CRAVITY faces urgent need for growth as Starship leans heavily on IVE’s success

AKP STAFF

A new “president of the elementary schoolers” has emerged, comparable to TiniPing: it’s the story of the group IVE. After a lull following SISTAR, Starship Entertainment has regained its former glory. While CRAVITY, a boy group under Starship, has yet to achieve the success of their predecessor group, MONSTA X, there is disappointment in their results. IVE, still considered a young group, is expected to remain a core artist for Starship for a long time. However, Starship can’t rely on IVE alone forever. It’s urgent for them to elevate CRAVITY, which, despite having members from Produce X 101, still lacks broad public recognition.

At the heart of Starship is IVE. With Wonyoung and Ahn Yujin from IZ*ONE leading the way, IVE is riding an impressive upward trajectory. The fandom skews younger, with many fans attending concerts with their parents.

IVE’s position as a leading group among young fans is largely thanks to their songs and concepts. One characteristic of IVE’s music is its straightforward, repetitive lyrics. Most of IVE’s songs feature catchy and easy-to-sing choruses, making it simple for even young fans to sing along. The messages in their songs, centered around self-esteem and confidence, align well with younger audiences. It’s a concept that even parents can appreciate, showcasing Starship’s excellent planning skills.

While some groups shine due to good planning, others haven’t been able to show their charm due to poor planning. CRAVITY debuted not long after the disbandment of X1, which was formed through a survival show but later dissolved due to controversy. Although CRAVITY has now settled into a refreshing, youthful image, they debuted with a strong, intense concept that didn’t suit them. Their debut song, “Break All the Rules,” didn’t align well with the youthful image of the members.

Despite including members like Kang Minhee and Song Hyeongjun, who had built fan bases through Produce X 101, CRAVITY has struggled to gain widespread recognition. The mismatched debut concept prevented the group from converting individual fans into group fans. “Road to Kingdom: ACE OF ACE” will be a chance to turn things around. Groups like Stray Kids and ATEEZ expanded their fan bases through their participation in “Kingdom: Legendary War,” and CRAVITY could follow suit.

Meanwhile, Starship’s veteran groups are primarily focused on individual activities. WJSN and MONSTA X are the main long-running groups. WJSN, though, is practically disbanded. Last year, all members except two renewed their contracts with Starship. Luda and Dawon, while not renewing their contracts, did not officially leave the group. However, group activities have been rare since their release of “Sequence” in 2022. Fans express disappointment, especially since the group won “Queendom 2” and had built a strong fan base.

WJSN’s members are now focused on individual activities, such as acting, musicals, and solo music. With most members still at Starship and those who left not formally quitting the group, fans had hoped for more group activities. But it seems the company and members have decided that pursuing individual schedules is more cost-effective and beneficial for their careers.

MONSTA X is currently on hiatus due to members’ military service. Shownu, who has already completed his service, is staying active through variety shows like “NOPOGY”, while members Hyungwon, Minhyuk, Kihyun, and Jooheon are serving in the military. I.M, the youngest, has signed a contract with Starship to only participate in group activities.

Right now, IVE is Starship’s main pillar of support. If CRAVITY can perform well in “Kingdom”, Starship can move forward with a two-pillar system, with IVE and CRAVITY leading the way. Ideally, MONSTA X will return as a full group in 2025, with the veteran groups supporting Starship’s future.