IVE, the standout 4th generation K-pop girl group from Starship Entertainment, has officially made their comeback with the pre-release track “Kitsch” ahead of their first full album, I’ve IVE, scheduled for release on April 10, 2025. Just hours after its launch, “Kitsch” dominated major music charts, solidifying IVE’s position. However, the “Kitsch” MV has sparked controversy over the line distribution among members, particularly Liz’s minimal vocal parts, raising questions about Starship Entertainment’s promotional strategy.
“Kitsch” Dominates the Music Charts
Released on March 27, 2025, “Kitsch” achieved a rare feat: climbing to No. 1 on MelOn, Bugs, and Genie within just 5 hours. According to real-time data, the song also debuted at No. 3 on Flo and No. 5 on Vibe, showcasing IVE’s consistent digital strength.
In 2023, only two other artists—NewJeans with “Ditto” and Lim Young Woong with “London Boy”—reached No. 1 on the MelOn Top 100 chart, making IVE’s accomplishment a significant milestone in 4th-gen K-pop. As of March 8, 2025, “Kitsch” has maintained a Top 10 position across all platforms, amassing over 15 million YouTube views in less than two weeks.
IVE and the Global “IT Girl” Strategy
Since their debut in December 2021 with six members—Jang Wonyoung, Ahn Yujin, Gaeul, Rei, Liz, and Leeseo—IVE has delivered an unbroken string of hits:
🎵 “Eleven” (13 music show wins)
🎶 “Love Dive” (Song of the Year 2022)
🔥 “After Like” (Over 1 million copies sold)
💡 Starship Entertainment is shaping IVE into a global phenomenon, similar to BLACKPINK, with a strategy focused on the “IT Girl” image.
- Jang Wonyoung is a brand ambassador for Miu Miu
- Yujin is the face of Innisfree
- Gaeul, Rei, and Leeseo are developing their own unique personal styles
However, this raises the question: Where does Liz fit in Starship’s strategic vision?
Is Liz Being “Overshadowed” in the New MV?
Despite being IVE’s main vocalist—demonstrated through standout vocal parts in “Love Dive” and “After Like”—Liz’s presence in the “Kitsch” MV has left many fans disappointed. A detailed analysis shows she has only 5.8 seconds of solo screen time and three lines totaling 7 seconds, compared to Wonyoung’s 18.2 seconds of screen time and 12 seconds of vocals (including both choruses). Yujin follows with 15.6 seconds, while Gaeul, Rei, and Leeseo average 9-11 seconds each. (Source: Fan analysis on X, March 2025.)
This disparity has sparked criticism that Starship is prioritizing visuals and popularity over vocal talent. Liz’s warm tone and wide vocal range, praised by critics in I’ve IVE teasers, seem underutilized. Fans worry this could hinder her growth, especially as K-pop increasingly values all-rounders. For comparison, in Blackpink’s “Lovesick Girls,” main vocalist Rosé had 14 seconds of screen time—double Liz’s share—despite a similar group dynamic.
Starship’s strategy may reflect market trends: Wonyoung and Yujin, with massive followings (Wonyoung: 14.2 million Instagram followers; Yujin: 8 million), are IVE’s commercial driving forces. However, sidelining Liz risks alienating fans—hashtag #JusticeForLiz trended on X with over 50,000 posts as of March 7, 2025.
“Kitsch” reinforces IVE’s leadership in the 4th generation with its catchy melody and bold visuals. However, the controversy over screen time highlights a broader challenge for Starship: balancing commercial interests with equitable development for all members. Will Liz get her chance to shine in I’ve IVE? What do you think—should Starship adjust their approach? Share your thoughts below!
