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halfseoulco · 1 year

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Industry Babies: They’re not who you think they are

Published Saturday, April 8th, 2023 — When it comes to almost any industry, nepotism is something that the general public tends to look down upon. Whether it’s real estate, politics, or entertainment, there are the types of families in which children follow in their parents’ footsteps; and while that should in no way demean an individual person’s efforts, there is no denying that people who have a little help in the form of generational wealth and connections usually can go a little further than the average person.

Introduction: What is an industry baby?

Nepotism is defined by the Oxford dictionary as “the practice among those with power or influence of favoring relatives, friends, or associates, especially by giving them jobs”. It is still a common practice today but while the term “nepotism baby” exists, it’s not nearly as prevalent as the term “industry baby”.

So what is an industry baby?

An industry baby is, quite literally, a product of the industry, particularly the music industry. Any artist today who has parents with successful careers is considered an industry baby—and you would probably recognize most or all of them. Miley Cyrus. Blue Ivy Carter. Enrique Iglesias. Nancy Sinatra. Ziggy Marley. Lily Allen.

The list goes on and on for miles—but these are all relevant to the Western music industry. The question that this particular essay will strive to answer is whether or not the KPOP industry, which is different from the Western music industry in various ways, has these so-called industry babies.

KPOP, “The Big 3″, & Reputation: Pros vs. Cons

Candidly speaking, you’d be hard-pressed to find an industry baby in KPOP today but as is the case with nepotism, being a group debuting under a successful company has its advantages. Otherwise known as “The Big 3″, JYP Entertainment, SM Entertainment, and YG Entertainment are three of the biggest Korean music entertainment companies in the business.* Any group debuting under these three companies has a leg up when it comes to promotions thanks to industry connections, financial power, and general status and influence—let alone the public knowledge that certain companies have a history of paying for positive press, chart manipulation, and award rigging.

However, new groups debuting into the industry under those companies also have something else to contend with—and I use the term “contend” because what I’m about to discuss can be either a good thing or a bad thing—and that is the success of an older, more established group.

On the one hand, as mentioned previously, coming from a large company with a roster of already-successful artists has its perks. New groups that debut have the benefit of name recognition and the general public’s willingness to give them a chance based on the company and artists’ reputations alone—and this is not the case for only The Big 3. Other smaller yet still well-known companies also capitalize on this advantage. However, the downside is that people can and have discredited groups’ achievements as being due to the company or other artists’ popularity rather than their own talents; and downplayed the role that the groups themselves have played in their own success.

Korean culture revolves around a social hierarchy based on age and experience, which is where the terms sunbae/seonbae (선배) and hoobae/hubae (후배) come from. the former meaning “senior” and the latter meaning “junior”. Juniors go through their trainee days and every day of their careers thereafter looking up to and respecting their seniors and often cover their songs as a sign of their admiration. Companies sometimes also assign covers as challenges for trainees, who more likely than not go into their training periods already big fans of many well-established KPOP artists and should therefore be familiar with the lyrics and choreography. Why bring this up at all? The reason is that the current ongoing narrative is usually in favor of the seniors and the emerging trend of slandering juniors for who their seniors are has created a discourse that unfairly affects their abilities to build a genuine fanbase.

This, of course, disproportionately affects certain groups from certain companies more than others; and those being incorrectly labeled as “industry babies” are really anything but, which brings us to our next topic: Big Hit Music (formerly known as Big Hit Entertainment) and KQ Entertainment.

BTS & ATEEZ: A Tale of Two Companies

One cannot really discuss the misnamed industry babies without discussing their predecessors—so let’s talk about BTS and ATEEZ.

By now, everyone knows the story of how HYBE Corporation came to be. When now chairman Bang Si-hyuk founded Big Hit Entertainment in 2005, the small company had one three-member group called 8Eight; and when Kim Namjoon/RM was signed in 2010, a contract had just been signed with JYP Entertainment to jointly manage the boy group 2AM. BTS then debuted in 2013; and following a string of projects that didn’t quite pan out and financial struggle, Big Hit Entertainment began to experience immense success thanks to the septet. Together with CJ E&M (now known as CJ ENM Entertainment), they later founded the agency known as BELIFT LAB and debuted ENHYPEN in 2020 as a result of the survival show I-LAND. From there, Big Hit Entertainment began a series of acquisitions, including Source Music in 2019 and Pledis Entertainment and KOZ Entertainment in 2020; as well as a partnership with Universal Music Group’s flagship label Geffen Records in 2021. On March 31st, 2021, Big Hit Entertainment became HYBE Corporation, with Big Hit Music becoming its own label that functions independently and—most importantly—privately. All seven members of BTS were given significantly large shares in the company—millions of U.S. dollars’ worth, in fact; and HYBE itself has a long list of subsidiaries and joint projects running under its umbrella, including the label ADOR, which manages the girl group NEWJEANS.

