How JYP Completely Wasted ITZY's and NMIXX's Potential

promising beginnings to obscurity: the decline of ITZY and NMIXX in the kpop industry. once touted as groups with immense potential, they have sadly faded into the shadows, leaving fans to question JYP entertainment's role in their downturn. join us as we delve into their journey and explore the factors behind their decline.
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[@michaelvandecoevering6635]

Did everyone forget the new JYP 2.0 format. Every group under JYP now has their own division run by a their own team of staff. If the groups are fading it is not Park, JinYoung's fault as he has moved on to create A2K. The directors of the divisions in charge of NMIXX and ITZY are the ones failing them. The staff taking care of TWICE on the other hand are doing a much better job.

[@fia_fia1771]

THIS Some people should understand who is real problem and not blame j park

[@DUNGSTA]

TWICE is too freaking good 😍

[@peachingu3881]

​@@fia_fia1771Yeah I see this a lot. That's why I appreciate those that are mad at the division managing ITZY, NMIXX than saying that it's the whole company's fault.

[@winnieli2042]

I think JYP himself need to step in and fix this…the girls are amazing and they should be shining!!

[@mordecaiissad8529]

Depends who you ask. I've seen a lot of people complaining about twice being badly managed and how messy and confused their transition to more mature sound has been since scientist. People also complain a lot about SKZ management, tho even the kids said they were getting a lot this come back after garnering more stable success. At this point people complain about every company and especially for groups from big companies.

[@homelost]

Both of the groups should get opportunity to create songs themselves because it seems like jype is becoming unaware of there potential and both of groups are so well trained they should atleast just get a chance.

[@OYJluv]

JYPE is too controlling on the groups and it translate on the groups feeling disengenuous.

[@retricallltann6243]

well thats only if the members themselves have the interest in production i can see nmixx doing that in the near future but itzy has always been a more performance focused grp getting people to focus more on when they perform then what they release maybe lia might pick up an interest in production since she has her own osts but its ultimately up to the girls and the company jype seems to be more lenient on letting artist take up production after skz and twice alr

[@NonstopFFriday]

Their***

[@chickenhate_r]

Kill My Doubt is actually going to be good. Looking at Bet On Me, it seems that Itzy is finally back

[@onlydbrasko]

The only gg that self produces full time is Gidle. The solution isn't about letting the group members produce but JYPE's receny taste/selection in music is trash. Both Kakao and ADOR have writers churning out hits for their groups. Aespa changes their concept and their writers did well. Fifty Fifty's writers broke records with Cupid. Blackpink has always had Teddy so they can rely on consistency.

[@nnnn-sc2im]

itzy and got7 both being in div2 makes a lot of sense

[@nnnn-sc2im]

btw yes ik got7 isn’t in jyp anymore but when they were they were in div2

[@michellinkapawlowski1795]

Mafia in the morning is one of my favorite ITZY songs tho. There’s no way, that this song stared ITZYs downfall! As a fan, that doesn’t really care or know bout the sales but sees the change on twitter, KZbin and Reddit, I would say, that it was their next comeback Checkmate (Sneakers) and before that boys like you, that began their actual downfall.

[@zeeh2883]

Yeah you’re right mafia in the morning was still huge, especially when they released their mama stage it was talked about for days. Sneakers and Cheshire on the other hand had everyone kinda like puzzled about the sudden change. Even their mama stage was not a wow like the ones before, the concepts were just not it

[@JO-qn8gy]

I really did not like the MVs starting from Loco...

[@michellinkapawlowski1795]

@@JO-qn8gy For me personally, Loco was the last Korean comeback, that I enjoyed until now. After Loco, Voltage and Blah Blah came out, which were Japanese releases but Voltage (Blah Blah) was officially the last comeback they had, that I actually enjoyed. The Sneakers mini album was below average, especially sneakers itself but I did enjoy Free fall ☺️ after that they released their break my hard remix with Bebe Rexha and I actually loved that a lot. Since break my heart is not their song entirely but belongs to Bebe Rexha and they just featured on the remix, I am not really considering it part of their discography, especially since it was only two members that actually took part in that remix. Boys like you was a disaster and absolutely unfitting for women their ages 🤦🏼‍♀️ even Yuna seems too mature for that sweet 16 kinda sound. Cheshire was ok but not enough to repair the damage in their image, that JYP caused with Sneakers and Boys like you 😭. I hope, that kill my doubt will be different and that JYP finally starts listening to us fans and gives them some more mature comebacks and topics to sing about 😒. I am excited for kill shot tho 😍.

[@PlNKUHOSHI]

Maffia was one of their worst songs... It is hard to listen to. The Music video makes it worth watching, but I would not listen to the song alone.

[@mordecaiissad8529]

The pre chorus was nice but I remember even at the time it got a lot of negative attention for the lyrics. they had to explain it wasn't glorifying the mafia but on a party game. Which dragged it down. For me personally I couldn't decide which option sounded more cringe. Singing about being an actual horrific crime group and thinking it's cool or singing about a essentially a kids party game with such seriousness. Like imagine someone sang a song about monopoly or pictonary. But nothing did as well as wannabe. Wannabe was everywhere.

[@unknownnamestfu]

JYPE*..... not JYP, he has pretty much nothing to do with this

[@nakulmandhotra]

Fr everyone just put every blame on him atp

[@unknownnamestfu]

@@nakulmandhotra he's not the ceo anymore and ppl just ignore that important fact

[@nakulmandhotra]

@@unknownnamestfu IKR Like he has stepped down from position of CEO years ago but everyone keep blaming him for nearly everything

[@Channel-wg8jz]

He can't tell them to do a better job

[@Orcalein7367]

He (JY Park) is to blame !! He can't pass the buck. He is wasting the artists' talent.

[@streamer2.017]

The thing about itzy's sound has become so complicated. Like some ppl hated how they when from quirky, youthful sounds to bold concepts like mafia, loco And then, itzy was like "oh you prefer that?" and gave that sound back with sneakers.. but they got hate train for that.

[@8zyzy]

Factssss

[@alexia2034]

Yesss, don't matter what they do, they'll get tons of hate🤧

[@8zyzy]

@@alexia2034 ikr some people dont like the album spoiler for kill my doubt like!??!?! WTH its soooo good if they dont even like that then they just hate those songs just because its itzy those songs sound like a BOP to me and CAKE sound good too

[@dns0095]

This!! I've also said something similar, and the fact that JYP listens to the requests of "fans" is very rare case in any industry....

[@truelovedoesntexist4947]

Mafia and loco actually was the last songs I listened to. Because they were the last bold songs. I was still looking forward to Itzy coming back to those sounds. Killshot might be a potential but still not as satisfying as Dalla Dalla to Loco.

[@danniellegrace2459]

I don’t get why people always want something different. Itzy has an established sound, it’s been the same since their debut and it suits the girls immensely well. They’ve experimented a with different concepts, the darker ones with MITM and Cheshire, and more mature with Loco, the more eclectic with Not Shy and Sneakers, etc. You can tell that they love the music that they put out, they girls are always excited to perform and when on stage you can just feel their joy, and shouldn’t that be enough? I’d rather Itzy put out music that they love to perform and it be “noisy” or “repetitive” rather then them do what will keep them in the spotlight and grow to dislike it.

[@sammiiwue]

well said bro

[@meanwhale4017]

their fanbases are growing and they are not that "young" anymore either. JYP has to make mature songs without make them loosing their identity. That's it

[@crastipeter]

the same sound since debut? bruh.. 😂

[@RIQS-f8u]

kookielit fans don't like your opinions

[@TheRatt96]

I do love the mix bag of ideas they have but at this point the company is the ones that need to stick to a style for them just to give them the outfits they deserve. I will know they are Itzy because of the sound but the style they have is something that I am sure about. If you look at the cheshire Itzy covers you have a cool sleek version that they have been doing and then the other one is, not sure the style but one of them is wearing a purple coat. Both feel Itzy but not, I'm unsure of what they have but I feel that they could get more gigs if they have cooler fashion so that they can branch out and get cool fashion ambassor things that other idols get so they have more money and ability to show their talent else where. However there is a chance its just not for them, I would love to see the girls personality more tho.

