Also, doesn't help that Olivia dropped her new single for her second album within the same time frame of this comeback. Which couldn't have been the company or her fault just overall bad timing in general. But honestly, the outcome of this is unfortunate for Yena in general.
Damn, then this really was just some bad timing and luck for Yena from every direction. I had no idea Olivia dropped some new music around the same time.
Yuehua: Always proving that you can in fact dig lower than rock bottom ⛏️ They really said: Everglow is on hiatus, the Chinese WJSN members left the group, we already gave Tempest a comeback this year, and our male rookies are being managed by Wake One for the next two years. Let’s take a vacation! What? Yena? Oh yeah… Maybe if we tank her career, we won’t have to bother with her anymore 😌 Seriously, this company obviously has made a fortune over the years. But they suck at promoting within the KPop market. They need to stick to China because they at least know what they’re doing there.
The fumble cannot be understated because Yena was marketed SO WELL up to this point. Smiley and Smartphone injected the cutey side back into kpop that we were missing for so many years and strongly played off her popular personality in variety shows. She charted so well. Then she 180d, and while this usually doesnt end well for artists I think its important to note that Love War was a slow paced, story driven song, marketed in a country that LOVES ballads. I know western fans think Love war was a miss but in Korea it charted well and gained her a whole other market to appeal to. She was essentially loved by everyone and now is public enemy number 1. I do think she can recover from this though. I sure hope so!
Even we as commoners non-entertainment business people could foresee how using Olivia’s imagery and putting hate and her name together might lead into bad insinuation. I still don’t get how Yuehua didn’t stop to think and probably anticipate what backlash they might get by green lighting this project.
I don’t know. Yuehua seems to just do random things and hope for the best like many other K-POP companies. They genuinely didn’t seem to expect the execution of this concept to be a problem for some reason.
Honestly, this comeback is a fucking serve. It is fun, cheeky and just screams 2000’s movie, Yena served this in the best way possible. HOWEVER- . . . . We could’ve had a cute little “Olivia Rodrigo reacting to Hate Rodrigo Music Video reaction,” and it’s just gonna be a light hearted cheeky reaction video. But no, YUEHUA had to fucked it up by not informing Olivia’s team, and therefore damaging the potential slay moment this comeback could’ve had 😬
the song is SO good, the title just didn’t fit. I don’t even think she said “hate rodrigo” in the lyrics. I was confused because of the title when the tracklist was revealed, but I just wanted to wait and see. I think a better track name could’ve been “I’m not jealous, rodrigo” it something to not show negative feelings but to also pay tribute to you olivia. Overall, this whole situation felt like yeeuns and im hoping she bounces back just as quickly and easily
Yes, the song is solid and really on brand with Yena’s style. I just wish they’d been more careful with the title and not decided to lean so heavily on that “hate Rodirgo” hashtag.
personally, i think someone at the company was like "hey! let's stir up some drama" and the rest of the higherups agreed. now here we are. i honestly don't think that anyone at the company thought that things would get this bad, they probably thought it was just get a little media attention for a couple days then go away. but......here we are.
Lol. Apparently K-pop companies seem to have a problem doing the most common sense things. 😂 This is one of the strongest instances of what happens when you fail to do the bare minimum.
it's sad that this era was plagued with controversy, because the whole single album was a banger! they could've just changed the title so it doesn't involve olivia at all and made up some alter ego of yena (or maybe even yuqi who was featuring in the song) and it would've been smooth.
i loved this comback, as a huge fan of both olivia and yena, this comeback didnt at all give me a hateful vibe, but i think the title was such a stupid move. If youre gonna make your title track be named "hate __" then expect the person in the title's fans to get defensive, because if you dont know yena this very well does seem like a diss track if you just go off the title. I hope that yena can recover and hopefully people will chill out and use some critical thinking skills.
