I feel so bad for the girls of ITZY you can really tell that they've noticed that their group is going through something akin to an identity crisis but JYP doesn't really seem to care.

YGE seriously needs to let go of their "starvation" tactic/dungeon, it was ridiculous from day one.

Another group I would add is Mamamoo, they really help girl group from smaller companies to succeed. They are the only girl group to stand top to top with the girl group from the big 3. They may not have the big of international fan but in Korea they are the most respected group among their senior and highest demand for collaboration

hybe's success is due to their subsidiaries system because that's basically smaller companies (with a good investment fund) free and fully dedicated and in control of one maybe two artists only, instead of a bunch of groups under a single general management. bts and txt under bighit, newjeans under adore, lessera under source, enhypen under belift. not to mention their subsidiaries in other countries like hybe japan and hybe america which are independent entities. that's so freaking smart and that's why they're thriving! jyp kinda tries with the divisions thing but they end up all responding to the same higher ups, so it doesnt make a difference in the end.

BigHit/ HYBE innovated, the Big 3 got comfortable with their usual formula. Also small companies have less to lose so they’re not afraid to try new things, and in this era, people are looking for something different, but genuine. Just my two cents 😊

i remember a few years ago jyp was called the girlgroup expert and now in this golden age of girlgroups jyp has taken the backseat is baffling to me

I don't necessarily think the quality of Big 3 Kpop groups has decreased, but rather that non big 3 groups such as Idle, Ive, Stayc, Fifty Fifty etc are amassing major success and popularity. This proves that you can still be successful and make good music despite what company you come from. In the past people would only pay attention to you if you were from a big 3 company but now it doesn't matter what company you're from. So now it just seems like these companies are struggling when in reality they just have more competition and can't get away wit just throwing anything on the table.

i love how stray kids is unbothered due to all of this company mess, self producing really does help at times

SM’s weird decision to me is extending the whole Kwangya SMCU thing to their ENTIRE company and not just aespa. I really enjoy the camp and fun of it as Aespa’s concept, but as you say it really blurs the lines between them and red velvet and all their other groups

I definitely felt Big Hit starting with TXT early despite that early hate train TXT endured(& still dealing with today) paid off in the long run for Them, adversity made the fandom stronger

The way that the Big 3 are currently relying solely based on the fact that they’re the Big 3, is horrible for their longevity in todays market. Smaller companies are really thriving due to the Big 3 not marketing or focusing on musicality. It’s evident their artists are suffering because of this and it’s sad. As someone that has been into K-Pop since 2007, this has been something that has slowly become more evident with new groups debuting from small companies, meanwhile new groups from the big 3 seem almost…mediocre unfortunately.

i think stray kids and xdinary heroes are currently the only consistent groups in jyp in terms of concept and music production quality, but both are self produced so we can't really group them with the rest

I want to rant sooo: YG: People (mostly BLINKS) pay attention to BabyMon because of BlackPink, if they're going to renew their concract and keep the strategy of putting out 1 song a year at best BabyMon will still be getting attention, because some Blinks might look for sth to 'replace' BP for a moment. We will see if it's going to work for YG. JYP: I'm so sad for Itzy, like you said the royal concept photos was not a move, and I seriously thinnk if they did a different photoshoot, 'sneakers' would not get that much hate, bc ppl were expecting royal concept and got kidspop... For NMIXX !!! ISTG, the track itself is LOUDER THAN THE VOCALS, I hear Lily belting but almost like she's standing 5 meters away from the mic... WHY SM: It's the fact that Lee SM himself reached out to Hybe to sell his shares so Kakao doesn't get it, seriously what a circus. SM claiming Hybe will change their artists concept like they themselves didn't put them to some multiverse Kwangya space galaxy planets superpower AI sh*t that could've been exclusive to AESPA and work great for them... About the artists I agree 100% with you

I feel like Itzy is in such a wild place right now because it’s not just that JYP doesn’t know what to do with them, but the fandom is not consistent in what they want from them. After “Not Shy” there were so many people saying they want Itzy to switch up their sound cause the songs all started sounding the same, so they gave us “Mafia” and that change divided the fanbase. Then they gave us “Loco” which sounded more like their old stuff, again that divided the fanbase because there were those that genuinely liked the direction they were going with Mafia. Now Mafia is pretty loved, their performances and insane MAMA stage really helped that. In another attempt to switch it up after a gap we got Sneakers which was another absolute curveball, especially after their hard hitting Japanese release “Voltage.” A huge portion of International fans hated it, but Sneakers was also one of their best charting songs in Korea, so that speaks a lot too. Now “Cheshire” which is good, but you can definitely see they were playing it safe. Also because they tried to ease up on the girls having heavy choreography after some injuries. But from the fans still So many mixed signals of which direction to go with the group. I think they just need to hire someone that can be the sort of visionary behind the group instead of working with different producers for each album. Someone to lead the idea. You can see how well that works for groups like New Jeans and Dreamcatcher. Even like Nmixx, they set up SQU4D which is run by longtime JYPE staff member Lee Jiyoung to handle the vision and it seems like they’re sticking with the producers The Hub for the overall sound.

