Writing Pieces

How Does IVE Stand Out From Other 4th Generation Girl Groups

IVE is a six-member K-pop girl group that formed under Starship Entertainment in 2021. The members consist of Wonyoung, Yujin, Leeseo, Ga-Eul, Rei, and Liz. The name of the group, IVE, is a contraction of “I have”, which means they have what it takes to be a full package girl group; they can provide whatever the fans want to see from them. Before their official debut, there was already heavy anticipation for the debut of this group and expectations were high. Two of the members of this group, Wonyoung and Yujin, were part of the successful idol group IZONE. IZONE (now disbanded) was formed from a reality survival idol show called “Produce 48”, where idol trainees were to compete in various rounds of singing and dancing challenges in hopes of being a member of the group. Wonyoung finished in first place and Yujin finished in fifth place. Having two already well-known idols in IVE helped the group generate more buzz during their debut era.

On December 1, 2021, their debut single “Eleven” was released and a cultural reset ensued. The song was an instant hit with its infectious percussion and melody. The group also promoted this song on Korea’s weekly popular music shows which include: Inkigayo, Music Core, Music Bank, Show Champion, and The Show. At the end of each show, there is a winner which signals which song is the most popular for that week. “Eleven” won 13 times for their debut song which is a strong result for a rookie group. Their subsequent releases, “Love Dive”, “After Like, and “I AM” were hugely successful, charted high on world charts, and won many end-of year music awards.

IVE is part of the 4th generation of K-pop, which means any group that debuted after 2018. For someone that has not been exposed to this genre of music but is interested in it, it may be overwhelming and daunting choosing a group to listen to because there are simply too many. Because there are so many groups, they can start to blend, and it may be difficult to differentiate between them in terms of sound and image. This now begs the question, what makes IVE stand out from their 4th generation counterparts? In a sea of girl groups, it is important to have a strong concept and a unique sound. It is imperative to not do similar concepts that have already experienced success because it will seem reductive. IVE has successfully set themselves apart from the competition through their unique sound in their music, their visuals and allure, and their strong focus on the Korean market.

The Music

First and foremost, no matter how well packaged a group is, a group needs good songs to be successful. A common thing amongst K-pop songs these days is that they lack original melodies, structure, and rely too much on instrumentals, bass, and drops. IVE does not have this problem. Their songs are catchy and packed with powerful and clear vocals and each of the member’s distinct voices can be hard.

A typical IVE song is like a story; you can tell that there are clear sections of the songs, and the listener would be left confused. It is cohesive throughout and does not sound like they are trying to do too many things at once. This highlights the importance of sticking to one concept and doing it well. If you listen to IVE’s songs, there is a clear concept that you can distinguish right off the bat. With their debut song “Eleven”, the use of Bollywood and Middle Eastern sounds is used prominently throughout the song. For “I AM”, strong guitars and bass are used. These are just a few examples of how IVE sticks to one concept and executes it at its highest quality. When you listen to their songs, it does not sound like anything else; you know you are listening to their music. Too often enough, groups tend to combine too many different sounds into a single song, to the point where it sounds like multiple songs in one. A listener should not be left wondering who the artist of the song is or what song it is when listening because the artist should capture the audience with their distinct sound immediately.

Another quality of IVE songs is that the songs are composed with hypnotic sounds that in a way puts people in a trance. When there is purely just an instrumental portion of the song, the members will insert some ad lib into the song consisting of “oohs” and “aahs”. These sounds are sung in a way that is alluring and with the echoey quality, it makes it even more attractive to listen to. Songs that have this attribute include “Love Dive” and “Wave”. The topic of IVE would not be complete without discussing “Love Dive”. This song is the follow up single after “Eleven” and it is IVE’s most successful song. The theme for this song is cupid and falling in love headfirst for someone. Its infectious and sultry melody encapsulates the theme perfectly while enchanting the audience with the visuals from the music video. Not only did this song perform well on music shows, but also on year-end awards as well. The song won the Daesang (grand prize) for song of the year at the 2022 MAMA Awards, 2022 Golden Disk Awards, 2022 Melon Music Awards, and 2022 Asia Artist Awards. These awards are an enormous deal in Korea and winning these prizes is the pinnacle of success.

After a series of successful dance hits, IVE released a mini album that contained six tracks, but it has a totally different sound. They experimented with new tones and even included a ballad track. Instead of focusing on addictive hooks this time, they turned to more mellow easy listening beats. This was a smart move on the company’s part because it helps diversify IVE’s image and sound. What most groups fall victim to is reproducing the same genre for many years. Finally, when they decide to switch, the fans turn against them, and the songs perform poorly. By doing this early, IVE avoided this scenario. Instead, now fans can have even more to expect and look forward to when they release another comeback.

Visuals

One word that ties together IVE’s image is allure. When you think of allure, you think of words like mysterious and fascinating, and it makes the viewer want to see and know more. From the beginning, IVE has cultivated an image surrounding allure. In their music videos and stage performances, their image has always looked luxurious and gives off a wealthy and high-class vibe. Through their clothes and how they present themselves, they are not here to be relatable. Relatability is not their brand. Instead, what they are trying to go for is inaccessible and untouchable. In a way, it takes us back to a time where singers and idols were not accessible through social media or with a tap of a button.