Azealia Banks is such an anomaly. There are some moments where she says something really brilliant and insightful. But then she goes around picking a fight with every artist… You kinda have to love how unhinged she is 👑
Yeah, this comeback was lowkey a flop. Not because the song isn't good or because it's not doing well. I like the song. But the whole concept is just a no. Yuehua is trying to trade Yena's reputation for some clicks, for revenue. It's sick. Even if Yena completely wrote this song by herself, it's still on the company to decide whether they're releasing it or not. A change in the title and a couple of the lyrics would've done this song and comeback so much good, but no. Yuehua wanted to be edgy and different. truly tragic, Yena deserved better
Honestly I haven’t been paying attention to this comeback because I don’t care for single albums, but they definitely could’ve done better. Like the title of the album is Hate XX so why not use that as the hashtag? Hell just dropping “Hate” from the song title and calling it “Rodrigo” would probably work. There are plenty of ways they could’ve avoided this mess.
I wish that Olivia could’ve posted about the song and said that she loved it. Would that fix the problem? Of course not. But it would at least alleviate things. Do we not remember what happened to Sabrina Carpenter? Olivia’s fans were vile towards her. She’s one of those artists you need to tread lightly around. And with her latest single “Vampire” being released around the same time, people might just see it as an attempt to ride Olivia’s coattails. This entire situation was a mess and the epitome of how stan culture is toxic and harmful.
I don’t know if the timing of Yena’s release was just an unfortunate coincidence or if it was intentional. Either way, this was an odd marketing tactic.
They could've contacted Olivia Rodrigo's team. Yuehua could've gotten permission ahead of time. They could've given it a less polarizing title. I ADORE the song and wish the comeback had been handled better because Yena absolutely deserved better. It's clear she was excited about the song and wanted to make a sweet tribute to an artist she loves. tl;dr yuehua has no idea how to handle their idols and i wish the best for all of their artists. yena deserves better (also thanks for reminding me of nancy getting severe hate for making a facial expression 😭 kpop fans really are something else)
The real "issue" here is that people understood from the get go that it was noise marketing. And there's nothing more that the public hates than being made a fool. So no matter how much Yena or her fans repeat that Yuehua statement, no one is buying it. What's baffling to me it's how this tacky thing came from Yuehua Kr. Like sure they aren't in the levels of their mother company,but this is nugu company type of tactics. I get it the 2 last Yena cbs made no noise, but she isn't nugu to need these type of things. She has a stable fanbase and an ongoing variety career. If you want to do a tribute do what Secret did with Maddona and don't stain your artist's name.
i love yena, shes my favorite soloist right now and it was so hard to see her get so much hate over something she was so bright and passionate about :( she still gave great performances during this era though and i hope she'll come back again strong!
Like who thought that title was a good idea??? And then you have Yuqi as a feature so then she might get dragged by association, like Yuehua really fumbled the bag.
Let's put it this way. If this truly was a hate track, she wouldn't have dragged Yuqi along for the ride. Also, Yuqi wouldn't have agreed to it if she thought the lyrics were hateful. So yeah, some more common sense to add to what LightSoup said about waiting time and money and a middle finger. If she really hated someone, there are cheaper ways to express it..
@@amber_kae I'm sure there are theories that Yuehua was hoping that "Hate Rodrigo" would act as clickbait to get people interested... but how they could not see that this would be a big gamble is beyond me. Like you said in the video, it doesn't take hindsight to see that name checking someone in that way could be seen as bad. The irony is that people would have been interested anyway with Yuqi featuring. She's coming hot off Queencard, which has been killing it, so they didn't need double down with the gimmicks.
