As an outsider looking in, their career is so intriguing. They truly started as a nugu group in every sense of the word. I can’t emphasize enough how difficult it is these days to become a well known group coming from a label that no one has even heard of. They achieved just about the best outcome anyone could ask for as a team that started from absolutely nothing. Huge shoutout to Lee Haein btw. She’s an amazing creative director and she deserves all the credit.
I’d even argue their 2024 run was stronger than any of the 5th gen groups. They landed consecutive hits with Midas Touch, Sticky, and Igloo. They made themselves known to the gp and to the international fans. They fully leaned into a sexy concept at a time when barely anyone was touching it, especially not like the 2nd and 3rd gen groups used to. Fans were even calling them the next Sistar.
They went on their first world tour riding that momentum, and just as they were wrapping up and preparing for their comeback, the infamous livestream happened. Who would’ve thought a small birthday celebration livestream could cause that much damage to their trajectory? It’s been nearly a year since their big controversy, and I just don’t see anyone talking about them anymore in any platform.
Whenever I see them now, I can’t help but think about the massive opportunity they fumbled and everything that could’ve been. And I’m not saying they’re completely done or anything. They still have a decently sized fanbase, and I believe they can have a long career ahead of them. But I can’t believe they killed their own rise before they even reached their full potential with a dumb decision they made over something as trivial as a birthday livestream. What a wild career arc.
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