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The Downfall of Twice
purple satin
Overview
This video explores the reasons behind the decline in popularity of the K-pop group TWICE, examining their journey from being a dominant "nation's girl group" to struggling with chart performance. It delves into potential contributing factors such as concept changes, controversies like the "slave room" scandal and vocal criticisms, overexposure, and the increasing saturation of the K-pop market. The summary also touches upon their enduring dedicated fanbase and their legacy as a legendary group.
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Chapters
- TWICE debuted in 2015 under JYP Entertainment and quickly gained massive popularity due to their catchy songs and colorful concepts.
- They were known for their 'cute' and 'bubblegum pop' image, which resonated strongly with a predominantly male fanbase.
- The group achieved numerous hits, swept rookie awards, and became known as the 'nation's girl group,' breaking perceptions of weaker girl group fandoms.
- TWICE demonstrated significant digital power with perfect all-kills on Korean charts and impressive album sales, solidifying their status.
Understanding TWICE's initial success highlights the strong foundation they built, making their subsequent decline more striking and prompting an investigation into the causes.
Their early hits like 'TT,' 'Cheer Up,' and 'Likey' consistently topped charts and are iconic examples of their signature cute concept.
- Around 2019, TWICE began experimenting with a more mature 'girl crush' concept, starting with the song 'Fancy.'
- While 'Fancy' was successful, subsequent comebacks with this new concept did not achieve the same level of dominance as their earlier cute concepts.
- This transition is theorized to have alienated a portion of their original male-dominated fanbase who preferred their earlier image.
- The shift in sound and concept is seen by many as a turning point where their chart performance began to falter.
Concept changes are critical in K-pop; this section explains how a shift, even if initially successful, can alienate existing fans and impact a group's trajectory.
The song 'Fancy' marked the first significant move towards a more mature concept, contrasting with their earlier bright and youthful image.
- The 'slave room' scandal, an online forum allegedly created to spread malicious rumors and tarnish the reputation of groups like TWICE, is cited as a major factor affecting their standing with the Korean public.
- Vocal criticisms arose from TWICE's encore stages, particularly Momo's performance after winning for 'More & More,' where netizens pointed out perceived vocal weaknesses.
- These controversies, especially the 'slave room' scandal, are believed by some to have significantly damaged TWICE's image and public perception in Korea.
- Despite these issues, the video notes that other groups have faced worse scandals and still performed well, questioning if these alone caused the downfall.
Controversies can severely impact a group's public image and fan trust, potentially leading to a loss of general public support, as explored in this chapter.
Netizens' negative reactions to Momo's vocal performance during an encore stage for 'More & More' is a specific instance of vocal criticism.
- Following the controversies, TWICE's subsequent releases, including English singles like 'The Feels' and Korean title tracks like 'Scientist' and 'Talk That Talk,' showed a significant drop in Korean chart performance.
- Their 2023 comeback with 'Set Me Free' and 'Moonlight Sunrise' also underperformed on major Korean music platforms, failing to reach top rankings.
- The lack of strong digital performance, even with extensive promotions and a dedicated fanbase, led to widespread discussion and speculation about TWICE's relevance.
- Despite poor chart performance, the group continues to sell well and tour, indicating a strong core fanbase remains.
This section illustrates the tangible impact of declining public interest on a group's commercial success, even when their dedicated fanbase remains loyal.
The song 'Set Me Free' debuting at 3rd on Melon's daily chart and falling to 101st the next day exemplifies their recent chart struggles.
- Overexposure due to frequent comebacks is suggested as a reason for decreased anticipation and public fatigue.
- The increasing saturation of the K-pop market, especially with the rise of 4th generation groups, has intensified competition.
- The video posits that the decline is likely a combination of factors, including concept changes, frequent releases, and market saturation, rather than a single cause.
- While no longer dominating general public charts, TWICE maintains a strong identity and legacy through their dedicated fanbase and touring success.
Understanding the multifaceted nature of a group's decline, considering market dynamics and release strategies, provides a more nuanced perspective on their career trajectory.
The comparison to the highly saturated K-pop market, filled with new 4th generation groups, highlights the increased competition TWICE faces.
Key takeaways
- A group's initial success, built on a specific concept and strong public appeal, can be jeopardized by significant concept shifts.
- Public perception and reputation, heavily influenced by scandals and criticisms, play a crucial role in a group's sustained popularity.
- While dedicated fanbases can sustain album sales and touring, strong digital chart performance often reflects broader public engagement.
- The K-pop industry is highly competitive and constantly evolving, requiring groups to adapt to market changes and audience preferences.
- Frequent comebacks, while maintaining visibility, can lead to overexposure and diminish anticipation for future releases.
- A group's legacy can endure through dedicated fandom and historical achievements, even if current chart performance declines.
- The 'nation's girl group' status is not permanent and requires continuous adaptation to maintain relevance with the general public.
Key terms
Nation's Girl GroupPerfect All-KillComebackConcept ChangeGirl Crush ConceptSlave Room ScandalEncore StageDigital ChartsFandom4th Generation K-pop
Test your understanding
- How did TWICE's initial 'cute' concept contribute to their early success and what was the impact of their shift to a 'girl crush' concept?
- What were the main controversies discussed in the video, and how might they have affected TWICE's public image in Korea?
- Why is it important to consider factors beyond just scandals when analyzing a group's decline in popularity?
- How does the increasing saturation of the K-pop market, particularly with new generations of groups, potentially impact established acts like TWICE?
- What evidence does the video provide to suggest that TWICE still maintains a strong connection with their dedicated fanbase despite declining public chart performance?