The Hidden Business Behind Kpop Reunions

In 2023, Mamamoo performed each others's solo songs during their MYCON tour, displaying both the success of their solo careers, and their strong bond as a group.

Groups are usually the starting point for idols, not the end point. This is because it is the easiest way to get into the industry for a few reasons. First, companies usually favor groups over soloists so it is much easier to get the opportunity to debut in a group as a solo act. This is partially due to the fact that rookies do not have the skills yet to be an all rounder, and instead favor one specialty. Groups are also generally more profitable. For one, all of the members can do separate brand deals, variety shows, acting endeavors, etc. they make it so you have multiple members promoting separately, but they are all promoting the same thing which can make outreach and gaining visibility a lot easier. Groups can be more appealing to the public for a few reasons. First, there are multiple members, so if someone doesn’t particularly like a specific member, that's okay. They can still stand because there’s a different member that they still like. Second, one of the biggest appeals of kpop is not the music, but the idols themselves that are on display on variety shows, lives, etc. At least personally, I find it much more entertaining to watch group interviews, where there are different dynamics and personalities interacting, over watching a soloist in an interview. 

Being in a group doesn’t just benefit the company, but also the idol as well. It allows them to quickly build recognition under a group fandom. Having a strong group fandom will make things a lot easier when jumpstarting their solo career. Being in a group can also be easier for rookies mentally, as the pressure is not all on them. They instead have a strong friend group where they can lean on each other for support. Despite this, being in a group, at least at the start can be quite limiting. Rookies often have to follow many rules and are also typically not given much freedom when it comes to their music. It is only later when idols are seniors that they are usually given more creative freedom which allows members of long standing groups to develop unique musical identities. Because of this, seniors often go solo as a way to fully explore their own identities as artists. Some even go as far as leaving their group’s parent company, to a new company that offers them a better contract. Others, if they have the money, will even go independent, or make their own company for solo endeavors. 

While idols may suspend group activities for solo activity, that does not mean that they dislike the group or fandom. Idols can have just as much of an emotional attachment to a group as the fans. Most idols had their first win, first concert, first album with their group, and have created incredibly strong bonds with their members. Oftentimes there are long waits in between group comebacks due to logistical reasons. For example, if the members of a group are all at different companies, coordinating can be difficult and contracts can also be an issue. Long waits can also be a strategy, though if it is, it is likely companies with more nefarious reasons for postponing group activity, than idols wanting to take advantage of their fans. The reason for long waits can be a good strategy because fans get desperate. Meaning, companies can take advantage of this. They can overcharge fans for concerts and fan meets, or they can cut corners with music and release a single or compilation album instead of a full album or completely new music. They do this because they know that fans are going to buy it no matter what because fans don’t know how long they are going to have to wait for another opportunity to see their favorite group live, or to buy a new album. Additionally, postponing a group comeback can also benefit a company if all of the members are under the same company. This is because having idols do solo work can pressure fans into spending more money. They may feel that they have to see each of the members live individually, and buy all of their individual merch because they are a group stan. 

Reunions can have several other benefits, besides the ones I've already mentioned for both a company, and individual idols. First, having periodic group comebacks is necessary for a group to keep their relevance. It also may be needed for companies to keep their ownership over the trademark name. For idols, a group reunion can be both an emotional and monetary safety net. If an idol's solo career is struggling,  having a group comeback can be a way for them to regain popularity and relieve some of the pressure they’ve been facing as a soloist by reuniting with their members. Also, if an idol is funding their solo career on their own because they have their own company, or are independent, group comebacks can act as a reliable income so they can continue their solo careers without having to worry about money.