This characteristic has step by step shifted from a December to a November custom, leaving more room for subsequent month’s sprawling end-of-year countdowns. Over the following few weeks, I’ll be a lot of Okay-pop’s greatest companies and providing my ideas about how their 2022 went. Following SM Leisure and YG Leisure‘s evaluations, it’s time to dive into JYP Leisure.
As common, the ideas are my very own and aren’t aware of any insider info. The aim of those articles is to find out how effectively Okay-pop companies are serving their artists and followers. Due to the timing of this put up, I’ll be together with the previous few weeks of 2021 as a part of my evaluation.
The Good
JYP Leisure is dwelling to many standard acts and most of these acts have maintained (or grown) their recognition in 2022 – particularly abroad. Stray Children have change into one of the vital profitable teams of their technology and ITZY have deepened their worldwide attraction. I used to be hesitant concerning the company debuting two new acts this 12 months, however each NMIXX and Xdinary Heroes appear to have discovered their respective fan bases fairly rapidly.
As common, the company does a pleasant job selling its acts. Not solely do they obtain frequent comebacks, however JYP typically movies a number of music movies for every album – particularly within the case of Stray Children. This enables for a fuller image of their discography.
Although Twice’s business energy isn’t as sturdy because it was once (a pure consequence of being trade veterans), the standard of their output hasn’t flagged. Discuss That Discuss was one of many strongest efforts this 12 months and the group has actually settled into a cushty groove. I’m unsure many informal followers anticipated each member to increase their contract with the company, however good on JYP for retaining the complete group and breaking the famed “seven-year curse.”
Talking of Twice, 2022 noticed a long-overdue solo debut from Nayeon. I hope this bodes effectively for the way forward for different soloists from the company. JYP hasn’t typically leveraged the power of their particular person members. This presents an important probability to develop the model.
The Unhealthy
Spoiler alert: JYP Leisure won’t have a big presence on my upcoming “better of 2022” countdown. That is subjective, however their music high quality has taken a pointy downturn this 12 months.
If I have been to sum up JYP’s 2022 in music, I’d use the phrase “novelty.” It feels as if the company is inserting idea earlier than tune and hitching their fortunes to gimmicky, meme-worthy songwriting stuffed with foolish sound results and repetitive sing-talky hooks. From ITZY’s Sneakers to NMIXX’s O.O/Cube to Stray Children’ Maniac/Case 143 to Xdinary Heroes’ Completely satisfied Demise Day/Hair Reduce, the company appears extra intent on being intelligent than crafting songs that stand the take a look at of time. It’s a worrying development, and much from the company’s peaks of 2018-19.
An increasing number of, this music looks like blatant promoting. It’s as if it’s being cobbled collectively by a boardroom, with no actual soul behind it. It’s chintzy. JYP has lengthy liked the ability of a repetitive earworm (assume early Marvel Women), however this new iteration of the method lacks heat. And typically, the digital charts appear to agree. ITZY’s Sneakers one way or the other discovered its approach into the highest ten, however aside from that JYP has had a smaller presence than its rivals.
So far as debuts go, NMIXX and Xdinary Heroes exist extra as ideas than precise teams. The “mixxpop” style has confirmed polarizing, whereas Xdinary Heroes’ music hasn’t but come throughout as genuine. Perhaps these acts are simply focusing on a special viewers. Regardless of the case, I discover a lot of their music borderline unlistenable. At finest, these two have some critical rising pains to get via.
Talking of debuts, will JYP ever debut the boy group that was fashioned on 2021’s competitors present LOUD? The vanity of that sequence was to discover a group who might debut “instantly.” A year-and-a-half later and there appears to be no critical plan to get the ball rolling. This can be a damaged promise to followers.
Whereas JYP discovered nice success with NiziU in Japan final 12 months, the group barely launched any materials in 2022. Gross sales are falling and it appears as if their recognition might need already peaked. There’s no purpose to consider they couldn’t see a resurgence in 2023, however the company has been awfully quiet on the NiziU entrance this 12 months.
It looks like JYP Leisure is attempting to do to a lot and specializing in the unsuitable elements of their artists. To me, their musical output has been the weakest of any of the “massive 4” companies in 2022, and that’s one thing to be involved about.
What I’d prefer to see in 2023:
- Do away with the gimmicks and give attention to the music. Perhaps let JYP himself take the reigns of some title tracks once more?
- LOUD boy group debut
- Extra solo debuts
Earlier years: 2021 // 2020 // 2019 // 2018 // 2017 // 2016
