The fourth-quarter girl group battle is underway, and TenAsia frames it as a founder-versus-founder showdown: Lee Soo-man’s A2O LITE against Yang Hyun-suk’s BABYMONSTER, with NMIXX, ILLIT and IVE releasing new music in the same crowded stretch.
According to TenAsia’s October 25 report, the race began with A2O LITE, produced by Lee Soo-man as key producer of A2O Entertainment. The group debuted on October 13 with “NEON” and reached No. 1 on the Melon Top 100 just 29 hours after release.
BABYMONSTER, the YG Entertainment group overseen by executive producer Yang Hyun-suk, answered on October 23 at 1 p.m. with the digital single “DESERVE,” their first new song in about four months. TenAsia notes the track shifts from the group’s intense hip-hop and dance sound toward a pop ballad, with Yang highlighting the members’ delicate vocals and explosive singing.
NMIXX of JYP Entertainment joined on October 19 with their sixth mini album, “Strange Muse,” led by “Birthday Wish,” including the group’s first member unit songs since debut. TenAsia recalls last year’s “Blue Valentine” gave NMIXX their first Melon Top 100 No. 1.
The decisive day comes on October 26, when ILLIT and IVE release new albums together. ILLIT of BELIFT LAB under HYBE will release their fifth mini album, “BREAK EVEN,” with “Chepohagesseo,” previewed at Incheon encore concerts on October 17 and 18 to mixed reactions. IVE of Starship Entertainment will release their fifth mini album, “Looks Can Kill,” expanding their “girl fantasy” world into a “girl hero” concept; its title track, pre-released on October 19, topped YouTube’s Music Video Trending Worldwide chart, and IVE scored a perfect all-kill earlier this year with “BANG BANG.”
TenAsia quotes a music industry insider saying that award shows and year-end specials reduce regular music show slots as year-end approaches, so many acts prefer October comebacks that leave room for music show promotion and year-end stages.
For context, this pits Lee Soo-man, founder of SM Entertainment now steering A2O Entertainment, against Yang Hyun-suk, founder of YG Entertainment. No agency has issued a new joint statement about the race itself; TenAsia’s framing is analysis, not an official announcement.
With ILLIT and IVE landing on October 26, the first full week of chart and music show results will show whether A2O LITE’s debut surge was the start of a new order, or whether the established groups reclaim the top.
