Is BABYMONSTER's Upcoming Concept Too Outdated? YG Entertainment Draws Flak

YG Entertainment is drawing flak for BABYMONSTER's upcoming comeback, with fans claiming their concept is too outdated.

Nowadays, BABYMONSTER is capturing attention with their top-tier visuals and talented lineup. The group possesses all the ingredients for stardom, from the members' looks to their skills. However, YG Entertainment's management strategy for the girl group has not been well received by the public.

Although well-loved, BABYMONSTER has struggled with both music quality and visual identity. From their first music video, "BATTER UP" to their latest release "SHEESH," the group's styling has been criticized as being a "jumbled mess." Fans believe the company is attempting to emulate the style of their seniors, 2NE1 and BLACKPINK, but continue to fall short.

YG Entertainment recently announced a July 1 comeback for the rookie girl group with the single "Forever," marking their first return since their official debut three months ago. This release featured a more feminine and sophisticated concept for the group. The official teaser for the comeback showcased the seven members in sleek black outfits adorned with sparkling silver accents.

However, this new concept has drawn comparisons to JYP Entertainment's group, TWICE, particularly given the urban backdrop similar to TWICE's recent album concept photos for "With YOU-th." Instead of earning love from fans, BABYMONSTER’s latest visuals have faced criticism for their dated concept, with some saying it is reminiscent of early 2010s K-pop.

Fans believe their styling lacks innovation and sadly ages the group, failing to highlight their youthful visuals and sophistication.

Compared to the feedback BLACKPINK received in the past, the difference is obvious. YG Entertainment seems to have lost its touch in crafting compelling visual strategies for its newer acts. While BLACKPINK has become a global fashion icons, BABYMONSTER has continually faced ridicule for their tacky outfits and concepts. The group's outdated image is a barrier to gaining acceptance from the Korean public.

BABYMONSTER's marketing has sparked widespread discussion on online community forums, with many expressing sympathy for the talented group that has yet to find its identity. Despite YG Entertainment's reputation for fostering strong, unique styles, BABYMONSTER has yet to shine as their seniors did.

Adding to the concern, earlier this year, news surfaced that YG Entertainment currently doesn't have a creative director, heightening frustrations among BABYMONSTER's fans. This shortfall is especially challenging in the K-pop industry, where concepts are critical and entertainment companies are expected to stay on the cutting edge of trends.

Other entertainment giants like SM Entertainment and HYBE are known for their meticulously curated images and concepts. Even popular groups like aespa and NewJeans operate within carefully designed "concept universes." Without a significant strategy shift, BABYMONSTER risks remaining in the shadow of BLACKPINK, especially while YG Entertainment continues to struggle with the group's creative direction.

Some comments from Korean netizens read,

• "I understand YG has a unique aesthetic vision, but this is taking it too far... I had to double-check to make sure this was the official poster."
• "Can YG update its understanding of the current idol industry?"
• "Does the company still think this approach is creative?"
• "Honestly, they should really invest in new design elements."
• "It feels like they think this was a creative breakthrough."
• "This looks like an outdated magazine layout."
• "YG was so much more creating during the 2NE1 days. It wasn’t this bad before, what happened to YG... Did Hyun Suk actually approve this poster?"

What do you think of the situation? Tell us in the comments below!

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Written by Alexa Lopez