Techno Genre Synergy Strategy Succeeds

Girl groups under HYBE are creating a shift in the K-pop trend by consecutively releasing new techno-based songs. Groups Katseye, ILLIT, and LE SSERAFIM are gaining attention by showcasing songs with techno sounds at the forefront around the same time.

Katseye released the techno dance song 'PINKY UP' in April, and ILLIT released the techno song 'It's Me', an unconventional transformation, in the same month. LE SSERAFIM also recently presented a powerful techno-based EDM sound in their pre-release track 'CELEBRATION' from their second full album.

Despite having built distinct musical identities, these three groups have prominently featured intense electronic music sounds around the same period. While some expressed concerns about homogenization, the outcome is evaluated as a success in creating a unified trend while preserving each team's individuality.

The techno genre, based on strong beats, repetitive rhythms, and high energy, has the advantage of being suitable for the K-pop environment, which is centered on short-form content and performances. It is currently re-emerging as a genre gaining attention in the global music market, and Katseye, ILLIT, and LE SSERAFIM chose techno in line with this trend.

While utilizing the same genre, each team succeeded in imbuing it with its unique color. Katseye incorporated bold electronic sounds and performances targeting the global pop market, while LE SSERAFIM infused their signature narrative of self-confidence and energy. ILLIT maintained their existing dreamy and girlish image while adding a powerful and bold charm to complete their 'ILLIT-style techno'.