@@hydrofrolicwildflower3393 their song was clearly a tribute to Olivia though. Not just the style, but the content of the song and video as well. And yeah, she's not the only one doing y2k but if that's who inspired Yena, it's okay to acknowledge that
@@hydrofrolicwildflower3393she put a ton of her posters in the MV and references her by name in the video. yes, there are other artists doing the y2k style but olivia seems to be the most popular in korea
Hi! This is the first video I see from you and now i binge watching all your videos 💕. I love your analysis and how good you explain your points. This is the content the kpop fans need it, really. I wish you can keep growing! 💫💫
she could’ve just had references to olivia’s MVs in her MV or talked about her in the song but the fact that the song title also includes her name is so unfortunate. ppl just see yena as an attention seeker now trying to capitalize off of olivia’s fame and stir up controversy with a negative sounding title. it’s sad because i actually thinks the song is a bop. it seems like a lot of korean fans still hate her though especially korean olivia fans
@@hydrofrolicwildflower3393 they have the right to hate her though bc her attempt to gain attention for her comeback was so blatant this time: including the name of the artist and trying to make a hashtag out of her name is not how you do a tribute
I’ve seen a few videos and I gotta say, more than anything I think I’m the most disappointed in is the reactions ppl had over all this. Feels like Yuehua and Yena’s biggest mistakes were expecting a tiny bit of critical thinking from the general public and average kpop stans. I guess it was too much to ask for. Maybe that’s too cynical of me, but good video either way Btw I believe it was confirmed that there was no request from Olivia’s team to take anything down, it was an internal decision if they’re to be believed
Like idk about anyone else but upon seeing the title, the concept and the message of the song was immediately obvious because I saw the aesthetic and what era it was pulling from (like, Best Damn Thing-era Avril Lavigne) and that kind of trope was pretty popular (I “hate” this popular girl/celebrity that I actually adore because I want to be as cool as her)
Unfortunately, common sense isn’t very common. People would rather believe the absolute worst rather than the thing that makes more sense despite the fact that the more common sense explanation has far more credibility than the other one. So you aren’t wrong on that point.
I believe it was the TH-cam channel DOYOURAM that revealed the situation for the reupload. Some of the pictures that Yena had up were copyright issues and had to be replaced, Olivia's team never asked for them to do that but Yuehua chose to. As for the song it was not something I would listen to but it wasn't a bad song in my opinion (I found Wicked Love better in my opinion). I think people are really trying to avoid the word Hate at this time and would probably have preferred a name change.
They could've done something with the "You're my star" lyric in the title to make the message abundantly clear from the get go. I like the current title a lot as the whole point is subverting expectations and how (mostly young) people want to be like someone else so much that the feelings turn negative, but this is the kpop industry and naming names is a big no-no, ESPECIALLY when it could be misinterpreted. This could've been an amazing era for Yena but Yuehua sucks and apparently don't have a PR team
the song is very Yena sounding and sweet but they really messed up with that title.. i really hope that they didn't purposefully do this to sabatoge her but i lost all trust in Yuehua after what they did to Everglow 😤 free them all from this terrible company!
It was wise IMO, people are just too....small brained to get it. Read the lyrics then go back to the title. People reacting negatively to this are the same people who reads only the headlines and never the article....and makes a full on 8 part series of tiktok reaction video LOL
Also, doesn't help that Olivia dropped her new single for her second album within the same time frame of this comeback. Which couldn't have been the company or her fault just overall bad timing in general. But honestly, the outcome of this is unfortunate for Yena in general.
Damn, then this really was just some bad timing and luck for Yena from every direction. I had no idea Olivia dropped some new music around the same time.
They could of called it LOVE HATE because that makes the most sense witb the lyrics and then add some small cute hints like damn
That's a good title. I think the album name Hate XX also would have worked too.
Totally agree! All they’d need to do is rethink the title.
Or just Rodrigo
Yuehua: Always proving that you can in fact dig lower than rock bottom ⛏️
They really said: Everglow is on hiatus, the Chinese WJSN members left the group, we already gave Tempest a comeback this year, and our male rookies are being managed by Wake One for the next two years. Let’s take a vacation! What? Yena? Oh yeah… Maybe if we tank her career, we won’t have to bother with her anymore 😌
Seriously, this company obviously has made a fortune over the years. But they suck at promoting within the KPop market. They need to stick to China because they at least know what they’re doing there.
