Thread by @hirainism, What happened to TWICE last 2020? Despite breaking records left to right [...]

What happened to TWICE last 2020? Despite breaking records left to right globally, there’s a sign of declining phase for them. [Thread]

4 albums, 7 singles, and multiple merchandise and little promotion. Where did TWICE or JYP Ent. went wrong?

@JYPETWICE @jypnation #TWICE

NOTE: This thread came from my PERSPECTIVE and OPINION. Please tell me if I said something wrong or offensive to others. As well as words that might harm both the label and artist.

Please take time to read as I try myself to be rational and not be mad while typing this

1. COMEBACK

&TWICE -Repackage- : The sales drastically changed, it is not selling as the other twice japan albums. What went wrong?

MORE & MORE : a fresh head start from both TWICE and ONCEs. The beginning of M&M had a good headstart. BUT despite all of this—

(cont.) It failed to have a longevity. From the issues circulating with the comeback affected it. From plagiarism issues to failed promotion from both RR and JYPe.

Fanfare : a good headstart and great longevity. Despite the blood war between fans and the company, Fanfare still did well BUT not well for the physical album sales.

Eyes wide open : what happened? After the bad impression over More & More, we could say Eyes wide open—

(cont.) failed to achieve what the other TWICE song criteria. It is indeed a great song and performed okay. BUT honestly, it failed to give both the General Public & Fans a BIG impression.

CRY FOR ME : A sign of redemption, but still with the failed promo stunt and late—

(cont.) release, the HYPE went downhill. Despite this, it did well considering it acted as a b-side for the future comeback. There are also a sign of “redemption” as the GP anticipated it. Still, we can say that it didn’t gave impression to the fans as it had no longevity.

I am not going to talk about BETTER because how it severely affected from #twice3 and eyes wide open + icsm (eng ver.) it is TERRIBLE to explain more.

2. NOW WHAT WENT WRONG?

• Overworked - TWICE has been constantly overworked despite having a long hiatus from MORE & MORE. It needs to STOP. JYPe should not consider TWICE as a cow that gives easy money for them. This factor affected TWICE performance on charts as—

(cont.) fans went bewildered with the company. Multiple and monthly subscription, album, merchandise and other releases made the fandom decrease.

• Promotion - failed and almost NO promo has been given to Eyes wide open from both label. Literally unfortunate. I can’t even say something, this literally made fans leave and it is upsetting because this happened.

• How they handled TWICE - as if @jypnation do not care about them AT ALL. From plagiarized suits and sets, from unpleasant outfits and uncomfortable outfits from TWICE alone. It affected the fans and see drastic change of numbers.

• OT8 Promotion - despite having members need to rest due to health issues, last 2020, JYPe didn’t bothered and let twice to do something every month of 2020. This severely affected the numbers if I tell you more briefly.

• Fans - despite this massive madness around them, some fans stayed. Others left unfortunately due to the various reason above.

What made the fans left? Just remember when JYP blamed ONCEs for not streaming TWICE’s music and not accept wrong things he did for them.

(cont.) The interview article from this hag man made fans CONFUSED as hell because I knew some of them streamed M&M. You can see, after that and other factors, the decline from STREAMS can be seen.

Meaning, many fans LEFT.

3. IS TWICE DECLINING?

Is TWICE declining? YES. From the stats we can see, it declined because its not their fault, but how badly managed they are. This leads them to be either weaker every cb—

(cont.) by means of how fans go leave and streams decline slowly. If nothing has been changed and stayed like 2020, i’m pretty sure it will affect them bad.

They are also declining because of public loss of interest due to the previous comebacks. The issues severely affected them to the point even a good or gp friendly song (ICSM) can’t chart better than M&M.

4. Should TWICE be the main fault of this because of issues of their personal lives and encores?

NO. You will see TWICE is working hard, despite all the issues and attack from the gp, they stand strong and sang all the way they can. Their personal issue is for their own—

(cont.) + personal issues are for themselves and I would say it didnt factor fans leaving.

Those encores and the bond between them shows that how strong they are as a group and the things that they can grow more.

5. CAN TWICE LEAD THE INDUSTRY AGAIN?

As bigger groups such as BTS (where both them and TWICE leads K-pop from 2016-2018), consider TWICE being behind them for sure.

They still lead the industry for OTHER and NEW markets but for Korea and Japan—

(cont.) their label need to promote them all the way so that TWICE leads the two important markets for them. Despite Feel Special doing well in the other market, you can see it is doing badly on the other one.

They need to find a perfect time, song and healthy members & performances in order to lead again. JYPe needs to learn from these mistakes in order to bring back TWICE as leading group again.

6. IS THE CHANGE OF CONCEPT AFFECTED THEM BADLY?

NO. TWICE wanted it as well as their fans. + GP also have different taste and it fits what twice did last 2020 but these circumstances (1-5) failed to make TWICE growth significantly.

7. CAN TWICE RE-PEAK?

NO. Consider 2015-2020 TWICE as dead. I would say they cannot outpeak 2016 TWICE but they can have a fresh start for 2021.

Looking at how KURA KURA doing successful path, we could say that this is a good start for them this year. (cont.)

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