A surprising opportunity has emerged in the U.S. girl group market, disrupting the recent dominance of major acts. Over the past few years, KATSEYE, BLACKPINK, and NewJeans have largely controlled the conversation and attention within the mainstream girl group arena. However, recent developments suggest a shift. KATSEYE has entered an unusual period of stagnation following member Manon’s highly publicized and controversial hiatus. Meanwhile, NewJeans is still recovering from two years of complicated legal battles with their label. BLACKPINK’s latest release, Deadline, has received a lukewarm response, hinting that their biggest days may be behind them.
This confluence of events has created a rare opening for a new group to step into the spotlight. Enter GIRLSET. On Friday, this emerging girl group—comprising Camila, Lexi, Kendall, and Savanna—released “Tweak,” a track that might just be their strongest and most convincing bid for superstardom yet. My perception of GIRLSET has evolved significantly over the past year. The group was formed in 2023 through a competition show co-produced by South Korea’s JYP Entertainment and U.S. label Republic Records—an effort to create the world’s first “U.S. girl group” trained in the K-pop method. The show’s concept is familiar; it’s similar to the process that birthed groups like KATSEYE, which was formed the same year through HYBE’s Dream Academy in collaboration with Geffen Records.
Initially, the winners of JYP and Republic’s show were called VCHA. Early on, they seemed to have a competitive edge with their bubbly debut song “Girls of the Year” in January 2024, released about five months before KATSEYE’s debut. However, things quickly stalled for VCHA—they released a few more songs and an EP aimed at younger audiences but then disappeared from the scene, allowing KATSEYE to dominate the spotlight.
This rebrand also signifies a strategic shift. Previously, their aesthetic was too youthful to compete with the more mature, older-targeted KATSEYE. Now, with a darker, more R&B-influenced sound, GIRLSET is clearly aiming for a more mature audience.
At just 18 to 20 years old, the members’ resilience and talent are impressive. I genuinely want to see them succeed, especially since “Tweak” is a genuinely great track. The positive reactions and praise on their YouTube videos suggest they are starting to find their footing. Here’s hoping that this is just the beginning of a smoother, more promising chapter for GIRLSET.
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