While YG Entertainment is commonly associated with the global musicians under them, the label has also made it a common tendency to stick to a certain marketing and publishing strategy. This strategy has been met with negative perception, though is quickly dismissed when content eventually releases. The label’s new girl group, MEOVV, has made haste with a swift return following their debut on September sixth. Contrary to previous artists, the quintet has taken immediate measures to retain their initial hype factor by releasing their double-single, “TOXIC,” consisting of a title track of the same name and b-side “BODY.” Despite sticking to the label’s tradition of the comeback following debut being a slow ballad, the additional single provides a similar production style to their debut track which drew fans in to begin with. “The group MEOVV makes a super-fast comeback to further consolidate the position of a ‘complete newcomer’ in the music industry,” reporter Kim Hyeon-Suk said.
The company’s typical marketing style has warranted success when it comes to streaming sites, but letting the debut tracks “simmer” too long can hinder growth. The girl group prior, BLACKPINK, hasn’t had a group release since September 22 2022 and isn’t anticipating one until mid-2025. Even if they’re one of the largest leading girl groups globally, their relevance fades as new faces fight for the spotlight. MEOVV’s immediate return however, has allowed their new additions to chart alongside the girls’ initial song. When the time comes for a proper full-length album, the quintuple will have already established a solid discography reminiscent of that of a mini-album, something YG Entertainment hasn’t tried since 2009. According to Melon, South Korea’s primary streaming service, the double-single album charted with 140.2 thousand streams during the initial 6 hours on the first day. On Spotify, the lead single hit 2,073,520 streams in its first week, MEOVV_onCharts reported Their initial debut back in September however, earned 1,153,779 streams in the first week. This method of consistent releases has proven to be beneficial for the rising girl group, setting the newcomers up for great success long-term.