[@L8terAtNada]

To be honest, LMLT was a good song and actually showcased the members vocals well. It might not have had a Mixx/change up but it did decent and got NMIXX their first win. Also, it got NMIXX to go viral for their talent. The problem with Party O'Clock was how it fell flat. The song was alright but it did not give that extra "something" that was needed. From the recent video of the It's Live for Party O'Clock the main comments under the video wished that JYP had the girls sing similarly with adlibs, high notes and vocal runs in the studio release. JYP have six talented members in one group and they are not capitalizing on those talents. Party O'Clock truthfully did not need a dance to it we could have performances similar to It's Live and I feel that it would have gotten more hype and love from international and the general public. Also, I feel like having a change up with one comeback being heavy dance with a mixx up and then having another comeback with just raw vocals would make NMIXX stand out from other girl groups.

[@RIQS-f8u]

sorry, kookielit fans don't like your opinions

[@L8terAtNada]

@@RIQS-f8u Ummmm... LOL. Ok, I can live with that. I am not a child that waste time on the internet being upset about how people feel. But thanks for letting me know that some individuals on this platform are children that get offended by other peoples opinions.

[@kenna1up]

@@RIQS-f8u”kookielit fans”???😭 embarrassing

[@dhwjhfjwkhikf]

lmlt is AMAZING

[@NigelNapalmXXX]

I'm a huge NMIXX fan from debut to now, i really dug the mixxpop sound that so many people found too chaotic, but I also really love the new comeback as well. Hoping for only the best for NMIXX and ITZY.

[@Brian-qo6gc]

Clearly have no taste 😂

[@karajam7]

@Brian-qo6gc Or maybe people can have different opinions on the style of music they like😮😮😱 wow must be so surprising for you to find out omg

[@Miya144p]

​@@Brian-qo6gc CONGRATULATIONS! You just found someone who has their own opinion, next level will be minding your own business.

[@PriyanshuKumar-ez6qi]

​@@Brian-qo6gcWho are you to decide that? Everyone has their opinions and preferences and can listen whatever makes them happy and bring them comfort ..

[@StreamHypeBoyByNewJeans]

Nmixx lost their identity along with Jinni's departure. Go cry about it

[@j3t617]

The company just needs to stop focusing on the criticisms and stick to the plan. After Not Shy so many people started saying that all Itzy songs sound the same and the girls need to change. Now the topic is “Itzy needs to go back to their original sound.” After trying something new with Mafia they immediately went back on that with Loco. Same with Nmixx. Their mixx ups got a lot of criticisms and accusations of “wasting their talents” but if they stuck to it they could’ve eventually mastered it just like Stray Kids did with their “noise music.” Now we’re at point where Nmixx fans are divided because you have people accusing the company of selling out their concept and Miss the old sound, and those that like this sound better.

[@salembejaoui1880]

Not even 5 seconds in and it's already wrong... "Nmixx had one of the strongest starts in the kpop industry" when they were the most dragged groups because of their debut song being terrible. They definitely didn't have a strong start

[@surelmao]

Right💀really wanna see them put out smth appealing

[@BABYMONSTER_RORA_RAMI_AHYEON]

I don't think their debut song is terrible

[@BABYMONSTER_RORA_RAMI_AHYEON]

@salembejaoiui1880 Nope. I don't agree with you.

[@nyle8570]

Their’s debut Single Album still sold over 500K copies in Korea and O.O is still their best charting song worldwide to date so they had a stong start, Dice was a good follow up popularity, sales and chartwise but Love Me Like This really failled to achieve so much internationaly in comparaison of the two previous singles

[@Ankit-uv3yp]

They have a stable fanbse, selling half a million from day 1,they don't have a digital presence but physically better that a lot of established groups, now you can't change the narrative that they didn't have the hype or anything (selling 70k without even showing the face of the group)

[@shiinniingstaar]

having divisions definitely added to the factors. you can vastly see the what "could have been" and what has "been done" by each teams to the artists.

[@kaziam4318]

The SQU4D division of JYPE is pretty clearly terrible at marketing and branding their artists. They make their idols seem ordinary

[@vedantsargara9727]

the cycle repeats with jyp div2 , first GOT7 then ITZY and now NMIXX its honestly sad 😔

[@07sarchives]

i feel like jyp still have nightmares of promoting members with their solo endeavours bc of what happened with suzy.

[@Ankit-uv3yp]

The debut year of nmixx really sent the whole company back to the drawing board. This comback of itzy will be make or break from the point of expansion, this album could be there "eyes wide open" Era, when twice gained a lot of fans

[@kpopster]

Listening to the album spoiler of ITZY’s upcoming album, I don’t think it will give the same effect Eyes Wide Open gave to Twice. ☹️

[@soyaxg]

@@kpopsterbro the songs are so good let’s wait until the whole album will be released

[@OYJluv]

​@@kpopsterI second this. the spoilers sounds same of the runmill shit that they have been putting out for quite some years now. Are hardcore fans trying to make noise? Yes. Is it actually good for a casual listener i doubt it.

[@luckavolejnikova1392]

@@kpopster I have to agree... some of the b sides sound so cool but the title track... it sounds like another boys like you or sneakers to me and I'm just praying it won't be the case since it's just a short snipet of the song

[@Everythingz127]

​@@soyaxgsneakers isn't bad either, but look at the reaction it's not the issue of good or bad music. They shouldn't have started changing their imagine and identity just like that, now knetzs and even Int fans are putting them on the edge

[@icekingjames8791]

i'm still a ITZY fan

[@amalilconfused]

People acting like ITZY and NMIXX are not popular just because their songs are not the “IT” songs of the year is just so biased. I always thought that JYPe groups may not always be the “IT” songs of the time, but their groups most of the time have a reliable comeback/exposure every year. Even if you compare the OG big 3 companies, only the JYPe artists have consistent comebacks and concerts. What’s the use of being “hype” groups or producing “IT” songs when your company barely let you release new songs or even have a concert in 3 years?

[@aish_verma_94178]

Thank atleast skz compose there own songs 😖😖😖

[@ayanobadass949]

Fr bro 😭

[@jejune.8]

Itzy's sound was never the problem with the first three songs they released, but rather the issue seemed to be the topic at hand and how it seemed to just repeat concepts. I think they made the biggest mistake by scrapping their original sound and going for these cheesy trap instrumentals instead of the heavy layering and dance beats that they had before.

[@Jrel]

ITZY's popularity went down because their later songs weren't as strong as in the beginning, and their music started to stray from their original concept. Also when Checkmate came out, there was a lot of excitement over the imagery, but ITZY didn't follow through with the possible concept that Checkmate showed. Even in one of their interviews, Yeji asked someone (I don't recall their name) about what they could do for a new concept. Hopefully ITZY will have great music again with their next album.

[@hongsamstan]

I don't think that they lost popularity. For me they lost fans.

[@Jrel]

​@@hongsamstan Yeah, that makes sense too

[@eurika297]

Kookielit be sometimes just using their own baseless opinions and call it "kpopNEWS" LOL... how are they wasting nmixx's potential when they're literally growing in sales and getting popular in SK because of their viral vocals. Wasted talents LOL.. as if Kookielit knows the ins and outs of music productions.. Kookielit is getting annoying to be honest 🙄😑

[@nseomixx]

'Wasted potential' but here they slaying It's Live party o'clock and hey mama cover

[@mfuerza5356]

Wait I am confuse, didn't nmixx just had their first win this year and also set a new record for album sales? How is that a decline?

