Music / Idols
20120217_seoulbeats_orangecaramel

What’s the Point of a Subgroup?

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Written by On February 20, 2012

Subgroups are everywhere in K-pop these days. When I first found out about the existence of subgroups back in 2009 when exploring Super Junior for the first time, I was utterly confused: “So you’re telling me that entertainment companies now pick select members and place them in smaller groups with certain members and call themselves something different? But I can’t even get the names of the members in the main group straight yet! What’s the point of this?”

Super Junior’s four subgroups were relatively easy to sort out though; SuJu-M focused on Chinese fans, SuJu K.R.Y. cranked out beautiful ballads, SuJu-T attempted to make trot music trendy again, and well… I’m still a little hazy on the existence of SuJu-Happy but I’m going to take a wild guess and say that their purpose is to appear happy (although the overusage of pastel-colored clothing drives me a little crazy when watching their MVs.)

If you’re still a little confused on what a subgroup actually is from my vague explanation, it’s when certain members from the same group form a smaller unit that performs original music and embraces a new concept. To be honest, I’ve never really paid much attention to subgroups. In fact, there aren’t even very many subgroups I actually enjoy listening to. I just didn’t see the point in picking out a few members of a group and having them form a completely new group with a completely new concept. From my point of view, it just seemed unfair. Members of a group already get uneven coverage and ultimately some members will become more popular than others, so why worsen the problem?

But even with my complaints about the subgroup system, I quickly noticed the benefits of having subgroups within a group. SISTAR, for example, used the subgroup technique to draw in a larger fanbase to a relatively new group with their subgroup SISTAR19. Hyorin‘s strong vocals and Bora‘s rapping prowess matched perfectly together in their explosively popular single Ma Boy, complete with some serious body waves in the choreography( by the way, has anyone actually tried to learn the dance for that song? It’s hard!) Although the creation of SISTAR19 has significantly increased Hyorin and Bora’s popularity, the other two members have been abandoned to some degree by some fans. It’s less work for them, of course, but who wants to be known as “the other member”? Luckily for them, SISTAR looks like they’re pretty determined to stick with whole-group activities and promotions for songs from now on with their momentum and potential to become an immensely popular girl group building.

I also like to think that some groups have subgroups to remind us that they really do have talent in their ranks as well. I may be the only one, but every single time Super Junior comes out with an overly electronic-sounding single, I go off after listening to it for an hour or so and find some of Super Junior K.R.Y.’s stuff to remind me that the boys aren’t all robots. I’m convinced that the combination of Kyuhyun, Ryeowook, and Yesung‘s voices can melt almost anyone. Every single time I hear one of their songs or see one of their performances, all of the bad electronic singles are forgiven.

And then there’s a group like Orange Caramel, which just completely baffles me. Sure, I love After School and especially Lizzy (she’s just too adorable for words, even when prancing around in an overly shiny leotard with an uncomfortable-looking Lee Joon). But I’m not really sure what direction the subgroup is supposed to be going in–cutesy? Tacky? Just flat-out weird? In all honesty, I much prefer the fierce, stage-owning, amazing-dance-move-executing After School over the sticky sweetness of Orange Caramel. I get that Orange Caramel is trying to appeal to fans who prefer the cute concept over the sexy concept, but I feel like the company could have executed the transition from sexy to cute a little more smoothly. However, I respect that they are targeting a new fanbase and exploring a different type of music, so I don’t really have too much of a problem with them. I also like that unlike some subgroups, they consistently put out new material.

One subgroup that has definitely been successful in their attempts to appeal to wider range of fans is GD&TOP. Composed of Big Bang members G-Dragon and TOP, the group takes the stage by storm with fantastic numbers that showcase their rapping talents. Big Bang is widely recognized for Daesung and Taeyang‘s awesome vocals, so I thought it was brilliant to give the two rappers of the group a chance to shine too (not that they don’t already.) I feel like with YG, instead of trying to expand Big Bang’s fanbase, they’re allowing G-Dragon and TOP to hone their talents and become more independent artists. I like that a lot–most entertainment companies try very hard to make their artists highly dependent on them so it’s hard for the artists to gain leverage when negotiating contract extensions and things they may want to explore.

