Written by Anne-Elise Tidwell
After enduring years of intensive training and surviving several company mergers, South Korean girl group, Weeekly, officially debuted in June 2020 with an incredible introductory EP, We Are. The group immediately generated buzz. Partly due to company ties with sister group Apink, but their brighter concept was also a refreshing break from the oversaturated “girl crush” market at the time. This EP achieved the highest album sales among rookie girl groups in the first half of 2020.
Despite their talent often being overshadowed by superficial debates about their musical evolution, Weeekly made one of the most notable 4th-generation K-pop debuts and collected several rookie awards later that same year––some of which were previously won by leading groups such as Twice, Iz*one and Itzy.
After the massive global success of their third single, “After School,” in 2021, the group was cemented as a driving force in the K-pop industry, breaking records previously held by some of its biggest acts in the industry.
However, “After School” did not earn a music show win or even crack the top 100 on South Korean charting platforms. Its popularity derived from viral online content overseas, and IST Entertainment was not able to channel that scale domestically.
Internal company acquisitions also caused IST to put the group on the back burner as their careers progressed. Following a massive online hate train, Weeekly were put on a one year and seven month hiatus. This extensive break from the main stage officially disrupted the growing momentum the group had gained from “After School.”
Unfortunately, this unsteady trend progressed, and IST Entertainment announced the termination of Weeekly’s exclusive contracts a few months after concluding their first North American tour.
According to The Korea Times, this trend of early contract termination has slowly become the norm following K-pop’s substantial market growth and rising production costs, but is especially practiced by smaller to mid-range companies like IST Entertainment.
“This shift leaves fewer opportunities for smaller-label groups to break through and sustain their careers, ultimately leading to the decision to disband and potentially create another group,” an insider said for The Korean Times.
Yet Weeekly’s commitment to each other and their fans never faltered, serving nothing short of girl group excellence until the very end.
Pure “Bliss”
Though no one knew it was their final album at the time, the “Bliss” EP was a beautiful conclusion to the Weeekly Story, all things considered. It not only perfectly encapsulates their signature infectious energy, but also masterfully conveys the uneasy, yet exciting feeling of transitioning into young adulthood.
“Twenties” functions as the foundational track of the album and acknowledges the difficulties Weeekly have had to overcome in a sweet, dreamscape-y pop tune, something akin to “Alien” by Chuu. The song captures the bittersweetness of moving on from the past with an optimistic leap into the future with one another. “Even if it’s reckless, it’s okay / Just go for it.”
“Lights On” is more high energy and has an incessant, dazzling beat that blends tasteful techno-inspired accents, similar to YYXY’s (Loona) “Luv4Eva,” with strong, traditional K-pop hooks well-suited for sharp, captivating choreography. I personally think this track is a fantastic recreation of their debut track, but executed with more mature undertones. Weeekly (위클리) – LIGHTS ON @인기가요 inkigayo 20240714
“Classic” and “Dance Dance Dance” are individually strong tracks, possessing the sonic and structural qualities often seen in notable K-pop b-sides, such as those on Red Velvet’s ‘The ReVe Festival’ Finale or Twice’s Feel Special. But when considering the album in its entirety, this is where the tracklist begins to feel somewhat disconnected from the rest of the EP.
The “Bliss” album closes with “Page (A Story That Reached Me), bringing the Weeekly journey to an end. This magical ballad, co-written by dance leader Park Soeun, has bittersweet lyrics that feel straight out of a handwritten diary entry. The song also beautifully highlights each member’s exceptional vocal capacity and pure adoration for each other and their fans.
In retrospect, this EP was the final trial for Weeekly and tested their ability to blend their initial high-energy, bright concept from a more refined angle. And to a certain extent, they achieved that.
“Always beautiful / Even the ending will be a beautiful / Happy ending.”
However, given the scale of the industry today, compared to even six years ago when Weeekly debuted, attempting to rebuild and sustain a large engaged fanbase was a nearly impossible challenge. “Bliss” sold 28,000 copies in its first month, about 44,000 less than their previous album in 2023.
Had IST Entertainment truly put effort into production quality and concept-driven promotions, I believe this could have been the release that propelled Weeekly back into a leading force in K-pop.