Rags to riches story aside, BTS is widely credited for making all of this possible. It’s no secret that Big Hit Entertainment was previously on the brink of bankruptcy and while 8Eight enjoyed some success, BTS’s long and difficult road to fame is what propelled the company to such great heights. Without the influence of a Big 3 company to back them, the group was cut from broadcasts, insulted by variety show hosts, played free concerts, and shared one dorm room. These types of hardships have made ARMYs fiercely protective of the group; and to this day, the fanbase is still wary of anyone who may try to take advantage of their impact for their own gain.

In the meantime, while BTS was gaining traction, a new company emerged. KQ Entertainment, founded in 2016 by Kim Kyu Wook, was initially best known for the boy group Block B under their subsidiary Seven Seasons. The small company also has its own team of in-house producers, some of whom are also solo artists under its other subsidiary KQ Produce.

KQ Entertainment quickly proved to be extremely unique, starting with its training program. Trainees begin their time at the company in a pre-debut group called KQ Fellaz and then graduate from the program when they debut under a new name. The first group of trainees started in 2016 and debuted as ATEEZ in 2018. In what proved to be an extremely smart move on the company’s part, KQ Fellaz released a series of performance videos (I, II, and III) showcasing the group’s dance abilities as well as a solo performance video for Yunho, who has been well-established as ATEEZ’s main dancer, and a cover of EXO’s “으르렁(Growl)”. The group also had a reality show chronicling their time spent training in the United States, during which they had a ninth member who ended up not debuting with the rest of them; and they also released a music video for their song “From”, which they made for the show.

While most KPOP groups move from concept to concept throughout their career, ATEEZ debuted with an original ongoing concept that was introduced in their debut singles “Pirate King” and “Treasure”; and a complex storyline that, according to the members themselves, still has much left to be revealed, and involves multiple timelines.

ATEEZ have admitted that they are aware that they are more popular outside of Korea than they are within their home country. This, coupled with the fact that KQ Entertainment is still a relatively small player in the game, means that the group has been snubbed by the rest of the KPOP industry in many ways, especially at award shows, despite the quality of their performances and content and their high album sales. In fact, their EP TREASURE EPILOGUE : Action To Answer (2020) was the number one album on Gaon Chart until IZ*ONE’s Bloom*Iz and then BTS’s MAP OF THE SOUL : 7 were released not long after.

Despite their popularity overseas, KQ Entertainment still is not anywhere near The Big 3 or HYBE in terms of its financial resources. ATEEZ fans, called ATINYs, have complained about the number of fan sign/fan call events hosted by various stores and online distributors—and, by extension, the number of pre-order benefits—making it more difficult and more expensive for those who collect the group’s merchandise, particularly photocards. It’s not difficult to assume that the reasoning behind this is that the company needs the money from the sales. Prior to March 30th of this year, ATEEZ was KQ Entertainment’s only group, as Block B is no longer active. (Interestingly enough, though, member ZICO is currently enjoying his solo career under KOZ Entertainment, which was, as revealed earlier, acquired by HYBE.) However, there has been a noticeable increase in the production quality of ATEEZ’s most recent content. From having people visible in the background of their debut music videos to practically making movies with “Guerrilla” and “HALAZIA”, it’s clear that the money is being put to good use rather than being spent frivolously.

Perhaps the most interesting thing about all of this is that BTS and ATEEZ have traveled similar paths throughout their careers—born from small companies, dismissed by the rest of the industry, unique music and concepts, hugely responsible for putting their companies on the map—and yet ARMYs and ATINYs find themselves engaged in fan wars constantly. People who are fans of both groups are also shunned by both fanbases, which has led to many unwilling to publicly claim their love for one group or the other for fear of being ostracized. ATEEZ themselves are big fans of BTS and have great respect for them, especially Wooyoung, who was once upset about being unable to attend one of BTS’s concerts in Seoul because of his own group’s obligations; and BTS in turn have responded favorably to ATEEZ, particularly during their cover of “피 땀 눈물(Blood Sweat & Tears)” at the 2019 Mnet Asian Music Awards (MAMA). Additionally, Wooyoung and Yeosang were trainees at Big Hit Music with the members of TXT before moving to KQ Entertainment and Wooyoung still maintains a close friendship with fellow 99 liner Yeonjun.

