Credit: CORTIS’s Instagram
Big Hit Music will launch its first new boy group in six years, CORTIS, on August 18th. Expectations are sky-high for the group to carry on the company’s legacy of success following BTS and TOMORROW X TOGETHER.
The buzz surrounding CORTIS isn’t just about their famous label. Marketed as a “Young Creator Crew,” the group is composed of self-producing idols who are all actively involved in their own songwriting, composing, choreography and even video production. Several members have already been credited on hit songs, proving their skills before their official debut.
However, the group faces immense pressure. CORTIS’s launch is a critical piece of Big Hit Music’s long-term plan, but the timing is complicated. The group’s parent company, HYBE, has recently been dealing with internal controversies, including issues surrounding its founder, Chairman Bang Si Hyuk . Furthermore, they face an uphill battle in the oversaturated market for new “5th generation” boy groups.
HYBE and Big Hit Music plan to adopt ‘difference’ as their strategy, using methods that break from traditional K-pop norms. Whether this strategy succeeds or is perceived as unfamiliar will depend on fan reactions. CORTIS’s debut transcends the mere beginning of a new group; it will be a crucial turning point to gauge the future of Big Hit Music and the direction K-pop’s next generation will take.
Instagram에서 이 게시물 보기 CORTIS (코르티스)(@cortis.bighitofficial)님의 공유 게시물
