In the K-pop market, short-form content has become an essential condition for success. Songs are getting shorter to be easily consumed as 15-second challenge videos, and tracks focusing solely on hooks from beginning to end are flooding the industry. Rather than the entire stage, a single ‘killing part’ spreads first, and listeners who play a song from start to finish are steadily decreasing.
There is a team that has gone against this trend and chosen the orthodox approach: YG Entertainment’s BabyMonster and Treasure. Instead of following popular formulas, the two groups are competing with their skills, filling songs with ‘full power’ from start to finish.
BabyMonster made a direct challenge with their new digital single ‘DESERVE’, released on the 23rd of last month. This marks their ultra-fast comeback in about four months since ‘SUGAR HONEY ICE TEA’ last June and their fifth activity this year. The genre chosen this time was unexpectedly a pop ballad. Having solidified their position as ‘performance powerhouses’ with intense hip-hop and energetic dance tracks, the group put aside fancy choreography and threw down a winning card relying solely on vocals.
‘DESERVE’ is a song where lyrical synth melodies and a retro mood harmonize. Contrary to the short-form grammar of packing impact into a short section, it starts from restrained emotion and builds up toward the chorus and bridge. It is a structure where a few seconds of highlights cannot contain the true value of the song. Carrying a long-breath song to the end requires vocal skills to back it up, and BabyMonster proved those skills.
Their true value was revealed on stage. BabyMonster showcased hand-mic live performances on MBC’s ‘Show! Music Core’ on the 24th and SBS’s ‘Inkigayo’ on the 25th of last month. Rich vocal volume and dynamic control solidly supported the rising sound, and in the highlight sections, Ahyeon’s signature ultra-high ad-libs and Pharita’s powerfully reaching vocals blended to create an overwhelming harmony. Despite the song requiring high-level proficiency, the live performance was unwavering, showcasing the aspect of an ‘all-rounder’ transcending the framework of an idol group.
While BabyMonster proved their worth with their voices, Treasure responded with stage-dominating performances. Treasure released their new digital single ‘SHOCK’ on the 2nd of last month. ‘SHOCK’ is an electronic hip-hop track impressive for its trendy synth sounds and fast-paced progression. It maintains the heaviness of hip-hop, which is the root of YG music, while adding Treasure’s unique power and dynamism, receiving evaluations of completing a clearer-than-ever musical world.
The song features no resting sections from start to finish. Sharp rapping by the members continues over the driving beat, while lyrics borrowing 1TYM’s ‘Hot Hot’ and the hooking phrases of the bridge leave a strong addictiveness. It is as if they rewrote the heritage of their YG senior in Treasure’s own way.
The performance is even more overwhelming. From gestures intuitively expressing the lyrics to disciplined, shock-symbolizing point choreography, they amplify the song’s charm. Particularly, the synchronized group dance in the bridge section and the choreography performed with a large-scale dance crew heightened immersion with grand scale and explosive energy. It is a stage whose true value can only be appreciated when watched from beginning to end, rather than cutting out just a single scene.
As such, BabyMonster demonstrated the essence of ‘YG-style’ orthodox vocals, and Treasure showed the identity of YG orthodox hip-hop in their respective ways. Instead of shortening songs and increasing hooks for short-form platforms, the ‘orthodox approach’ of filling the entire song with skill has ultimately moved the hearts of global listeners.
The race of both teams continues. BabyMonster is continuing their second world tour ‘2026-27 BABYMONSTER WORLD TOUR [CHOOM]’ spanning 31 shows across 18 cities on 5 continents, and will release a new album early next year. Treasure is meeting fans through various stages including the ‘2026 Korea Grand Music Awards (KGMA)’ held at the Gocheok Sky Dome in Seoul on the 7th. Amid volatile trends, the K-pop industry’s attention is focused on the full-power steps of these two teams who are ‘ripping up the entire stage’.