[@mfuerza5356]

Are you guys really doing research because their is no news about this in SK. Also JYPE stock have been skyrocketing to 90% for 6 months now, I dont know where you get the idea these ggs are completely wasted

[@andrewtaylor940]

Because random Kpop Stan’s on the internet say it’s a decline. You will notice there is no evidence of said decline or fading presented. Nor the realization that JYP seems to be building incredibly strong international markets and fan bases for both groups. Itzy’s international sales sit at #4. Behind only BTS, Blackpink and Twice. And orders of magnitude beyond any other “4th Gen” group. They’re not a K-pop group. They are international pop stars. They are being managed just fine. Nmixx is still new. They seem to have finally found a good groove for them. Failing? They’re just starting to ramp up.

[@aponisuka]

Of course, channels and contents like this are there just for the views. Just ignore and continue supporting the girls.

[@Exkstan]

@@andrewtaylor940I’m sorry but where did you take from that Itzy is #4 in what now??? International sales of what?

[@andrewtaylor940]

@@Exkstan They sit pretty solidly at #4 on just about any current Metric looking at International Sales and Awareness of K-pop. Album Sales. Music Streams. Just simple fan awareness. It goes BTS, Blackpink, Twice, Itzy, and then a tight cluster of whoever the latest and greatest are. There is a solid drop between Twice and Itzy and a solid drop between Itzy and whoever pops up next. Love them or hate them Itzy is one of the more recognizable international brands in K-Pop.

[@TaDaaaaaaa]

This channel is strange because it feels like a lot the the group/company focus videos make wild and hyperbolic statement. No one group/artist is gonna be on top forever. The industry, and life for that matter, has ebbs & flows. Itzy had their popular moments and will definitely have more to. They're making good music that they and their fans enjoy. You don't cater to the world, you cater to yourself and those who matter to you. And NMIXX are so young, there's nothing wrong with experimenting and finding your sound. These groups are fine. Their management is doing the best they can and every little hiccup doesn't equal "mistreatment"

[@453Erica]

My thoughts exactly! Pop off queen

[@Pats_diary2010]

I feel soooo bad for JYP. He probably didn’t even do this it’s JYPE E for entertainment STOP BLAMING JYP

[@nakulmandhotra]

FOR REAL like everyone blames JYP for everything like he is just an Artist under the Company now and has nothing to do with this

[@navy2317]

She ain't talking about JYP. Everyone calls "JYPE" as JYP, she just followed it.

[@Pats_diary2010]

@@nakulmandhotra he’s not even the CEO anymore

[@Kpop_content0]

Yeah lets blaim the staffs

[@AlanaClements]

@@navy2317 then why did she use his picture? It insinuates he's the one doing it

[@xEPICxNESS]

I find other companies are investing a lot in individual members in 4th gen in order to promote, whereas JYP has always prioritized the cohesiveness of a group.

[@akuhappy3246]

Not really.. New Jeans is cohesive, so are several groups in other company

[@xEPICxNESS]

@@akuhappy3246 I’m not the most knowledgeable on management and other companies, just something I noticed after this video :)

[@tubby_1278]

They mind as well be solo stars than in a K-Pop group...

[@kaziam4318]

JYP moves on too quickly when a group begins to fail. Instead of fixing the problem, they make a new group. Now I guarantee if A2K takes off, NMIXX will be pushed to the side, just like ITZY was

[@ernestogastelum9123]

@@xEPICxNESS idk about other companies, but from what ive seen from Hybe and the groups i follow from there. their promotions has always been in a group

[@Tarikkb]

I think the root issue is that these idols have no creative freedom , they’re basically faces of a group Jyp created and is managing , the song ideas are jyp’s vision and the girls just have to fit to it, they’re not in control , Jyp has an idea or he wants the song to be sung in a specific way and the girls just take orders , the thing is it’s almost impossible to completely fit into someone’s idea of what you should do , that’s why it’s important to give idols at least some creative freedom so they can feel comfortable in the things they do , rather than trying to fit into someone else’s idea , I hate how Jyp girlgroups are basically models of a brand , there was an interview where yeji says “I hope we get to release songs we make “, they just rehearse and rehearse and release a product like a machine

[@KpopUnniesUwU]

Just like how he did to Wonder Girls, when they was on top of the industry and their songs went viral national and internationally, he decided to let Wonder Girls debut in foreign country and they slowly forgotten by the fans in Korea. And now he did it with ITZY. YG is smart in strategy, he let Blackpink work well in Korea first until they reach international deals like fashion and concert then they decided to step up. JYP just took the steps too fast without having any back plans. I love JYP family and I hope they pull of their own kind of music again.

[@legimlugero]

Well JYP did admit it was a mistake to let Wonder Girls tour, as America was still not ready for K-Pop back then. And for YG being smart, of course he was! He took 3 English speaking girls out of 4 and formed a group, which reaped the seeds that JYP have sown in America. And as for BP doing well in Korea before stepping out, this is where you are wrong. Twice was more popular than them in Korea, did excellent and won awards. And because of what happened with The Wonder Girls, JYP now made sure not to make the same mistake and really made sure TWICE will be big in Korea & South East Asia, have a solid fanbase before stepping out. And that is what is happening with TWICE now, winning awards internationally, selling out shows. Since BP has 3 English speaking girls they were really geared internationally to which they have been very successful as well. Getting successful is really getting a solid fanbase who will support you. For me I just enjoy the music that these groups create and put out. When New Jeans came, out oh great an new group! But I've heard their music before, its 90's - early 2K RnB, Techno pop style that they are doing now. Not convinced Super Shy = check out Smart E's Sesame's Treet released 1992. 😎😎😎Attention = Senorita: Justin Timberlake

[@KpopUnniesUwU]

@@legimlugero Yes agreed with AESPA and Blackpink. But for ITZY, I think JYP really worried when AESPA debut went viral nationally and internationally so he decided for ITZY to go internationally but this is a wrong step of JYP, and the effort they put in both ITZY and NMIXX are not like they put in Twice. It feels like they are rush and low down the budget for another group or project. I hardly see JYP promotes NMIXX himself. I really hope they take care more for ITZY and NMIXX in the future comebacks and let the girls participate in writing lyrics and produce their albums.

[@distinctfortune9724]

@@legimlugeroBP had the luxury of debuting 3 years after Twice when the industry changed a lot. In 2015 when Twice debuted the US wasn’t the main market. It was still China, Japan, and Korea. That’s why some of the members were learning Chinese as trainees. When Itzy debuted in 2019 the wave of Kpop in the west was in full effect. That’s why they had them learn English as well as having Lia that already knew it, and look now they’re all able to hold their own in a convo pretty decently.

[@ddhika7332]

I don’t get where this “have to be in the top of the industry” mentality come from for a group to be called successful.. as long as the company still releasing music and promoting and such that mean the group create profit and that mean they succeed..

[@LovelyKissess]

Exactly. People got into kpop and think if you're not #1, you're doing bad

[@ayanobadass949]

​@@LovelyKissessFr 💀

[@francoisdaureville323]

With that lógic all kpop groups are flop except bts and probably blackpink as well and that isnt true at all 😂😂

[@dahlia5017]

he should stop creating more and more group and should focus on itzy and nmixx

[@midzy26]

these kind of video appear whenever itzy has comeback - and expect more negative vid like flop etc would show up in few days - hmmmm fishy

[@Van_TT]

I am becoming a fan of ITZY and NMIXX during their most recent comebacks. I guess i like the direction that they are heading.

[@DUNGSTA]

I tried but they give me headaches

[@scro910]

And I Oop

[@Music-vr7sz]

Itzy's latest comeback is shaping up to be their best. Amazingly good.

[@desckfulpieceofsht]

​@@DUNGSTAhuh??

