Two new rookie idols are stepping into the K-pop scene with a bold hip-hop identity! Keyveatz from AOMG and H//PE Princess from Chapter-I have officially made their entrance. With their arrival, the K-pop hip-hop girl group scene, which previously had YOUNG POSSE as the main player, is now heating up with some serious competition.
Keyveatz has kicked off their pre-debut activities with the double single “Key Beats.” The single features the hip-hop track “Key Beats,” which blends trap and jersey club elements, and “Catch My Breath,” known for its tense flow and addictive hook. Notably, AOMG founder Jay Park participated in the songwriting and composition of “Catch My Breath.”
When introducing Keyveatz, More Vision is using the term “girl crew” instead of the traditional “girl group,” a term more common in the hip-hop scene. This is seen as a move to differentiate them from typical idol groups. An AOMG representative stated, “Keyveatz plans to build a unique musical style with subculture and underground culture as their DNA.”
H//PE Princess is the first group born from a joint project by Chapter-I, established by CJ ENM and the Japanese advertising agency Hakuhodo. Dynamic Duo’s Amoeba Culture is participating as a co-management agency, while Warner Music Group is supporting their global activities.
This group stands out as a hip-hop girl group with a strong “global” focus. Their track “Stolen” is a hip-hop song featuring groovy rhythms, funky sounds, and lyrics that express the team’s bold ambition and confidence. Gaeko participated in the production, having previously worked as a producer for “Hip Pop Princess.”
In the existing K-pop market, YOUNG POSSE, who debuted in 2023, was practically the only team to put hip-hop at the forefront of their identity. YOUNG POSSE has promoted with songs like “XXL,” an homage to Seo Taiji and Boys’ “Come Back Home,” and “ATE THAT,” which reinterpreted the G-funk sound of Dr. Dre and Snoop Dogg from the 1990s hip-hop golden age. Last month, they promoted with their new song “We Don’t Go To Bed Tonight.”
Industry analysts suggest that the emergence of these new hip-hop girl groups is an attempt to differentiate themselves in a “red ocean” market already crowded with popular girl groups with strong fandoms. Additionally, the growing global interest in K-pop and the competitiveness of the hip-hop genre, known for its powerful performances and energy, are cited as key factors.
All eyes are on whether this departure from the standard girl group production formula will lead to success. A representative from a hip-hop label commented, “The key to success will be how they can harmoniously balance the unique individuality of the hip-hop genre with mainstream appeal.”
