As K-Pop girl group BABYMONSTER gears up for their highly anticipated comeback, their return has been overshadowed by a storm of criticism directed at YG Entertainment. The group’s second mini album, We Go Up, drops today, October 10 at 1 p.m. KST, but fans are voicing their discontent with what they call a “half-hearted” promotional rollout.
The album features four new tracks — “We Go Up,” “Psycho,” “Supa Dupa Luv,” and “Wild” — and marks BABYMONSTER’s first group project since their digital single Hot Sauce just three months ago. While the girls expressed deep passion for the project, praising its emotional depth and sonic variety, many fans are furious over the lack of music video teasers, highlight medleys, or audio previews leading up to release day.
“It’s D-1 and still not a music video teaser, just another poster? This company is seriously insane,” one netizen posted on TheQoo, echoing widespread frustration. Another wrote, “Don’t tell me there’s still no MV teaser or highlight medley? So f*cking half-assed, seriously.”
This unconventional promotional strategy is rare in the competitive world of K-Pop, where teaser schedules are often meticulously planned weeks in advance. Critics worry that the label’s decision might undermine the group’s momentum and visibility, especially after the success of their “HELLO MONSTERS” world tour, which attracted over 300,000 fans across 32 shows in 20 cities.
Despite the backlash, the members remain optimistic and emotionally invested in their work. Ahyeon revealed, “Just like the title, it represents our will to reach higher with our own color… Preparing for this comeback reminded me again how much I truly love music and performing.”
Musically, We Go Up showcases the group’s growth. Rora noted, “The songs on this album feel completely new — different from anything we’ve done so far.” Asa added, “I wanted to capture the song’s message and emotion in my voice.”
Even with the controversy, fans have praised the group’s raw energy and versatility. The title track “We Go Up” is described as groovy and rhythm-heavy, while “Psycho” brings an intense edge. “Supa Dupa Luv” offers a sentimental vibe, and “Wild” introduces a surprising country-pop twist — a first for the group.
Ruka reflected on their tour experiences: “I realized how music connects us beyond language and culture… It made me want to keep improving and give back through even better performances.”
Although marred by YG’s questionable promotional tactics, We Go Up stands as a testament to BABYMONSTER’s evolving artistry and unwavering commitment. The group hopes fans can look past the rollout missteps and instead feel the love and effort they’ve poured into the music.
“We want to be seen as artists who truly enjoy what we do,” Asa emphasized. Ahyeon concluded, “I really believe that if you give your all, you’ll always end up with a good result.”
Sources: theqoo