KARD - what went wrong? (1 Viewer)

[Myco]

I was in the mood for some KARD songs again and just wondered, what exactly went wrong?

If you click on their Don't Recall MV you can see 52 million views. Close to that is Hola Hola and Oh NaNa with around 33 million views. And to close the pre-debut -> debut circle off with Rumor which has around 17 million views.

They were one of the most promising groups, trying to break into a market that's rather against co-ed groups these days.

I think, them focusing on a more tropical sound for their pre-debut and debut was okay, while yes, they might've sounded similar, they didn't want to risk going to a different sound yet, because for that time it was the sound the people/their fans liked and knew "belonged" to Kard.
Rumor probably had the biggest backlash from people that listened to it, most likely the most disappointing one of the 3 pre-debut singles.

Some thought they should've debuted with Oh NaNa and have Don't Recall be a successful first comeback, however I think it was a smart move only marketing it as pre-debut project.

DSP knew the moment Oh NaNa first blew up that the international fanbase should be the focus for now, already touring some cities outside of Asia after Don't Recall was released.
And then, what I think was the main part of them losing most of their hype was the long waiting time between Hola Hola and You In Me. It wasn't so long per se, but just looking at the views, You In Me being at 8.2 million views after such a long time and Hola Hola with 33 million views. People simply forgot about them.

While it does seem that DSP tried to do something different with You In Me, making it darker than their songs before, it still was pretty much in the tropical spectrum of sounds, which was again, a huge disappointment for a lot of people and what I think the second reason they lost so much.

I do think that they should keep the sound but not for titles.
The You&Me album and Ride On The Wind album had such amazing b-sides, different from their previous sound, which would've been the key to "survival". They still toured throughout the world, had their first concert in Seoul but that didn't really brought them any new fans.

Spoiler: Songs better fit for titles, would've kept more people interested in them

Into You instead of You In Me would've surprised many I believe.
It's such a great song which showcases Somin's and Jiwoo's vocals so greatly with nice supporting rap


or even JINIKKA/Because, going for a harsher sound, focusing on rap would've kept people more interested


or even their Trust Me ballad



and then the disaster of a title 'Ride On The Wind' happened, barely having 6 million views. But even that album had 2 great b-sides.

Knockin' On My Heavens Door, still being similar to the tropical spectrum but way more spaced out


and Dimelo, a more latin inspired song, rather than tropical

The members have expressed so often, how they would love to try out more genres, different ones, reaching from Hip-Hop to R&B over to more acoustic, ballad-y type of songs/concepts. And now, another long waiting time from Ride On The Wind, it seems their comeback has been delayed as well, Somin saying if Hidden Kards could wait two months instead of one.

Do you think it's possible to regain the "fame" they had pre-debut, around Oh NaNa/Don't Recall era?
BM teased a kinda of "creepier", hip-hop sound some days ago


do you think this would fit them?​

 

[Ashla_K]

What happens with KARD is more about promos rather than content. The most they've promoted was their last cb, because they had a concert in Korea. Everything else went pretty much well, they do have a stable fandom in Latin America, which is actually their target.
Sadly, Co-ed groups are meant to be overwhelmed by the current kpop system.

it still was pretty much in the tropical spectrum of sounds, which was again, a huge disappointment for a lot of people and what I think the second reason they lost so much.

I just can't agree with this point, mostly because of the hypocrisy in the kpop community. There are a lot of groups doing the same genre and concepts all the time, to not talk about soloist like Chungha who have done tropical house (and are very successful) or whatever and don't get called out for it, as KARD. Don't get me wrong tho, I do believe DSP should let them explore more R&B and Hip Hop but demonizing KARD for sticking to what has worked for them (As others have done) is unfair.

 

[bulletproof]

That's true. KARD was a very promising group pre-debut. The tropical sound was catchy, their formula and mysterious air was fresh in kpop so... yeah. You in me was ok, I liked it, but then Ride on the wind dissapointed me. As you said, they had better B-sides. But who knows? Maybe they will comeback with something nice. I'm really sorry for them, but I don't know if they will regain the pre-debut fame. It's kind of difficult to mentain a stop position for years. We have a lot of promising groups that dissapeared unfortunately...

 

[Myco]

What happens with KARD is more about promos rather than content. The most they've promoted was their last cb, because they had a concert in Korea. Everything else went pretty much well, they do have a stable fandom in Latin America, which is actually their target.
Sadly, Co-ed groups are meant to be overwhelmed by the current kpop system.

I just can't agree with this point, mostly because of the hypocrisy in the kpop community. There are a lot of groups doing the same genre and concepts all the time, to not talk about soloist like Chungha who have done tropical house (and are very successful) or whatever and don't get called out for it, as KARD. Don't get me wrong tho, I do believe DSP should let them explore more R&B and Hip Hop but demonizing KARD for sticking to what has worked for them (As others have done) is unfair.

I still pretty much like everything they put out, even Ride On The Wind, while still being imo, their worst song in total, it's just what i generally caught in reactions from people, but yeah I agree with you that people are for some reason being extra harsh on KARD for the same sound

 

[Ashla_K]

I still pretty much like everything they put out, even Ride On The Wind, while still being imo, their worst song in total, it's just what i generally caught in reactions from people, but yeah I agree with you that people are for some reason being extra harsh on KARD for the same sound

Yeah, to be honest, I didn't like their last two title tracks but really enjoyed the rest of their albums esp. You & Me, which has great Bsides and a solid concept.