Before social media, one was only able to see their favourite stars on TV or in a newspaper/magazine. This created an aura of mystery amongst these stars because you don’t see them often; you have no access to their lives. However, in the age of the internet and social media, you can see your idols whenever you want. Idols post on social media, do lives, respond to fans, and do lots of engagement activities to create a parasocial relationship with their fanbase. The downside to this is that there is no longer this concept of a “star” because in a way, the singers that are engaging a lot with their fans, have put themselves on their level. With that said, IVE has brought back what it means to be an idol. You need to be idolized to be an idol which means you must be somewhat “above” your fans. With that said, it is not like IVE has not participated in social media activities. However, their content and posts are mainly for promotional purposes and do not give you real context on who they really are.

The member’s appearance and visuals play a huge role in their alluring persona. Their striking gaze when they look into the camera pierces through the lenses and into the audience’s mind and leaves a lasting impression. With their sharp features and versatile expressions, IVE members always look picture perfect. It is rare that every member of a girl group looks equally beautiful. However, they don’t look similar. Each member has a unique identity, their own distinct features, and image. When they stand together, their faces complement each other well and they look united. Even though this is a superficial reason, there is no denying that looks play a large role in success in the entertainment industry. Staying young, youthful, pale, having a small face, sharp features are all part of the Korean beauty standard. As toxic as this is, IVE fulfills the visual criteria and that is just the way it is. IVE’s stage stylings have always been more themed costume-like, and uniform, while girl groups right now are more focused on casual, Y2K, and relatability. This gives us a sense that they are performers and are here to give us a spectacle. Other girl groups dress as though they are regular people which unfortunately does not make it seem like we are watching idols perform on stage.

Focus on Korean Market

Finally, most of IVE’s promotional activities and releases are focused on the Korean market. This makes sense from IVE’s perspective because it is important to establish a solid foundational fanbase in your home country before you go global. In other words, the goal is to target the American music industry.

In the case of other girl groups that debuted around the same time as IVE, they seem to have gone the global approach from the beginning. For example, New Jeans, one of the top girl groups of this generation, already performed at Lollapalooza last year. Another popular group, Le Sserafim, are set to perform at Coachella this year. They do many mainstream American promotions like going on American fashion magazines Youtube channels doing full interviews in English. It is also evident that they are trying to target the American audience by making a good portion of their songs English. Having English lyrics is not a new thing in K-pop. However, when full lines in choruses and verses are English, it seems like these groups have a particular goal in mind. For IVE, their promotions and brand endorsements seem to be for Korean brands for the time being. Even if it is an American company like Papa John’s Pizza or Puma, it is usually for the Asia/South Korean market.

While they are establishing their brand and image globally, it is not at the pace of other girl groups. In my opinion, that is a good thing, especially for their music. When your main goal is to target the American audience, their songs start to lose the “K-pop sound” and starts to sound Americanized. I don’t believe it is necessary to cater your sound to an American audience because I believe fans will listen to the music regardless. That might be good for business and views, but you will be shutting out the entire Asian market. It is not bad to expand your group globally to other countries. However, I believe there is a good time to do so. In 2023, IVE’s first full-length album “I’VE IVE” was made on IFPI’s Top 20 list of best-selling albums worldwide. IVE was the only female K-pop act to achieve this. This statistic proves that if you are making good music that you believe in and being marketed properly by your company, fans from around the world will naturally gravitate towards your music.

Ultimately, IVE truly lives up to their name of having everything a fan base would want. Their music is addictive, their visuals are mesmerizing, and they give their fans what they want. All these qualities put together and you really get a one-of-a-kind girl group. Despite who you may support, this group’s success is undeniable. With their top-tier discography and captivating music videos, this is the group to look out for or into if you are discovering K-pop for the first time.

https://en.wikipedia.org/wiki/Ive_(group)

https://www.digitalmusicnews.com/2024/02/27/top-albums-of-2023-by-sales/

Marketing Strategy for Chiqio

Marketing Strategy for Chiqio

Brand Identity and Positioning

Define Brand Identity: Establish a cohesive brand identity that reflects the intersection of fashion, art, and fragrance. Create a brand story that emphasizes creativity, innovation, and luxury.

Target Audience: Identify and define the target demographic. Focus on young professionals, art enthusiasts, and fashion-forward individuals aged 25-45 who value exclusivity and unique experiences.

Product Development

Exclusive Collections: Develop limited-edition collections that combine fashion, art, and fragrance. Collaborate with emerging artists to create unique, wearable art pieces.

Signature Scents: Develop a range of signature fragrances that complement the fashion line, each inspired by different art movements or styles.

Sustainable Practices: Emphasize sustainability in product development. Use eco-friendly materials and ethical production methods.