[@DUNGSTA]

@@Music-vr7sz bruh what about newjeans new album?

[@kuyab9122]

Like in every company, some strategies work, some don't. KPOP companies literally have a department for this. Stans casually lecturing such companies what do is a bit too much. Outside of the girls, they are the ones directly affected if a group is not keeping up with the expectations. We are acting like as if the company wants their girls to fail. Everyone is doing their best here. We have to assume operational regularity. They may or may not adjust well with the trend but I think the issue here is blown out of proportions just because you want your group to be ultra successful. Let's not act as if all these are intentional.

[@ayanobadass949]

Finally someone with a brain

[@j3t617]

Kpop fans act like they have any idea how to manage a music group from a billion dollar company.

[@kuyab9122]

@@j3t617 KPOP fans are all-knowing.

[@smad8254]

I wouldn't worry about ITZY and NMIXX careers coz JYPe has a rep for having their groups' popularity growth to increase slowly but surely, mainly from building a strong fanbase first with whatever sound the groups go for, in NMIXX's case their O.O, Tank and Dice releases and of course their incredible talents. JYP has already said the success of a group is not on charts or hit songs but rather the number of albums sold and attendees in concerts both of which are quite spectacularly achieved by their groups. as of today NMIXX sold over a million albums, idk they're doing pretty much great imo!

[@RIQS-f8u]

but sorry kookielit fans don't like your opinions

[@bbudimanalqodri]

Yeah, their new dong MR Vampire not even get 2,5M views for more than 24+ hours release.... And they are from JYP? They lost fans for sure.

[@hellivioze3648]

topics like this are ridiculous when we're talking about groups that are currently bigger than they've ever been

[@scro910]

It’s the obsession Kpop content creators have with trying to make itzy and nmixx seem like failures for me…..like just say you Stan another gg and leave it be

[@ayanobadass949]

Fr

[@evilwelshman]

So, let me get this straight.... so people are asking for ITZY and NMIXX to have more comebacks and solo releases for its members, while in the same breath also criticising how the companies' releases are so close together to the point of competing with one another? Similarly, they highlighted ITZY and NMIXX in terms of their unique musical style and identity but at the same time also criticising that releasing the same style and concept is boring. Ultimately, I feel JYPE's marketing strategy has been - certainly as of late - around cultivating a fanbase rather than catering to the general population. Rather than being short-sighted as claimed by KOOKIELIT, I feel this move is actually more sustainable long-term as dedicated fans can be relied on to consume and purchase the groups' content, especially in the current, oversaturated K-pop market. Relying or catering to the general population is much more short-sighted as you're always at risk of being replaced. This brings me to the critique around how ITZY started off being the "it group" when they first debuted up until "Mafia In The Morning", which was in 2021 - which was about two years after they debuted. I feel this is a feature of Gen4 as a whole; likely as a result of oversaturation of the K-pop market. The general population appear to take an intense interest in a new group only to quickly lose interest and gravitate to the next big thing (the so called "monster rookies"). Currently, the girl groups that generate the most buzz amongst the general population are IVE and NEWJEANS, which debuted in 2021 and 2022 respectively. In that sense, they're still within the approximate 2-year window where the general population are most interested in them. Only time will tell if they continue to maintain the general population's attention or if they too will be replaced by even newer groups. For a moment, FIFTY FIFTY looked poised to be a possible contender but that seems unlikely now and may have consequently extended the aforementioned groups' popularity for a little bit longer. I think the group where the criticisms most land are with NMIXX. They're much newer than ITZY and really should be competing with IVE and NEWJEANS for the public's attention. Instead, they've been heavily criticised from the start due to their debut track not resonating with the general audience. They've not been able to generate the same kind of interest as IVE or NJ, nor do they seem to have been able to cultivate a sizable fanbase (at least compared to the buying power of ITZY, let alone TWICE). Their behaviour around Jinni's departure also leaves much to be desired. However, it should also be noted that NMIXX is SQU4D, which is a sub-label of JYPE and appears to be still relatively new as an organisation. In that sense, it's possible that they have a different approach or mentality, and could still be inexperienced around public relations and managing a group.

[@Zukamora]

Did y'all see evens see itzy's song spoilers all their songs are hits and did u see nmixx first day sales? all of these fans have to high expectations and also it's jype not jyp cuz jyp has nothing really to do with any of this

[@shubham_gupta9]

STOP SAYING "JYP" say " JYPE" 😔

[@tubby_1278]

Idc what anyone says I love ITZY and their music

[@DUNGSTA]

What's their best song?

[@247szn]

​@@DUNGSTA 'wannabe', 'snowy' and 'spice'

[@addractive6626]

​@@247sznweapon too

[@kadradudley24]

@binks69 I like cherry

[@yunafiedjypp5677]

​@@DUNGSTAIdk everyone has different taste but mine is psychic lover, snowly, Domino and loco

[@-marceline.977]

Jyp mostly is focusing on twice and stray kids you can see how over worked twice is already.

[@gunalstark5182]

Nmixx is definitely growing strong, Squ4d has done a good job by giving a lore to their songs and made each comeback connected.

[@cioran4118]

😂

[@liaourdozenqueen]

They literally don't chart

[@riizemixx]

​@@liaourdozenqueenLove me like this hit #4 on melon are we serious?😂

[@Lagrande_ID]

ITZY is still the greatest 4th gen and NMIXX are super group that grow up slowly but impactful

[@lastmimzy2606]

These two groups just made it clear to me how unnecessarily competitive the industry is cause to me they are doing well just not beating the competition.

[@chickenhate_r]

As for Nmixx they literally debuted last year, it's probably not even been a year yet. They of course still have lots of things to explore and find they color, it's only a matter of time

[@cattopotato4883]

People need to stop with this narrative Itzy really was ruling 4th gen,yes they might have faded a bit now with the rise of the newly debuted girl groups,they will be fine Nmixx might not be the most hyped up group like new jeans, ive etc,they are growing steadily which will be beneficial for them in the future,to have a stable fan base and not grow in popularity suddenly and then fade away in the future(kind of like how skz wasn't super popular during their debut but look at them now)

[@retricallltann6243]

nmixx has a stbale enough fanbase to do a world tour

[@Slayoon]

This narrative is true tho. NMIXX could have been huge when they debuted if JYPE would have gave them a good easy to listen to song. Also the difference between skz and NMIXX is that when skz were unpopular they weren’t being hated by other fandoms and the general public. NMIXX are hated/consciously ignored immensely by fandoms and the GP. NMIXX have been going through a hate train since debut. Skz didn’t go through that so it was easier to win the gp’s heart as their was no bad preconceived notion of skz. Skz didn’t start getting mad hate until they got popular.

[@OYJluv]

Which narrative? The proof is on the pudding. The music sounds terrible. Noise and more noise. They are not giving the girls good music. Thats not the girls fault but is indeed hurting them. That is obvious and not a stretch by any means. You can be a fan a not a toxic one.

[@maknace]

​@@Slayoonlol.. If you are stay since Debut.. I think you know the hate.. one of the reasons why woojin left.. just like jini.. people love to hate JYPE artists..

[@cattopotato4883]

​@@OYJluvidk abt you but except O.O and sneakers none of the releases of both the groups have been bad at all.

[@annyeong.]

Idk if it's just me, I think it's because they make comebacks so much in a year it's made people feel like it's rushed and people just got fed up with the same thing over and over again, idk.

[@Angelily2]

OH MY GOD TWICE now every time I listen to their title tracks they sound the same

[@annyeong.]

@@Angelily2 yeah I kinda do too

[@Thesilentvoice...]