Entertainment companies create subgroups for all kinds of reasons, but mostly they take artists from groups they think have potential to expand the overall group’s fanbase and allow them to head off in a new direction in terms of K-pop. I think subgroups are a genius idea when considered as tools for popularity expansion and giving the main group another dimension, but when subgroups go awry, it can get relatively messy.

What about you? Which subgroups do you dig and which ones do you just wish would just drop off the K-pop scene?

(sweetslyrics, korea.com)

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  • Anonymous

    Come to think of it, T-ara hasn’t put forward a sub-group – someone mentioned this here in seoulbeats, noting that the more talented members – Soyeon, Hyomin and Eunjung should be put as a sub-group, a.k.a SHE.

    Not a bad idea, if only CCM’s management wasn’t so incompetent and always screwing up.

    • Anonymous

      Oh yes please. And look, even the name is already so fit.

      • http://twitter.com/jinranbb Jinran (BB)

        It could also be a nod to the iconic S.H.E. :)

  • http://profile.yahoo.com/DBFKG65LRWSSBKAXDGZ4A7EABM Anatasya

    BETHANY , I think we have the same thinking there, why ever subgroup is important and make any difference or contribution to the real group. if it’s for fame, sistar bora, as i read, is  the well-known member and hyorin has this delicious-ear vocal, so why bother subgrouped them?
    also bigbang, GD and TOP are already have their fame at 1st hand and i dont think they duo is a subgroup. just a duet thing perhaps.

  • http://twitter.com/unspecifically Elizabeth (^ㅂ^)

    Sub-groups are just another marketing strategy.

    First of all, it gives the other members who don’t usually have the time to shine the spotlight.

    Second of all, some people just like a few members in a certain group or like just one or two genres in music. Sub-groups, in Super junior’s case, cover these genres like SuJu-Happy for happy songs, KRY for ballads and SuJu-M for Chinese fans.

    Lastly, Sub-groups are basically made for more exposure. And money. Most fans of this certain group will most likely buy their sub-group’s albums as well to show support.

  • http://colourmesplendid.wordpress.com Ree

    Yes, yes, yes. Soyeon/Hyomin/Eunjung subgroup needs to be a THING. Like now.

    Also, I’m probably the minority who really doesn’t like KRY as a subgroup. I understand it gives all three members opportunity, but I feel as though SM’s handling of it was lazy and not very well thought out. For one, their voices… they can harmonise, but it’s exceptionally unique to them or anything. There’s no fireworks when they come together. Maybe that’s just me though…

    • http://twitter.com/Laava90 Lava

      Agreed!! I was just about to comment about Soyeon/Hyomin and Eunjung, but you said it for me ^__^

    • Anonymous

      As much as I agree that Soyeon, Hyomin and Eunjung should be put in a sub-group, CCM’s bossy boots Kim Kwang Su probably will probably disagree. He’s incompetent.

  • http://twitter.com/pinkskiesinmars yo.

    I like subgroups. It’s a good way to see different combinations of voices, and in some cases, to even rediscover some members since it’s inevitable that, in large groups, some are going to get more lines than others. 

    I particularly ADORE Super Junior M and KRY. I am more of a SJM fan than anything, when it comes to SJ, and nobody can deny that KRY have some amazing vocals there — they sang Sorry sorry answer in Paris and it gave me goosebumps. I also adore GD&TOP. I think subgroups are a good thing when they bring in something good and /different/ to the table. GD&TOP are (a bit, at least) different from Big Bang, and that makes them interesting; otherwise, the idea of their subgroup would be pointless (and a lot of times, it is).

  • http://twitter.com/pinkskiesinmars yo.

