Firstly, I think we need to understand that not every group will be the most popular of their generation and that’s ok. Some groups are going to be in the middle-tier and never rise to be considered the top of the generation. There’s a good chance MEOVV is gonna remains as one of these groups.
I think it also has to be stated that a lot of groups lack exposure. RESCENE is a great example of this I’ve seen a lot of people saying their music isn’t the best amongst K-Pop so they’re confused about their popularity. RESCENE has blown up to such a wide degree because of their personalities that they were able to find a fanbase that likes their music. K-Pop Groups jump around to what’s trending to secure their audience because they have a limited exposure ring, they know they have to bend to what the audience who already knows them wants to see. Groups from larger companies will always have a wide exposure ring which means they have a better chance of finding the audience that likes what they are already releasing.
Going back to MEOVV, I think their problem is exposure. They were lucky enough to be a group whose debut caused a lot of conversation however “MEOW” was a song that received mixed reactions. Their debut was rushed so they didn’t have all their songs ready, if they were able to debut with their EP like intended their trajectory would be different and inline with what fans want for them. Unfortunately, their company has had pacing issues it took 8 months from their debut to release their first EP which only had 2 new songs by the time it dropped. Luckily “Hands Up” was viral and they got their biggest hit to date. Their subsequent releases have entered the Top 100 MelOn chart and have been consistent internationally. They’ve got a very stable fanbase and are well appreciated for their vocals, I just don’t think they’re gonna see a random rise in attention and popularity unless they release a song that’ll go viral.
I do think their recent title track releases aren’t going in the direction that will captivate the audience who tunes to see what they release and their performances. “GO HARD” was especially divisive even more than “DDI RO RI”, I think their team needs to be more intentional with what they are releasing. Also the amount of songs they’re releasing is lacking compared to their peers. MEOVV has released 2 EPs, a single album and a digital single. ILLIT has released 5 EPs & a single album, KiiiKiii has released 3 EPs & a single album, IZNA has released 3 EPs & 2 digital singles, and Hearts2Hearts has released 2 EPs, 1 single album, & 4 digital singles. MEOVV undeniably has had the most conversations about their slow musical releases compared to their peers, luckily they came back with a single album shortly after their 2nd EP but moving forward their team could benefit from aiming to release 2 EPs in a year if they manage their time.
I also think they need to take advantage of K-Pop events to keep MEOVV in the public eye, they’ve never been on Music Bank which seems weird to me. They should be taking every opportunity to promote their songs especially since most of their songs have risen to enter the Top 100 on the domestic charts. They don’t seem like they’ll attend MAMA this year which is unfortunate because their previous performances made waves with a lot of praise towards their live vocals. I know TBL has the pull to get MEOVV onto MAMA again, their schedule is empty this month and they’re only on the lineup for 2 award shows one was KGMA and the other is AAA. MEOVV need to be everywhere when they are promoting a new release and if their team can release longer EPs I think that’d be beneficial especially if the amount of comebacks they do won’t increase.
EDIT: I almost forgot to mention this but I don’t think MEOVV really has a concept… every other girl group has a set concept that helps them stand out but MEOVV seems to be doing the same concept as ADP, BABYMONSTER, and more. The typical YG/TBL vibe that is well known in K-Pop, this unfortunately doesn’t work well for MEOVV since it’s a concept a lot of companies aim for when they don’t wanna go the cute route. It’d be helpful if they leaned towards a specific lore or underlying message for their albums. For example, they hinted at a race car theme for “GO HARD” but didn’t expand on it. I also think their styling is simplistic and it’s hard to see their releases as different eras because they don’t have variety in styling.
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