K-pop girl group Ive ride the “Wave” in Japan

There has long been a wide open market in Japanese music for a girl group. For years, Japanese entertainment companies and record labels have not capitalised on the lack of girl groups – which is why we tend to see so many K-pop girl groups gain huge popularity in Japan before they officially release anything there. Ive’s Korean releases were charting well in Japan from the very beginning before any targeted attempts to crack the market, hence “Wave” coming not even 2 years after their Korean debut.

“Wave” has elements that I like. But the song as a whole doesn’t really click for me. The hook reminds me of Meghan Trainor’s “Me Too”. This isn’t a reason as to why the song isn’t clicking for me. Just a note. But Ive really don’t have a set sound or style just yet. And this is always the interesting thing when K-pop acts jump over to J-pop; as I often find that this is when K-pop groups who were struggling to find a sound, actually pin it down. So I’m keen to see what the future of Ive’s sound could become through their Japanese releases. But this depends on how their team handles things.

A big issue with K-pop acts has always been how thin they are spread in K-pop alone, let alone a Japanese career too. But now with the Hallyu in full effect, acts are having to acknowledge the North American market too. So I just hope that Ive aren’t stretched and pulled in too many different directions to appease these different markets, before they’ve had a chance to really settle on their identity. The way the music industry has shifted to this QUICK AND NOW mentality is resulting in a lot of acts not only being mis-handled and doing things in the complete wrong order, but not setting them up for long term success – which is not only better creatively, but financially.

HENNYWAY.

Let’s watch this space.