[Opinion/Music] Mamamoo Will Continue (trans)
Original post (read here)
Before I begin with this post, I must confess that I am currently not a fan of Mamamoo. But you can say that I used to be a fan once. It started with Starry Night in 2018 when I became a fan and joined the fancafe. After attending their concert and fanmeeting in 2019, the excitement as a fan gradually died down and it’s been 2 years since I’ve stopped stanning them actively. The reason why I suddenly wanted to talk about ‘Mamamoo’ is due to one line in the lyrics of <Um Oh Ah Yeh 2021>, which was included in their latest album I SAY MAMAMOO: THE BEST.
It’s getting hotter The distance between me and you One girl is walking in between us Is she his girlfriend or just a friend?
“MAMAMOO WILL CONTINUE”
OH MY GOD!
- Mamamoo, <Um Oh Ah Yeh 2021> lyrics
The line, which was unexpectedly inserted into the official track, is actually an ad-lib made during Hwasa and Solar’s part at their 2017 <Moosical Curtain Call> concert. Perhaps it’s called their Best Album, without much thought, this one line made my heart throb and sent me down a memory lane. Even though I have stopped becoming a fan since 2019, as a casual listener, I still can’t help but admit that ‘Mamamoo will continue’. I’ll discuss why.
Big Mama, Brown Eyed Girls, and…?
There were once many highly talented 4-member female vocal groups in K-pop. There was Big Mama that debuted in 2003, Cheon Sang Ji Hui in 2005, and Brown Eyed Girls in 2006. However, since the 2010s, when the idol fever took over the K-pop market where dance tracks paired with cool choreography are more favoured by the general public, we didn’t see any vocal-prominent group for a while. Until 2014, a new 4-member female group used Acapella to challenge the lavish catchy-song market. And they’re ‘Mamamoo’.
Just by looking at the music video of their debut song, you can tell that they are a group created to continue the legacy of 4-member female vocal groups. The debut song ‘Mr. Ambiguous’ was directed under the concept of musicians made by musicians. Hence, explaining a cast that no rookie can ever imagine - Bumkey, Wheesung, K. Will, Rhymer, Baek Ji Young, Don Spike, and more. Given the incredible cast that helped secure the group’s reputation, Mamamoo was able to debut as a 3rd-generation female idol group while building the image of a ‘vocal group’ that will carry on Brown Eyed Girls’ legacy.
True to the title ‘vocal group’, each member of Mamamoo carries a unique vocal colour. Solar is in charge of rejuvenating high notes with her clear tone, while Wheein’s light whisper-like falsetto assimilates into each song with ease. Hwasa skillfully leads the mood of the song with her performance-focused ad-libs and husky vocals. And lastly, Moonbyul completes the team’s individuality by rapping in a vocal range unusually lower than the majority of high-toned girl group rappers.
Objectively speaking, the 4 members each have a tone, singing method, and vocal colour different from one another. Yet, the moment their voices merge into one, a harmony comprised of absolutely different colours is born. A compatible ‘team’ completed by gathering individuals with distinct personalities - this is ‘Mamamoo’s first key to success.
A Hiatus? Is That Something You Eat?
Let’s talk about how Mamamoo built its ‘fandom’ - a prerequisite for the longevity of any K-pop idol. Perhaps they came from a small company, Mamamoo seemed to have gathered fans in a fairly simplistic and ignorant way. They ran around like crazy from one event or university festival to another, while frantically filming for contents. In 2016 after the release of <Um Oh Ah Yeh>, they’ve done 120 events alone. There was a B-side track later on of them ranting about their jam-packed schedules called <Sleep In The Car>.
It’s an undeniable fact that the company had overworked their artists. But looking back from the perspective of the company, this was in fact the most effective strategy. This is due to the fact that Mamamoo came from RBW, a small to medium-sized company, which is incomparable to places like SM that has SM-esque visuals such as Taeyeon and Irene as the face of the company, or unconventional concepts like Sandara Park’s ‘pineapple hair’ that will be difficult to compete with.
It’s common nature with K-pop idols that if one can’t generate enough attention, exposure to media via fancams and news articles will also decrease, which consequently reduces the size of the fandom. With this reason, they have come to the simplistic conclusion that “we’ll win in quantity.”
Based on this, Mamamoo’s YouTube channel prides itself in having the most ‘self-made contents’ in the industry. Majority of Mamamoo’s contents are produced in the form of a vlog entertainment series called ‘MMMTV’. To the fandom, this series has become its own brand that attracts fans. It’s not an exaggeration that Mamamoo’s ‘Beagle-Idol’ keyword originated from MMMTV.
Given how active they were, performing at three events in a day, even if there’s only one fancam uploaded for each event, you can still easily miss a few dozen clips in a week. Meanwhile, there are also various versions of dance practice videos on top of MMMTV, as well as V-live broadcasts conducted from time to time for them to greet fans in real time. Using terminology fans use, it was a ‘flood of rice cakes’ (T/N: rice cakes = a slang for contents of your bias/favourite group). With so many things to see, enjoy, and laugh at, anyone with an interest in Mamamoo has absolutely no room to leave at all.
The most shocking point doesn’t even end here. In 2018, Mamamoo went from performing at multiple events in a day to releasing multiple albums in a year. It’s called the ‘4 Season 4 Colour’ project - with the release of <Starry Night> in 2018 March, <Egotistic> in July, <Wind Flower> in November and <gogobebe> in 2019 March. Including their comeback with <HIP> in 2019 November, from 2018 to 2019, they’ve released an album every 4.8 months on average.
The moment you forget about them, there’s a new album, new fancam, new content. This prosperous content supply cycle is exactly Mamamoo’s next key to success.
Mamamoo is Coming Back for You
Unfortunately, in October 2021, it is clear that Mamamoo’s future is in a critical situation. First off, member Wheein has decided to leave the company. While it is fortunate that the rest of the three members renewed their contracts and have reached an agreement with Wheein’s new management company to extend her activities in the group, certain restrictions are inevitable. As Wheein’s agreement is set to end in December 2023, Mamamoo’s future after 2023 is still unclear.
It also seems that the dedicated composer, Kim Do Hoon, has stopped giving Mamamoo a song that will ‘blow up’. Mamamoo started off with songs featuring rich high notes and lively ad-libs, with uplifting retro-inspired beats. Yet recently, they took on a ballad route and their chart performance has started to deteriorate. After <HIP>, the most Mamamoo-like(?) title-worthy song was <Dinga Dinga>. However, that song got pushed back to a pre-released track instead and failed to receive a proper spotlight for how addictively good the song is.
Nevertheless, the members have still been introducing themselves as “MAMAMOO”. In addition, Moonbyul and Solar are so close that there are even jokes saying they’re a 3rd family, and not to mention Wheein and Hwasa have been hometown friends for 13 years now. Their company RBW is still introduced as “Mamamoo’s Agency”. Considering that they have yet established a group to replace Mamamoo, whether it’s to maintain their current revenue structure, they’ll have to continue to invest in Mamamoo in order to make profit.
The failure to renew contract with one in four (25%) of the group shows that there must have been some inconsistencies between the artist and the company. But since it’s clear that the members, as well as the company, still love ‘Mamamoo’ a lot, this fact alone makes me think that their future is still very promising.
“Mamamoo… will continue”
This post is the last message I’d like to convey to Mamamoo, and myself who once loved them whole-heartedly.
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