The potential is not lost, it's just that other girl groups from other companies are doing very well (Newjeans, Lesserfim, Fifty Fifty, Blackswan) and there are new girl groups debuting everyday with huge potential (Kiss of life and soon Babymonster etc). Itzy will be fine they have a huge solid fanbase, once they find their groove again they will be on fire. JYPE just need to pick the best songs and promote them well like before. Nmixx is who I am afraid for, they have yet to have their huge hit. Love me like this was great but never broke the internet like Dalla Dalla, wannabe, not shy and ICY.

[@foreversolely]

blackswan is doing well?

[@ZionAgzion-sh1ym]

​​​@@foreversolelyno lol the song karma only got like 5million view

[@HotCoolz77]

blackswan? who? fifty fifty? what? one song and they disband🤣

[@ZionAgzion-sh1ym]

@@HotCoolz77 fifty fifty is not disband got to agree with you black swan

[@zunairaatif2961]

​@@HotCoolz77BLACKSWAN was watched more than itzy tbh, ITZY's bet on me didn't had the same smiles as karma did,cupid did extremely well idc if it's one song but fifty fifty made it to the top,and nahh they will probably stay in the company but they did sue.

[@candysofia5769]

Jyp is a company who always waste their idols talents and never promote their idols solos

[@CandyCane23049]

This is ridiculous. One bad charting song with Cheshire, and the sky is falling. Just stop it. Kill My Doubt's comeback hasn't yet been released, and people are already acting like they are failing. Just stop it. K-pop is supposed to be fun. I loved ITZY's album spoiler and can't wait until next week when None of My Business MV comes out. Then after that, it's the main appetizer, Cake. I'm having fun and refuse for channels like this or others to always act like it's doom and gloom. You don't know what's going to happen with ITZY's comeback. People have been hating ITZY music since their debut, but now all of a sudden, people like their old music? Stop it.

[@DUNGSTA]

ITZY and NMIXX are not fun. Trust me...

[@lenanoldor6789]

The same with nmixx, people used to hate them and their "bad" experimental songs and now they are saying they miss their old songs and the mixpop, c'mon.

[@CandyCane23049]

@@DUNGSTA Who are you to tell me that I'm not having fun? ITZY makes music that I enjoy. If you don't, fine. But people need to learn just because you don't like someone's music, it doesn't mean it sucks or that someone else isn't having fun.

[@DUNGSTA]

@@CandyCane23049 bruh are you deaf?

[@orion5445]

​@@lenanoldor6789 I still stand by the fact that O.O could've been 2 different songs.

[@cecemepls0]

TBH idk what y’all are talking about….Ive loved all of ITZY and NMIXX’s comebacks and concepts since debut……it’s interesting how you say JYP is simply “following trends” but then other people say “the music is too weird and not catchy” Which is it? Are they too trendy or too unique? I feel like the last comebacks for each group were ESPECIALLY unique and unlike any other song from kpop. I think they’re doing a good job of setting themselves apart, but a lot of kpop fans just want the usual kpop sound. I think that’s why people are disappointed….they’re NOT getting what they’re expecting. THAT is the reason I love them! I never know what they’re gonna do next, but with their talent it always ends up slaying. I’m not even a “fan” who purchases albums or listens daily. I was super into kpop until I got bored a few years ago. I’m just a casual listener, but ever since ITZY and NMIXX have been releasing music, I’ve been SO into it! They literally revitalized my love for kpop! I don’t get it……I think they’re doing great and I’m so proud of them. Y’all must have bad taste in music (or you don’t like experimental music, so you just want something catchy).

[@ReapingWillow]

I love all the "other companies this" and "other companies that" when not only do "the other companies " only have one, MAYBE TWO, groups doing well. 99% of them do not have both a girl group and a boy group in the top 5 kpop groups in the world under their label. The only way they could even keep this video from being completely obvious is by refusing to acknowledge that Twice and Stray Kids are a part of this company and, contrary to a fabricated belief, Twice just decided they weren't going to pander to Korea any longer and instead changed their sound to go global. Yeah maybe they aren't on Korean charts or even popular there anymore, wanna know why? Because Korea doesn't LOVE what the rest of the world LOVES. Sure, you can pull a New Jeans rabbit out of a hat, but it's nothing that is going to last i promise you that. It will last in Korea, but internationally, they like it only because it's safe and sounds like the old music they listened to. But there will come a moment, very soon, where the world remembers they beat that dead horse till it couldn't spit out any more money, many many years ago. It's not unique. It's not new, and it's not fresh. It's a throwback. And throwbacks never last. Sorry. The point is, what Twice did was brilliant. They are MASSIVE INTERNATIONALLY. In fact, they are selling stadiums instantly and they won a massive award in america. Seriously, Korea is not the make or break for kpop anymore that it used to be. Then you have Stray Kids... I mean, my goodness that has "it"... They are SO BIG, that they are WORLDWIDE and are tied in place with Seventeen as the 4th most famous kpop group in the world. With BTS, BlackPink, and Twice being the only ones still ahead of them. Making them The BIGGEST 4th gen group hands down. But i love how people never mention them when talking about JYPE. Like that's not their company. Yes, Ok, i know "Stray Kids don't have the same "issues" y'all think these groups do, which is why they weren't mentioned." Copout... Because although SKZ have creative control over their group and make all the decisions themselves you feel so strongly that the company is failing at these groups, at the end of the day, the company had to allow them to do that. And the company has had to support them as one of the most experimental groups in the industry. A massive risk on their behalf. They even protected the group FROM THEMSELVES as the Kids hold the copyrights to not only their music, but the group name and logo too, as that was also self made. They made great moves with them, even if they were to just back off. My point is that everyone and their mothers gave SKZ shit, said the company was failing them, called them flops (spill do 😂) and said their music was awful. Now they are super famous and are considered the boy group with the most potential to go ALL THE WAY. Which, of course, has nothing to do with management. It has to do with having the "it factor". However, just considering how WRONG all of you were then tells me you are probably wrong now. Lol

[@Exkstan]

I’m writing this with my feet because with my hands I’m giving you a round of applause 👏🏻👏🏻👏🏻👏🏻👏🏻👏🏻👏🏻👏🏻

[@Jim-mw8xw]

idk but i’ve noticed jype artists tend to be the most criticised and hated. anything they do, they will be judged WAY more harsher and critical. the double standards are different for them too. it’s so tiring sometimes that we can’t even fight back because it’s us vs EVERY other fandoms. people will also try to downplay their achievements and talent yet they’re always used for comparison. like there are others out there too like why are people always using itzy to compare dances to and nmixx for vocals? are you saying they’re the standard? 🎤

[@8zyzy]

Omg faactsss

[@OYJluv]

Because what they are given to work with is not good by most of the time.

[@8zyzy]

@@OYJluv and thats the companys fault not the group so dont hate them people are just so crazy

[@mes6759]

I can also feel it with nmixx...its like all the other fandoms from the popular 4th gen groups r coming together to put them down..they would accuse them with every little similarities they have with other groups...its like they r scared that this group will blow up someday so as much as possible they want the groups name to be ruined...

[@Everythingz127]

They don't put the best music or freshness recently anyway

[@oggggg4729]

Both group are doing well nmixx showcase was successful so was itzy world tour they both have bigher Strong loyal fans than other new gg

[@OYJluv]

They are not doing as ok compared to even groups from small companies.

[@maknace]

​@@OYJluvWell NMIXX is getting bigger slowly but surely like SKZ.. just look at the stats

[@Everythingz127]

​@@maknacenmixx has and average of 300k views on their recent comeback shows, Too Many ad views that don't match their likes. I'm using comeback shows because it's what the general public will look forward to, it shows how many people are interested in you promotions. Their other peers are getting millions in 1 day while they take weeks to do so. The GP has LOST interest. The moment midzys and nswers will wake up, will be the moment they are redeemed. Their next comeback will be the make it or breaking point for me.

[@CandyCane23049]

@@OYJluv ITZY's tour did well, and their US venues were too small. People singing their songs word for word at Heads in the Cloud Festival and Korean University festivals, they are doing just fine.