Loved the video and I agree with you. Honestly, I think the Big 3 have been poorly managed for a long time, with the exception of JYP with Twice/Stray Kids. With Hybe actually being managed competently, their poor management is catching up to them. YG has always been terrible towards their female artists, and now they're also pretty terrible for their male artists. SM can't seem to balance their acts, and is overall a dumpster fire rn. I feel bad for NCT and Aespa. JYP has fumbled almost all of their groups except Twice and Stray Kids, but even then, the new direction Twice is going is shaky. Big 3 company stans can hate Hybe all they want, but Hybe's rise has forced the Big 3 to sit up and try, rather than lay in their own complacent poor management.

bighit def was a threat to the big three for a little while before hybe was a thing, from 2018-2021 when hybe was founded. bts' global success had them floundering and while they definitely didn't compare in the structural ways, like influence on the media, bighits revenues and successes started to over shine them during that time

Truthfully, the influence of Big 3 and the success of their groups is inevitable, but it’s undeniable that they are all falling behind. Smaller companies are putting more emphasis on music quality for exchange of quantity. It feels like Big 3 groups put out music just to put out music sometimes, but there’s nothing deeper than that. I considered myself a SM stan for a long time, I loved groups like SHINee and EXO, but they’ve (SM) really lost their way. JYP seems to be doing something different with NMIXX now, but people are saying that it strays from their initial concept and I have to agree. I hope JYP has more care and sincerity when it comes to ITZY’s releases because for one of the biggest 4th gen girl groups, their recent TTs have been subpar. YG has been on a slow decline for a long time and truthfully, they don’t seem to care for this. They do need to debut more groups/artists because trainees are not going to be satisfied with training a couple of more years on top of the years they’ve already trained. They’ve already lost iKON, who is to say they won’t lose their other artists soon too? I feel like they don’t plan for the future of the company until the very last minute. HYBE and many other companies have better management, better music quality, and are able to adapt much quicker to the ever changing tastes of the general public-something that the Big 3 appears to be struggling with. I do not think the influence of the Big 3 groups will ever change, but I do think that they have vastly more competition than ever, whether it’s concept, music, etc. especially when it comes to the girl group scene.

As a stay, and pretty into what other jype groups are doing, the main issues I've noticed is that they have zero idea how to market. Skz are saved by the fact that they self produce, but every other idol group of theirs (not talking about the bands since idk much) is having an identity crisis with their music recently. They don't know what people like to listen to, they don't know which audience to market their groups to and they don't know how to progress sounds and discographies to feel cohesive and not messy and as if the management threw stuff at the wall to see what sticks. Their mixing as you've said outside of skz where they do it themselves is also incredibly poor lately. You have to wonder what's going on when the same producers doing stuff for them do stuff for other groups and it sounds good. Oh and their creative teams are terrible too with maybe the exception of nmixx. And if you're stray kids or twice you don't even have "vacation" or "break" in your vocabulary, they're being worked to the bone with lacking promotion on both the domestic and international side. For skz you even get your albums unlisted and out of stock for months on end as a treat. Skz are mostly free of the musical identity crisis because of their own efforts, but this comes at the expense of their health, and the company doesn't even have the decency to manage them well for their efforts. I'm subscribing just on how respectful you were to all groups alone! Also the video was really good, I love discussion videos where people aren't toxic, so I'm really excited for more!!

YG: all their popular songs are basically “I’m so cool”. If you have to sing a song about being cool, you’re not cool.

Every group now is shaken because of Newjeans Y2K concept like everyone wants to do the same and leads to loss their own original identity

Just saw this on my recommendation! Love your voice btw. Just want to share my thoughts: For YG: Idk man, they had been messy. AKMU is the only YG artist i am confident in following. Looking forward to Baemon and Treasure to propel up tho. For JYP: Idk why but JYPE rly needs to bring Itzy's Japanese releases, Blah Blah and Voltage, in their main Korean comebacks which i s much more cohesive with their earlier releases. Nmixx's new comeback rly got the group much more positive attention. I hope in the future, they would continue to showcase the girls' voices (that stage practice was great!). The only thing is their creative direction. Still kind of wonky imo, and I hope it will get better from there. NiZiU is still getting strong in the Japanese market, the complaint I only see to the fans is their local promotion. I hope the members could participate in local variety shows. SM: Sigh, idk what to say. It was a mess. I just hope the quality of the music of their artists will stay good. They also had plans to debut more groups in the future, including a girl band i think? I just hope they could balance the promotions because they had a bad history of promoting girl groups simultaneously. G.O.T. the Beat... Man, it was a disappointment to say at least. I wish a successful Aespa comeback next.

19:27 Yeah, I agree with you. Out of all companies out there today, HYBE is doing things that resonates much harder with listeners in today's music landscape. It's undeniable at this point. Re-investing into their art and music paid dividends in the end for HYBE.

SM is seemingly centering and restructuring their groups around NCT what with the rotating members for their super groups, and the experimental music which is just….like why??? NCT is it’s own thing why’re they bleeding NCT’s concepts into other groups, it’s making them lose any individuality they previously had, and Aespa too, Aespa in itself is an interesting concept but they keep hand fisting the kwangya thing into all their old groups new works and it just doesn’t fit?? Even with GOT, their latest comeback, all the b sides on it just sounded like rejected Aespa tracks, and it’s really bothersome that SM pushed off Aespas comebacks continuously, just to push a novelty vanity project that ended up flopping anyway, like SM is seemingly trying to rely on the clout of their previous successful groups to soft launch this new restructure and most stans just aren’t interested

18:22 it’s not just they’re on top but they also established and pioneered Kpop to what it is today and that time has passed, but that’s not to say someone couldn’t threaten that (hybe).

Very interesting and insightful commentary! I agree 100% that big three are unprepared for a global market. In fact, K-Pop is still at the beginning of its global popularity, and in time I believe it will even grow bigger. And international labels haven't started competing with Korean labels in K-Pop area yet, and nothing prevents them from starting their own K-Pop groups. K/DA is a very good example that you can make a virtual group entirely based in the U.S. piggybacking on the entire K-Pop and Korean wave phenomenon, and they haven't attracted more popularity only because Riot is doing that to promote League of Legends, not hitting global music market: and K/DA production value might be even better than most of K-Pop, as Riot composers and music producers are amazing. And I completely agree that international fans do not care about big 3, in the West you follow an artist because you like their music, not because you like their label.

