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Monday, October 31, 2016

This Week: BULLDOK and KCONIC Entertainment's Clever Use of Produce 101

This week we're going to talk about BULLDOK, the girl group relying on Produce 101 fame and a supposedly different take on generic girl group concepts to capture fans' hearts.

KCONIC Entertainment debuted their girl group BULLDOK on Oct 20, 2016 with the song "Why Not?" This group consists of members Kim Minji, Kim Hyeongeun, Park Sehee, Lee Jinhee, and Park Sora. All of these members appeared in the hit television show and trainee competition Produce 101.

Faced with the fear of disbandment, from being truly nugu/unknown girls, this company is relying on the knowingly short-lived fame from Produce 101 and the 'shock' factor from a hard and wild song to make an impact.

As we've discussed before, new girl groups like DIA, Gugudan, WJSN, and CLC, are relying on the P101 popularity of one of their members to hard-carry the rest of the group into success. These groups, as well as their companies, are also relying on the "powerful innocence" trend started from groups like G-Friend to try and please the public.

In each of these cases, the P101 members who are hard-carrying their respective groups were massively popular during P101, however, they're not popular enough to save their sinking ships on their own. Even the two P101 members of Gugudan, who were immensely popular during P101 (they even debuted in the final line-up of the "Nation's Girl Group: I.O.I") were not enough to save Gugudan's debut from nugu-ness.

What KCONIC Entertainment and BULLDOK are doing differently, is taking the average popularity from all the P101 trainees they had, bringing them together and challenging the public's appeal for "innocent" girl groups with this debut. "Why Not?," a debut we will discuss more throughout this week, is an approach to this flash-in-the-pan-fame that takes a chance and asks: Why not take the risk of debuting these trainees while the P101 fame is still alive and trying to leave a rebellious, strong, and sassy impression on the public?


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