How YG Fumbled the Most Anticipated Girl Group

YG Entertainment spent years building BABYMONSTER’s hype as BLACKPINK’s sister group, then gave them a debut rollout that never matched the anticipation. From Last Evaluation and the five-member lineup fakeout to “Batter Up,” Ahyeon’s delayed debut, and the second official debut with “SHEESH,” YG kept proving it knew how to get attention without knowing how to follow it up. BABYMONSTER are obviously successful. The question is how much bigger they could’ve been by now. In this video, I break down why YG’s starvation strategy worked for BLACKPINK and BIGBANG, why WINNER, iKON, TREASURE and BABYMONSTER struggled to maintain that same momentum, and why the members’ talent repeatedly had to carry the company’s decisions. Subscribe for more K-pop commentary and industry analysis. #BABYMONSTER #blackpink #KpopCommentary #ygentertainment