ITZY? JYP girl group is now in crisis
ITZY's decline has confused many fans.
ITZY was once the top group of the fourth generation, and now it is gradually showing signs of decline. In 2022, ITZY returned twice, but both were not as successful as expected. The performance of the group is not even as good as their predecessors NMIXX. In the end what happened?
ITZY used to be the protagonist of the fourth generation, and now it is gradually losing its status. ITZY made two comebacks in 2022, but neither was as successful as expected. Even when compared to their "sister group" NMIXX, the group's track record is not as impressive. How did it happen?
was once a leading fourth-generation idol group
ITZY, JYP's first girly girl group, debuted in February 2019 and quickly released the hit song "Dalla Dalla". "Dalla Dalla" is the most numerically rated song among Kpop group songs in 2019.
After their first success, ITZY released Wannabe in March 2020 and immediately became a monster rookie. Wannabe achieved 50 million views in just over 5 days, setting a record for a rookie group. 2019 became ITZY's first successful year. It can be said that ITZY is the protagonist of the new generation of girls when they debut.
Now in crisis
After Wannabe, ITZY's series of songs including "In the Morning", "LOCO" and "Not Shy" cannot be considered as famous songs. In mid-2021, ITZY began to show signs of slowing down. The JYP women's group was forced to hand over the top spot to aespa.
2022 can be named the "Year of Girl Groups", because this year not only will there be female "monster rookies" debuting, but the second and third generation groups will also have a grand comeback. However, in such a glorious period for female idols, ITZY received little attention despite being active. In July 2022, they released the album "Checkmate" with the title track "Sneakers", which took a long time to top the music charts before falling again. In fact, the song quickly lost out to other girl groups and performed even worse compared to ITZY's older songs.
Most recently, ITZY made another appearance with "Chesire," but the song was largely overshadowed by the ongoing award shows. If "Sneakers" still had peak moments on the music charts, "Chesire" fared worse, even on Spotify - the music platform where ITZY usually does well. On YouTube, the "Chesire" MV only recorded 6.6 million views in the first day, which is not a bad number, but it is a huge drop for ITZY, which has always been known for its high YouTube views.
reason
Over time, fans of JYP Entertainment started to realize that JYP is doing a terrible job of maintaining their group in the long run. For ITZY, their MVs, concepts, dances, and even music failed to get the attention and investment of JYP, especially when the company was focusing on its newly formed girl group NMIXX. With the growing competition among the 4 generations of idols, this lack of love is extremely harmful and will damage ITZY's career if it continues. Also, ITZY has been debuting for a long time, and they need an image "update" and a better strategy in the face of rookie artists, so that the public won't feel like they've used up all their cards and become "boring".
ITZY's recent comebacks are hardly different conceptually, with similar "trendy" trailers, similar "girly" outfits, and even similar "boxed MVs." also,ITZY has yet to release a new title song with the massive impact of "Wannabe" or "Dalla Dalla", nor has IVE's "Love Dive", (G)-IDLE's "Nxde", NewJeans' "Attention" and " Hype Boy", and LE SSERAFIM's "Antifragile", which caused the public not to appreciate the production quality of their music.
Also, JYP severely limits the personal growth of each ITZY member. For example, other groups send different members to events and TV shows to gain attention, but JYP only participates in group activities, so it is impossible to see each member individually. If JYP doesn't change their ways in terms of future music, philosophy, strategy or publicity, ITZY will struggle in the battle of the 4th generation group despite their stellar start.
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