This is all i have to add to this month old conversation..... lol 3RACHA wrote, produced, arranged.... Heck, BangChan is even in the actual vocal layering (aka hidden vocals) and harmonies... For Paradise by Nizu... And that song BLEW UP!!! I belive it made it into the Hot 100 of Billboard or something. That right there is concrete proof that the problem is with the people behind the music they are making for those groups. I dont know who is producing for everyone except XDH and SKZ... But i do know they better keep these young men from having to be the wind beneath their wings until they figure their shit out. They also need to figure out some time to send 3RACHA and the rest of SKZ on a real vacation to some remote island somewhere they wont bw bothered. Anything they bloody want, because that group never stops working out of love for the craft and they are apparently the only truly talented producers they have anymore. However that doesn't mean they should be pawning other groups important projects off on them to do just so the company can actually succeed with something. (I believe Paradise is being used in a movie... side note, that song is the complete OPPOSITE of Stray Kids style and they KILLED IT. Seriously, those guys are talented.) But I'll be pissed if JYPE ends up useing that talent and their extremely giving personalities to work them into a company production team and force their self-made group into hiatus or something. Seriously, someone meeds to remind them that SKZ own not only ALL of their discography, but the groups name well. The only thing they dont own is their "Stage Names" however for most of them, that is just part of their actual name or they literally come up with it themselves and could easily win them in court. So I hope the company continues to "Leave them alone." (Never know maybe the Nizu thing was offered by SKZ themselves, I guess we will find out if when any of the ladies make a comeback 3RACHA are listed on those too. 😮‍💨 That having been said... Stan Stray Kids, because for real they are stright up taking care of themselves at this point. 🤣🥹 Laugh through the pain, just keep laughing through the pain... STRAY KIDS "☆☆☆☆☆" (5-STAR) DROPS JUNE 2ND!

this is a whole essay on SM for anyone who cares to read😭 I have a lot I’d like to touch on when it comes to sm. The concern that SM groups are losing their individual identity is becoming incredibly prevalent. They all feel like replicas, from SuperM to GOT. They might as well slap the letters NCT in front of every SM group and consider them another sub-unit. The concept of having company albums is cute until you realise that their is barely any distinction from the company albums and their individual group albums. It barely even feels like a collaboration between different artists. It just feels like another play into NCT’s concept. Just as how all the sub-units gather together once every couple of years to create one big album they do the same between sm groups. They all gather as a company to produce one album. NCT having as many comebacks as they do within a year is just so counter-intuitive in my personal opinion. It surprisingly makes me bored. There’s little to no anticipation for their comebacks as there’s no time to cultivate excitement before something new drops. Genuinely feels like they are putting quantity over quality. For example, with NCT dream (and I speak on them through a purely subjective lense) when looking back at their first full-length album, Hot Sauce, to me it was a model album. They did everything right. To start of with, the promotion was absolutely impeccable, both before and during the era. Each track was distinguishable and had its own sound, putting together an amazing album. Production was great and there was evidently much time and effort put into each and every aspect (back when SM actually did their job). It didn’t feel like they were throwing something out to the public for the sake of it. When looking back at their successive releases however, I feel as though it’s difficult to make a proper discernment between tracks. It kind of feels lazy. The title tracks themselves were pretty lacklustre. Especially when NCT’s repacks (in my opinion) always out-do the original, which only served to deepen my disappointment when beatbox dropped. The b-sides all relatively sound the same, or at the very least have a similar vibe (save for their pure rap and pure vocal tracks) and even when switching between songs it feels repetitive and monotonous (this is not to say that they sound bad by any means) which kind of sucks when NCT usually has something unique to offer, being that they are pretty well know for their diverse discography. Aespa are honestly such a mess right now too. Everything about how sm has been managing aespa thus far screams unprofessional. When aespa go on live to talk about their delayed comebacks, or when they leak their own tracks in their lives to self promote it almost feels as if they are under a company that is on the brink of going under (probably not too far from the truth seeing all that’s going on). It sad because aespa really has what it takes to make a strong name for themselves in this sea of new groups that are constantly debuting. SM are genuinely wasting potential and it feels like everglow all over again. Aespa had such a huge grip on the industry from debut to next level and they are always highly successful when they are active so I don’t understand why SM doesn’t prioritise them. I feel like it does touch into a subject that someone else made a video on where they talked about how companies are not really used to girl groups being such a large source of income for the company. We are in an era of kpop where girl groups are dominating and selling millions but these companies don’t seem to come to that revelation. I feel as though these two groups, both aespa and NCT, mirror the inner turmoil within SM at the moment. Although experimental is SM’s trade mark, to me it seems like they are pushing this agenda a little too adamantly and it’s kind of off putting. Imagine, this isn’t even a quarter of the things that are wrong with the company at the moment and my comment barely scratches the surface pertaining only TWO of their groups. It’s going to be very hard for them to get their shit together.

I never thought about it until this video but imo HYBE is currently the biggest company in KPop imo. SVT, NJ, Enhyphen,TXT,Lesserafilm along with BTS were major contributors to the industry over the last year while I don't think the big 3 as all together had that many.

Idk, HYBE is definitely a new development, it's more accurate to refer to the "Big 4" now, but there have always been slumps for the Big 3, and have always been successful groups from smaller companies. Remember that time before Twice when JYP was nearly out of business? Everyone joked that Suzy was keeping the lights on, but it wasn't really a joke. Success comes and goes to an extent. There were majorly successful non-Big 3 groups like Infinite, Sistar, After School, T-ara, Brown Eyed Girls, GFriend, IU, 4Minute, Rainbow, AOA, etc. HYBE is really the only new story here.

