Compared to the past, girl groups are viewed differently now. [Breaking the 7th year curse]

[satoori]

Girl groups are breaking the seven-year curse

While this year marks the seventh year since girl group Oh My Girl’s debut, its heyday has just begun.  

In January, the seven-member group’s 2020 hit “Nonstop” made it on the 2021 Golden Disc Awards’ Best Digital Song list and was named April 2020’s “Song of the Year” at the 2021 Gaon Chart Music Awards. “Nonstop” also topped major music programs’ charts eight times last year.  

Gaon Chart also placed Oh My Girl at number four on its 2020 girl group ranking chart announced in January, following Blackpink, Twice and IZ*ONE. The group had not received any significant accolades prior to mid-2020.  

Another indication of the group's rising popularity is the fact it starred in a total of seven commercials last year, the most since its debut.

In the case of late bloomer Oh My Girl, the “seven-year curse” does not seem to apply. 

The seven-year curse is a term used among K-pop fans and refers to how many idol groups significantly lose popularity or practically disband altogether around their seventh year in the industry. This “curse” has hit numerous groups such as 4Minute, Miss A, Rainbow, ZE:A, 2AM, Infinite and B.A.P, among many others. 
 

While the term "curse" conjures a sense of mysticism, this phenomenon has many realistic factors behind it.  
 
Firstly, it has to do with the fact that most members officially sign contracts around the time they debut, and the longest duration for an exclusive contract is limited to seven years under the current law. The Fair Trade Commission introduced this limit in 2009 to prevent excessively long contracts that had been criticized as “slave contracts.”
 
Of course, members can renew their contracts after seven years and keep the group going, but this doesn't happen often as many groups see their popularity fade even before the seven year mark. Hence, agencies have less incentive to sign another contract to maintain a waning group, and members often prefer to go their separate ways and build individual careers.

This is especially true for girl groups, whose fan bases are not as loyal as those of boy bands, and also whose popularity is affected more by aging. As members become older, girl groups often face difficulty maintaining their initial public image emphasizing purity and innocence, a popular style for young female K-pop artists.
 

A K-pop industry insider, told the JoongAng Ilbo, an affiliate of the Korea JoongAng Daily, that Oh My Girl has been able to last because it started with a fantasy-like style, rather than an innocent and bubbly style that most girl groups rely on when they debut.  
 
“I think Oh My Girl is being acknowledged as a genre of its own because they were able to maintain the unique color of the team without changing its style over the years,” the insider said.  
 
Oh My Girl is not the only group that has managed to escape the seven-year curse. Girl groups that debuted in the mid-2010s — such as Red Velvet, Lovelyz, Mamamoo, GFriend and Twice, which all debuted between 2014 and 2015 — are still seeing success. 
 
Similarly to Oh My Girl, these groups have gradually been moving away from their initial cute, girly styles to a more mature, chic style that is more sustainable as the group matures.

The average age of girl group members is also on the rise. The average age of Oh My Girl members is 24.8, while the average age for girl group Apink is 27.3. Irene of Red Velvet turns 30 this March, but is still the representative member of the team.
 
In the early 2000s, female idol singers in that age range would have been long retired. Girl group S.E.S., which debuted in 1997 and is considered to be the “original” girl group, was only active for five years and disbanded in 2002. The members’ average age was 21.6 at the time of their disbandment. Fin.K.L, also considered to be a first-generation girl group, was active from 1998 to 2005 but its releases became few and far between from 2003. The team disbanded when the members’ average age was 25.
 
In contrast, Apink debuted in 2011 and topped charts produced by various music programs eight times with its song “Dumhdurum” in 2020, its 10th year. Apink’s recent releases are also drastically different from the “innocent girl” image it portrayed when it debuted, now depicting more confident and calmer women.

One anonymous former girl group member who was active in the early 2000s said that times have changed.  
 
“Back in the day, female idol singers [including myself] were openly told ‘aren’t you past your prime to be in a girl group?' when they were only in their mid-20s,” she said.
 
“But now, compared to the past [...] people view girl groups differently, and the overseas market has become bigger. Such a different time from our days.”  CR.

[Hizu]

I think it's because girl groups are targeting a female audience more nowadays. Maybe it's my impression, but I feel like girls are getting more into girl groups than in the past, and girls are the most loyal stans.

[himi]

Quote

A K-pop industry insider, told the JoongAng Ilbo, an affiliate of the Korea JoongAng Daily, that Oh My Girl has been able to last because it started with a fantasy-like style, rather than an innocent and bubbly style that most girl groups rely on when they debut.  

Contrary to what most people think, oh my girl didn't actually start with the mystical, fantasy-like style that they are known for. They debuted with cupid but yes it's not the typical bubbly, innocent concept. More so quirky and fun.