The fumble cannot be understated because Yena was marketed SO WELL up to this point. Smiley and Smartphone injected the cutey side back into kpop that we were missing for so many years and strongly played off her popular personality in variety shows. She charted so well. Then she 180d, and while this usually doesnt end well for artists I think its important to note that Love War was a slow paced, story driven song, marketed in a country that LOVES ballads. I know western fans think Love war was a miss but in Korea it charted well and gained her a whole other market to appeal to. She was essentially loved by everyone and now is public enemy number 1. I do think she can recover from this though. I sure hope so!
Even we as commoners non-entertainment business people could foresee how using Olivia’s imagery and putting hate and her name together might lead into bad insinuation. I still don’t get how Yuehua didn’t stop to think and probably anticipate what backlash they might get by green lighting this project.
I don’t know. Yuehua seems to just do random things and hope for the best like many other K-POP companies. They genuinely didn’t seem to expect the execution of this concept to be a problem for some reason.
What imagery? Anyone can be like her
Honestly, this comeback is a fucking serve. It is fun, cheeky and just screams 2000’s movie, Yena served this in the best way possible. HOWEVER- . . . . We could’ve had a cute little “Olivia Rodrigo reacting to Hate Rodrigo Music Video reaction,” and it’s just gonna be a light hearted cheeky reaction video. But no, YUEHUA had to fucked it up by not informing Olivia’s team, and therefore damaging the potential slay moment this comeback could’ve had 😬
the song is SO good, the title just didn’t fit. I don’t even think she said “hate rodrigo” in the lyrics. I was confused because of the title when the tracklist was revealed, but I just wanted to wait and see. I think a better track name could’ve been “I’m not jealous, rodrigo” it something to not show negative feelings but to also pay tribute to you olivia. Overall, this whole situation felt like yeeuns and im hoping she bounces back just as quickly and easily
Yes, the song is solid and really on brand with Yena’s style. I just wish they’d been more careful with the title and not decided to lean so heavily on that “hate Rodirgo” hashtag.
Tribute?? LMFAO
the lyrics go "I'm not jealous(y), Rodrigo" at the end of every chorus and the switches to "anymore" in the last one
personally, i think someone at the company was like "hey! let's stir up some drama" and the rest of the higherups agreed. now here we are. i honestly don't think that anyone at the company thought that things would get this bad, they probably thought it was just get a little media attention for a couple days then go away. but......here we are.
i love how your channel has slowly become a “kpop marketing for dummies: what NOT to do” lmaooo
Lol. Apparently K-pop companies seem to have a problem doing the most common sense things. 😂 This is one of the strongest instances of what happens when you fail to do the bare minimum.
LIGHTSOUP UPLOAD WE CHEERED!!!!
Lol. Thanks! 😊
it's sad that this era was plagued with controversy, because the whole single album was a banger! they could've just changed the title so it doesn't involve olivia at all and made up some alter ego of yena (or maybe even yuqi who was featuring in the song) and it would've been smooth.
Yeah, this could have been a strong era for her. 😔
It could have been Hey Rodrigo so easily then most of this harsh backlash wouldn't have even come up
No... "Hate" was mad but "Hey"? idk
i loved this comback, as a huge fan of both olivia and yena, this comeback didnt at all give me a hateful vibe, but i think the title was such a stupid move. If youre gonna make your title track be named "hate __" then expect the person in the title's fans to get defensive, because if you dont know yena this very well does seem like a diss track if you just go off the title. I hope that yena can recover and hopefully people will chill out and use some critical thinking skills.
Yeah, I don’t think it was intentionally mean-spirited. Just another case of marketing gone wrong.
ok?
@@hydrofrolicwildflower3393 im just giving my opinion on the situation? is that an issue for you?
Azealia Banks is such an anomaly. There are some moments where she says something really brilliant and insightful. But then she goes around picking a fight with every artist… You kinda have to love how unhinged she is 👑
Yes! This woman seems hellbent on self-destructing for some reason. It’s a shame since she’s so talented.