I got into kpop in 2017, right before BTS won their first billboard award. I saw them before what was honestly the first major break in the US and started getting into kpop in general because of them; I learnt what the big 3 were and at the time, even with BTS' rising popularity, people would ridicule anyone that tried to utter the words "BIG 4" while referring to sm, jyp, YG and bighit (which ig it's fair given BTS were their only act at the time, but they also started making a LOT more money than them even with just one group). A lot of armys thought bighit should be included as BTS' popularity skyrocketed to levels no one had ever even thought possible... honestly in 2018/2019 I already thought that YG shouldn't be in the big 3 anymore and bighit should take their place, because of how badly YG kept managing their artist (mainly blackpink) + they were right in the middle of the burning sun scandal at the time... everything started to shift because of BTS' still untouched popularity and now that HYBE exists and has bought small labels they have actually become a real and giant threat to the big 3; this was unthinkable in 2017, when people still thought exo was bigger than BTS ever would, but honestly the big 3 has been slowly mismanaging their artist and getting worse and complacent for YEARS, but nobody was a competition if not bighit, because even if they only had BTS at the time, the big 3 saw how big they became globally and tried SO HARD for YEARS to replicate it with their existing groups or newer groups (reminder that when superM released they were specifically marketed as the Avengers of kpop to go against BTS; YG would never shut up with their comparisons of blackpink and BTS... everyone was trying to get their own BTS). now that HYBE has not only BTS but a whole bunch of other artists, they have completely broken the system, ESPECIALLY because now THEY'RE the trendsetters now with groups like txt, lesserafim, newjeans etc AND they have a bunch of beloved and still famous/active 3rd gen groups like BTS or SEVENTEEN. anyway, this change has been long coming, it all started with bighit surely but slowly and then it started the massive chaos after hybe was formed

Hey, ironically I was recommended your video after watching felt’s SM video lol. Anyways I perfectly agree with everything you said. I only got into this past January but as a business student who’s just looking into k-pop history, the change in the industry landscape is so interesting to see happen in realtime. And you did a great job explaining the business reasons this is happening!

I thought SuperM was a mistake from the beginning. People were very excited at the idea that they were going to put some of the biggest names from the biggest groups into a brand new group, IMO, as a competition for BTS. But I had difficulty imagining that, when down the line these groups were going to be fighting their own people once the fans realized what a logistical nightmare it would be to fit SuperM schedules with their group and solo work. I couldn't believe they couldn't see that scheduling for the members was going to become a fight. So I had a sinking feeling that if SuperM was going to be successful, those members were going to be slowly pulled from their original groups. And for some groups, that could be the straw that break the back - be it in the form of disbandment or just a slow torturous death like f(x) and Miss A. So how well received would these members be if they are seen as the one that broke the group? Honestly, it felt like SM threw all they had at producing SuperM but the ROI is in the red.

the problem with jyp is that they NEVER come up with something original for their groups (itzy initially WAS as original as they could get… but they started having an identity crisis soon)

I think it's a good thing for the industry and smaller companies. the big3 will always be relevant. But seeing smaller company groups and artists get exposure is always good thing, alot of talent in the past hast fallen into the abyss of failed groups just because they didn't have the so called "big 3" privilege and budget.

I agree with everything you said, the whole video I was screaming "YES!! Finally, someone who share the same opinion as me"😂😂😂 I'm OG Stan of K-pop since 2009, so I notice when the shift of attention occurring to BIG 3, when BTS suddenly exploded back 2017. For EXAMPLE: the moment SM released Super M, I already knew it was going to be a disaster because they tried so hard to make an avengers group, promoting exclusively at US, just to compete with BTS fame. And we know its not going to work cause BTS has become fan favourite due to their underdog story, their connection to music and fan. Not just some bunches of people you never know before came together (no hate to the members). BTW, I'm not an ARMY SO NOT A BIASED OPINION but I follow BTS story and a casual listeners. I'm also NOT SM haters because they are the ones that got me into K-pop in 2009, and I know about SM collaboration projects (like SM Ballad, etc), but I have seen enough when a group is created for strategy marketing to lift the company BRAND. Watch this video if you want to understand more what I'm pointing about: kzfaq.info/get/bejne/mquGdbeVz7ymlIU.html (NCT story) & kzfaq.info/get/bejne/qbecaaZ6m9isop8.html (SM story) by felt. 💕 Love your video. And FYI, I'm also fellow InSomnia since Fly High era❤😁🥰 so I know popularity disparity feels.

I don't know much about the Big3 companies but your explained your points very well. Like other commenters, I'm happy to see a fellow atiny starting a kpop channel. I look forward to your future videos !

I agree with this because the rising global popularity of groups from smaller labels (such as Fifty Fifty) proves your point.

Loved what you said. Especially the point on globalization, a part of me wonders what would happen to these groups long term? I keep hearing the key to longevity is Korean GP support.

