Revealed: Insights from the Leaked “HYBE Music Industry Report” on VIVIZ & NMIXX Debuts and NewJeans Positioned as LE SSERAFIM’s Competitor

Insights from the Leaked HYBE Report

The recently leaked report from HYBE Entertainment sheds light on several debut evaluations, providing critical insights into their marketing strategies and artistic directions. Below are the key excerpts regarding various girl groups under the label.

VIVIZ: A New Chapter for Former GFriend Members

On January 26, 2022, VIVIZ, a group formed from former GFriend members, was slated to launch with their album “Beam of Prism”on February 9, 2022. The report highlights the group’s visual direction, aiming to present the members in an attractive light, although diverging greatly from GFriend’s final era aesthetics. Furthermore, the report critiques Yuju’s solo debut under Konnect Entertainment, pinpointing the use of “Oriental gimmicks” and noting the lyrics are centered on a clichéd theme of love.

NMIXX: Aiming to Replace TWICE

NMIXX, debuting with “O.O”on February 22, 2022, was evaluated as a strategic attempt to substitute for the successful group TWICE. The report indicates that the new “Mixx Pop”genre feels reminiscent of prior marketing approaches, while the abstract teaser visuals are criticized for their lack of clarity and effectiveness. Additionally, the group is noted for not having a clearly defined “center”member, which contrasts starkly with the visual balance found in groups like IVE and TWICE.

NewJeans: The Anticipated Rivalry

On February 23, 2022, interest around ADOR’s new girl group, NewJeans, surged following the release of a red lollipop teaser. The influence of Min Hee Jin is noted as a driving force behind their potential appeal to fans. HYBE envisions a constructive rivalry between NewJeans and LE SSERAFIM. However, fan anticipation has been growing, coupled with a rising discourse regarding the differences between Korean and Japanese idol cultures due to limited updates from the agency.

TREASURE: Struggling for Momentum

In its brief mention of TREASURE, the report reflects concerns over the group’s stunted momentum and modest fan interaction. Although their promotional endeavors, including a cover contest and participation in a YouTube series featuring members Hyunsuk and Jihoon, managed to generate some interest, skepticism remains regarding their potential for variety show appeal.

Conclusion

The insights from this leaked report reveal significant challenges and strategic trajectories for HYBE’s girl groups as they navigate a highly competitive landscape. The comparisons and critiques highlight a pressing need for differentiation and audience engagement in an evolving market.