[D-eye] A Look Into NMIXX's Debut and Future JYP Plans

“♬You can’t say anything to my face~”

The lyrics above are from JYP’s previous girl group, Miss A.

“♬Every day, people can’t leave me alone”

The lyrics mentioned here is Twice’s debut song, “Ooh Ahh”

“♬People think I play around just because of my appearance”

The sentence above is Itzy’s debut song, “Dalla Dalla.”

JYP has birthed legendary girl groups such as Wonder Girls, Miss A, Twice, and Itzy. During the time of their debut, many had high expectations for the groups.

The success from the girl groups mentioned above quickly gained the entertainment label a title of their own. The label was soon hailed as “leader of girl groups.” JYP Entertainment especially emphasizes their launching of girl groups. Each of the groups previously launched, has been a part of the representing groups in each generation.

“♬WhOOk- whOOk Ay, Look at that moving eye, eyes”

In February of 2020, JYP has pulled their strengths together to birth a new girl group to represent the younger generation. The new group is a seven-membered group called “NMIXX.”

Many raise the question of NMIXX’s soaring popularity. Would the group have succeeded if not for JYP? That’s a complicated question to answer considering how Park Jin Young’s (founder of JYP) music has been coined as “difficult to follow.”

However, JYP doesn’t seem fazed by the mixed reactions to their newest girl group. We wonder if the label has more in plan for “NMIXX.”

◆ “NMIXX, composed of seven, well-rounded members”

NMIXX is the label’s first girl group, after Itzy. The debut of the new group comes after three years and has the meaning, “The group to lead with responsibility for the next generation” embedded into their name.

As a matter of fact, it’s been said that JYP had invested in the new group in hopes to accentuate their skills. The label had created a fourth department to manage the group, just for their debut.

The most significant and noteworthy aspect to this debut is that JYP had taken a different route to what’s almost a blatant rule in Kpop. In the genre, typically, each member plays a key role in adhering to their given specialties. One may be responsible in dance, another in singing, and so forth.

However, JYP had issued news that this girl group is unlike the consensus in Kpop. “NMIXX” is a merge of members who do not specialize in one specific skill, but all members possess every skill that would usually be given to each member. They are all impeccable in dance, vocal stability, and even appeal with exceptional beauty.

JYP Entertainment had brought up a clever way to promote the next generation’s idols. All seven members are all equally responsible for vocal skills, dancing, and appearances. The tactic is called the “7-7-7.” A representative for the label remarked, “We had to create a group in which all seven members play a key role in all necessary skills. 7 members for vocals, 7 for dance, and 7 for appearances. We wanted to make this group our special weapon.”

As expected, JYP had perfectly executed their plans. Lily, Haewon, Sullyoon, Jini, Jiwoo, and Kyujin are the new faces in town. The seven members show great potential with skills and blatant beauty.

◆ “Mixed reactions with debut track, O.O?”

’NMIXX had finally debuted with “O.O”, arousing reactions from the public. The unique name is meant to signify the expression of one when taken by surprise. The label and group alike were confident with the song and had announced “Prepare to be pleasantly surprised.”

JYP had explained the concept behind the group’s debut tune. The agency remarked, “It’s one song, with two genres and three stories.” To simplify, the song is a type of “mix pop.” The song is a merge of two genres.

“♬WhOOk- whOOk / Ay, Look at that moving eye, eyes / did you see? shOOg, shOOg, shOOg / hOOk to me a little bit more / I like it zOOm, zOOm, gOOd”

“O.O” starts out with a prominent hook, a trap genre. However, as the song gets closer to an expected chorus, the song transitions to a bubble gum pop, and rock genre. The track is a mash-up of two songs and nears a funk carioca genre towards the end.

The lyrics too, seem to be of a different route of JYP’s usual route. The rap lyrics include a mix of English and different sounds. The change in lyrics seem as if it was a change in atmosphere of the ever-evolving revamping of generations.

◆ “A test product for JYP Entertainment”

“O.O” is currently being met with what many may deem as success. However, the song is also receiving criticism. The song is now intensely divided between those who favor the track, and those who are against it. While “O.O” as a song is relatively divided, many seem to agree on an aspect of the group, their dance skills. “NMIXX” delivered a dance routine that rightfully distinguishes them from other groups.

The energy and synchronization seen in the music video shows the potential and force the girls have in the industry.

However, many have voiced opinions on the new track. The genre isn’t an easy task for an idol group to challenge, considering the structure of Kpop.

Similar to the debut song is a 2013 track from the legendary girl group Snsd, titled “I Got a Boy.” While the song was complimented for its unique merge of genres from Billboard, the reactions were also heavily divided as well.

“O.O” has led the public into confusion over the group’s identity and concept. A concept, often found in the core of Kpop, seems to be lost in translation during the merge of the genres. The responses show a clash in JYP’s fundaments.

◆ “Improvement rather than mainstream”

As with most debuts and works in the music industry, many are drawing comparisons between the group’s debut and their seniors. The song is seeing a dramatic difference on music sites compared to Itzy who ranked in the top 10 upon the release.

The reactions led people to ponder on JYP’s reasons for making a risky move, when their past girl groups have been wildly successful. It’s no doubt that Park Jin Young, the founder himself, have been lost in thoughts over the route of the new group.

The founder has made up his mind. Park Jin Young prioritizes growth and improvement over simple success. “NMIXX” was made through the idea of multiple goals over the course of their careers. Perhaps the label had not intended on producing a major hit-song for the group’s debut track.

In the case of Itzy, the group’s comeback songs are always compared to their debut track. The sole reason for the comparisons is because “Dalla Dalla”, their debut tune was a major hit. Itzy is expected to release even bigger hits since their debut.

“NMIXX’s” debut track is a result of precise research and logical thinking. The track was ultimately made after considering the members’ appeals and individual charm. The focus was on the choreography of the group.

◆ “Slowly but surely”

“NMIXX” is the group to have pushed JYP out of their comfort zone. Despite the ongoing debate of the track, the group seemed to have garnered a loyal fanbase. The debut album alone has sold 220,000 copies.

The girl group now holds the title as the most albums sold from previous debuts. JYP was clever enough to actively promote the group before their official debut.

Much like the mixed responses, the track is re-appearing on the charts. The fandom has claimed, “It’s odd, but also oddly addicting.”

It’s hard to claim if “NMIXX” is a success or a failure. The promotions for the group have been pushed back to a member’s Covid-19 diagnosis. JYP is now relying on the success of their senior groups to help spread the name of their juniors.

Dispatch concludes this article with a comment from a JYP Entertainment representative, “NMIXX was able to receive the amount of attention that they did because of the interest and success of their senior groups. We will continue to deliver colors authentic to ourselves.”

by. Suji Kim