I completely agree with you. I'm no music expert I'm just a fan, and like wise I too began gravitating to smaller company groups. I feel bad for all the artists being affected especially those who are trapped or have no control. Great video 📹 👍 👏 👌

Fantastic video. Absolutely spot on! You did amazing work with this, thank you so much ❤️

i love the growing diversification in kpop because it brings more variety, but i agree that some big 3 groups are just being mismanaged which is a shame because they have great potential but are just given meh songs, especially girl groups who seem to be so popular with the korean general public if they're given mid songs of course people will look away and just focus on the next group

I really loved this video! I was actually so disappointed when it came to an end, I just wanted more

you summed up everything perfectly ahhhhh

I like that the Big 3 are getting scared tbh. It's allowing a lot more diversity in the industry because a lot of baby groups are popping up from unknown or small labels and taking the industry by storm. As a veteran KPOP enjoyer, I went from watching the big 3 always having the top GG and BG spots (snsd vs 2ne1 vs wg and bb vs sj) and it's refreshing tbh. New talent, new voices, new music, new vibes. It gives overlooked idols a chance in the industry now. Like, Mamamoo. What, like all of them were passed over by Big 3 companies, joined a small one, and now they're one of the top ggs of their generation. And they're TALENTED, incredibly so. It lets artists that are genuinely incredible have a chance in the industry without having to fight tooth and nail to be in BIG 3. Plus, the shift allows for diversity in musical style. SM has their own experimental flavor, YG is hip-hop based or badass or whatever, and JYP is going through a crisis (aside from self producing groups like you said) so it gives artists and companies with different vibes and styles a chance to show their stuff without fans having to deal with like. 4 different options of music to listen to.

The vocal processing in twice's songs are also becoming atrocious, especially in their recent comeback with set me free. Everyone sounds robotic and too autotuned as if an AI processed the vocals. Not to mention some members vocals sound muffled. Its very distracting once you notice and It doesn't work at all.

I remember when I first got into k-pop and before BTS won the BBMAs, the big three were literally powerhouses literally everything was SM, JYP, and YG especially with groups like EXO, GOT7, NCT, Blackpink, Twice, and Red Velvet and many more who were in their prime/entering their prime. Thanks to the global success of BTS and other contributing groups, smaller companies were able to reach a level of success that would have been unattainable before because these companies realized there is more than just the Korean market (which you mentioned in your dreamcatcher video). Many people try to diminish it, but fans, especially for smaller groups and companies, are so important in k-pop since it really allows a group to continue being active and so much more. I think a group that is one example of this is LOONA. I can see the big three trying to achieve globalization, especially JYPE. I think they tried expanding their Asian market at first with BOYSTORY and NiziU, but I don’t know much about either group and how they are doing in terms of success. And now, instead of focusing on the global success of their current groups, JYPE debuted VCHA. This is interesting to me, but it is not surprising especially with the increase in foreign members, aside from the usual foreign categories, in groups and an increase in popularity with groups who have foreign members like Black Swan. I’m honestly excited for VCHA and can’t wait to see what JYPE does with the group. HYBE is doing a similar thing with Dream Academy and I honestly won’t be surprised if SM and YG start doing the same. I think this also has to do with globalization and more people wanting to go through the k-pop process. I loved the video and I pretty much agreed with what you said! I’m honestly loving k-pop as of now and can’t wait to see what happens in the future of k-pop. I’m not sure if you’ve done it yet, but a video on your thoughts about the fifth generation (and whether you think it should’ve started sooner or later) would be interesting! Honestly, in my opinion, I believe it should’ve started sooner. Many people argue that the generation changes after a certain amount of years have passed, but I think it all deals with the k-pop climate. K-pop generations, in my eyes, are just like trends: trends first spanned numerous years, but nowadays a trend can last a day. K-pop has grown so much and it’s kind of crazy to that (G)I-DLE and Newjeans are in the same generation lol. That’s all for my “little” splurge.

BTS holds lots of power and HYBE is musically versatile and every group is doing so well ... 2017 BTS explode and the golden era satrted

Smaller companies with their small staffs and low overhead had a big advantage during Covid since they could much more easily replace touring with livestream concerts. Whereas a group like Twice who toured in 40,000 seat domes could not make up that lost revenue with livestream.

ooh you hit the nail on the head with this video especially with that last point

so glad u brought up the jyp production issue i felt like i was going crazy !! to me the vocals sound as if they were singing in a cardboard box, like they're too "cushion-y" (?) which is a strange route to take with your 2 more girl-crush focused groups, this would work for like a ballad, but a song like Dice ??

That was a great video , well put !

You hit the nail on the head!

As someone who's been an SM Stan for yeaaarsss. Started from SNSD to NCT my ult has been SHINee and I admit that SM is in a horrible position musically. For 4th Gen I started losing interest in NCT except for the Dreamies because I still like their releases. SHINee soloists still releases great music but SM doesn't really have the chokehold on the industry anymore and not a lot of buzz follows the seniors anymore, just the loyal fanbase. Their 4th gen groups direction are just questionable. It feels way too manufactured and no more variety. SM groups were always known for being experimental but it's not like this. They're trend makers but ffs stop making Kwangya happen it's not gonna happen they used to put out great musical trends from the cute concept of Gee to the tropical deephouse of View. The concepts had variety you never knew what you were gonna get you just knew it was gonna be good but now, it's just this typical kwangya sound and I hate it. Even though I still love the older groups releases the new projects are just terrible. They're just pretty much holding on to nostalgia with SM Family and I feel like the creative direction are now on the hands of businessmen and not actual artists. SHINee were able to handle their own creative direction in their solos but since they're blurred out and are just making music for their fanbase and they sound amazing but I cannot defend their new groups anymore.

100% agree with everything here. Every time I wanted to type something you brought up that same thing! Even on (G)I-DLE being a cultural reset last year! I guess that's why I shouldn't try to comment before the video is over, lol.

i just stumbled across this, video, Wow I found it compelling, Very well said

As a recent casual fan of K-pop (unusual considering I'm a 50-something), I found my content through grassroot discovery rather than Big Music. It started with Standing Egg, and eventually morphed into using 1theK/Genie/Super Sound Bugs plus the labels themselves to find music. It must be discouraging to independents to release great music, just to have viewer counts in the hundreds and even the tens. I hope they realize that an appreciative audience like us is out there if they just do their own thing on their own terms.

