Brave Girls’reverse driving’ in 4 years, parallel theory with EXID

A girl group that has become Cinderella in the music industry by causing’reverse charts’ with one video uploaded by someone online.
They are Brave Girls who recently made a blast with the song’Rollin`. The song released four years ago reached the top of the music industry as it ran backwards. It’s been 10 years since Brave Girls was first created in 2011, and it’s been 5 years since 2016, when the current members were reorganized. 1854 days, as of 2016, is also the record that took the longest to reach number one after debut among all-time girl groups. Their reverse driving story is reminiscent of EXID and the’parallel theory’ who became stars of’up and down’ six years ago.

The Brave Girls was originally created as a 5-member group in 2011, then went through a 7-member group in 2016 and reorganized into the current 4-member group in 2017. In this process, all the original members left, and only the current members (Minyoung, Yoojung, Eunji, Yuna) remained. However, it is said that the discussion on dismantling the team at the beginning of this year was ended after’Rolin’, which was put out with great care, was seldom received, such as failing to gain popular popularity. However, on February 24, the day after they discussed the dissolution, the situation was reversed. YouTuber’Viditer’ uploaded an editorial video showing how hot Brave Girls”Rolin’ gets in the military, and it attracted great response. On the 14th of this month, less than 20 days have passed since then, it reached the top in SBS Popular Songs.

EXID was formed as a group of 6 in February 2012, but the rumors of dissolution circulated as the 3 members withdrew, and then 2 members, including Solji, who was a vocal trainer at the agency, joined and survived as a 5-member group. Those who hadn’t responded for a while also appeared on the stage mainly in the consolation performance of the military base, and they ended up’up and down’ after two years in August 2014, but they seemed to sink as they did not get any special reaction, such as rising to 95th place on the Melon Chart in the first week. Eventually, the agency organized external activities, and the members said they were thinking about their career path. However, in October of that year, a YouTuber uploaded a video of EXID’s performance at the’One Heart Consolation Performance’ held in Paju, Gyeonggi-do, and the reverse run began, and in January of the following year, he won first place in major music programs.

American journalist and writer Malcolm Gladwell described’Maven’ in his book Tipping Point, which triggers the sudden spread of a product or phenomenon. ‘Maven’ is a person who plays a role in providing useful information around people regardless of their personal interests. In 1996, American author Rebecca Wells’ novel, The Sacred Secrets of the Aya Sisters, sold only 15,000 copies in the months after its publication, but after a reading party in northern California, sales rapidly increased and soared to 2.5 million copies. Gladwell explained that “the San Francisco area reading society is the most powerful reading society in the United States, and they played the role of Maven.”

Both Brave Girls and EXID gained great response in the consolation performance of the military base, and as they were distributed through a platform called YouTube, they had a ripple effect to the public.
In particular, Brave Girls is said to have devoted a considerable amount of activity to the consolation performance event to the extent that it gained the title of’military president’. Outside the unit, Black Pink’s’How you like that’ etc. attacked the billboard and wrote various new records, while’Rolin’, which was released in 2017 by the soldiers, was a favorite song by continuing the military number. . There is a joke that’the senior will take over to the successor’. Brave Girls, who won first place on SBS’Inkigayo’ on the 14th, cried out, saying, “Thank you for all the soldiers of the ROK Army, reserves, and civil defense.”
In the case of EXID, he wasn’t the military president like Brave Girls, but it caught up with the YouTube boom that just spread. An official from EXID said, “At the time, the concert was banned, but we allowed photography as well as video recording,” he said. “Girl group enthusiasts who were encouraged there uploaded a lot of video contents to various online platforms,” ​​he recalled.
An official in the music industry said, “Because you can use a mobile phone even if you enlist now, the influence of military spirit on the girl group’s box office will increase. This time, Brave Girls showed an example.” “Is a concept that appeals to a man who is far from the recent trend of girl crush,” he said.

On the other hand, there is an analysis that the Brave Girls’ running backwards met a good environment in a timely manner.
Jinwoo Kim warmed chart senior members “in February music market has decreased noticeably amount of sound used in conjunction with a reduction Divine Comedy” and “IU in 2011 released the song best love OST released in 2017 with Brave Girls’ Hold my hand ‘song’ “Rolin’s re-entry to the top of the charts is also related to this market environment.” At the same time, “In the case of’Rolin’ of Brave Girls, it started running in reverse from the 300th place like EXID, but EXID took more than two months (11 weeks) to No. 1, whereas’Rolin’ of Brave Girls’ weekly chart was just one week. He added that the current music market is an environment in which reverse-driving music sources can quickly reach the top of the charts without any obstacles.”
Chief Commissioner Kim predicted that there could be more opportunities to write the myth of’reverse driving’ in addition to’Rolin’. He said, “As singers’ external activities decrease and non-face-to-face content consumption increases due to Corona 19, new media such as YouTube have a higher frequency of meeting consumers than legacy media such as TV.” It is related to the increased number of reverse driving sound sources.”
Reporter Yoo Seong-woon [email protected]