Teddy’s ‘ALLDAY PROJECT’: A New Attempt at Mixed-Gender K-POP

The mixed-gender group format, which had been absent from the K-POP market for a long time, is making a comeback through a new project. The Double Black Label, founded by Teddy—the producer behind the success of girl group BLACKPINK—will unveil the mixed-gender group “ALLDAY PROJECT” on June 23. ALLDAY PROJECT is a five-member group consisting of Annie, Tarzzan, Bailey, Woochan, and Youngseo. Annie, born in 2002, is the granddaughter of Shinsegae Group Chairman Lee Myung-hee and the eldest daughter of Shinsegae Chairman Jung Yoo-kyung. Bailey, born in 2004, is a Korean-American who has contributed to choreography for multiple K-POP groups such as SHINee and Red Velvet. Tarzzan, also born in 2002, won numerous domestic and international dance competitions since high school and has appeared in music videos for NewJeans and IVE. Youngseo, born in 2005, was part of the original lineup of girl group ILLIT and finished in second place on the audition show “ALL YOU NEED IS NEXT” that produced ILLIT. Woochan, also born in 2005, was the youngest contestant to reach the main stage in Mnet’s hip-hop competition show “Show Me The Money” in 2017. He later left Big Hit Music before being selected as a final member of ALLDAY PROJECT. Mixed-gender groups were once symbols of K-POP during the 1990s and early 2000s. Groups such as JAM, COOL, SHOP, COYOTE, and Gobbeugi enjoyed massive popularity, and their defining feature at that time was “approachability,” allowing them to appeal to people of all ages and solidify their status as mainstream groups. However, mixed-gender groups began to disappear from the K-POP market after the 2010s. This was because K-POP shifted toward a business model based on specific fanbases, with boy groups focusing primarily on female fans and girl groups focusing on male fans. During this period, K-POP producers became highly reluctant to create mixed-gender groups, fearing they might hinder fanbase development. The only currently active mixed-gender groups are COYOTE, which debuted in 1998, and KARD, which has been active since 2017. ALLDAY PROJECT is the first major-label mixed-gender group in eight years since KARD. SunnyHill, which debuted in 2007, started as a five-member mixed-gender group but was restructured into a girl group after its only male member left, while KARD focuses more on overseas markets than the domestic market. Analysts say several conditions are necessary for the success of mixed-gender groups. The first is role separation. In the case of SHOP, Lee Ji-hye and Seo Ji-young had relatively higher recognition, and highlighting a specific member in a “tent pole” format was deemed more effective for building a fanbase. The second is expanding into overseas markets. Just as KARD has higher recognition abroad than domestically, overseas markets that are more tolerant of celebrities’ personal lives may be more favorable for mixed-gender groups. The third is popularity. The industry believes music that appeals to people of all ages without targeting a specific gender is essential. The Double Black Label stated through its official social media accounts, “They came together to expand the boundaries of creative expression, challenge existing conventions, and present something entirely new that has never existed before.” The teaser video released by The Double Black Label surpassed 220,000 views in three days, while the teaser for the debut single “FAMOUS” music video reached over 460,000 views. The success of ALLDAY PROJECT is expected to serve as a key indicator for determining the future of mixed-gender groups in the K-POP market.