Super-fast reverse driving just before dismantling, Brave Girls normalized after 10 years

Brave Girls, who ranked first in the music program 10 years after the team was formed by the reverse run of’Rolin’ released in 2017. Yoo Jeong, Eunji, Minyoung, and Yuna (from left). [뉴스1]

A girl group that recently became Cinderella in the music industry by causing’reverse charting’ with one video posted online.

They are Brave Girls who sang’Rollin`. This 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.

As of 2016, when it was reorganized as a current member, it took the longest to reach No. 1 among all-time girl groups in 5 years, or exactly 1854 days. There are also many who explain the story of the Brave Girls’ reverse run and EXID who became a star 6 years ago’up and down’ with a parallel theory.

EXID Solji, Jeonghwa, Hani, LE, Hyerin (from left).

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) remain. It is said that the discussion on the team dissolution earlier this year was due to the fact that’Rolin’, which was put out with great care, did not gain public popularity. However, on February 24, the day after they discussed the dissolution, the situation was reversed. The Brave Girls video uploaded by YouTuber’Viditer’ attracted a great response. It was an editorial video showing how enthusiastic response’Rolin’ gets in the military. Twenty days later, on the 14th of this month, 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 had not responded for a while also appeared on the stage mainly for the military unit’s consolation performance, and in August 2014, they “up and down” after two years, but in the first week they ended up at the 95th place on the Melon Chart and did not get much reaction. 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 writer Rebecca Wells’ novel “The Sacred Secrets of the Aya Sisters” sold only 15,000 copies in the months after publication, but after a reading party in northern California, sales increased 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’ released in 2017 was a favorite song from the soldiers as a masterpiece, continuing the military number. . There is a joke that’the senior will take over and hand 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,” and recalled that “a lot of girl group enthusiasts who were encouraged there uploaded video content to various online platforms.”

An official in the music industry said, “Now, even if you enlist, you can use a mobile phone, so it is expected that the influence of military mind on the success of girl groups will increase. “Brave Girls showed that example,” he said. “Brave Girls”Rolin’ is a concept that appeals to a man who is far from the recent trend of girl crush.”

There is also an analysis that the changes in the market environment were also involved in the Brave Girls’ reverse driving. 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’ Rollin’s re-entry to the top of the chart is related to this situation.” “In the case of’Rolin’, it was reversed from the same top 300 as EXID, but it took more than two months (11 weeks) to reach the first place in EXID, but’Rolin’ rose to the second place on the weekly chart in 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 chart without obstacles.”

Chief Commissioner Kim said, “As singers’ external activities decreased and non-face-to-face content consumption increased 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 increase in the number of reverse driving sound sources on the chart,” he said.

Reporter Yoo Seong-woon [email protected]