[@maknace]

@@Everythingz127 LoL because even the haters watched the MV.. every kpop groups have Ads.. are you new? when it comes to NMIXX ads is a big deal?.. and NSWERS are only active on the 1st day.. bts/bp/aespa are more than ads than NMIXX. the double standard.. and we need to thanks the all the haters are always watching the new releases of NMIXX.. that's why the views and likes are not the same because of you guys haters

[@shubham_gupta9]

ITZY was leader of 4th gen after shoes 👟 I mean "SNEAKER" they start going downhill 😞📉📉

[@bangpinkplanet6074]

Yup even mafia in the morning was good

[@lovemusesick5694]

And now cake

[@OYJluv]

​@@lovemusesick5694omg im getting PTSD by just listening to the snippet. What a tacky pile of shit it is.

[@von1glik]

I disagree with Nmixx. They are growing strong and steady in a typical JYPe way of building a devoted fandom, selling albums, making money and not pondering to the trends. They need better producers but their concepts, marketing and designs are pristine. They have an MC at mucore, they are more and more visible on variety shows and NO ONE can deny their talent. Them and Billie are probably the most talented and well rounded 4gen girl groups. Tbf I haven't heard their latest cb yet and its not making waves in my bbl so far. Itzy on the other hand exploded in the beginning and now everything they do (much like aespa) is just worse than this incredible start. They have a concept problem. Its neither girl crush, nor teen crush or self-love. Just a blob. Last song with character they made was loco (I personally love Cheshire but it wasn't a song for them - it should went to Nmixx). I also have a problem with Twice. I know they are older and they matured but they have lost their signature k-popy sound they were so loved for. It wasn't my sound but it was distinctive and bold. Now they faded to the background of groups sounding the same. Also all this groups are suffering from the public turning into very plain, simple and reused (I would even say boring) sounds of IVE & NJ or repetitive (leseraf, aespa, last gidle cb) songs. Question is - should they change for the public, grow with the teen fans or stay with their signature "them". I like signature sounds. That's why I don't listen to gg much. They usually don't have one and change on a publics whim coz they don't have loyal fandoms.

[@Arya-xw3kh]

Sōnar was such a hit

[@adisappointment3453]

im starting to believe people are negatively impacted by them solely bc they're from jype, were they from hybe or yge everyone would unconditionally love em

[@scro910]

That’s exactly what it is

[@desckfulpieceofsht]

Yea you're right

[@ayanobadass949]

Fr

[@mans5676]

1. ITZY May Not be at the Top of 4th Gen Right now, but Sneakers did do well in Korea and Cheshire wasn't a Bad song , but JYP promoted it Badly + they released it at year end + They were in the midst of their Tour. But Chesire is actually a bomb of a Song. JYP's biggest mistake was not promoting ITZY's b-sides + releasing Boys like you after sneakers. Like They can have a Double TT release so that they can appease both sides of the fans. And JYP is rectifying this mistake this CB with having pre releases. Like Cake being a Summer song may or may not have the same effect as sneakers, but B.E.P they person behind STAYC's discography and TWICE's fancy took part in it so there is a lot of hope for the song. I wish they released atleast racer before sneakers or promoted it at music shows. Like even Aespa had a bad year with girls , but they saved it with spicy. Illision was fire, if SM promoted it more they would have been better off 2. NMIXX song O.O wasn't that loved Initially , but if you see the views on its performance and Spotify streams they had a Good head start. Maybe they aren't doing as well as their competitiors , but its more like IVE, LESSERAFIM and NJ popularity blew up and its on a exponential rise. But Mixx pop is what sets apart NMIXX from the rest of the kpop industry and Dice was also a huge step up from O.O in terms of cohesivenss. A point will come when NMIXX will show their true colors and their international Fanbase is strong they have 4.4M spotify listeners and its just been over a year since their debut. They will have a glow up no one could ever imagine

[@OYJluv]

😳sneakers was pushed by hardcore fans with god like strenght because that shit was so bad. Literally one of the worst songs i heard in kpop.

[@samandcolbyclip]

Honestly I like that u r optimistic but I am really doubtfull about this big moment for both the groups, as I used to be a midzy and nswer but now am not bec I don't like their music, I don't watch their performances dance practices etc and the recent cb of itzy with kill my doubt has already disappointed me after I saw the album spoiler as first of all wht happened to chaeryoung literally the main dancer not being in the dances with ryujin and yeji and also why happened to Yuna and lia like they members of itzy too and ngl but all the songs in kmd are honestly worse than sneakers like cake is literally the most stupidest title track in terms of name and sounds and b.o.m. was a no go for me didn't even finish the mv as I didn't like it and the other songs don't really catch my eye except killshot which the beat also made me a little skeptical about it and nmixx I cant the songs took a whole 360 after dice lmlt was good but not better and the recent songs like don't even so imo I think jype will never ever lead in the coming gens like 5th gen after the horrible treatment of itzy and nmixx sorry if this was long.

[@CandyCane23049]

@@OYJluv I loved it.

[@mans5676]

@@samandcolbyclip 1. I mean there must be a reason for only ryeji being in the spoiler video. 2. I mean Kard has a song call cake and it was badass so Cake isn't a stupid name . Plus like i said B.E.P was involved in the Songs production. They composed TT, Cheer up, Fancy and STAYC' s discography. Even though the Hook of the song isn't what people were expecting this isn't the entire song so the complete song might not be what the spoiler is revealing + Their b-sides are Badass and they have a M/V for none of my business. 3. I mean Bet on me wasn't just any B-side it carries all the Hardships and the struggles they faced. If you see videos of the song and M/V break down you will know. 4. NMIXX stats aren't as good to their competitors , buts its only been over a year since they debuted + Their performance is still decent . LMLT was needed for Gp's approval in SK. Mamamoo took almost 2 years for hitting no 1 + now they are one of the most iconic gg's . NMIXX MIXXPOP is just too much for people rn , but A lot of People want NMIXX to release songs like O.O and Dice. Remember they have the most Powerful vocalists in 4th gen. 5. ITZY always has the potential to bounce back if they just release a song more addictive than Wannabe. But again ITZY has a decent discography . it just needs more promo

[@mans5676]

@@OYJluv But a lot of Koreans loved it. Nothing goes in the Top 5 of Melon with Fan Power. That charted moved by the General public + JYP promoted the song a lot in SK. Sneakers wasn't a bad song, but ITZY outgrew that concept long ago, and they were just too mature for it. It was something they could have done as a special release in their rookie era or promoted it as a B-side. or maybe something groups like Weeekly would have done. if a group with Top notch vocalists performed that song it wouldn't have been that hateful. The song wasn't loved by many international fans though. JYP should have had made them promote racer as a TT alongside. This would have solved a lot of problems

[@Jet.Single]

ITZY has cemented their legacy in the industry. They could stop today and would still be immortalized as one of the greatest. But I think they have a lot more in them. They came into the industry young and in my opinion gave a new meaning to monster rookies. JYP just needs to focus on getting them better music maybe a new production team.

[@Y3jisu]

I mean of course the company and itzy could agree to terminate their contracts and stop making music, but saying how their contract ends in 2025-26 and they still rake in alot of money I doubt they will. Also despite all the problems ITZY likes to make music and perform so it wouldnt be surprising if they renewed their contracts.

[@mrmaclipstick5183]

what legacy you talking about? they only 4 yr. old group. they still have a long way to go and a lot more to accomplish. If you mean in 10 years people will still remember their name then yeah.. probably. they will end up like Miss A. Remembered but you don't really hear their music played anymore.

[@rezadyn87]

one of the greatest? their achievements are very far from that, stop deluding yourself

[@zunairaatif2961]

​@@Y3jisuno they might leave before debut they were about to leave JYP all together but like they do love music, possibility is that they can go solo or sign in another company?