I began to stan Twice only this year, but the more I do it, the more I'm concerned about their well-being. If the latest video about Ready To Be content Behind Scenes (that includes dance practices and some games) is to be believed, it means that they shot 6 videos in a day. Four of them are dance practices that required to be in one take. Maybe I'm overthinking it, after all it's probably nothing compared to live, and they [Twice] say that being hardworking is in their genes, but is it really okay? Maybe they should rest once in a while? As for their music, well... I actually like Set Me Free, but I can't deny that is rather hard on autotune. And the m/v, despite being somewhat catchy, parts of it look like they are from different m/v. I keep saying that Twice slay every concept, but still something's just off. And, to think about it, I didn't heard much about other groups from JYP. Sounds really suspicious.

There is one thing I'd like to add regarding what you said at the end of the video about western/global fans preferring to support the little guy over big corpo money...I kinda think that's part of the reason why YG made "The Black Label." It has this "little guy" vibe, but with big corpo money support. We might see more big 3 companies using subsidiary companies to debut groups for that exact reason in the future.

Very good video, it really give perspective on a lot of thing i didn't think about.

I really like your globalization point and how those in the west reject corporations! I honestly didn't think of that and you can definitely be on to something there!

Finally an Atiny made a k-pop commentary channel 😭😭 Thank you so much for making this Channel ❤️ I was tired of biased opinions and people excluding Ateez out of discussions. Now I can see more Ateez fancams 🥳 I love your voice and the way you talk 😆 also agree with everything you said . Will you please make a video on unpopular k-pop opinions or opinions on particular groups ! You slayed in the first video can't wait for more 😄

There are so many issues happening with the Big 3. I feel like there wasn’t even enough time in the vid to discuss it all without going over 2 hours. Looking at YGE, there’s also The Black Label where Somi presides. And maybe BP/Winner? Idk. All of the changes in YGE management at the beginning of this year was… something. But their strategy of “less is more” really is starting to harm them. With how impatient KPop stans are for new content 24/7, you can’t be going on 2+ year hiatuses. Blackpink isn’t the standard. They’re the exception. And when the biggest girl group isn’t reminding us of their presence, it allows for smaller groups to rise to prominence. Hence the massive explosion in popularity of NewJeans and Fifty Fifty (not to mention IVE, Le Sserafim, etc.). And them trying this out with Somi has basically destroyed her career. She went from JYPE not letting her debut to YGE not letting her comeback. Speaking of JYPE, they’re never had an original idea in their life. That’s an entire video in itself that I’m planning on saving for a rainy day when a certain fandom has ticked me off enough. And for what little creativity they do have (DAY6, XDinary Heroes, etc.), they don’t promote them enough. Don’t get me started on how NiziU and Boy Story’s potentials have been squandered. It’s no wonder that Itzy’s concept didn’t go far and that NMIXX is already changing up their sound to have more widespread appeal. But since we’re talking about creativity, SME has always been the company that pioneers KPop and the direction of the industry. Anything that you love about your faves, there’s like a 99% chance that SME did it first. But they basically beached the ship and can’t get it back in the water with the SMCU. IMO, I love the idea of more canonically connecting the lores of their groups. We saw this come to light through EXO and Red Velvet’s discographies being interconnected. And NCT added onto that. But Aespa really brought it all together. And that first year of late 2020-late 2021 was amazing! Then 2022 happened… Where the SMCU concept should be wrapping up by their 4th year anniversary (check out Mera’s video on Itzy where she briefly explains the “4th Year Fever”), it seems to be going nowhere. Not only are they dooming Aespa’s long term career (similar to F(x)’s), but they’re dragging the company down with it as long as this Kwangya branding is all over the place. Don’t get me wrong, I watched SMTown on New Years and loved seeing all of their artists come together. But it should be reserved for events like that and not be in every group’s discography. So yeah, I don’t think these companies are going anywhere either. Their sales over the last 2-3 years is proof of that. But their management teams need to get with the program. YGE needs to give its artists content. JYPE needs to think outside of the box. And SME needs to realize that they’re no longer the only company with creative vision. Albeit, HYBE’s ideas are very different. But now both companies are starting to compete over who has more influence over the KPop sphere. And with RBW trying to be a HYBE wannabe, I think SME needs to wake up and realize they’re losing. Anyways, I just want whatever’s best for the artists. They didn’t work this hard for their companies to screw them over. Loved the video, as always! You’re easily becoming one of my favorite KTubers! And anyone who watches Felt’s content has amazing taste! 🙌❤️

the closest i’ve ever come to being a “company stan” was when DSP was still relevant and it fell off they were SM’s competitor and while i also don’t think that the current big 3 are going anywhere any time soon simply because they enjoyed success during a time when kpop became more mainstream and more worldwide but no company is immune to struggle, so i know better than to be a company stan (for other reasons too)

I love this video .... thank you so much for making this commentary video because it makes me aware of lot of things and finally I am happy that are people who have same opinion as me😁

I can't believe sm had my girls taeyeon, hyoyeon and boa singing 'step back, silly girl'. They should just have let aespa have the song. The styling, lyrics and style of song were clearly aespa-esque

This is 🔥 keep it up

This is amazing finally someone made avid about this😭

Love how you articulated your thoughts, i think everything you said was very realistic and not blown out of proportion like some people do... "THE END OF KPOP" xD. I think i agree with most of everything you said. Anyways great video!

ateez and dreamcatcher are literally my ults too omg

I’ve never subscribed to a channel so fast. Good job on this video. The intro was amazing 😮 I love listening to intelligent discussions about Kpop- they can be hard to find sometimes. 😅👍

i love the clarity you have in your points! it's also great to listen to a video essay with wonderful evidence-based points without and backhanded quips against preferences. of course there will always be bias, but your video is so organized and well made that i would grade this a perfect score for an essay!

