These three groups dropped new releases in quick succession last month! Starting with KATSEYE’s ‘PINKY UP’ on April 9, followed by LE SSERAFIM’s ‘CELEBRATION’ on the 24th, and ILLIT’s ‘It’s Me’ on the 30th. It is almost as if they made a secret pact, as all three groups under the same roof returned with the techno genre.
Today’s hit idol music faces a double challenge. It needs to trigger an instant dopamine rush within a 10-second short-form algorithm, while also getting crowds of tens of thousands hyped at massive festivals like Coachella and Lollapalooza.
BLACKPINK already proved how powerful this genre is last year with their global mega-hit ‘JUMP,’ which featured hard techno. HYBE has been the most proactive in embracing this trend and bringing it to their own artists.
Seeing the three groups filming challenges together in the HYBE building elevator to their respective tracks perfectly captured this vibe of differentiation and coexistence. It was a fun alliance where different charms coexisted without clashing within one genre, turning worries about similarity into a clever, synergistic win-win!
