Beyond the 'Shinsegae Heiress' and 'DDI RO RI': What’s THEBLACKLABEL’s Next Move?

THEBLACKLABEL is accelerating its rookie push, with ALLDAY PROJECT and MEOVV both returning within weeks of each other. Both groups have earned mainstream name recognition. The harder work starts now: building a loyal fanbase and musical credibility that lasts beyond a single viral moment.

ALLDAY PROJECT released its second mini-album, *CRASH*, on September 28, roughly nine months after its debut EP last December. MEOVV follows on October 12 with the single "GO HARD," the group's first release in four months since June.

Much of the attention around ALLDAY PROJECT's comeback has again centered on member Annie and her family background. The music video for the new title track was broadcast on Shinsegae Square—the massive LED screen on the exterior of the Shinsegae Department Store flagship in Seoul—drawing renewed focus to her mother, Shinsegae Group Chair Chung Yoo-kyung. The "Shinsegae heiress" label that trailed Annie before her debut once again doubled as promotion.

For a rookie act, that kind of exposure is undeniable leverage that extends the group's reach far beyond typical idol fan circles. The risk, however, is that every comeback becomes a story about Annie's background, pushing the actual music and the other members into the background.

ALLDAY PROJECT has already proved it can perform on its own terms. Debut track "FAMOUS" swept major domestic music charts in South Korea, a win that cannot be chalked up to family background alone.

That makes the nine-month gap between releases feel like a missed window. The months immediately following a strong debut are when a rookie group needs to be most visible to lock in newly acquired fans. When new music is slow to arrive, self-produced content and steady fan communication have to carry the heavy lifting. High name recognition does not automatically translate into a loyal fandom. This comeback needs to push the entire group forward, not just Annie, and convert casual curiosity into a core fanbase.

MEOVV, meanwhile, broke through on the strength of an unusual hook and sharp choreography. Previous single "DDI RO RI" divided listeners with its polarizing "ddi ro ri" refrain, to the point that a version with the phrase muted became its own talking point. The group cleverly leaned into the debate, performing the song on music shows with the hook muted and turning the reaction into active promotion.

B-side track "Hit 'Em" drew its own spotlight with choreography built around workout-style routines. In a crowded field of rookie girl groups, standing out purely through song and dance is an achievement in itself. The group's slightly off-center stylistic choices helped it cut through the noise.

The downside is that the discourse has centered on a divisive hook and a quirky routine rather than the song's craftsmanship or the members' individual talents. That is effective for raising awareness, but whether it builds genuine musical respect is a separate question. Building a lasting fandom requires earning trust in both the music and the performance.

Repeating the same playbook can also wear thin. If every release is remembered primarily for a catchy phrase or a viral move, MEOVV risks being categorized as a group that relies on novelty over substance. This comeback needs to maintain that momentum while demonstrating clear maturity in songwriting and stage presence.

That challenge belongs as much to THEBLACKLABEL as it does to the artists. ALLDAY PROJECT needs to share the spotlight across the full lineup. MEOVV needs to build musical credibility alongside the awareness it gained through memes. That takes more than comeback-timed promotion; it requires a steady cadence of releases, consistent content, and authentic fan engagement.

Back-to-back comebacks show THEBLACKLABEL is picking up the pace with its rookie roster. The next step is converting attention into long-term fandom. For ALLDAY PROJECT and MEOVV to be defined by more than just "the Shinsegae heiress" or "ddi ro ri," the label will need a sustained strategy rooted in the music itself.