TWICE and the “LIKEY” Comeback
On October 30, 2017, TWICE released their first full-length album Twicetagram and the music video for title track “LIKEY.” Twicetagram features 13 new tracks from the girl group, with genres like future pop, acoustic pop, jazz, pop, dance pop, and acoustic ballads highlighted throughout the tracks. TWICE members Dahyun, Chaeyoung, Nayeon, Jihyo, and Jeongyeon participated in writing four of the songs, while Hyerim of Wonder Girls also has writing credits on Twicetagram. This album was later released as the repackage Merry & Bright on December 11, 2017 featuring two new tracks, “Heart Shaker” and “Merry & Bright.”
The Music Video
The album title is in reference to their official Instagram account of the same name, and the release of the concept photos on their Twitter account followed an Instagram-like format, with some of the photos edited to mimic Instagram’s interface and their song titles listed like an Instagram profile. This marketing strategy set up the connection to the lyrics of “LIKEY,” which focus on the members of TWICE trying to get a like on social media from their crush.
The music video is just as cute as the song, with the members embracing the cutesy schoolgirl vibes that had thus far helped cement their status as the queen rookie group at that time. “LIKEY” was filmed entirely in Vancouver, Canada, with some scenes filmed personally by leader Jihyo. Between scenes of TWICE goofing off in a roller rink and gathering in a gelato shop, we’re treated to choreography shots in front of Gastown alley, Maple Tree Square, Alley Oop, and Stanley Park.
The Comeback Performance
TWICE had their comeback performance for “LIKEY” on November 2 on M!COUNTDOWN. Their performance opened up with a video package using that same Instagram-like format of their concept photos. While the background stage setting was bright and colorful, featuring an amusement park-like setting, the members of TWICE wore black and red outfits. Throughout their comeback performance, you can hear the audience loudly chanting along with the girl group, showing how popular they already were with male fans.
The Legacy
At the time of release, Twicetagram became the fastest selling female K-Pop release since 2002, with the album selling over 129,000 copies in its first week. The album was also the bestselling female K-Pop release of 2017, an amazing feat since it was released at the very end of October. “LIKEY” set a new record for the fastest K-Pop girl group video to reach 100 million views on YouTube on December 3, 2017, 33 days after the video was released. By September 2018, the music video had three times the amount of views.
Twicetagram debuted at No. 1 on the Gaon Weekly Album Chart and No. 2 on the Gaon Monthly Album Chart for the month of October. The album also appeared on the Billboard U.S. World Albums Chart at No. 1 and the Billboard U.S. Heatseekers Albums Chart at No. 10. Both Billboard appearances were important milestones for the then-rookie girl group, as their previous release SIGNAL also appeared on the Heatseekers Albums Chart at No. 11 while Twicetagram was their first album to appear on the World Albums Chart.
“LIKEY” peaked at No. 1 on the Gaon Weekly Digital Chart, No. 1 on the Gaon Weekly Download Chart, No. 3 on the Gaon Weekly Streaming Chart, No. 1 on the Billboard U.S. World Digital Song Sales Chart, and No. 9 on the Billboard K-Pop 100, though this last charting took place once Merry & Bright was released. With “LIKEY” peaking at No. 1 on the World Digital Song Sales Chart while Twicetagram was No. 1 on the World Albums Chart, TWICE became the first female K-Pop act to lead on both charts simultaneously.
Their title track isn’t their only track to chart, however. Tracks “Turtle,” “MISSING U,” “WOW,” “24/7,” and “FFW” also appeared on the Gaon Weekly Digital Chart, peaking at No. 26, No. 46, No. 86, No. 95, and No. 97 respectively. As for the Gaon Weekly Download Chart, all 13 tracks charted. “Turtle” peaked at No. 12, “MISSING U” peaked at No. 20, “WOW” peaked at No. 56, “24/7” peaked at No. 59, “You in My Heart” peaked at No. 64, “FFW” peaked at No. 66, “Look at Me” peaked at No. 67, “LOVE LINE” peaked at No. 70, “DING DONG” peaked at No. 71, “DON’T GIVE UP” peaked at No. 73, “Jaljayo Good Night” peaked at No. 74, and “ROLLIN’” peaked at No. 78.
During their comeback promotions, TWICE received seven music show wins for “LIKEY,” with the girls taking home one win for Show Champion on November 8, two wins on M!COUNTDOWN on November 9 and November 16, one win on Music Bank on November 10, and three wins on Inkigayo on November 11, November 19, and November 26, making them Triple Crown winners.
While TWICE were nominated for a slew of awards during the end-of-year award season, the girls only took home a few of those trophies. Wins include “Album Bonsang” and “CeCi Asian Icon Award” at the 2018 Golden Disc Awards, “Artist of the Year” at the 2017 Korea Cable TV Association Awards, “Performer of the Year (Daesang)” at the 2017 Korea PD Awards, “Best Dance - Female” for track “Knock Knock” and “Top Ten Artists” at the 2017 MelOn Music Awards, “Song of the Year” and “Best Dance Performance - Female Group” for track “Signal” at the 2017 Mnet Asian Music Awards, and “Song of the Year” for “LIKEY” at the 2017 Phillippine K-Pop Awards.
While that is not an exhaustive list of their award season wins and doesn’t include the nominations they didn’t win, it does show that while “LIKEY” and Twicetagram were big successes for the girl group, they were also still being nominated and awarded for albums released earlier in 2017. TWICE got a lot started and accomplished that year while still being rookies, and it’s no surprise that the girl group is still one of the most popular K-Pop groups.