Branding and Messaging

Visual Identity: Create a strong visual identity with a distinctive logo, color palette, and design elements that reflect the brand’s artistic and luxurious nature.

Storytelling: Use storytelling to convey the brand’s unique blend of fashion, art, and fragrance. Highlight the creative process behind each collection and the inspiration drawn from different art forms.

Digital Marketing

Website and E-Commerce: Develop a user-friendly, visually stunning website with e-commerce capabilities. Ensure the website tells the brand story effectively and provides an immersive shopping experience.

Social Media Strategy:

Instagram: Showcase high-quality images and videos of the products, behind-the-scenes content, artist collaborations, and user-generated content.

TikTok: Create engaging, short-form videos highlighting product launches, fashion tips, and the artistic inspiration behind the brand.

Pinterest: Use Pinterest to share mood boards, style guides, and inspiration for incorporating the brand’s pieces into everyday life.

Content Marketing: Develop a blog that explores the intersections of fashion, art, and fragrance. Include artist interviews, styling tips, and articles on the latest trends.

Influencer and Community Engagement

Influencer Collaborations: Partner with influencers in the fashion, art, and beauty spaces who align with the brand’s aesthetic and values. Host influencer events and provide exclusive previews of new collections.

Community Building: Create a sense of community around the brand through online forums, social media groups, and events. Encourage customers to share their experiences and personal style using branded hashtags.

Events and Experiences

Pop-Up Shops and Art Exhibitions: Host pop-up shops in major cities and combine them with art exhibitions to showcase the brand’s unique blend of fashion and art.

Virtual Events: Organize virtual events such as live-streamed fashion shows, artist talks, and fragrance workshops to engage a global audience.

Public Relations

Media Outreach: Build relationships with fashion, art, and lifestyle publications. Pitch stories about the brand’s unique approach and collaborations.

Press Releases: Regularly issue press releases for new collections, collaborations, and major brand milestones.

Customer Experience and Feedback

Personalized Shopping Experience: Offer personalized styling services online and in-store. Provide detailed product descriptions and usage tips to enhance the customer experience.

Customer Feedback: Actively seek and utilize customer feedback to refine products and improve the overall shopping experience. Implement surveys and encourage reviews.

Sales and Distribution

Selective Retail Partnerships: Partner with high-end boutiques and department stores that align with the brand’s image. Ensure these retailers provide an environment that matches the brand’s luxurious and artistic vibe.

Direct-to-Consumer Model: Focus on a direct-to-consumer model to maintain control over the brand’s presentation and customer experience.

Conclusion

The marketing strategy for this emerging fashion, art, and fragrance brand focuses on establishing a strong brand identity, leveraging digital platforms, engaging with the community, and creating memorable experiences. By emphasizing the unique blend of fashion, art, and fragrance, the brand can differentiate itself in a competitive market and build a loyal customer base.

Artworkism

Artworkism, to me, is when art imitates life or vice versa, when life imitates art in the most beautiful and profound way.

An artist’s inspiration often comes from real life. They observe their surroundings and paint what they see. Naturally, if everyone sits and looks at one landscape and paints it, each painting will look slightly different because everyone has unique interpretations of color and mood. This is why art is so personal to each artist. The quality of a piece stems from the varied lived experiences and traumas of individuals.

Conversely, sometimes life can mimic art. In 2020, the COVID-19 pandemic took over the world unexpectedly. We were confined to our homes, with each day dragging on, filled with a pervasive sense of sadness and loneliness. We didn’t know what to do with our lives. This situation reminded me of being transported into an Edward Hopper painting. Hopper depicted lonely people doing everyday mundane tasks through the lens of a window or from a voyeuristic point of view. It is amazing how something so simple can reflect happenings in the world in such a timeless way.

The way we became so sensitive to artwork during this time highlights what makes art truly inspirational. The confusing and amazing part of this phenomenon is when the lines between real life and art start to blur, making it unclear whether art reflects real life or if we are living life according to someone’s interpretation.

Artworks created during the pandemic showed how artists internalized and expressed their experiences. They provided a visual diary of our collective experience, reflecting our isolation, fear, and hope. These artworks became a testament to our resilience and adaptability. They also showed how art can be a therapeutic outlet, helping both artists and viewers process emotions and find solace.

Moreover, art’s role in society became more pronounced during the pandemic. Virtual museum tours, online art classes, and digital galleries became popular, making art more accessible to people stuck at home. This accessibility underscored art’s importance in providing comfort and a sense of connection during challenging times.

The relationship between art and life is symbiotic. While art draws inspiration from life, it also shapes our perceptions and experiences. For instance, movies, literature, and visual arts often influence fashion, architecture, and even social norms. This interplay creates a continuous dialogue between art and life, enriching both.

In conclusion, Artworkism is the beautiful and profound interplay between art and life. Artists derive inspiration from their experiences, and sometimes, life mirrors art in unexpected ways. The pandemic highlighted this relationship, showing how art reflects and shapes our collective experiences. As we navigate through life, the lines between reality and artistic interpretation blur, creating a rich tapestry that enhances our understanding of both.