MOMOLAND’s Career Pt. 2: “BAAM” to New Beginning

Photo: MLD Entertainment

Last week’s Ladies Corner covered the first portion of MOMOLAND’s career, which will soon be revitalized. Hyebin, Jane, Nayun, JooE, Ahin, and Nancy recently signed with Inyeon Entertainment in hopes of releasing future music again. The group formed from the survival show Finding MOMOLAND in 2016, and landed their breakthrough hit “BBoom BBoom” in 2018. They moved forward with a larger international focus for the remainder of their contracts with MLD Entertainment, which ended in 2023. 

The Global Focus of “BAAM”

Before their next comeback, MOMOLAND’s company changed their name to the one known today: MLD Entertainment. MOMOLAND brought fun to the world with their title track “BAAM” on June 26, 2018. Produced by Shinsadong Tiger, the producer of “BBoom BBoom,” the song shared a similar structure to its predecessor. The song’s combination of an onomatopoeic title, trap rap breakdown, and the electro swing genre drew comparisons to “BBoom BBoom.” However, “BAAM” still achieved success by its music video reaching 100 million views in September 2018; as of publication, it currently sits at 262 million views.

“BAAM” and its music video paid tribute to the group’s increasing global fandom. MOMOLAND goes on a worldwide journey, switching between sets and historical clothing inspired by places like Egypt, France, and Vietnam. Nancy even carries the Philippines’ flag at one point, referencing the immense support from fans within that country. Spotting references feels like the treasure hunt the music video asks viewers to engage in. 

Continuing Forward as Six  

MOMOLAND released their fifth EP, Show Me, on March 20, 2019. Taeha and Yeonwoo were absent, meaning the group was promoted with seven members. The title track “I’m So Hot” shows the members having fun as popular girls living a glamorous life. It brings a different party vibe with its brassy and jazzy elements. 

Daisy also went on hiatus alongside Taeha and Yeonwoo by the time MOMOLAND released their first full Japanese album, Chiri Chiri, on September 4, 2019. On November 30, 2019, Taeha and Yeonwoo officially left the group, and MLD Entertainment and Daisy still had ongoing discussions about her contract. MOMOLAND finished 2019 with their single album Thumbs Up!, which showed a retro sound mixed with familiar brass elements. "We wanted to come up with the kind of music that has different feelings from the past because it's the first time we are performing as a six-member team," Nayun told The Korea Times.

More International Expansion

By May 2020, MOMOLAND solidified their current six-member lineup as MLD Entertainment officially confirmed that Daisy left the group. The following month, MOMOLAND released Starry Night, their first EP featuring a title track with an accompanying English version. MOMOLAND’s Japanese title track “Chiri Chiri” also received a Korean version. The city pop song “Starry Night” continued the retro theme set up by “Thumbs Up!” This special EP release aligned with MOMOLAND’s new representation in ICM Partners, which planned more activities outside of Asia. 

Months after releasing their single album Ready or Not, MOMOLAND collaborated for their next viral hit. On February 5, 2021, MOMOLAND partnered with German producer CHROMANCE to remix his hit “Wrap Me In Plastic.” The song features English and Korean lyrics alongside a new dance. After the success of the original song on TikTok, CHROMANCE wanted to partner with a K-Pop artist to further the song’s popularity in South Korea. He took “interest in MOMOLAND’s musical and visual style.” 

First English Single and New Hope

MOMOLAND released their first English single on January 14, 2022. The disco song “Yummy Yummy Love,” in collaboration with Dominican artist NATTI NATASHA, talks of a sweet romance. Though MOMOLAND also promoted the single on music shows, it would mark their last song before an indefinite hiatus. On January 27, 2023, all MOMOLAND members terminated their contracts with MLD Entertainment. 

The members pursued other activities during their hiatus: JooE participated in Mnet’s Queendom Puzzle, Hyebin appeared as a mentor on the currently airing South Korean-Filipino survival show Be the NEXT : 9 Dreamers, and Nancy guest starred on Running Man Philippines last August. MOMOLAND signing under Inyeon Entertainment this month will hopefully give fans more content. While the nature of their future activities has yet to be confirmed, this development sounds exciting either way.

Edited by Clark Royandoyan