‘Monster rookie’ BABYMONSTER’s ‘untact’ approach sets the stage for K-pop’s future

'Monster rookie' BABYMONSTER's 'untact' approach sets the stage for K-pop's future

BABY MONSTER, the latest girl group from YG Entertainment, has embarked on an unconventional journey to fame. Their debut strategy has created a buzz that bypasses traditional offline performances. In the fast-paced realm of K-pop, where in-person connections and live shows typically shape a group’s debut, ‘Monster Rookie’ BABYMONSTER’s ‘untact’ approach has shown that innovation can pave the way for extraordinary success.

Just ten days after their official debut, BABYMONSTER has taken a unique route in the music scene, opting for a ‘non-face-to-face’ approach, steering away from traditional music show performances and focusing on a robust online presence. This strategy seems to yield significant results, particularly on two of the globe’s major pop music platforms—Spotify and YouTube

Speaking specifically about YouTube, the music video for “Batter Up” made an explosive entry, accumulating 22.59 million views on its debut day alone. Within ten days, the view count skyrocketed to an astonishing 86.77 million, edging closer to the coveted milestone of 100 million views. Undoubtedly, BABYMONSTER has captivated global audiences through its visually striking and enthralling music video

The group’s debut track, “Batter Up,” has become a streaming sensation, achieving an impressive milestone by surpassing 10 million combined streams on Spotify and YouTube within 10 days. This accomplishment not only establishes a new record as the fastest K-pop girl group debut song to hit 10 million views but also underscores the worldwide appeal of BABYMONSTER’s music