    I like subgroups. It’s a good way to see different combinations of voices, and in some cases, to even rediscover some members since it’s inevitable that, in large groups, some are going to get more lines than others. 

    I particularly ADORE Super Junior M and KRY. I am more of a SJM fan than anything, when it comes to SJ, and nobody can deny that KRY have some amazing vocals there — they sang Sorry sorry answer in Paris and it gave me goosebumps. I also adore GD&TOP. I think subgroups are a good thing when they bring in something good and /different/ to the table. GD&TOP are (a bit, at least) different from Big Bang, and that makes them interesting; otherwise, the idea of their subgroup would be pointless (and a lot of times, it is).

  • http://profile.yahoo.com/CSLXBTFTY2R5VGKXVS2SQILVNY sarah

    KRY is my favorite subgroup
    so far. but it seems SM never takes them seriously. They sing beautifully
    and can harmonise, but they less in concept. I heard KRY will make an
    album so that would be great. as their fan, I feel so excited but nervous as well.. got a little afraid if SM
    doesn’t take it seriously, then the album could be failed,  and it may influence to Super Junior image as a whole.

     

  • http://profile.yahoo.com/YQ53WK5K4DPXQ5DIBKDELB6WPE Camille

    In a big group like Super Junior, the members’ different strengths don’t get to be displayed as much. Subgroups let them have leeway and do music that (mostly) suit them. Heechul and Leeteuk, for example, are more known for their variety/hosting/DJ-ing activities than their vocals, but Super Junior-T was perfect for them. Both of them do trot pretty well, and Heechul has always tended to shine in performances of songs that he likes to do. Trot, rock, etc., basically everything that Super Junior’s music isn’t, he rocks like no other.

    Super Junior-KRY is a great way to showcase the three lead singers’ talents, though I wish they don’t stick to singing only ballads. Those boys would do well with faster songs, too.

    • http://www.twitter.com/hipployta Hipployta

      Yup. Heechul was a lead vocal in SJT and doing rock versions of their songs on shows for cross-promotion. He was singing everywhere.

      That is a definite example of displaying talent via a sub group

      He has confidence outside of the group which is actually kind of backwards.

  • Anonymous

    Should have mentioned Seungri at the very least. He’s the only Big Bang member that was not mentioned in this article. It also happened in the past (but I’m having a hard time finding that article). It may be irrelevant but HONESTLY… give some Seungri love. :|

    Haha. Don’t know why I even wrote this. Sorry for my ranting. :P

    • Bethany Ao

      I get you. I actually love Seungri, but since he’s not in a subgroup and has solo activities instead, I couldn’t figure out a way to work him into the article. 
      But just for the record, he’s my favorite member of Big Bang (lol, probably the odd one out here)! :D

    • Anonymous

      Dude, this is an article about SUBGROUPS.

      I know you’re all keyed up for Big Bang’s comeback (and I am too), but not everything on this site (for the sake of balanced journalism) has to revolve around them. I would understand your point if this were an article in which bringing up Seungri would have made a relevant point, but it’s not.

      • Anonymous

        Yes, I understand. I’m just saying it randomly so please bear with me. LOL. 

  • Anonymous

    The only sub-group I don’t get is Sistar19. I don’t know why they didn’t just let Hyorin go solo instead since she basically did all the work. Bora’s so-called rapping was atrocious and she lip-synced her way through almost every live performance I watched.
    I disagree on Big Bang being widely recognised for Daesung and Youngbae’s vocals. From my memory, it has always been about GD and TOP, they probably have the most chance to shine in their projects than the rest of the group. But I don’t follow Big Bang that closely now so things might’ve changed…I would love to see a Wonder Girls sub-group with only Sunye, Yeeun and Yoobin. Oh please let it happen soon~!

