“Please Don’t Cancel Me”: Circle Chart Director Makes Polarizing Statements About NewJeans, LE SSERAFIM & (G)I-DLE
Circle Chart Director Steve Choi has sparked a heated discussion with his latest analysis of current K-Pop trends. In his video, Choi makes pointed observations about the performance of three major groups, NewJeans, LE SSERAFIM, and (G)I-DLE, inciting mixed reactions from fans. He was mindful of the intense fan loyalty these groups command — hence he asked fans not to cancel him.
Beginning with a nuanced take on NewJeans, Choi acknowledges their dominance in the streaming sphere, where they outperformed even a renowned idol such as BLACKPINK’s Jisoo. This revelation stands as a testament to NewJeans’ digital footprint and growing influence. However, Choi also emphasizes that this success hasn’t fully translated to album sales.
Nevertheless, it is true that the album sales are a little short.
— Steve Choi on NewJeans’ album sales
Here, Choi treads on sensitive ground. He stresses that the group’s position on the “Albums Sales vs. Unique Listeners” chart — admittedly lower than fans expected — is a result of unique listener counts, not a reflection of their overall quality. Choi also reminds fans that the difference between the top rookie girl groups of the past year is not as big as people may think.
There’s no point of comparing them. It’s not an Olympics game, contesting who gets gold, silver, or bronze medals.
— Steve Choi
Next, Choi turns his analytical lens on LE SSERAFIM. Contrary to NewJeans’ narrative, LE SSERAFIM impresses with robust album sales, indicating a burgeoning fandom. Choi does not shy away from praising the group’s remarkable growth fandom wise
They not only performed very well in the digital music charts, but also they sold this many albums, meaning their fandom has expanded.
— Steve Choi on LE SSERAFIM
Yet, it’s his assertion that “LE SSERAFIM has a stronger fandom than [NewJeans and (G)I-DLE]” that could potentially ruffle feathers. Choi emphasizes that these observations are purely data-driven and not his personal views, attempting to preemptively deflect any backlash. He also acknowledges the common occurrence of fans making multiple album purchases, a variable that can skew album sales data.
In closing, Choi hints at LE SSERAFIM’s potential for growth, pointing out that their songs are still charting alongside their latest release.
Famous for his chart analysis, the Circle Chart Director has done similar comparisons in the past as well. Choi has often emphasized that a “complete” group is one that has a nice balance between physical album sales and unique listeners on streaming platforms.
He has previously mentioned Red Velvet and BLACKPINK as the “complete” and “legendary” girl groups, stating that both of them enjoy the benefits of a strong fandom as well as the general public’s love.
Red Velvet is always in this area [complete idol area] whenever they release an album, and not just once or twice by luck. It’s Red Velvet. They made their debut a long time ago, but still maintain their popularity.
— Steve Choi on “Complete” Girl Groups
By unpacking the data around NewJeans, LE SSERAFIM, and (G)I-DLE, Choi presents a compelling snapshot of the K-Pop industry’s competitive dynamics. His insights are a reminder of how data can provide invaluable, albeit sometimes controversial, perspectives on popular K-Pop groups’ performance and popularity trends.
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