 

But yes it's amazing how oh my girl is finding breakthrough success very late into their career. Usually girl groups lose hype as they go older but oh my girl pulled a reverse uno card somehow lol. They even almost disbanded back in late 2017. Thank god people finally appreciate their music

[satoori]

5 minutes ago, himi said:

Contrary to what most people think, oh my girl didn't actually start with the mystical, fantasy-like style that they are known for. They debuted with cupid but yes it's not the typical bubbly, innocent concept. More so quirky and fun.

cupid is underrated TT  but it's one of my favorite omg songs! the mv is whatever, but the live performance is so energetic! i remember watching them because they debuted during bts [iconic] hyyh era. 

[abra]

Not sure. I think there will be more girl groups who last more than seven years now but most of them will still not reach their eight year. If OMG hadn't had an increase in popularity they might have disbanded this year.

TWICE, BP, Mamamoo and RV will probably all make it past 7 years.  

 

But if you compare with the first generation of kpop then the difference is obvious.

[satoori]

36 minutes ago, Hizu said:

girls are getting more into girl groups than in the past, and girls are the most loyal stans.

true.

[satoori]

Just now, abra said:

Not sure. I think there will be more girl groups who last more than seven years now but most of them will still not reach their eight year. If OMG hadn't had an increase in popularity they might have disbanded this year.

TWICE, BP, Mamamoo and RV will probably all make it past 7 years.  

 

But if you compare with the first generation of kpop then the difference is obvious.

Even comparing with 2nd gen, so many have disbanded or inactive. I feel there's a potential for more girls groups from 3rd/4th gen to reach their 10th year tbh. 

 

[satoori]

OT: If Bts (92-97) can remain relevant and trendy, then so can Apink (91-96).

 

 

[abra]

8 minutes ago, satoori said:

Even comparing with 2nd gen, so many have disbanded or inactive. I feel there's a potential for more girls groups from 3rd/4th gen to reach their 10th year tbh. 

 

True, but I don't think it's going to be a revolution. A few groups will last for a long time and the average group will last longer thanks to increased album sales and international fame. Look at Dreamcatcher, they're probably going to last for several more years despite barely charting on streaming services in Korea.

[satoori]

1 minute ago, abra said:

True, but I don't think it's going to be a revolution. A few groups will last for a long time and the average group will last longer thanks to increased album sales and international fame. Look at Dreamcatcher, they're probably going to last for several more years despite barely charting on streaming services in Korea.

It's nice to see the average is doing better. 

The Korea public to be the main target for girl groups...but relying on the [fickle] Korea public can become a weakness too. However establishing a strong fandom and taking advantage of the global market is definitely doing wonders for everyone.

[Gerimolda]

When is Oh My Girl having  a comeback tho. It's been almost 1 year since Nonstop. What have they done asides from the mv for the japanese version??

[GetRapper]

I think it's a group-by-group basis, or even by company. I mean you have groups like BEG and Sunny Hill, they've stayed together even after changing agencies so I don't think it's a generational thing. You also have to consider groups like T-ARA, Dalshabet or Rainbow who don't consider themselves disbanded, just that they don't actively promote since they're in different agencies and get together once in a blue moon.

[munyuna]

i dont fully agree, the groups mentioned are all exceptions. girlgroups are still slowing down by their fifth year

Lovelyz, Oh My Girl and Red Velvet are having only one comeback per year

[starsocks]

I hope so

time will tell I guess

[JNT-LEGGO]

Red Velvet and Twice have effectively outlived fx and Miss A. Blackpink is pretty much about to outlive 2NE1. I think that’s worth noting.

[oden]

Another factors why OMG able to make it is because the company didn't give up on them...still pouring high budget on them to produce high quality output. 

ps: waiting for the brave girl wave viral popularity just like what exid able to make it! more content from them in the future!! 

[wjlikey]

3 hours ago, Hizu said:

I think it's because girl groups are targeting a female audience more nowadays. Maybe it's my impression, but I feel like girls are getting more into girl groups than in the past, and girls are the most loyal stans.

i couldn't agree more! we see way more songs empowering girls now!

[Flywithsica]

the fact that oh my girl rebranded themselves as a 4th gen girl group is so crazy to me lmao... theres a lot of people who thinks they are from 4th generation 

[deliriousness]

This article is dumb. Many 2nd gen groups broke the curse.  The curse is not real, it’s just a fun little fan theory. It’s really just renewal time, no curse. Companies are shit, members don’t even necessarily want to disband sometimes but just want to get the hell out. A very important point that shouldn’t be overlooked. I think we will see some reunions over the next decade.

[deliriousness]

With kpop being more global, there’s way more incentive to stick with it longer 

[Vikturi]

This 7 year curse is a joke.

It's a 7 year contract, you either hit big and get treated well by the company and you renew.

Or you don't. That's literally it.

[Elessar]

Girl groups are earning now way more money than before, dreamcatcher is a mid tier gg and is probably earning as much or more money than sistar, 4minute, f(x) or miss a (without Suzy solo earnings) were earning in their time. Now high tier ggs like gidle, itzy, rv, mmm, izone are bringing way more money than that, and the only one in the industry doing more money than the top tier ggs twice and bp is bts. They are more profitable now and companies don't see girl groups as desechable as before, so of course they will try to keep the members and the group after the 7 years contract end.

Edited March 6, 2021 by Elessar