[@OYJluv]

Lol

[@peterangliongto]

It's amusing to see that on one hand Nmixx new songs are doing well with their mvs and album sales and in fact have been accused of boosting sales ( as per previous video) while at the same time being not successful enough because their company does not support them enough or in the wrong way. While Itzy is becoming less relevant and forgotten even while they sold more albums in 2022 than all their previous years combined and had a successful world tour selling out big venues. ( I know because I saw them this year and the 2 day sold out concert was a real good time for everyone). If this is still failure or not living up to one's potential then I'm not sure what else people want from them.

[@chrisppy]

Jyp keeps moving forward debuting new groups instead of focusing on giving the groups he already has a strong n unique image n the results of that is clearly showing

[@truelovedoesntexist4947]

No. MITM and Loco were the last songs of Itzy that is sooo goood. No more after that. With NMixx I don't know. I like their debut song. But now, I haven't listened much. Maybe because I listen more to Le Sserafim and New Jeans. They seemed to be the leading groups for me now.. but I still have faith in JYPE groups. What i noticed in Itzy is that, other groups tend to start with cute concepts then shifting to more mature sounds as they get older. But itzy was the opposite which seem awkward for me.

[@lowlanz]

One thing Kpop fans are missing is that success of Kpop idol isn't just about song quality. It's also about being the idol that is adored by the public of today(especially in Korea). This can only be acomplished by exposing themselves via most trending channels. Having a great song that is played around everywhere is one way of doing it. When Twice and Itzy came out, they showed up in all kinds of variety shows such as Knowing Bros and most young Koreans knew at least a few members of them. However, Nmixx isn't showing up nowhere. Seol Yun is the only member that is kind of famous to the public. Whereas other 4th gen groups have at least two members that are publicly well known. There is no girl group that had been succesful for a long time with a single popular member. In those cases, the member will continue without the group and the group will disband sooner or later. Meanwhile, Itzy & Twice members are busy doing world tours. As a result, they are kind of forgotton or considered as an old trend in Korea. They lost momentum as a lasting trend. Surely they will still get some response whenever they release albums, but it is coming from the old fans who are fading away. They aren't recruiting new ones so much. So I think if they want to regain public attention, they will need to renew their style completely. Or they could just resort to what they have achieved and earn money overseas, which is totally understandable considering how much they are making with it.

[@scro910]

Y’all love making videos about jype girl groups…it’s giving scared tbh…both groups are fine and are actually active….keep waiting on ya favs and leave them the f alone

[@t1geridingh0rse1]

Both group are doing fine Idk why people like to bully JYP group when they all kill it. Compare to other company groups the double standards is so difference.

[@___hey_jooon]

JYPE should produce great songs to these groups or else their talent will be wasted.

[@Jonnybeeh]

Don’t blame mafia in the morning. It’s all Sneakers fault.

[@lilycardoso2720]

What happened to jyp American idol show is there any updates?

[@onerva.]

I'm pretty sure Jinni was removed from everything for legal reasons, maybe even at her own request? it's a business and there's a lot of strict stuff surrounding contracts, which might seem callous but is actually done for legal reasons.

[@hans76sg]

im puzzled why people say Itzy and Nmixx were badly managed. people forget the 2 groups got hit badly by covid where limited activities can be done and especially for Itzy cos they just debut and lost all momentum due to covid. Even so, what Itzy has achieved so far is fantastic and nothing to be ashamed of. As for Nmixx, they are still relatively new and building up their career. There will be lots of opportunities for them even as the public are starting to appreciate their 3 vocal queen in Haewon, Lily and Sullyoon.

[@legacysdreamlife9021]

Bc many groups got hit with covid and managed to come back and dominate their frim the literal same company as stray kids and twice who dominate charges and have extremely large fanbases covid is not an excuse for their music and mid low budget promotions. Im personally a fan of both and i wish their full capabilities could actually be shown

[@animec-dramaskpop6362]

It wasn't bc of covid. We have more access to kpop idols than American A-listers. More ppl actually discovered Asian entertainment during covid than any other time. I actually think Itzy could've benefited from a long absence. JYPe should've given us time to miss Itzy but instead they put out disappointing comeback after disappointing comeback. Itzy still has a loyal fanbase bc they are great performers.

[@peekarosieposie]

Covid has nothing to do with it look at skz they got big in covid era with god's menu it all about the music and gg don't have loyal fandom like bg

[@Peikkey]

Covid actually helped a lot when it came to international fans getting into kpop but I still think COVID negatively effected them in promotions and events

[@between1218]

LOL! faded into obscurity? Let’s face it, Itzy and Nmixx are facing strong competition from izone spin offs and hybe groups. The overall kpop scene for girl groups is so strong and competitive and it’s good because it breeds creativity.

[@Vortex143]

JYPapi was only for Twice and Stray Kids bruh

[@Momories3]

Nmixx are just Rookies they still have time to improve and do better, they are already charting better and better each comeback, and the members said they loved the Mixxpop concept, for the Jini situation maybe jini herself didn't want her pics to stay on their insta and I think she has the right to chose if the pics,videos... could stay or not, And Itzy are clearly mistreated by Div2 they literally have no promotion at all and they literally got no solo activities

[@maknace]

yep NMIXX are doing well.. and they're sticking with their concept.. but people can't understand the real concept of NMIXX..

[@Momories3]

@@maknace yeah people always complain about their music, concept... but I personally love it, nmixx are doing well and deserve way more recognition, all the members are so talented

[@maknace]

@@Momories3 every fandom scared on NMIXX.. because they know how talented NMIXX are.. that's why they love to drag NMIXX.. NSWERS Vs All Fandom.. and Sad to Say only STAYS are helping to NSWERS

[@ayanobadass949]

​@@maknaceThat's what i'm saying 💀

[@lavienssera]

im a midzy since pre-debut and i have to admit, itzy never failed my music taste. Even sneakers and boys like you are part of my playlist. for nmixx i lost interest bc their noisy mixxpop music was what made me interested in them but since lmlt i just don’t feel with their songs anymore. still love all the members esp kyujin & bae 😭❤️‍🩹

[@erosivy3832]

Look at stray kidz thriving because jyp isn’t writing their songs they need to let them write their own music or get new producers who can make them excel with their skills

[@xaviermckinney4987]

Let bangchain make they music lol he going to get them right

[@Dark.Nexus_9]

Honestly, the thing with both groups now as a JYP fan for many many many years is 1 thing..... JYP did not produce anything since mafia in the morning....and didn't touch any Nmixx anything... he needs to make some songs for them cause his productions are super liked by everyone yk....same goes for twice last comeback was alcohol free with charting which was the one he made...so yeah I think that's the issue

[@magicalpurplegumdrop8538]

i agree, all girls are idol ready and ideally perfect for their groups and now he’s trying to make a group from america who is most likely going to get MUCH hate and won’t have a lot of supporters since kpop fans in korea prefer full koreans and sometimes an exception for ppl like NJ danielle. he should of set nmixx and itzy up really well before going to America to make a whole new group

[@CountJinsulaOfficial]

Personally, I don't think JYP is purposefully holding these groups back. He has a very old school mentality when it comes to promoting girl groups, and he hasn't adapted to the new wave. Groups like New Jeans, LSF, IVE, and even Aespa are promoting VERY differently than the traditional way. JYP seems a whole gen behind.

[@desckfulpieceofsht]

He isn't CEO anymore..? What are you talking about??

[@kpopfan11337]

Nmixx & Itzy isn't completely ruined by JYP. JYP just doesn't know how to market a song properly for Itzy and have a consistent sound for Nmixx.

[@mami_tomoe]

What do you mean ? ITZY and NMIXX are doing fine , where did you get that information from ?