    • Anonymous

      I feel bad saying this but every time I see Sistar perform I always feel bad for Hyorin…it seems like she carries the whole group. I don’t follow Sistar or many newer Kpop groups these days but from everything I’ve seen of the group~ It baffles me as to why this girl isn’t a solo artist. =/

      • Anonymous

        THIS!!!!! Oh I thought I was the only one alone but I agree!! Hyorin really just needs to go solo. I also do feel bad for her. She has so much potential locked inside of her. *ugh*

        And whatever if this upset some people sorry but you know I felt the same about Jay Park & 2pm. I mean to me at least I kept thinking “Why is he in a group?”, “Why is he not a solo artist?” I mean yeah they had nice chemistry but a part of me kept seeing this solo artist whenever I saw Jay. 

        But things happen (you know the story) but really his new album seriously I would have never known he was this talented. He really grew & it showed.

    • T Hudson

      There are people in Sistar besides Hyorin !?!

  • GracefulCassieShapley

    Actually I agree and disagree. Sub-groups can be pain at some points, but if done right, they can be something positive. Sub-groups can give certain members the opportunity to explore different styles that might pertain to them. It can also help those members to improve in other areas that they are weak in because they might not necessarily have the other members to back them up. For an example, four members of one group could form a sub-unit. They may all have gorgeous voices, but lack performance wise and stage presence. The sub-unit could force them out of their comfort zone and improve them as artists. However, sub-groups can be questionable at some points because if your doing something that is completely out of the norm then its just…..weird. Or even worse, a company may just stick the most popular members together into one sub-unit. Although this may increase profit and fans, the less popular members will be left more in the dust. A good example of this is SISTAR19. Although it should have been a solo song for Hyorin (I mean really it was just Hyorin ft. a mediocre rapper, Hyorin could have easily done the rap parts and the vocal parts flawlessly), the unit consisted of the more popular members of SISTAR and thus, leaving Dasom and Soyu more in the shadow. However, on the positive note, it did bring in more SISTAR fans.  

    Super Junior, I think has got the sub-unit thing right on the most part. I will never understand the relevancy of Suju-T (although the concept was interesting) and Suju-Happy, Super Junior-M and Super Junior K.R.Y certainly got it right. Super Junior-M gave SM and Super Junior the opportunity to expand their fan base of E.L.Fs and to explore the Chinese industry. Super Junior K.R.Y was a gorgeous sub group. Honestly, when Ryeowook, Yesung, and Kyuhyun come together, magic happens. However, I wish they tried something other then ballads. Don’t get me wrong, their ballads are gorgeous, but they could have stretched their comfort zone. 

    G.D & T.O.P was also a smart sub-unit. G.D and T.O.P really explored a sound that defined them as, well, G.D & T.O.P. They were able to do songs that were more rap and electronic based. 

    Orange Caramel, well, I could never understand that sub-unit and its sticky sweetness. Too tacky for my taste and it did no justice for the girl’s vocals. Mind you, all of the afterschool sub-units were kind of a fail. The concept behind the Team Red & Team Blue was interesting, but Team Red was hardly as fierce as it promised to be and Team blue was boring as hell. 

    In the future, I would like to see more of a CL and Minzy sub-unit because those two are great together. Maybe a Yenny and Sunye sub-unit as well so that, for once, they won’t have to clean up Sohee’s and Hye lim’s mess. 

    • http://twitter.com/denzelwynter アシュリ (Ashley)

      PREACH…. I will never understand why Sohee gets more lines in WG’s songs, when she’s the least vocally talented…

      • Anonymous

        Probably because JYP thought it was time to give her more ‘lines’, considering she didn’t get as much back in WG’s earlier years. Which reminds me, Sohee’s vocals back then were even more atrocious.

        • GracefulCassieShapley

          I don’t mind her getting a couple of lines, but on a side note its not fair to Yenny and Sunye that they get lesser lines. I mean, come on JYP, where is the logic in that? sometimes I don’t understand his methods.
          Agreed on her vocals back then, they make me cringe just thinking about it O_O

          • Anonymous

            I’m assuming JYP thought that Sohee needed to ‘shine’ or at least catch up with Sunye and Ye Eun to some extent in singing ability….obviously, it wasn’t so much of a success.

