In typical YG Entertainment fashion, we’ve been hearing about the debut of their latest girl group BABYMONSTER for years. Despite any personal feelings regarding YG, there’s no denying that the anticipation and chatter around their debuting groups is strong. That often translates to big numbers upon debuts that are teased for a number of years. For BABYMONSTER, rumblings began in late 2020 with an aim to debut in 2021, but it was continuously pushed back until now, two years after initial confirmation. 

The formation of BABYMONSTER came through survival show Last Evaluation, where Yang Hyunsuk himself declared that seven members would not be debuting in the group; only five. This decision was completely reversed at the end of the show, and seven members ended up debuting. Ruka, Pharita, Asa, Rami, Rora, Ahyeon, and Chiquita make up the final lineup, with the maknae being only 14 years old. While not the youngest person to ever debut (that title still belongs to BoA), it’s still exceedingly rare for someone that young to debut. In addition, there were some questions around whether or not Ahyeon was still part of the group, as it was initially announced she had backed down from debuting, before that was recanted and replaced with the information that she was just on hiatus for health reasons. So with all of the anticipation of a new girl group from YG, do they live up to the hype?

“BATTER UP” upon first listen is exactly what I would expect. That’s not to say that the girls aren’t talented or unprepared for their debut, but more of a statement on the current state of YG. The title track sounds like it was something intended for BLACKPINK, and the chorus almost feels like a carbon copy of LISA’s “MONEY.” So rather than giving BABYMONSTER their own new identity, it very much feels like this song is an attempt to create BLACKPINK part two. The vocalists are talented, the rappers are talented, there’s no question, but the lack of an individual identity for this new group seems to be what is creating frustration for many K-Pop listeners. It portrays the idea that YG is very stuck in their ways and not willing to deviate from their girl crush formula. I suppose one could argue “if it ain’t broke don’t fix it,” but it seems unfair to the new girls to not give them a chance to cultivate their own identity and instead be forced into this YG-centric box. 

The video concept is, of course, girl crush, and when taking into consideration the age of the members, it seems like they’re forcing the girls to appear mature when they’re still young. I do like the styling choices and tend to have an affinity for girl crush concepts, but something about how young these girls are being forced into outfits that make them look at least ten years older is odd. Perhaps that’s my own old age talking, but I just prefer when younger idols aren’t forced to age themselves and have some protection from the forced sexualization that eventually befalls them, particularly female idols.

Regardless of criticisms from myself (and from many others online), it is clear that these girls are very talented in their own realms. Hopefully in the future their company can take into consideration the constructive aspects of criticism and consider other ways they can highlight the talents of these new idols.

Check out the video for “BATTER UP” here!

Edited by Aleena Faisal