IVE, the popular 4th generation K-pop girl group from Starship Entertainment, has officially made their comeback with the new song “Kitsch.” This is the pre-release track for their first full album, “I’ve IVE,” which is set to drop in early April. Upon its release, “Kitsch” has achieved impressive results on music charts, but the music video has sparked debate about the members’ screen time distribution.
“Kitsch” Takes Over the Music Charts
In just five hours after its release, “Kitsch” climbed to the top of three major music charts: MelOn, Bugs, and Genie. It also entered various other digital music charts. IVE has become one of only three artists to reach No. 1 on the MelOn Top 100 chart in 2023, alongside NewJeans and Lim Young Woong. This achievement once again confirms IVE’s strong appeal in the Korean music market.
IVE and the Global “IT Girl” Strategy
Since their debut with six members in late 2021, IVE has been known as an “unbeatable group” with a string of hits like “Eleven,” “Love Dive,” and “After Like.” Starship Entertainment is aiming to develop IVE in a similar direction to Blackpink, promoting the members to become global “IT Girls” – trendsetting stars with a massive influence. Jang Wonyoung and Ahn Yujin have already proven their appeal as ambassadors for high-end fashion brands. Other members like Gaeul, Rei, and Leeseo are also gradually developing their own unique styles.
Is Liz Being “Overshadowed” in the New Music Video?
However, the “Kitsch” MV has sparked controversy due to the screen time distribution among the members, particularly Liz. Despite being the main vocalist of the group, she only had a few lines lasting less than 6 seconds, and her screen time was also very limited. Meanwhile, Jang Wonyoung opens both choruses and has significantly more screen time compared to the other members.
Many fans believe that Starship Entertainment is prioritizing visuals and popularity over vocal talent, which could hinder Liz’s growth in her K-pop career. Her minimal presence in the “Kitsch” MV has sparked concerns that she is being overshadowed and not receiving the investment she deserves from the company.
“Kitsch” is another successful music product from IVE, further solidifying their position as a leading K-pop girl group. However, the controversy surrounding the screen time of the members, especially Liz, suggests that Starship Entertainment needs to adjust their development strategy for the group to ensure fairness and maximize each member’s potential.