The Tale of TOMORROW X TOGETHER

On March 4th, 2019, Big Hit Music debuted their second [boy] group, TOMORROW X TOGETHER, also known by the acronym TXT. Their debut track, “어느 날 머리에서 뿔이 자랐다 (CROWN)”, was generally well-received and the five boys were praised as “monster rookies”. However, there was—and still is—a significant portion of the overarching KPOP fandom that sees TXT as a group who rose to fame on the coattails of their world-famous sunbaes, BTS.

It’s difficult to escape the shadow of someone as big as BTS; and while TXT has great love and respect for their seniors, it’s hard to not feel the pressure of such an enormous reputation. In fact, it wasn’t even known that the two groups shared such a close relationship until earlier this year when TXT started sharing that they had visited some of the BTS members’ homes. RM has even worked on TXT’s “0X1=LOVESONG (I Know I Love You)" and the members revealed that he was very influential while working on the title track.

As the five young men enter their fifth year as a group, looking back at “어느 날 머리에서 뿔이 자랐다 (CROWN)”, it’s easy to see that it was extremely well-polished and high-quality for a debut, not just in terms of the music video’s production but the complexity of the choreography and the refreshing nature of the concept. “어느 날 머리에서 뿔이 자랐다 (CROWN)” is, truthfully, less of a debut song and more of a second or third comeback song but people just easily accepted it as the group’s starting point—because they were expected to be that good from the beginning.

In an interview with Variety in 2019, Bang Si-hyuk said, “People may think that TXT got really lucky and have an easy path, but they have the burden of meeting expectations that have been set. Rookies have a chance to grow and shine when they are still rookies, but TXT started on a higher level so it’s harder to showcase growth.”

TXT have put out a dynamic and versatile discography over the past four years, experimenting with a wide variety of genres and styles to push the boundaries of music and showcase new sides of themselves and their abilities as artists. At Bang Si-hyuk’s encouragement, they also started participating more in songwriting; and objectively speaking, the quality of their performances have always and continue to set them apart from other groups who debuted around the same time, something that fans of other fourth generation groups are loathe to admit. In spite of the way that others have downplayed their achievements, TXT is currently enjoying their second world tour, ACT : SWEET MIRAGE following a short showcase tour in the U.S. in 2019 and their first world tour, ACT : LOVE SICK in 2022.

It’s clear to anyone with a discerning eye and ear that BTS and TXT are two distinct groups; and while TXT has paid homage to their seniors in the past with perfectly executed covers—including this epic rendition of “불타오르네 (Burning Up (Fire))” at the 2021 KBS Song Festival with ENHYPEN—the type of music that they make is unique to them.

So why slander TXT at all?

There are a few possible reasons. One, a lot of people—other entertainment agencies, fans of other groups—resent BTS and HYBE’s success and are counting down the days until BTS is no longer active. Everyone is desperately looking for “the next BTS” in order to replicate their global impact; and while the purpose of TXT is definitely not to fill that spot once their fellow artists eventually depart the scene, no one wants to believe that Big Hit Music is capable of producing more than one successful group, especially one with the same kind of universal appeal.

Two, the market for KPOP groups is severely over capacity. There was a time when no one wanted to schedule a comeback during the same time as BTS for fear of failing to grasp the public’s attention; and now with TXT really coming into their own, it is likely that other companies will take their comebacks into consideration when planning their own. New groups are debuting on a regular basis throughout the year, which means that too many artists are fighting for the public’s attention at any given time. Timing a debut or comeback incorrectly can cause major setbacks for groups trying to get their names out there; and many older groups are still recovering from years of BTS sweeping charts and award shows, let alone preparing for the possibility of a repeat with TXT.

Three, although BTS have taken a step back from making music together due to upcoming military enlistments and their own individual projects, TXT is starting to hit numbers that are making other companies nervous. Their most recent album, The Name Chapter: TEMPTATION, landed atop seven different Billboard Charts, becoming their first album to debut at No. 1 on the Billboard 200. It also took the No. 1 spot on the Top Album Sales, Top Current Album Sales, and the World Albums charts; entered the Tastemaker Albums chart at No. 3; and had all its songs place in the top 15 of both the World Digital Song Sales and Hot Trending Songs charts. It also sent them back onto the Artist 100 at No. 1, making them the sixth KPOP act to ever top the chart.

