Allday Project challenges K-pop norms by taking a different path from most idol groups in the industry today. This mixed-gender group, managed by The Black Label, is gaining rapid attention both in South Korea and abroad.
For over a decade, coed groups have struggled in K-pop. The last major success came from Koyote in the early 2000s. While groups like KARD have kept the concept alive, they haven’t reached top commercial ranks. Many experts say that’s because these groups don’t fit the fan-driven model that powers the industry.
Most paying K-pop fans are women. This fan base tends to favor boy groups that offer a sense of romantic fantasy. Idols often maintain that illusion through livestreams and personal messages. These tactics build strong emotional loyalty, which boosts album and concert sales.
However, coed groups face a challenge. Fans may suspect romantic ties between members, which is often frowned upon in idol culture. Lim Hee-yun, a music critic, explained that Allday Project seems to focus less on domestic fans and more on global listeners.
A former K-pop agency executive echoed that view. He noted the group’s strategy is likely centered on international touring and digital music performance. Unlike many rookie groups, Allday Project’s oldest member debuted at 23. This suggests they are targeting a more mature and global fan base.
Musically, Allday Project breaks away from the soft, easy-listening trend in recent K-pop. Their debut single Famous features strong synth bass, guitar riffs, and energetic rap. It debuted as a music video and quickly rose to the top of Melon’s chart, reaching number one within hours.
Their follow-up track Wicked also made waves. It entered the Melon chart at number 63 and hit number two on Vibe’s trending list. Wicked’s Movie Set version even reached number six on YouTube’s trending chart in the US.
On Spotify, Famous crossed 900,000 streams, while Wicked topped 400,000. These results show strong potential for international success.
According to Lim, the group may appeal to fans who care more about music and performance than traditional idol interactions. Allday Project challenges K-pop norms by offering something fresh in a crowded market.
By staying focused on quality music, performance, and a unique group identity, Allday Project challenges K-pop norms and could reshape the industry’s future.