[@squeakingbirb9913]

Park Jin-Young is not the CEO of JYP, hasn't been since 2011 although he is one of the major shareholder of JYP and is the main producer for the artists under JYP he doesn't have the final say on each group's artistic direction. Stop putting all of the blame on Park Jin-Young, he's having less and less control over JYP Ent. now.

[@vaanLuvU]

And now jyp wants to create a American kpop group 🤦‍♂️

[@uzwinzfan]

Their newer songs are simply just not good enough. A lot of them are either too generic or too "experimental". Look at new jeans, since their discography is actually good they actually managed to garner so much success and attention. It's all about the sound of the group because visuals and dance alone can only do so much

[@user-mc4ju4r]

Yeah some of their stans are saying the song is good because they stan the group.

[@hanniefrei]

It's giving Miss A all over again. Debut and first few comebacks were iconic but latter releases were underwhelming. The girls are talented so I hope management turns this around

[@miko6673]

Ive been fan of itzy for some time and let me share my pov. For me it was never i want something new but rather i want what they used to do and were best at, i loved their combacks till not shy, as not shy is my fav title trach, after that in the morning was good but couldn't do better than not shy. Then came loco, and it did great it was itzy for sure i loved loco and then my interest for itzy declined when sneakers came 😭like have you seen the teaser? The teaser looked so royal and elegant while the mv / song was soo cheap 😭 i can understand not having a buget but what was that? Boys like you was good in my book i liked it 🤭 and fake and true was a good backback but my interest was already gone by then and it really quite catch my eye 🥲 . I still wanna be listen to itzy but their music dont seem to catch me anymore, jype needs to seriously treat this girls good

[@FluffyTowels]

This hurts because I believe members from both groups are aware of this but JYP continues with the BS. JYP is more concerned in creating more groups than focusing on the one they already have.

[@zeeh2883]

Yup they’re 100% aware of this. I think itzy kinda hinted at it. Their needs to be some revision done with their divisions. Hopefully it’s not someone who is trying to bring their downfall and working for someone else. After all the articles that have come out of companies trying to sabotage groups I wouldn’t even be surprised

[@gravy9gravy]

If you want to barf, check the A2K show. All the JYP groups problems stem from JYP. In spite of that, I still dig Itzy and NMIXX.

[@pranjalishahare5665]

It doesn't matter as long as they have strong dedicated fandom..actually that's why jype doesn't care about k charts and promotions..look at twice they don't give promotions to them just 1week of performance that's it but because their Fandom is strong they have great album sales, concerts attendance which actually brings them money even if they don't cahrt in korea globally they are becoming stronger

[@leftemon]

what I love about mmixx is that all the members are allrounders. all of them have the talent and potential, they contain the 2 best vocalists of the 4th gen and solids dancers and rappers. but I hate they jyp is indecisive about their concept, switching from mix pop to more of a nugu style after jinni left. they would be a dominating group if their concept wasn't being switched every 5 seconds because jyp is trying to experiment which one will do better on the charts. im ot6 nmixx because all of them are such good performers, that my eye didnt only attract to one member, but all of them. their talent continues to blow me away, and im so sad about the reviews they receive, because I know that they have the perfect members to be such a big group. even both groups have members who have stated to have written songs, yeji talked about how jyp never let her actually produce or publish them. lily has written tons of songs, and I would've loved to seem them showcase their creativity and talent with self written songs, like stray kids have been doing since debut.

[@blankonplay8196]

For NMIXX, How do they want to be recognized & show the potential of their songs, whereas from the beginning of their debut & every time they come back, they are always attacked with nonsense that they didn't really do. Always being compared & labeled as plagiarizing and other hatred, which indirectly affects other people's judgment of them.

[@rolm7813]

ITZY as a brand has become boring. No other words to describe it. Sorry to be harsh. The girls are of course doing their best but they can only do so much with their schedule and what their management gives to the girls. I have nothing against the members and I know they probably feel the same way about how they are being managed. ITZY was the first gg that really pulled me into the world of kpop. I was a casual listener and enjoyer of kpop back in 2010. At the start of the pandemic in 2020, I saw ITZY's Wannabe comeback trending on KZbin music and I was blown away by their choreography and their visuals and how they are able to sing and do their crazy choreo. Now, at present, as a casual fan, ITZY has been overshadowed by newer groups. They have lost their sparkle. IDK what is missing or what's lacking. I think it's time JYPE give the girls their solo/subunit projects to refresh ITZY. Even with other groups under the company like Twice and Stray Kids, I feel like they are getting "old" and the newer groups offer something else. Different and new. I think the Sneakers promotion really did a lot of damage to their brand. The royal concept both visually and musically was something people were expecting and they were lied to. Imagine coming from their MAMA performance with Loco+Mafia and then to Sneakers. People were extremely disappointed with that comeback and I think that really damaged ITZY as a brand. As with NMIXX, they could be a slow burner or late bloomer kind of gg and they will be more recognized by the public once they have 3-5 solid comebacks back to back with solid songs. But I guess talent really can't really carry these groups toward being at the top. NMIXX and ITZY are talented groups. NMIXX has all-rounders with strong vocals and ITZY mostly has the best dancers. I think ITZY will disband after their contract ends in 2026 and each member will go with their solo endeavors and do a reunion comeback once in a while. ITZY has 3+ years until then. We'll see how those 3 years will play out.

[@spotteddogmemphis]

I fully agree with this but JYP is dropping the ball with NMIXX way more than Itzy, imo. NMIXX should be huge right now. Their talent makes other 4th gen and 5th gen groups sound like amateurs.

[@shopercito1617]

I think, twice need have more interactions with nmixx, a lot of people are fans to twice, they do anything with twice say, for example, one time Sana tells about new jeans is a good group, why they say nothing about nmixx?

[@ryujins.smile.]

They haven’t faded. They’re all super popular

[@OYJluv]

Meh.

[@user-yf6tq3xx3m]

Never had any song in my playlist ,too chaotic ..those girls can do better

[@mrmaclipstick5183]

I will say JYP seems to have lost sight on what he wanted these two GGs to be. And I see with Nmixx that their songs are getting more and more "public friendly" and less Mixxpop. And itzy idk where the hell they going with their music. Early era it was kinda experimental then it went commercial with sneakers and boy like you, now it just seems bland. Technically tho can't say it's all JYP's fault. New GGs just keep debuting and Kpop fans are turning their attention to them. It's the same with senior ggs like Twice and Red Velvet. These new gen. kpop fans just aren't into them. But.. those 3rd gen. fans already have a big and loyal fandom. someone like nmixx and itzy are still in growing stage so they are affected.

[@kayspiffy8259]

Talented girls but the music they’re given isn’t the best. Poor girls.

[@xuccucu]

5:36 Jini is under different company now, JYP can’t use her images due to the copyright issues. 6:30 JYP is scared of another “Suzy curse” issue

[@iamanarmywhoblinkedatanexo4705]

I wanna say something I really liked ITZY title tracks from their debute DALALA to LOCO but after that when they released sneakers and whatever they released till now is keep getting foggy in my vision , I am obsessed with their dance breaks like specially Wannabe and LOCO but now I just can't find myself to enjoy their music anymore. And about NMIXX I will be honest I really don't like their music style because it's always so messy like so many things happening in the music and really don't like noice music . I thought may be just I am being toxic but even listening every songs in their discography I still hate everyone of their songs

[@pedroportalatin6751]

Itzy can do better without jyp they need better management .

[@Queendom.]

As a Once ..Not only itzy and nmixx lost their potential, Twice also lost their popularity...the went from top 3 to top 13 in popularity...their recent comebacks were boring and not enough catchy.....JYP should take it serious....these groups fanbase are decreasing

[@Cloverdosee]

Itzy’s new mini album ‘Kill My Doubt’ comes out on July 31st!