Great video❤❤❤ tx for Everglow video ❤❤❤

I really like your analysis, please scream more trues about the K-Pop industry 👌🏻

i am genuinely so happy that someone has finally tackled this topic. i've only been into kpop for like 3-4 years (1 and a half being just a bts stan 😔) but i've had my fair share of...thoughts on the industry. i really liked that you went into depth with each company and even included hybe. i think it's the big 4 (as some call it) at this point, and hybe is definitely dominating. also i'm so surprised that this is your first video???? like DAMN i need more 🫶

Ateez are my ults too and I love XG. Such a good video, thank you!

I’m definitely new to the kpop world, only now branching out from bts since Jin’s enlistment. I had no idea there were “Big 3” companies, in fact I though HYBE was a big company. This is really helpful, outside of the kpop stans I’ll be the first to say that BTS is treated as mainstream in my area. No one thinks they are the under dog because they are so huge. Super interesting video, and easy to digest. I don’t have more than 2 years listening to Kpop, and even then it’s a very narrow view of the industry as I stuck to one group. Can’t wait to see more of what you upload!

Now we have new groups like TripleS,IVE, & Fifty Fifty to compete with the top companies

I have noticed the weird mixing in nmixx’s songs! I thought I was the only one! I might have even commented about it when it first came out but I couldn’t really find anyone talking about that aspect of the song. Good to know I’m not completely crazy

You know, recently I have seen a trend to hate any group belonging to HYBE. I don't now if it is because of the reason you mentioned but I am recently finding several haters of Hybe grp. They are putting hate comments abt them even on vids that have nothing to do with the grps! I don't know if you have noticed it, but being a multi stan, I am noticing it very frequently recently!

Love the video, your analysis was spot on

To add, despite BTS coming from a tiny company, the music and quality is really there. And then, they paired it with their utilization of social media that really sets them apart. They worked on the resources that doesn't cost anything but will have a farther reach. (e.g. Bangtan Bombs in YT, twitter, fan cafe etc.). I remember when kpop groups started opening Twitter accounts (yes, I refuse to call it X - it's Twitter forever lol ) after BTS won Best Social Artist in the BBMAs. "Rooting for the underdog" can only go so much and will reach its limits but passion, talent, strategy, good team, unique charm, some luck and actually - destiny. That's what makes "A BTS". Something that the Big 3, especially SM is trying to replicate.

A well spoken host and New World as the outro music? Yeah this is a great video

Honestly I like what NMIXX is doing now with "Love Me Like This", but it does make their concept unclear. Hopefully it's not too late cuz they're awesome

0:26 to 1:27 AGREE!! Cant wait to watch this. Because I think we’ve all- well majority- have been thinking/seeing the same !!

Hey, Atiny Bestie. I liked your balance of facts, humor, and not crossing the line into being offensive. I think things were accelerated by Covid as well. It definitely hurt their bottom line. Though I think YG may have been struggling for awhile because I can't think of a different reason for having so few comebacks most of the groups lose their momentum (also the Mixnine mess--we'll debut a project group--psych!). I would've loved to have more discussion about HYBE (maybe that's for a future vid). I think they need to be careful. By regularly having groups from different companies promote each other (like on ILand and &howling), they're blurring the distinction between companies. To me, they already seem like a huge company rather than separate ones. I also think they need to be careful about groups having distinct musical styles. It's not as much of a problem for already established and self producing groups, nor has it been a problem with girl groups, but the boy groups--changes over time to TXT's sound and more recent changes to Enhypen's sound make it harder to preserve their identity. Maybe a HYBE stan could distinguish the sounds of their newer boy groups, but I often can't until I recognize a voice. They're supposedly introducing 3 new boy groups this year (Bighit, Pledis, and Zico's company), so having distinct sounds is going to be important. Also, I'd love to see regular content on groups from smaller companies like they're successes or maybe end of the year awards that exclude the Big4 (since everyone else includes them sometimes few awards go to smaller companies' groups). Great job. Subbing.

i started listening to kpop during lisa solo era so i;m kinda new, i remember i was so into blackpink until i didn't know what else to watch, then i discovered stray kids and ateez (my ults) and i'm kinda a jyp nation stan which i have to say jyp is my favorite big 3, with that being said... with yg i think the main problem is the lack of content we get, like throwing a blackpink member to make a tik tok is not good promotion for the other groups. i'm also into yg groups like a casual listener, yg's latest problem is their idols are leaving and i think one of the reasons are related with what i said first, like for me is unbelievable that a group like ikon with the talents they have and amazing songs like love scenario or rhythm ta are not extremely big in corea and internationally, also i'm still hurt that mashiho and yedam left yg because i was starting to stan treasure BUT with yg artist in general i think that after they promote they disappear and they only promote like 3 times i think, also they need to find their sound bc looking and sounding cool kinda gets boring sometimes so with jyp would say the group that was harder for me to listen was itzy idk, i swear i read somewhere that itzy meant something that it related to their concept but i can't remember. i also don't get their concept but i like their songs and they're so talented, and i really appreciate that the mics are on literally always. i hope this year they get better songs and establish a clear concept. with nmixx idk why but i like their songs i think their talent is what grows on me, the vocal ability of this group is out of this world, out of their 3 tittle tracks for "love me like this" is best i think we can all agree on that, and i really like that concept for me it's giving avril lavigne vibes with the clothes they wore and also i loved the dice conept giving alice in wonderland, i think if they establish their concept with some "dark" alice in wonderland idk if i'm explaining it correctly, nmixx can be a monster rookie they have it all. for twice i feel they're discovering how they want their mature sound to be idk but i love set me free. with XH i looovee them, their songs, personality everything, sometimes i forget they're a band i hope this year we can get more content from them. and lastly for stray kids the sky is the limit for them you can see how envolved they're in everything they do and i thank jyp for letting them do what they want with sm idk why but i never been interested in their groups, only like some of shinee, exo and taemin songs and psycho obviously, but atp everything they're releasing lately sounds like and nct extension, also can we please start a petition for sm to stop having nct units when they overwork some members and forget others exists, ALSO my main problem with sm is that ever since the pandemic we get 2 to 0 live performances, but in general i think sm needs to take a break to work with what they have, and stop focusing in quantity sorry for writing a lot hahahaha, also if something is not well written english is not my first language and love to see a channel from a fellow atiny