            At least he acknowledged her vocals years back needed major fixing….well, sort of anyway.

  • http://www.twitter.com/hipployta Hipployta

    I think of GD&TOP as a duet and not a subgroup. I wonder why? Maybe because all of Big Bang are capable as solo artists (hence YG calling Big Bang 6 teams).

    I think the SuJu subgroups were very successful at displaying the other members. Like Heechul was a lead vocal for Trot and also performed rock versions of their singles on shows he went on. Happy was just Trot without Heechul but their music…eh. I still love Trot’s version of Norazo’s Superman.

    SuJu-M…come on…I loved it purely for Han Geng in the leader role though Henry and Kyu’s behavior on variety made it more awesome. That was the beginning of the end when SM tried to box Han Geng after that.

    Orange Carmel…they seem to sell well and get parodied a lot.

    Sistar19 aka how I became Hyorin’s fan…I still don’t like most Sistar songs.

    CL and Minzy did release one song but I didn’t think subgroup lol.

    Bang and Zelo promoted as a subgroup prior to BAP’s debut with old school hip hop. Their method of Bang Yong Gul’s solo, many of them in Shy Boy, and that duet with Zelo was smart marketing to set the stage for BAP.

    How could you forget our most recent subgroup madness? Troublemaker! Cube is going full up for the subunit thing after how well those two sold and improved Hyunseung’s popularity.

    • Anonymous

      I love that SuJu does trot so well. They’re all sort of dorky and sjt and sjh seem to let them have a little more fun. What other group out there wear vegetable costumes during their concerts. Shinee ones and key are pretty good at trot too.

  • http://twitter.com/denzelwynter アシュリ (Ashley)

    SISTAR19, me gusta. But that body wave is one of the easiest things to learn!

  • http://profile.yahoo.com/KFOLAJLXYHOCHDRFCSECACDGFI Lisuh-chan

    One of my #1 favorite subgroups would be SMBallad. I just adored their songs and their vocals (especially in Hot Times)…just WOW. I wish SMBallad would promote more, I miss the mix between Jonghyun’s high, dyanmic voice, Kyuhyun’s delicate, soothing vocals, Jino’s rich voice, and Jay’s soulful voice. I’m such a fan of idols expressing their vocal ranges. Hmm…Another would be Orange Caramel. I’ve never followed After School, but for some reason Orange Caramel appealed to me because they resembled a lot of what fans from Japan would love and I guess their outfits and concepts won me over; their songs are pretty catchy too. Super Junior K.R.Y. hold the same reasons with SMBallad (vocals, vocals, vocals!). Troublemaker is a decent sub-unit so far, I can’t really judge because they’ve only released one album, but I thought Troublemaker was indeed a catchy song. Surprisingly Super Junior-M was what got me more into Super Junior (after Sorry, Sorry, it was Super Girl). I listened to the Korean Version and I began exploring more into their music.Plus, members like Henry and Zhoumi are only seen there and Henry is my bias after Kyuhyun. GD & TOP were a unique sub-unit, but since I have a tendency to prefer vocal groups and less auto-tune or rap, they didn’t appeal to me as well as others (though, I liked High High, Baby Goodnight and 2 other songs from their album, so it wasn’t bad). I would like to also mention that POPSICLE from THE BOSS…I really wish this group was promoted more. So much talent, yet so underrated. I guess before starting any subunits, having a stable fanbase with the original group is best so the subunit can also have a decent amount of exposure and recognition.

    • http://twitter.com/LulcKathy kathy

      SM The Ballad and Troublemaker are both project groups, not subgroups.

