The fact is, EXO doesn’t get any promo because SM knows that EXO pays for themselves by literally just existing. SM doesn’t need to promote them— Love Shot was their highest selling album even with, like, 3 live stages. SM also doesn’t need new fans to be interested in EXO; more members are going to start enlisting soon and it’ll be inevitable the group won’t be able to promote as a whole. Why would they put money into getting EXO new fans when EXO can’t tour or make albums?
They’re going to keep using subunits and solo albums to keep existing fans generating revenue for as long as possible. They’ve already launched Super M to a. promote NCT, b. get EXO and SHINee fans into NCT, and c. go after BTS. And SM knows a group can’t just resume the same popularity after military hiatus. EXO will eventually recede from the spotlight, making way for younger groups, and be forever known as 2nd gen kpop legends.
Which is ok!! They can’t be the center of Asia forever; they’ve been active for so long and have had a phenomenal career together. They have earned time to relax, settle down, get married and start families. And it doesn’t mean their music is over— they’ll be able to pursue solo careers with more relaxation and freedom, whether still under SM or not. We’re already seeing some of that now.
I think the best way to feel better about EXO’s lack of promo is to understand why SM is doing it (as shitty as it is for EXO-Ls, there are obvious business reasons) and to know what to expect going forward.
