

ITZY: A Breakthrough and a Promising Start

In 2019, the K-pop landscape was predominantly influenced by the established BIG3 agencies—JYP, YG, and SM Entertainment—before the rise of HYBE. Among these, JYP flourished with its influential girl group, Twice, but the appetite for new sounds and vibrant beats grew among younger fans.

On February 12, 2019, ITZY burst onto the scene, arriving as the latest girls’ group under JYP, following in the footsteps of iconic predecessors such as Twice, Miss A, and Wonder Girls. Their debut song “Dalla Dalla” rapidly captured attention, propelling them to immediate success.

ITZY From From

With “Dalla Dalla,” ITZY not only soared to the top of Korean music charts but also secured the number two position on Billboard’s World Digital Song Sales chart, solidifying their place as a new powerhouse in K-pop.

The group continued to gain momentum with the release of “Wannabe” in March 2020, which resonated deeply with audiences worldwide. Its catchy rhythms and a powerful message of self-identity, complemented by Ryujin’s viral shoulder dance, established ITZY as a leading force in the industry, blending empowering themes with innovative choreography.

Shifting Tides: The Decline of ITZY

However, the trajectory of ITZY took an unexpected downturn with the release of tracks like “Mafia in the Morning” and “Loco.” Critics responded with skepticism, pointing to a perceived detachment from the authenticity that endeared fans to their earlier hits. Their commercial approach began to draw ire, suggesting a significant shift in the musical quality that once distinguished them.

Things began to worsen with the release of “Sneakers,” which struggled to make a significant impact on music charts. The song peaked at a disappointing number 70 on Genie and around number 530 on Vibe, leading to harsh critiques and discussions about the group’s status within the K-pop hierarchy.

As ITZY faced judgement from both audiences and critics, an essential factor loomed large—internal issues within their management structure.

Key Factors Contributing to ITZY’s Downfall

Management Troubles

The primary issue identified by fans was a glaring deficiency in ITZY’s management by JYP Entertainment’s Division 2. Many supporters protested with trucks outside the JYP offices, voicing their frustration about how the group’s promotion efforts lagged compared to other JYP artists.

While trailers and teasers for comebacks were sporadically released on platforms like YouTube and Twitter, the sector appeared uninterested in maximizing their visibility on more popular platforms. The inadequate promotional strategy failed to leverage Instagram adequately, limiting fans’ access to the group’s new content.

Additionally, ITZY’s content lacked the engaging concept projects that benefited other JYP groups. While acts like Stray Kids and Twice enjoyed creative opportunities to showcase their talents, ITZY mainly received behind-the-scenes footage that garnered minimal attention.

ITZY Group

Exacerbating the situation was JYP’s perceived rush to break into the United States market. Many fans expressed concern that the company prioritized quick success over nurturing the group’s foundation, putting undue pressure on ITZY without a robust discography.

Fans were particularly dissatisfied with the misleading concept direction during album teasers, especially when the lead single “Sneakers” diverged significantly from expectations set for a mature comeback. Compounding matters were scheduling conflicts that forced ITZY to compete against other JYP groups, creating unnecessary internal rivalries.

Moreover, the group’s creative contributions to their music were severely limited. Despite their expressions of interest in songwriting and production, they faced barriers, and when they contributed at all, their credit was often overlooked.

Controversies Plaguing the Group

In addition to management issues, ITZY encountered personal controversies that impacted public perception. Lia, for instance, faced bullying accusations in February 2021. While JYP denied these claims and pursued defamation suits against the accuser, the police investigation ultimately found insufficient evidence to proceed. Nonetheless, the scandal tainted Lia’s reputation for a significant period, affecting how fans viewed both her and the group.

ITZY Group with Lia
ITZY

Another incident involved Yuna, who was verbally confronted by an impatient fan at KCON 2023. This distressing moment ignited discussions surrounding fan entitlement and respect in the entertainment industry. Adding to this, Yuna’s reluctance to engage with male idols sparked speculation regarding her personal comfort zones and previous love triangle rumors from her rookie days.

Simultaneously, Lia’s dancing abilities faced scrutiny, with accusations of laziness circulating since her early performances. Critiques intensified, particularly following her appearances in group choreography that revealed inconsistencies in energy compared to her fellow members. Some believed further training could elevate her performance, while others defended her amid perceived harsh judgments.

The situation grew more challenging for ITZY with Lia’s recent announcement regarding a hiatus due to anxiety. JYP Entertainment confirmed that she would not participate in future projects, including their upcoming album and world tour. This change inevitably placed additional strain on the group and its public rapport.

Lia's Hiatus Announcement

The Rise of New Rivals

As ITZY grappled with these internal and external challenges, the K-pop industry swiftly evolved. Fresh contenders like aespa, IVE, and New Jeans entered the arena, each presenting unique charms and innovative concepts that captivated listeners and critics alike.

ITZY Performance

In particular, aespa disrupted the norm with their virtual avatar-driven concept, quickly surpassing ITZY on significant charts like Billboard 200 with their album “Girls.” New Jeans emerged as a phenomenon, launching three consecutive hits and establishing themselves as a formidable challenge against ITZY’s previous dominance.

A Tested Legacy: Will ITZY Bounce Back?

Despite facing numerous hurdles, ITZY’s loyal fanbase has shown unwavering support. Their recent mini-album “Kill My Doubt” achieved remarkable sales, with over 823,000 copies sold in its first week. This level of loyalty is reminiscent of the intense followings typically associated with male idol groups.

The question remains whether ITZY’s recent difficulties stem from ill fortune or deeper issues of management by JYP Entertainment. Their narrative serves as a potent reminder that even the most luminous stars can dim without effective stewardship. Will ITZY recover from these trials and regain their former glory? Only time will tell as fans eagerly await their forthcoming endeavors.

ITZY Group

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