[Magazine Kave=Choi Jae-hyuk Reporter] The group name 'Kiss of Life' means artificial respiration. Their ambition to inject new vitality into the homogenized 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, became their nest. However, the members were closer to being fully formed than mere rookies.
Natti, who endured ten years of training through 'Sixteen' and 'Idol School' to select TWICE, 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 maknae Sky, who stands out among talented older sisters. The talents that had not fully blossomed 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 straightforward approach'. 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 unprecedented bold attempt for a rookie group was a manifestation of confidence that each member had skills worthy of being solo artists. The company focused on maximizing the members' individuality instead of blindly following trends. In an era flooded with music for short-form challenges, the musical direction that stimulates 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 performances' 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 precisely targeted this point. Their unwavering live performances and explosive vocal power showcased at college 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 went viral, 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 United States, 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 standardized 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 also became a powerful weapon in narrowing the psychological distance with global fans.
But above all, the core of their survival lies in the power of 'narrative'. Breaking free from the label of a failed trainee, Natti's extraordinary drama and Bell's growth, recognized for her skills beyond the shadow of being a famous singer's daughter, resonated greatly across borders. This made Kiss of Life recognized not just as a product but as 'people' that 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 color 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 'music to watch' and 'music to listen to' that K-Pop was on the verge of losing. I look forward to what kind of freedom will take our breath away and make us breathe again in the next stage.
