Loona is arguably one of the most ambitious kpop projects and even further Blockberry Creative actually followed through with it. In late 2016 Blockberry Creative announced the Loona project, which would involve introducing a girl every month until 12 girls were introduced. Each girl would get her own mv and solo album. Eventually, sub units would be formed. When I first heard of this project, I automatically assumed it would get canceled and that 12 member group would never happen. a relatively unknown company would have no way to do this.
But Blockberry Creative did it. And in no way shape or form were they lazy about Loona. Loona members shot music videos around the world. Their mvs were produced by Digipedi, a well known kpop mv company. Each girl got their own style of music and image. Blockberry Creative made an entire lore around Loona, it’s like all their predebut work is an OT12 origin story. Loona members have released songs and mvs that promote consent, gender identity, wlw romance, questioning of higher beings, and self-love. Individual members got 2-3 fanmeets each. Loona tv was created to let the girls introduce themselves to the public.
By the end of their pre-debut stage, Blockberry Creative would have spent over 10 million dollars on Loona alone. And besides the greater production scheme of things, Blockberry Creative has been so good to fans, including international fans. Odd Eye Circle released an English version of their song “Loonatic”. Pretty much every video on their youtube channel has English subs. Blockberry Creative does tons of giveaways and holds fun contests like “meme festivals”. They also are open to criticisms and comments from both Korean and international fans. On top of that, the girls have so far been treated really well. the girls are eating well and Blockberry Creative makes sure the younger ones are going to school. Once when they were filming in London a member complained that her feet were hurting from the uncomfortable dress shoes they had to wear. So the manager took them all to the nearest sneaker store and the girls all picked out a pair of comfortable shoes in which management paid for completely.
I’ve been a kpop fan since 2008 and I can’t remember the last time I’ve seen a group like this and a company that cares so much like this. So yeah, Loona hype is valid and these girls are gonna show why they’re the next big thing on August 7th
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