YG keeps them Coming: Lee Hi’s Fabulous Debut

It seems there is a change afoot in the K-pop world.

With so many idol groups debuting each week, there is a serious problem of over saturation. Fans have been there and seen the same concepts over and over again. What’s more important fans have declared their loyalties to their favourite groups and see new groups with the same concepts as just plain boring.

It is no surprise that when a new girl group appears with the ‘edgy’ concept that 2NE1 has managed to perfect, they are labelled as the ‘new 2NE1’. Or even with the ‘sexy’ concepts we all think of SISTAR, 4MINUTE or even Girls Generation.

Some of the big labels have frankly lost their way, presenting the same drivel to fans over and over again. Granted said fans aren’t that bothered due to their fierce loyalty to their groups.

However the tide is turning towards more artists and soloists. I mentioned before that it was hard being solo artists in a sea of groups. You have to work even harder to get yourself noticed, unless you have a great concept. For example, IU has managed to gain love and attention due to her sweet and innocent appearance even though she is 20.

With the same music being produced and the same boy and girl groups coming out each week I have become bored. As an observer and casual fan my interests have not been peaked recently but there has been a change.

YG (who seem to be having a great year) have released the debut of their newest singer Lee Hi (Lee Ha Yi). Her face might be familiar to those who watched SBS’s K-pop Star. She caught the attention of Yang Hyun Suk and he invited her to join YG Entertainment this year.

I caught a few episodes of the show and I was entranced with how a teenager could produce such soulful vocals. Her vocals are strong and rich and it seems YG have given her the perfect song in her debut single 1,2,3,4.

The song is not particularly special but it is very unique with an old school 1960′s vibe with a modern twist.

The video is a bit much and she does look awkward but it is very understandable as she is still learning. Many netizens have criticised her awkwardness but this makes her endearing. She is only sixteen years old; she will grow and develop in time.

YG is the perfect place to develop an artist. Their rosters of artists all have something unique to offer the public. Furthermore you know you are going to get something edgy and original. ‘Papa YG’ as Yang Hyun Suk is affectionately known, knows when he has a good talent. He is a business man who is looking at what will help him earn profits but I also think he understands that in order to stand out from the crowd his artists need to be unique.

The song itself is feisty and strong, Lee Hi speaks about a relationship that has gone sour and how other party needs to move on and stop being so pathetic. Perfect. YG has set her up as a girl that doesn’t take any nonsense. This is what is needed.

Lee Hi is also part of Su Pearls, a girl group that YG setup using some of the other contestants from the competition. Their sound is sure to follow the same route, strong with a focus on their great vocal ability when they debut next year.

So far she has managed to chart highly in Korea and is gaining a lot of praise for her vocals in Epik High’s ‘Its Cold’.

YG needs to maintain the momentum they have built up and position Lee Hi as a vocal talent with a strong and confident personality. This way she can gain more fans and be seen as a serious artist.

YG has a lot more debuts up their sleeve and I for one am looking forward to them.

Well done YG, you’re doing management right.