[Night Before Comeback] 2NE1 is revamping image, don’t be surprised

[OSEN=Lim Young-jin] Raging 2NE1

Last month 2NE1 returned with a reggae mixed hiphop song ‘FALLING IN LOVE’ and now in one month, they are coming back with ‘Do You Love ME’ aiming for this summer hit. CL’s solo triggered 2NE1’s success not only in unique genres like reggae but also will be promoting for ‘Do You Love ME’ which will be catchy for everyone.

Recently, 2NE1 was represented as stage amazons with charisma, who can not be approached. However, now they are revamping their image into girl next door with candy colored persona. Member Dara and Bom are paired up to promote their new song ‘Do You Love ME’. Also the teasing promos from the music video featured comic dance which was whimsy and new.

New song just one day left to be out, SWOT analysis will examine 2NE1’s potential

# Strength : 2NE1 performance, never leave us feel betrayed.

2NE1’s positioning is a little unusual. Most girl groups are organized into two categories. Sexy or cute. But 2NE1 position themselves into a charismatic girl group with over the top performances and explosive showmanship. This kind of overwhelming charisma can not be replaced.

Previous energetic songs with fast tempo such as ‘I AM THE BEST’, ‘I DONT CARE’, ‘GO AWAY’, ‘UGLY’ and so on defined who 2NE1 is.

2NE1 is one of the only girl groups who can wear revealing outfits without provoking controversy. With their passion, they even reform a luxury brand scarf into stage costume. Thanks to this tendency, in this business they are called “group of masterpiece”

# Weakness:: Always challenging, never playing safe

This year, CL’s solo album ‘Baddest Female’ was a legitimate hiphop song. Again 2NE1 made a new attempt mixing hiphop and reggae in their song ‘Falling In Love’

Especially ‘Baddest Female’ overwhelmed their fans with slow hiphop. They also had received the critic that they are not accustomed. With their bling and bold accessories wearing big hiphop clothes, CL was cool but for some fans they needed time to adjust.

‘Falling in Love’ was also a hiphop song mixed with reggae. America’s media such as Billboard and MTV responded positively by stating “Thanks to 2NE1, we hear new sound” They returned with globally unconventional music. Everything 2NE1 does, it is always unique and extraordinary. They never played safe.

However, the upcoming song will be a rhythmical summer song composed by YG’s main produce Teddy. In other words, they are playing safe this time focusing on what the public like. They may gain far reaching power if this unusual group plays what the mass wants.

# Opportunity: The rising of girl groups’ power

Currently, music chart is all topped with girl groups. If you look at Melon which is the biggest online music site in Korea, f(x)’s ‘Rum Pum Pum Pum’ bowed at No1 and No2 on chart followed by Crayon Pop’s ‘Bing Bing’, Ailee ‘U&I’, Apink ‘No No No’, Brown Eyed Girls ‘Kill Bill’, Davichi ‘Missing You Today’ all lined up in top ten.

All groups from f(x) to Davichi, they have something in common. They are not only all girl groups but also have different concepts. f(x) with electronic sound and Crayon Pop with not so normal whimsy dance showing off all different identities. Ailee has a high-pitched pipes and is called as Korean Beyonce. Apink is called little S.E.S focusing on their pure image. All groups have a different identity and performance.

This may advantage 2NE1. It is easier for girl groups are the chart topper now, and with their unique performance, it is highly possible that they will success. Especially last July, they already heated up their place by topping all music charts with ‘Falling In Love’ such as in MBC ‘Music Core’, Mnet ‘M!Countdown’, and so on.

# Threat: similar concepts for girl groups

Currently the music market will be a opportunity as much as it will be a threat. So called ‘concept war’ is happening. They need to be not only sexy but also distinguish themselves from others. It may be a pressure for 2NE1, in that new singers are out with their charismatic concept.

To overcome, 2NE1 chose to be ‘girl next door.’  Until now, 2NE1 had a star charisma but now they are not just celebrities who cannot be approached. They are posting their selfies and revamping their image. Although they have strong showmanship on stage they are all very shy which made them appear less on entertainment program.

However, 2NE1 is trying to engage with their fans, which led them to film a home video of themselves in daily life. ‘Double Park’ promotion is also doing events such as offering a call taxi for their fans.

On 7th ‘Do You Love Me’ will be released and it seems like we will be seeing a new 2NE1. Although the genre is similar to ‘Falling In Love’ and the promotion ways are similar to ‘I Am The Best’ you can still sense that everything will be different. So do not be too surprised.

Credits: Naver Star Cast