International Sensation Twice is "READY TO BE" Your New Obsession
After winning Billboard’s Women in Music Breakthrough Artist Award, Twice reminds us that they’re here to stay with the release of their highly anticipated 12th mini album, upcoming world tour and subunit
Media Mondays with Morgan Shelley
Twice receiving the Breakthrough Artist Award at Billboard’s 2023 Women in Music Awards. From left to right: Mina, Jeongyeon, Dahyun, Tzuyu, Jihyo, Chaeyoung, Sana, Nayeon and Momo. Credit: Billboard
“Receiving Breakthrough Artist at Billboard Women in Music is the most magical way to start our year. Ever since we became Twice, we believed in each other to always be together when taking a step toward our future. This moment is especially meaningful because all nine of us are standing here together in front of our fans who made our dreams come true. This title Breakthrough Artist proves that if you confidently push for your dream, people who support you will always be your team, you will break through.” - Chaeyoung, 2023
“This accomplishment will forever motivate us to challenge ourselves to break more barriers.” - Tzuyu, 2023
These are the words of Twice’s youngest members, who spoke for a crowd of screaming fans at Billboard’s Women in Music Awards, held on Wednesday, Mar. 1, where the group was awarded the Breakthrough Artist Award and performed “Moonlight Sunrise.”
Breaking Through
Only three months into the year, the group has been more than a little busy, as usual. On Jan. 20, Twice pre-released “Moonlight Sunrise” to build anticipation for their latest mini album. The song has garnered over 70 million views on YouTube and streams on Spotify since its release and debuted at No. 84 on Billboard’s Hot 100 chart on Feb. 4. They’ve also performed on The Tonight Show Starring Jimmy Fallon, surpassed 1.7 million pre-orders for their 12th mini album “READY TO BE,” and announced dates for their fifth world tour and the debut of MISAMO, the group’s first subunit. Did I mention the part when the Empire State Building flashed apricot and magenta, Twice’s official colors, on Friday, Mar. 10? Yes, it actually happened and you can watch it on Twitter. Plus, they’ll be on the Kelly Clarkson show on Tuesday, Mar. 14.
There’s a running gag among Western K-pop fans that Twice works too hard, except it’s not a joke: Last year the group released two albums, one EP and three singles. They also held their fourth world tour, and Nayeon debuted with her first solo album. They’ll be twice (please laugh) as busy during 2023. And if Twice hasn’t been on your radar, wildcat, it’s high time they were.
A concept photo for Twice’s 2015 debut EP, “The Story Begins.” From left to right: Sana, Momo, Nayeon, Jeongyeon, Jihyo, Chaeyoung, Dahyun, Tzuyu and Mina. Credit: JYP Entertainment
A concept photo for Twice’s 2023 single, “Moonlight Sunrise.” From left to right: Mina, Tzuyu, Sana, Momo, Nayeon, Jeongyeon, Jihyo, Dahyun and Chaeyoung. Credit: JYP Entertainment
Twice 101
Twice is a nine-member K-pop group that debuted in 2015 with “Like Ooh-Ahh.” They’ve made a name for themselves with cute concepts like “TT” (2016) and have cumulatively sold 10 million albums in South Korea and Japan, making them one of the highest-selling, most popular K-pop groups of all time. Recent releases like “Talk That Talk” (2022) and “Set Me Free” (2023) have allowed the members to try out different concepts and musical styles. (Want more Twice? Curious about other K-pop groups? Check out “22 K-Pop Songs You Should Listen to in 2022!”)
In an interview with Billboard’s Steffanee Wang before the 2023 Women in Music Awards, group leader Jihyo shared that she believes Twice’s music transcends language.
“I think it’s the songs of ours that carry Twice’s color rather than the language in which the song is sung. I don’t think the language is that relevant in carrying out Twice’s [identity].” - Jihyo, 2023
I’ve been following Twice since 2016 — approximately seven years — and know that they are absolutely adored all over the world, especially in South Korea and Japan, where most of the members are from. Just because a group is a K-pop group doesn’t always mean all of the members are Korean: Twice has one Taiwanese member, three Japanese members and five Korean members. Jihyo’s message describes the group’s magnetic pull better than I ever could, and the fact that they are breaking through in the West and have a song titled “Breakthrough” that is loved by Once — their fans — is ridiculously charming.
A concept photo for Twice’s 2023 album, “READY TO BE.” From left to right: Sana, Dahyun, Jeongyeon, Mina, Nayeon, Chaeyoung, Momo, Jihyo and Tzuyu. Credit: JYP Entertainment
Nation’s Girl Group
Being one of the most popular K-pop acts in history is no easy feat considering there are hundreds of groups nowadays and the genre is in the midst of a major Western popularity boom, but Twice has been doing it for nearly a decade. The group has released nearly 200 songs, gone on four world tours and achieved hit after hit ever since 2016’s “Cheer Up” was released. The bubbly track charted at No. 1 in South Korea, won Song of the Year at two different awards ceremonies and the EP it was released on was the highest-selling album by a female K-pop group of the year. Twice has gone platinum and gold in Korea and Japan more times than I can count and they were the first female K-pop group to go on a dome tour in Japan. No, I am not finished: Their relationship with Billboard began with 2017’s “Likey” and has continued to flourish since 2020.
The sustained, long-term success that Twice has experienced is compelling to me because I’ve witnessed the way the group has constantly broken through, year after year, again and again. They are the “Nation’s Girl Group” to their South Korean fans and a constant topic of discussion among their Western fans. What will Twice do next? When will Twice have a comeback? As I love to tell my roommate, there are seasons when Twice is active and there are seasons when they aren’t. The difference is notable among K-pop fans. And if I can be frank: Their music has never been better. How they continue to surprise us is beyond my understanding.
A collage of me gushing over my new Twice and Newjeans albums. Credit: The Wheel
If you want to get familiar with Twice but aren’t sure where to start, here’s a playlist of 20 songs that make me feel like I’m on a different astrological plane. And if you’re interested in picking up the group’s latest album, your local Target likely has it if the K-pop girlies haven’t swiped every copy off the shelves already.
What could be next for Twice, the group that continues to soar as high as their dreams can take them? World domination, I think. But we’ll just have to wait, buy tickets for their fifth world tour and see what happens.
Happy Monday! Do something that makes you “Feel Special” today!
With Love,
Morgan
