LE SSERAFIM 'fire dance' at EMAs, audience hate turned to hate more because of this one thing?

Early morning of November 11 (Vietnam time), the MTV EMAs 2024 awards ceremony officially took place. As an important annual award ceremony of MTV in the European market, EMAs attracts many music fans.

This year, LE SSERAFIM is the only Kpop representative to attend and perform at the EMAs. Accordingly, the HYBE girl group once again expanded their name with the international award ceremony stage. However, the effect was not as expected.

Bringing to the EMAs the performance Lighting Chasing - Crazy, LE SSERAFIM invested in an extremely impressive stage. A strong team of dancers, complex choreography and a 360-degree stage design helped LE SSERAFIM fully demonstrate their performance ability.

With their strength in dancing, the group increased the difficulty with a brand new choreography, Japanese member Kazuha stole the spotlight with a series of difficult moves, typical of ballet. But because they loved dancing so much, LE SSERAFIM chose to "cover up" by lip-syncing, however this action could not "deceive" the discerning eyes of fans.

After LE SSERAFIM's stage at the EMAs was uploaded to various platforms, Kpop fans pointed out that the group did not perform live, and even lip-synced for 90% of the performance. The sound was so smooth, the members' expressions were so "slay", proving that the group was completely using tricks. The song Crazy was not too difficult to sing, but LE SSERAFIM's constant abuse of overdubbing and lip-syncing on the award ceremony stage was condemned by the audience.

Before LE SSERAFIM, Lisa (BLACKPINK) was severely criticized by international media, called "lipsync queen" for over-singing on important stages such as VMAs 2024, Global Citizen Festival and Victoria's Secret Show. When it was LE SSERAFIM's turn, Knet felt ashamed. Since Coachella, the talent crisis has made LE SSERAFIM become "the most hated girl group in Kpop", called a national disgrace. But after nearly a year, LE SSERAFIM still hasn't improved this problem.

In the LE SSERAFIM controversy, the responsibility lies with the parent corporation HYBE and the direct management company Source Music. Recently, HYBE's internal documents were leaked to the public. The corporation itself had to implicitly admit that LE SSERAFIM lip-synced because their live performance could not meet the requirements for award ceremony stages.

Instead of honing the skills of their "homegrown players", HYBE only studies the weaknesses of rival groups, from which they use "dirty media" to save the crisis.

LE SSERAFIM received top Kpop resources, competing on major stages after only 2 years of debut. But in return, the girls' abilities are getting worse. Compared to when they first debuted, LE SSERAFIM sings even worse. The fact that HYBE keeps trying to embellish the appearance and give achievements to their "chickens" but not match the reality makes the public fed up.

However, previously, according to the October brand reputation rankings for Kpop girl groups announced by the Korean Business Research Institute, LE SSERAFIM topped the list this month with a brand reputation index of 4,887,479 points, marking a 37% increase compared to September.

High-ranking phrases in their keyword analysis included “Crazy,” “College Festival,” and “Career Soaring.” While their highest-ranking related terms included “Overcome,” “Liberate,” and “Prove.” The group’s positivity-negativity analysis showed a 90.82 percent positive reaction score. Meanwhile, aespa came in second place with a brand reputation index of 4,840,235.

IVE followed closely behind in third place with a brand reputation index of 4,685,474, up 29.83 percent from the previous month. Blackpink rose to fourth place with a brand reputation index of 3,894,967, up 87.67 percent. Finally, Fifty Fifty rounded out the top five after seeing an impressive 178.3 percent increase in their score, bringing their total score to 3,502,869 for October.

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