Four, it is a goal for most, if not all, KPOP groups to break into the U.S. market. While PSY gained popularity abroad for “강남스타일 (Gangnam Style)” in 2012, BTS is largely credited with opening the doors for KPOP in the states, with more groups touring all over the country—and some returning to larger and larger venues every time. Now, on their second world tour in less than a year, TXT are making big moves that some older, more established groups can only dream of. Aside from racking up achievements at Korean award shows, the quintet has spent quite some time in the U.S., having performed “0X1=LOVESONG (I Know I Love You)” and “Good Boy Gone Bad” at Dick Clark’s New Year’s Rockin’ Eve earlier this year. They were also invited back to The Late Late Show with James Corden to perform “Sugar Rush Ride” at the end of February after performing “Magic” in 2021; and now, after playing at Lollapalooza last summer along with labelmate j-hope, they are the first KPOP group ever to headline the festival.

At this point, I think it’s safe to say that TXT are not relying on BTS’s image for anything, having fully taken ownership of their own artistry and their own identities as leaders of fourth generation KPOP. Many of the same people who complained about the favoritism shown towards Big 3 artists are now complaining about the favoritism shown towards HYBE artists—which, in its own way, is completely unfounded. HYBE Corporation may be the biggest KPOP company in the industry but the fact of the matter is that they don’t sit at the same table as The Big 3 and never will, not because they don’t deserve to but because in spite of all they have achieved, The Big 3 will always see them as outsiders. BTS have never been able to shed that image either, so what advantages do TXT really even have that others don’t? Sure, money helps but in this case, it’s not being used to put TXT at a dishonest advantage. As Jin said at MAMA 2019, “There are methods of cheating but wouldn’t it be better to make music with more honest ways? I hope the time will come when everyone makes good music and listens to good music.”

Prior to heading off on their first world tour, TXT released their EP minisode 2: Thursday’s Child consisting of five songs, including “Trust Fund Baby”. The overall soundscape of the song is on the melancholy side and while the lyrics open themselves to be interpreted in more than one way, “Trust Fund Baby” smooths over pointed remarks directed at those who would accuse them of having been born with silver spoons in their mouths and hides them in plain sight under the disguise of a song about heartbreak. Moreover, trust fund babies are usually seen as children born to rich parents who have never had to work for anything they have but we already know that TXT has worked harder than anyone else to prove themselves. Truthfully, it’s hard to hear lyrics such as “The shining spoon to me is someone else's story” and “Yeah, I know, I know I'm not like them/It doesn't work even if you add and multiply” and not understand them as plainly as they are said: TXT will never be trust fund—or industry—babies.

xikers: A New Generation of KQ Fellaz

On March 30th, 2023, KQ Entertainment debuted their second [boy] group called xikers. Formerly known as KQ Fellaz 2, the ten trainees went through much of the same process as their sunbaes ATEEZ did before them. They released one performance video prior to debut, called “Iffy”, as well as a music video for “Geek”, which the group made for their reality show documenting their time training in the U.S. The video begins with the words “RESPECT TO ‘ATEEZ - FROM’” right underneath the title of the song as a sign of their admiration for their seniors and the acknowledgement of their having walked the same path before them.

KQ Entertainment, having learned from ATEEZ’s debut journey, did make some changes this time around; and took the opportunity of having an older, more experienced group to try something new. During their time as KQ Fellaz 2, the ten members also went out busking and accompanied ATEEZ on their most recent world tour, The Fellowship Tour: Break the Wall, where they opened for their sunbaes and gained some live concert performance experience. They also were invited as performers for KCON Japan and Thailand; and starred on The Player: KPOP Quest, a show on SBS Entertainment’s KPOP platform Inkigayo, where they competed against each other on missions as well as together in front of a panel of judges who provided feedback on their performances. Songs covered during the show included The Wonder Girls’ “Like this”, Kara’s “루팡 (Lupin)”, NCT DREAM’s “맛 (Hot Sauce)”, THE BOYZ’s “THRILL RIDE”, and ATEEZ’s “멋 (The Real)”, as well as their pre-debut single “도깨비집 (TRICKY HOUSE)” and a dance cover of Lil Nas X’s song with Jack Harlow, “Industry Baby”.

