Disclaimer: This is NOT an attack on KiiiKiii or the members. This is a fanbase reception analysis from a sociology student. I am genuinely a fan — I’ve followed them since pre-debut, checked out every comeback since debut, and I Do Me and BTG are the only tracks I’ve streamed heavily because they genuinely gagged me.
That said, I started noticing an issue around their second comeback.
My main concern is that KiiiKiii’s music does not fully match their concept. Their branding and visuals scream experimental, Y2K, alternative, dreamcore, even hyperpop-adjacent — but musically, that promise isn’t really being delivered.
BTG came closest to this vision, and even the bridge of I Do Me worked despite the song being fairly basic, because it fit the simpler aesthetic it was aiming for. However, their second comeback felt extremely generic, despite having AMAZING marketing. With this most recent comeback, the marketing is even better, and because of that I feel like fans are glazing the music more than they normally would.
Delulu does match their aesthetic within similar parameters to I Do Me and BTG, however the “brainrot” title honestly undermines any sense of uniqueness the concept suggests. We’ve already seen groups (e.g., Fifty Fifty naming songs Pookie) use overly searchable or shock-factor titles to benefit from Spotify algorithms and the attention economy — and this feels like a similar move.
The biggest issue for me is 404 (A New Era). While it is catchy, it does not match KiiiKiii’s aesthetic at all. It could easily pass as an IVE or ITZY B-side, and if it were packaged that way, it would likely be ignored by the general public. The only reason this comeback is generating hype is because the marketing is genuinely excellent — not because the music is pushing boundaries.
As a pre-debut fan, it’s frustrating to see the company make no real effort to revolutionize or lean into KiiiKiii’s uniqueness musically. This risks hurting their long-term fanbase potential. Groups like LOONA built strong, loyal fandoms through consistent abstract concepts and unique musical identity. Without that consistency, KiiiKiii risks losing their identity altogether and blending into the crowd alongside groups like MEOVV, IZNA, etc.
I’m not mad — just sad. KiiiKiii are so unique, and they still have the chance to capitalize on that. I just really wish the company would fully translate their incredible concept into their music before that potential gets wasted.
someone said their new cb is futiger aero whcih is completley untrue
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