Twice U.S. Record Deal Optimistic But Cautions

News has broke that JYP and Republic records has made a partnership for Twice.  For the Once fandom there is a lot to be excited for. Twice can get more exposure, be able to land more American interviews, and possibly get a much bigger audience.  Twice has already had a short tour in the US and it was very successful. So there is a lot of possibility with this partnership! However, when you look at the history of these kinds of situations in the past, along with other components, there is also a lot to be cautious about.

We cannot forget the other KPop groups that have tried this in the past and that it has yet to work out.  Wonder Girls tried tried this with their EP “2 Different Tears” and it didn’t work. It did fine world wide.  However, the US market, the very market they were trying to gain ground in, it flopped.  Girls Generation also tried to break into the US with them joining Interscope Records.  This wasn’t really a flop because ultimately it didn’t go anywhere to begin with.  You could argue that this is actually worse then flopping.

We also have to pay attention to how the American music industry operates.  Twice has had it pretty good with JYP, though not perfect.  They are busy but they take time to make sure the songs are refined and focus on making an impression rather then just simply making a hit.  The American pop music scene is all about speed and getting  material out quickly. Unless you are one of current pop titans like Ariana Grande or Taylor Swift (both of whom are on Republic Records), you are given a short amount of time to get music out.  This leads to plenty of flops and even if a song does become a hit it usually fades faster then it took to make the song. This short term goal thinking has resulted in tons of failed acts, some of which have been better since they left major labels.  This has also led plenty of artists simply being tossed aside once the record label thinks the well is dry.

The last point I want to make is risk to Twice’s identity.  Record labels have a bad habit of molding people into what is currently big instead letting them make their own identity.  This leads to a lot of one hit wonders and artists with very short careers.  Twice already has a unique identity that has played a huge part in their success.  If Republic Records tries to make them more like Ariana Grande or Taylor Swift, they will lose what made them great. This could result in killing the momentum they have going.  

I understand people are excited, and I personally, would love to see Twice do an English speaking interview like Itzy did on Young Hollywood recently.  However, if it comes at the cost of Twice losing what made them great, I would rather it not happen and they continue to gain momentum through JYP.  The good news is that JYP listens to fans more then most KPop agencies, and if the fans say it’s not working, they will listen.

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