Now, the dance cover of “Industry Baby” is quite possibly the most interesting little tidbit about xikers’ pre-debut and debut. The song makes plenty of pointed references aimed at the Western music industry with lyrics like “You was never really rootin' for me anyway”, “Funny how you said it was the end, yeah”, and “They couldn't wait to just bash me”. Featured on Lil Nas X’s album, MONTERO (2021), “Industry Baby” was nominated for a large collection of awards, of which it won several. It is likely that xikers chose this particular song to cover not only for its popularity but as a way to indicate that they are aware of what people are saying about them and to respond by using irony—because they are maybe the furthest from being industry babies as one could possibly get. However, they’ve decided that if that’s what people are going to think of them, they might as well lean into it because there’s little they can do to change people’s minds. All they can do is continue to show their best efforts.

What this also goes to show is that people have been prepared to hate xikers before they’d even debuted, if for no other reason than the fact that they are their own unique kind of group, just like ATEEZ. They don’t follow the traditional models for KPOP, they don’t keep up with the trends, they’re making the music that they want to make and blurring the lines between genres along the way—and that kind of artistic freedom is something that makes others envious.

xikers debuted with their EP HOUSE OF TRICKY : Doorbell Ringing, which consists of seven tracks. KQ’s usual producing team worked their magic but it was a very pleasant surprise to see that after having a hand in his own group’s music, ATEEZ’s Hongjoong also participated in writing and producing all seven tracks. Their debut showcase was hosted and initially distributed by SBS Entertainment’s channel, THE K-POP, which also streams the show for which ATEEZ’s Yeosang has been an MC these past two years, THE SHOW and THE SHOW CHOICE! KQ Entertainment uploaded the showcase themselves two days later. Some people might misinterpret this possible use of industry connections as a way to further argue that xikers are taking advantage of a way in that others don’t have but if you look at well-established groups from larger companies, you’ll see that they don’t stream their showcases via Korean mainstream broadcasting channels. TXT and SEVENTEEN, for example, streamed their most recent comeback showcases via their own official YouTube channels and the HYBE LABELS YouTube channel; and SM Entertainment is known for hosting their annual SMTOWN events such as KWANGYA on their own channel. With the UNIVERSE platform having officially closed in February, which is where ATEEZ previously held their showcases prior to streaming them via Mnet’s digital studio channel, M2, xikers needed the viewership of SBS Entertainment’s channel to increase their chances of building a fanbase among the general public who may have no previous knowledge of them in connection to ATEEZ or KQ Entertainment.

xikers have officially been a group for just over a week. It’s a little early to really gauge how they are being received within the industry and amongst fans but they have been promoting pretty heavily, focusing on “도깨비집 (TRICKY HOUSE)” and “XIKEY” during their circuit of the various music shows as well as giving cute performances via 1theK’s GAP CRUSH, M2′s RELAY DANCE, and blip’s Harry Potter version of “도깨비집 (TRICKY HOUSE)”. They have also released a couple of videos via hello82′s channel, which has produced and continues to produce content with ATEEZ, including one where they interact with children and one where they try to make tortillas. Promotional period aside, the group is also making the rounds of the same distribution channels as ATEEZ for fan sign and fan call events, which means that KQ Entertainment is still counting on dedicated fans and collectors to participate for the pre-order benefits and for the chance to speak to their favorite idols.

Conclusion

In the history of KPOP as an industry, there is much to cover. From the first generation to the current generation, trends have evolved, concepts have changed, and companies are learning and trying new things with their groups all the time. However, in my opinion, the biggest takeaway from all of this information that I have compiled for the purposes of this essay is that big companies have a way of manipulating public perception and a tendency to abuse that ability. Redirecting attention towards a potential distraction is one way to keep fans invested in the things they want you to focus on; and if they can make their enemy your enemy, then that leaves very little work for them in terms of filtering out competition. Those companies are counting on fans to continue to ostracize TXT and xikers—and, by extension, BTS and ATEEZ—because the foundation for it is already in place. And while I said at the beginning of this essay that there really are no industry babies in KPOP, there is indeed a thing called privilege; and the ones who have it want you to not notice that they do.

The truth is that no one likes outsiders—not really—and regardless of how far HYBE Corporation and KQ Entertainment and their artists go with their achievements and their ability to break boundaries and set records, they will always be treated as though they don’t belong. Nevertheless, these four groups have so much to be proud of and it is expected that they will continue to live outside the limitations of the industry for years to come. Whether their fan bases can learn to get along is another thing entirely but that is a story for a different time.

Notes:

*Personally, I don’t believe in “The Big 4″ (HYBE/JYP/SM/YG). HYBE is in a category of their own.

#GeniusLabThinks #KPOP #TOMORROW X TOGETHER #TXT #xikers #BTS #ATEEZ #Big Hit Music #KQ Entertainment #Because I am tired of all the slander and ignorance from people who don't know what they're talking about

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