The ‘monster rookie’ BABYMONSTER is making headlines with their ‘untact’ (non-face-to-face) approach in the early stages of their debut.
Even though it’s been ten days since their official debut, the public hasn’t been able to see them on any offline stages, commonly known as ‘music shows,’ which refer to TV music broadcasts.
On the contrary, they are showing remarkable results by choosing a ‘non-face-to-face strategy,’ actively engaging on SNS with the release of their debut song ‘Batter Up’, its music video, and related contents.
Spotify and YouTube, the world’s largest mainstream music platforms, are prime examples. Within ten days of their debut, BabyMonster’s song ‘Batter Up’ surpassed 10 million cumulative streams, setting a new record for the ‘fastest 10 million breakthrough’ for a K-pop girl group’s debut song.
Their performance on the global representative media YouTube is also noteworthy. The music video for ‘Batter Up’ achieved 22.59 million views on the day of its release, becoming ‘the most-viewed K-pop debut music video in 24 hours.’ As of the afternoon of the 10th day, it exceeded 86.77 million views, closely approaching the milestone of ‘100 million views within fifteen days of debut.’
BABYMONSTER’s remarkable popularity is also confirmed on Billboard, which is considered a global music trend indicator. Their debut song ‘Batter Up’ entered the Billboard Global Chart (Excluding the U.S.) at number 49 and also made a successful debut by ranking fifth on the World Digital Song Sales Chart.
The brilliant debut ceremony of BABYMONSTER, built solely on a non-face-to-face basis, raises the question of ‘when will they switch to face-to-face?’ This reality has also been considered a ‘victory of YG’s marketing strategy,’ which is still effective according to some in the K-pop industry. There’s a tip from inside YG that they will eventually stand on stage, but not just yet.
