Why K-pop cross-group collaborations work

What do fans love about these combinations?

While SM Entertainment has yet to announce an official debut date for their latest pilot unit Toheart, formed by SHINee’s Key and INFINITE’s Woohyun, K-pop fans across the globe have been kept excited by a series of teaser photos and videos.

Cross-group collaborations are not ground-breaking, but such projects have always managed to capture the attention of both media and fans. With agencies capitalising on the idols’ existing popularity and fan bases, it is hardly surprising why these units continue to thrive

Toheart

Who: SHINee’s Key and INFINITE’s Woohyun

What: After Woollim Entertainment and SM Entertainment merged last year, possible collaborations between artistes from the two agencies have been dreamed up by fans. These rumours proved to be true, when SHINee’s Key and INFINITE’s Woohyun were confirmed in January, to form a cross-group subunit called “Toheart”.

Why the collab will work: SHINee and INFINITE are two big names in Hallyu. As expected, social media platforms went into overdrive when Toheart’s teaser images and clips were released, and when the duo’s official websiteand Instagram (@2heartproject) were launched.

This marks the birth of a new bromance in music as Woohyun and Key, who are BFFs in real life, perform as a duo for the first time. From his various Instagram posts, it seems like Key himself is looking forward to this new project.

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Troublemaker

Who: BEAST’s Hyunseung and 4Minute’s HyunA

What: In 2011, Cube Entertainment labelmates Hyunseung and HyunA came together to form Troublemaker. Since then, the duo has made headlines for their sexy image and daring choreography – from the 19+-rated music video (‘Now’) to their onstage kisses (MAMA Awards 2013).

Why the collab worked: Troublemaker is one of the rare co-ed groups in the industry, and that alone is a magnet for attention. Besides, this pair has sizzling chemistry, and a lot of room for fans’ imagination.

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Jo Kwon & Ga-in

Who: 2AM’s Jo Kwon and Brown Eyed Girls’ Ga-in

What: The “Adam Couple” first collaborated during their We Got Married days – their single “We Fell in Love” even nabbed the top spot on music charts back then – and occasionally performed as a duo for special stages during year-end music festivals. The two reunited last year, for the duet “Q&A” in Ga-in’s latest release Truth or Dare.

Why the collab worked: Fans just love seeing the two together. Years after their “split” on the programme, Jo Kwon and Ga-in remain extremely well-loved as an onscreen couple. This can be seen from the thunderous cheers that they received during performances and comments on Jo Kwon’s social media posts.

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BH

Who: 2NE1’s Park Bom and Lee Hi

What: YG Entertainment delivered a festive surprise when it unveiled a new unit BH, comprising of 2NE1’s Park Bom and solo artiste Lee Hi, last year. Fans were kept guessing who the members in the group were, until the teaser of the duo’s debut song ‘All I Want for Christmas is You’ was first released in mid-December.

Why the collab worked: With Park Bom’s strong vocals and Lee Hi’s skillful singing, the unit showed promise right from the start. Collaborations like this help the agency’s newer artistes gain exposure, and what’s more, YG stans (slang for obsessed fans) are known to be very supportive of the artistes in the agency.

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Younique Unit

Who: Eunhyuk (Super Junior), Hyoyeon (Girls' Generation), Henry (Super Junior M), Taemin (SHINee), Luhan (EXO-M) and KAI (EXO-K)

What: Following a collaboration with Hyundai, SM Entertainment presented a special group called Younique Unit, which features one member from each of the SM groups. Prior to their official debut, the sextet performed a new track ‘Maxstep’ at SBS Gayo Daejun 2011. The song was later included in a mini album titled PYL Younique Album Vol.1, with its music video reaching over 8 million views to date.

Why the collab worked: As one of the “big three” entertainment agencies in South Korea, most people would have heard of at least one artiste managed by SM Entertainment. And when the best dancers from each of the already hugely popular groups are picked out and assembled into a single unit, the response from fans can only be explosive.

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S.M. the Ballad

Who: Original members –Kyuhyun (Super Junior), Jonghyun (SHINee), Jay Kim (TRAX) and Jino

Current members – Changmin (TVXQ), Yesung (Super Junior), Zhou Mi (Super Junior M), Taeyeon (Girls’ Generation), Jonghyun (SHINee), Krystal (f(x)), Chen (EXO), Zhang Liyin

What: After numerous changes to its line-up, S.M. the Ballad dropped its first album Miss You in November 2010. Last month, SM Entertainment announced that original member Jonghyun will work with a new team of labelmates to release a comeback album Breath. The renewed group – excluding Changmin and Yesung – performed new songs from their album at a showcase on Feb 12.

Why the collab worked: SM Entertainment does what it does best – banking on its big pool of talent and its artistes’ popularity. If you aren’t a fan of dancers (Younique Unit), you might very well be a fan of these balladeers.

Original members of S.M. the Ballad (L-R): Jay Kim, Kyuhyun, Jino, Jonghyun

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HOMME

Who: 2AM’s Changmin and 8eight’s Lee Hyun

What: In 2010, 2AM‘s Changmin and 8eight‘s Lee Hyun teamed up to form project group HOMME, topping music charts with an upbeat country ballad ‘I Was Able To Eat Well.’ The duo returned one year later with two new songs, “Man Should Laugh” and “Obvious Love Song”, which exemplified their manly image. HOMME reunited for the soundtrack of SBS drama Five Fingers in 2012, before Lee Hyun enlisted into the military.

Why the collab worked: The duo speaks of masculinity matched with power vocals. Their “angel’s face, devil’s body” image turned out to be a hit among fans who needed a break from teeny-poppy idols.

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Romantic J

Who: CNBLUE’s Jonghyun and Juniel

What: Unlike other groups, FNC Entertainment’s first project group Romantic J was formed due to the artistes’ request and not the company’s idea. It was revealed on reality-variety programme Cheongdamdong 111 that Juniel decided to collaborate with Jonghyun, after listening to a song composed by him. Last December, the talented duo released a winter special digital single ‘Love Falls’, and promoted the track on various music shows.

Why the collab worked: Cute song, cute music video, cute pairing. And the fact that Jonghyun and Juniel specially DIY-ed 20 copies of the single just to gain approval (from the company) to release the song makes you want to root for them.