  • Anonymous

    sub-groups can make complete sense in some cases like with a big group like suju, breaking them up gives more members more of a chance to get public attention. kry, sistar19, cl&minji all make sense because it’s either the more vocally accomplished members being put together or the less popular ones or both. but a sub-group can also cause a lot of unplanned unpleasantness like the only13 movement and suju-m. and there is always the danger of a hyuna-type scenario where the sub-group (or the soloist in hyuna’s case) could completely eclipse the main group.

    but some sub-groups are just natural fits and are pretty much born to be. gd&top is the perfect example of this. they’ve been friends since they were 10, have both always been interested in the production aspect of music and worked on bb’s music, they work exceptionally well together and bring out the best in each other (and hide each other’s weaknesses) and most importantly, they’re equally matched. neither overpowers the other. they also make complete business sense. they’re the most popular in fandom (both in korea and abroad), the most high-profile outside of fandom with a sizable non-vip fanbase (especially top) and both are heavy-hitters in terms of cfs, merchandise sales, generating buzz and attention etc. yg may have been thinking about this for a while given that they had a song with bom on the very first bb release.

    and gd&top performed way above anyone’s expectations, outselling 2ne1 in 2010 even though they were only active for 2 weeks of the year, being the second-most downloaded album on melon in 2011 and getting critical appreciation. i think yge was genuinely surprised and seemed to be scrambling to meet demand. yg has a goldmine on his hands, one that could easily outlast bigbang simply because of the musical style gd&top pursue. but then again, he’s been exceptionally lucky with bigbang because each “sub-group” that has a song(s) together – gdyb, gd/seungri, top/yb, top/gd/taeyang – has had some measure of success and have produced quality music and those that have been hinted at or have performed in concerts - top/daesung, daesung/seungri and daesung/seungri/yb – have a lot of potential. it’s a great way to keep bigbang going after they become too old to be idols and a great way to deal with members leaving for the army.

  • Anonymous

    i am just waiting for GD & TOP Vol. 2

    I don’t mind the subgroups as long their music is good. After seeing Trouble Maker, I am hoping for more boy/girl subgroups.

  • Anonymous

    I don”t really mind sub-groups if the main group itself have really solidified there position in the market. 

  • http://twitter.com/PhanTheHotness Jenny

    don’t forget troublemaker!
    i thought they were really successful and the song has more of a westernized feel, with the catchy whistling and sexiness ;)

    • kagero tanaka

      Yeah I actually enjoyed “Troublemaker” as well…for the same reasons…until a friend of mines pointed out that the song sounded like a slower version of that Justin Timberlake & Ciara song “Love, sex magic” song :X I was like no wonder this song sounded so familiar and had such a Western appeal to it. 

      • Anonymous

        i don’t really like it at first but when my aunt like’s it due to the choreography i learned to love it too… by the way my aunt used to be an anti kpop.

    • http://twitter.com/LulcKathy kathy

      Troublemaker is more of a project group, not a subgroup, as it’s composed of members from 2 different groups.

  • Anonymous

    yeah right!!! i fell in love first with sistar19 before loving sistar as a whole group… i want them to be as duo but i feel sorry to the other two so i now prefer them as a whole… anyways maboy made them so popular! so they must atleast won an award for that right!

  • Anonymous

    Subgroups can be beneficial with a 7,8,9 and up group. But with a 5 member group and lower seems pointless. Just let the chosen ones do the main parts and the rest of the group do background vocals.

  • Anonymous

    I’m still waiting for SNSD to form a subgroup, but I guess SM sees that as unnecessary since they already have a really huge fan base. It would be nice to hear and see the more talented members doing something together. I bet they could produce some pretty good material this way. 

  • http://twitter.com/bebeth1996 Christien Abainza

    from my opinion, subgroups are unnecessary. really! all members from a band have to stick together no matter what. but if they really need to expand the fanbases then i’m okay with it. as long as it doesn’t ruin the group. i mean, look at 4minute. although hyuna isn’t a subgroup, she’s still a solo singer. because of her, most of the 4minute fans got attracted to her (or maybe also disgusted) because of her looks and dancing skills (nothing offense against her vocal but yeah…). hyuna is even more popular than all the other 4minute members which kind of annoyes me. -.-