TXT made their comeback on April 1 with the title track “Deja Vu,” showcasing a unique unisex “ballet core concept.” Despite initial attention, the song quickly lost traction on global music charts, including Spotify’s “Top 200,” indicating a decline compared to previous releases like “Chasing That Feeling.”
In Korea, “Deja Vu” experienced a notable drop on streaming platforms like MelOn and disappeared from charts on VIBE, Genie, and YouTube Music Korea. This decline in visibility raised concerns among fans and industry observers.
Critique of HYBE’s Strategy
Many fans attributed TXT’s underperformance to HYBE’s strategic decisions. Critics pointed out that “Deja Vu” lacked a cohesive structure, with a focus on the pre-chorus and chorus but a noticeable absence of a proper bridge, making the song less appealing to regular listeners and impacting its chart rankings.
Promotion Imbalance and Allegations
Accusations surfaced that HYBE prioritized promoting another group, ILLIT, over TXT during this comeback period. This perceived imbalance in promotion efforts led to insufficient visibility and support for TXT, contributing to the disappointing outcome of “Deja Vu.”
The analysis highlights the intricate relationship between music production, promotion strategies, and chart performance within the K-pop industry. Fans hope for adjustments and improvements in future releases to ensure TXT’s continued success under HYBE’s management.
