[Magazine Kave=Choi Jae-hyuk Reporter] The group name 'Kiss of Life' means artificial respiration. Their ambition to inject new vitality into the homogenised K-Pop market became a reality in July 2023, when four girls emerged. Their birth diverged from the factory-like system of major agencies. S2 Entertainment, founded by Chairman Hong Seung-sung, who produced legendary groups like 4Minute and Beast through JYP and Cube Entertainment, was their nest. However, the members' profiles were closer to being fully formed than that of newcomers.
Natti, who endured ten years of training through 'Sixteen' and 'Idol School' where Twice was selected, Julie, a solid rapper from YG's The Black Label, Bell, who proved her qualities as a singer-songwriter by participating in Le Sserafim's song production, and the all-rounder youngest member Sky, who stands out among the talented older sisters. The talents that had not fully bloomed in different places finally came together to be reborn as one team.
Breaking Through the 'Limitations of Small and Medium Enterprises' with 'Fundamentals'
In the entertainment market dominated by capital and networks, the secret to S2 Entertainment's success with Kiss of Life was paradoxically 'the right way'. While major agencies occupied the market with vast worldviews and massive promotions, S2 focused on the inherent capabilities of the artists. The boldest strategy was to include solo songs from all members in their debut album.
This was an unprecedented bold attempt for a rookie group, a manifestation of confidence that each member had the skills to stand out as solo artists. The company focused on maximising the members' individuality instead of blindly following trends. In an era flooded with music for short-form challenges, the musical direction that stimulated the pop sensibilities of the 2000s came as a fresh shock to the public. Ultimately, the key to success lay not in technique but in sticking to the essence, namely 'music and performance'.
The background of Kiss of Life rising to prominence lies in the 'overwhelming live' and 'healthy sexiness' that K-Pop fans craved. Recently, the idol market has been dominated by polished visuals and easy-listening music, but this has led to ongoing controversies over live performance skills. Kiss of Life accurately targeted this point. Their unwavering live performances and explosive vocal power showcased at university festivals and various events quickly spread through social media, earning them the solid title of 'talented idols'.
In particular, Natti's solo song 'Sugarcoat' perfectly recreated the R&B nostalgia of the Y2K era and gained word-of-mouth, playing a decisive role in boosting the group's recognition. They did not simply replicate the past but modernly reinterpreted the confident and assertive 'Hot Girl' image of 2000s pop stars. Instead of a thin and delicate image, their energy dominating the stage and healthy charm have made them a 'want-to-be' for contemporary female fans. From 'Shhh', 'Bad News' to 'Midas Touch', and the recent 'Sticky', they have proven that their rising momentum is not a coincidence with performances that exceed public expectations with each album.
Unique Synergy Created by Multinational Backgrounds
The reason Kiss of Life shows exceptional resilience among numerous multinational girl groups goes beyond mere diversity of nationality. The musical roots of each member combine to create a unique texture that transcends the boundaries of K-Pop. Natti from Thailand added the rhythmic groove unique to Southeast Asia on top of the discipline of the Korean trainee system, while Julie and Bell, who grew up in the USA, brought the sensibilities of the local pop market and hip-hop vibe. With the solid vocals of Korean member Sky added, a seamless and sophisticated pop sound was completed.
Global fandom, especially Western fans, feel both familiarity and freshness in their music. Instead of the standardised choreography and cuteness of existing K-Pop girl groups, the free-spiritedness and raw charm that can be felt from Western pop artists coexist. The fluent communication skills of the English-speaking members have also become a powerful weapon in narrowing the psychological distance with global fans.
However, above all, the key to their survival has been the power of 'narrative'. Breaking free from the label of failed trainees, Natti's extraordinary drama and Bell's growth, recognised for her skills beyond the shadow of being the daughter of a famous singer, resonated greatly across borders. This made Kiss of Life perceived not merely as a product but as 'people' whom fans want to support. The multinational elements did not stop at being a marketing tool; the diverse cultural backgrounds fused musically to create explosive synergy.
Kiss of Life Will Forever Breathe on Stage
The reason I am confident that Kiss of Life will continue to provide satisfaction on stage to the public is clear. They are one of the few groups that enjoy the stage as a 'playground' rather than a 'homework'. Their stage presence and connection with the audience, which is hard to believe for a group in their third year since debut, will deepen over time.
Their cleverness in knowing the colour that suits them best rather than chasing trends, and the ability of all members to fill the stage as solo artists foreshadow their long run. The term 'miracle of small and medium enterprises' is now too small for them. Kiss of Life has restored the balance of 'visual music' and 'auditory music' that K-Pop was on the verge of losing. I look forward to what kind of freedom they will bring to make our breath stop and then breathe again on the next stage.