Yeah, this comeback was lowkey a flop. Not because the song isn't good or because it's not doing well. I like the song. But the whole concept is just a no. Yuehua is trying to trade Yena's reputation for some clicks, for revenue. It's sick. Even if Yena completely wrote this song by herself, it's still on the company to decide whether they're releasing it or not. A change in the title and a couple of the lyrics would've done this song and comeback so much good, but no. Yuehua wanted to be edgy and different. truly tragic, Yena deserved better
Honestly I haven’t been paying attention to this comeback because I don’t care for single albums, but they definitely could’ve done better. Like the title of the album is Hate XX so why not use that as the hashtag? Hell just dropping “Hate” from the song title and calling it “Rodrigo” would probably work. There are plenty of ways they could’ve avoided this mess.
I wish that Olivia could’ve posted about the song and said that she loved it. Would that fix the problem? Of course not. But it would at least alleviate things. Do we not remember what happened to Sabrina Carpenter? Olivia’s fans were vile towards her. She’s one of those artists you need to tread lightly around. And with her latest single “Vampire” being released around the same time, people might just see it as an attempt to ride Olivia’s coattails. This entire situation was a mess and the epitome of how stan culture is toxic and harmful.
I don’t know if the timing of Yena’s release was just an unfortunate coincidence or if it was intentional. Either way, this was an odd marketing tactic.
THIS. THANK YOU.
They could've contacted Olivia Rodrigo's team. Yuehua could've gotten permission ahead of time. They could've given it a less polarizing title. I ADORE the song and wish the comeback had been handled better because Yena absolutely deserved better. It's clear she was excited about the song and wanted to make a sweet tribute to an artist she loves.
tl;dr yuehua has no idea how to handle their idols and i wish the best for all of their artists. yena deserves better
(also thanks for reminding me of nancy getting severe hate for making a facial expression 😭 kpop fans really are something else)
The real "issue" here is that people understood from the get go that it was noise marketing. And there's nothing more that the public hates than being made a fool.
So no matter how much Yena or her fans repeat that Yuehua statement, no one is buying it.
What's baffling to me it's how this tacky thing came from Yuehua Kr. Like sure they aren't in the levels of their mother company,but this is nugu company type of tactics. I get it the 2 last Yena cbs made no noise, but she isn't nugu to need these type of things. She has a stable fanbase and an ongoing variety career. If you want to do a tribute do what Secret did with Maddona and don't stain your artist's name.
i love yena, shes my favorite soloist right now and it was so hard to see her get so much hate over something she was so bright and passionate about :( she still gave great performances during this era though and i hope she'll come back again strong!
Like who thought that title was a good idea??? And then you have Yuqi as a feature so then she might get dragged by association, like Yuehua really fumbled the bag.
It’s really just the song name that is an issue. Literally Anything else would have been better.
Nothing you can do about tho
Let's put it this way. If this truly was a hate track, she wouldn't have dragged Yuqi along for the ride. Also, Yuqi wouldn't have agreed to it if she thought the lyrics were hateful. So yeah, some more common sense to add to what LightSoup said about waiting time and money and a middle finger. If she really hated someone, there are cheaper ways to express it..
Yes, it was clearly just an unintentional mess. I don’t know how Yuehua didn’t see this coming. 😔
@@amber_kae I'm sure there are theories that Yuehua was hoping that "Hate Rodrigo" would act as clickbait to get people interested... but how they could not see that this would be a big gamble is beyond me. Like you said in the video, it doesn't take hindsight to see that name checking someone in that way could be seen as bad. The irony is that people would have been interested anyway with Yuqi featuring. She's coming hot off Queencard, which has been killing it, so they didn't need double down with the gimmicks.
I love love love the song. The tribute to Olivia was cute esp bc of the age group. The name just missed though
How is this a tribute?? Anyone can have her style- in fact its not even her own. People have been doing this for years now.
