The song has generated significant buzz in short-form content, competing with K-Pop artists.
ILLIT continues to rise on domestic and international charts with their latest release.
[TV Daily Reporter Hwang Seo-yeon] The group ILLIT (YoonA, MinJu, Mocha, WonHee, IroHa) is experiencing a rapid global rise with their song 'NOT CUTE ANYMORE.' According to YouTube Music, their monthly viewer count exceeded 583 million as of January 15th. This remarkable figure stands as the highest among K-Pop groups and rivals international pop stars like Shakira and Tyler. This count represents the total number of users who watched or listened to ILLIT's content in the past 28 days globally.
The trend in monthly viewer count before and after the release of 'NOT CUTE ANYMORE' highlights the global impact of the song. Last November, ILLIT had a mere 80 million monthly viewers, but this number skyrocketed to 430 million in December, marking a 438% increase. Even after their official activities ended, interest in their music continued to rise astonishingly.
The effectiveness of short-form content played a significant role in this success. The 'Hood Job Shot' challenge, featuring 'NOT CUTE ANYMORE,' surged its audio usage tremendously. The song reached 2nd place in the U.S. daily Shorts chart and 5th place in the global chart, making waves across European countries as well. Building on this success, ILLIT has made their return to live domestic music shows, achieving 14th place on Melon’s Top 100 (as of January 11th). Additionally, it rose to 7th place on the Billboard Bubbling Under Hot 100, maintaining its position for three consecutive weeks, hinting at its potential entry into the main Hot 100 charts.
The recent success of ILLIT showcases not only their musical quality but also the effectiveness of their marketing strategies. By leveraging 'NOT CUTE ANYMORE,' they have strengthened their communication with global fans, adapting to novel ways of music consumption in today's digital age. This song's suitability for short-form content has played a significant role, enabling them to reach a wider audience.
Furthermore, ILLIT's rise reflects changes within the K-Pop industry itself. As competition on global charts intensifies, artists must innovate and diversify their content to grow their fan bases. The case of ILLIT illustrates how a strategic approach in this environment can lead to tremendous success.
As fan engagement deepens, ILLIT's music transcends mere listening pleasure and becomes central to communication and participation. They are fostering deeper connections with their global fanbase, likely yielding positive outcomes for their future endeavors.
This article is KOSTAR’s reinterpretation of a story originally reported by TVDaily.
Photo: BELIFT LAB
