The four-member girl group KISS OF LIFE is once again embroiled in controversy over their provocative content. Their latest challenge video for the song 'Who is she' has sparked debate due to its suggestive choreography, which includes members opening their mouths, choking each other, and gyrating their hips. While the group is known for their 'sexy concept,' the explicit nature of the challenge has drawn significant backlash, with some accusing them of using shock value as a marketing tactic amidst declining music sales.
On October 14, the challenge video uploaded to KISS OF LIFE's official YouTube channel became a hot topic online. The video features members pairing up to perform the controversial moves, accompanied by music that some say evokes moaning sounds. Critics argue that the choreography blatantly mimics sexual acts, which has led to widespread criticism.
While sexy concepts often attract controversy, the public reaction this time is notably different. Many believe the group's image has been tarnished due to the overtly sexual nature of their performance. Comments like "This is strange" have garnered over 4,500 likes, reflecting public disapproval. Other criticisms include, "It looks cheap," "Why is there a need to be this provocative when the song has a girl crush concept?" and "They seem to be deliberately courting controversy with sexual content, which only devalues the group."
KISS OF LIFE has faced similar controversies in the past, suggesting a pattern of intentional provocation. Their 2022 release 'Lips Hips Kiss' drew criticism for choreography that appeared to mimic pulling on underwear straps, leading to changes in the routine. During their debut with 'Sticky,' the group faced backlash for twerking and camera angles that many felt crossed the line of artistic expression.
Industry insiders suggest that the repeated controversies may stem from the limitations faced by smaller entertainment agencies. Without the substantial marketing budgets of larger companies, these agencies often resort to noise marketing to gain attention.
The issue, however, is sustainability. While a sexy concept can initially attract attention, it can also polarize public opinion. If the concept crosses into 'tasteless sexual depiction,' it can severely damage the group's image. Given that platforms like YouTube Shorts and TikTok are accessible to minors, the potential impact on younger audiences must also be considered.
Despite their provocative image, KISS OF LIFE's recent music performance has been lackluster. Their last successful release was 'Sticky,' which charted at number 5 on Melon's HOT100 and reached number 10 on Billboard's World Digital Song Sales chart. However, their latest release 'Who is she' failed to enter Melon's TOP100 chart eight days after its release on October 14. Their previous controversial track 'Lips Hips Kiss' peaked at 76 on the same chart. In contrast, 'Igloo,' which emphasized a girl crush concept over sexiness, reached a high of 37 on the TOP100 chart. As KISS OF LIFE marks their fourth year, it's clear that provocative marketing is no longer a viable strategy.
S2 Entertainment, KISS OF LIFE's agency, has not issued a specific statement regarding the challenge's controversy. However, they urged the public to consider the entire performance rather than isolated clips, suggesting that the full stage presentation offers a different perspective.
Reported by Kim Soo-ah and Lee Min-kyung for TenAsia suapop@tenasia.co.kr