I really love this dissertation analysis on what’s happening to kpop companies. Been following kpop since 2009 (so few veteran fans stick around after 1 let alone 2 generations in), and this really captures many of the observations and general feeling I’ve been having. Well done!

This was a 20 minute videos full of facts. I've noticed that many of your videos get a lot of traction, congratulation is greatly deserved. Hope that it'll start reflecting on your follower account and that you'll keep growing. Wishing you nothing but the best (I'm a subscriber now too) 🥰

There’s one thing that these other groups cannot replicate is that BTS story is special where they come from to their undeniable bonding together, their transparent struggles, artistic talent level, ethical values, distinct personalities, obsessive persistent workmanship, and unique messages to their fans worldwide! 💜

Respectfully, big 3 privileges doesn't really wear off.. privilege period never wears off, starting with a headstart will always be true regardless of how big you blow up

Nmixx just made a comeback with Love Me Like This not just the song but every sing bside song in their album is amazing and high quality, it surprised me. They just got their first win!! So proud this is their beginning please continue voting for them. Groups like Stray kids, Treasure and nmixx who's success is slow but successful feels much more organic than new group who win straight away after debut. In many ways, Nmixx remind me of NCT 127 when they first started off people didn't like their futuristic neo sounds and they won their first win with cherry bomb the year after debut. Treasure too with jikjin, i hope babymonster do well, i have a feeling they will since their producer won't be teddy, but nowadays good music doesn't matter in kpop sadly. Even tho babymonster have a lot of global fans idk about their korean fans, so I'm a little worried but we'll see.

i wish these companies had your thought process because you sound like youve put more thought into this than any of those companies have in the past few years

treasure is great, has great promotion, super talented members and incredible good songs. people just don't give them enough appreciation, but they are literally blowing up on japan right now. theyre doing great, thank you.

Good video! There were interesting points made for big 3’s and Kpop in general. HYBE is a label for NewJeans (ADOR) and LE SSERAFIM (Source Music). IVE (Starship) has actor division and music division. After Izone, Wonyoung and Yoojin joined IVE which brought life to Starship. IU is a company unto her own. I think Koreans also embrace the rise of smaller agencies. They are quick to abandon things that may not work well. It’s part of the ultra competitive mindset. The international fan base has certainly played its part in accelerating the rise of smaller agencies. I believe the talent-driven business models will ultimately prevail in Korea, and you are seeing this being played out among current generation of K-pop artists.

It's always better when there's competition between many companies. When there's competition you see better quality and variety of product.

Very Well done 👍🏼 video 💜💯💪🏼

You bring up a really good point with hybe. Hybe kind of feels like a lot more like a conglomerate of nugu groups with how innovative their sound and concepts are compared to the big 3, but now they finally have the same resources. That being said, hybe needs to chill tf out and not monopolize kpop.

this video essay of yours was so on point! with how articulate you’ve been here i wouldn’t have guessed that this was just your first, so kudos to making one that i believe is on par with my other favorite k-pop commentary/essay channels~ (yes, felt is one of those on top) you’ve gained a subscriber 🙋🏻‍♂️ looking forward to more content but keep it at your own pace. :) love the atz-dc intro btw! the guerilla era is what drew me to explore ateez and cyberpunk is one of their tracks that has consistently been on my playlists since 👌🏼 i’ve known k-pop since around 2009/2010 and have been a casual listener since, with only a few groups i really got into along the way, but only took the plunge (checking out other groups, watched youtube and ktuber content, and started buying merch) late 2021-2022. it’s been fascinating to watch the tables turn between the big 3 vs smaller companies in real time. kind of funny how while sm made avengers groups that weren’t destined to be mainstays, bang pd basically assembled an avengers group of smaller companies that collectively became a mainstay and threat to not just sm but the big 3. i’ve given sm the high regard among the big 3 for years, but recently i can’t help but shift it to hybe for it now carries that certain factor i’ve seen with sm years back which they lack now. imo it’s kinda evident in their design & aesthetic choices after 2021… tbh sm’s persistence with pushing for kakao was a turnoff in that they just can’t seem to let go of company pride, and seem to already care more about profit than passion/creativity and paying their artists better and consequently keeping them happy. (my ult sm group is rv, and i’m happy with how they just seem to be afloat no matter what happened over the years, a testament to how flexible i believe their concept is. i also stan nct and aespa, but their inconsistency and sm not exploring their potential enough is what i believe pulls them down) couldn’t agree more about yg and jyp - baemon is prepping up to be a make or break group, and jyp does seem to really have a problem with the creative direction department no matter what group (so much that they can’t seem to shake off being a trend-chasing company (props to them for expanding on those trends and giving em their own spin tho - i stan skz and twice) and have imo the most commercial-looking album art & product designs among the big companies)

Wait... This is your first and only video??? Very eloquent and put together! I'm looking forward to more content!

What I’m very interested in is that new part of the company to make sure that there groups have combacks sooner very interesting to see how it goes