@@hydrofrolicwildflower3393 their song was clearly a tribute to Olivia though. Not just the style, but the content of the song and video as well. And yeah, she's not the only one doing y2k but if that's who inspired Yena, it's okay to acknowledge that
@@hydrofrolicwildflower3393she put a ton of her posters in the MV and references her by name in the video. yes, there are other artists doing the y2k style but olivia seems to be the most popular in korea
Hi! This is the first video I see from you and now i binge watching all your videos 💕. I love your analysis and how good you explain your points. This is the content the kpop fans need it, really. I wish you can keep growing! 💫💫
Oh, thank you so much for the kind words! 🥹
she could’ve just had references to olivia’s MVs in her MV or talked about her in the song but the fact that the song title also includes her name is so unfortunate. ppl just see yena as an attention seeker now trying to capitalize off of olivia’s fame and stir up controversy with a negative sounding title. it’s sad because i actually thinks the song is a bop. it seems like a lot of korean fans still hate her though especially korean olivia fans
Yeah, a little bit of subtlety could’ve gone a LONG way here.
ofc its the livies
@@hydrofrolicwildflower3393 they have the right to hate her though bc her attempt to gain attention for her comeback was so blatant this time: including the name of the artist and trying to make a hashtag out of her name is not how you do a tribute
I mean they should have seen this coming after s**t that Sabrina Carpenter went through. poor girls.
I loved her b side Wicked Love, it's sooo good!
... But yeah, the name and hashtag thing was just a bad idea :(( No recovering from that 😕
I’ve seen a few videos and I gotta say, more than anything I think I’m the most disappointed in is the reactions ppl had over all this. Feels like Yuehua and Yena’s biggest mistakes were expecting a tiny bit of critical thinking from the general public and average kpop stans. I guess it was too much to ask for. Maybe that’s too cynical of me, but good video either way
Btw I believe it was confirmed that there was no request from Olivia’s team to take anything down, it was an internal decision if they’re to be believed
Like idk about anyone else but upon seeing the title, the concept and the message of the song was immediately obvious because I saw the aesthetic and what era it was pulling from (like, Best Damn Thing-era Avril Lavigne) and that kind of trope was pretty popular (I “hate” this popular girl/celebrity that I actually adore because I want to be as cool as her)
Unfortunately, common sense isn’t very common. People would rather believe the absolute worst rather than the thing that makes more sense despite the fact that the more common sense explanation has far more credibility than the other one. So you aren’t wrong on that point.
I believe it was the TH-cam channel DOYOURAM that revealed the situation for the reupload. Some of the pictures that Yena had up were copyright issues and had to be replaced, Olivia's team never asked for them to do that but Yuehua chose to.
As for the song it was not something I would listen to but it wasn't a bad song in my opinion (I found Wicked Love better in my opinion).
I think people are really trying to avoid the word Hate at this time and would probably have preferred a name change.
Just naming it "Rodrigo Hate" wouldve made things alooot better
Or just “Rodrigo”
They could've done something with the "You're my star" lyric in the title to make the message abundantly clear from the get go. I like the current title a lot as the whole point is subverting expectations and how (mostly young) people want to be like someone else so much that the feelings turn negative, but this is the kpop industry and naming names is a big no-no, ESPECIALLY when it could be misinterpreted. This could've been an amazing era for Yena but Yuehua sucks and apparently don't have a PR team
the song is very Yena sounding and sweet but they really messed up with that title.. i really hope that they didn't purposefully do this to sabatoge her but i lost all trust in Yuehua after what they did to Everglow 😤 free them all from this terrible company!
Imagine being a Yena anti... shes the sweetest person in kpop that i know
fuck yuehua
It was wise IMO, people are just too....small brained to get it. Read the lyrics then go back to the title.
People reacting negatively to this are the same people who reads only the headlines and never the article....and makes a full on 8 part series of tiktok reaction video LOL
Yena is a bully!!! If an American made a song called Hate BTS or Hate BlackPink y"all would be screaming!!!
do you know her personally? Did she bully you lol
not if the song was actually about admiring them and the title was misleading? can we get some critical thinking please