>>5333287Loona’s alternate route to a K-pop debut has allowed for the group’s members to be introduced in a way to individualize them, both as individuals and artists, which is always a difficulty for double-digit K-pop groups. It’s also helped fully flesh-out the act's overall image; while each of Loona’s smaller groupings –1/3, Odd Eye Circle, and yyxy– have explored a sonic identity that’s different from one another, there are multiple themes that have developed over the months, linking their songs and their music videos. Known as the “Loonaverse,” many posts on social media sites and blogs are dedicated to theorizing about the narrative. The passion of Loona’s fans is immense, and has attracted attention from media personalities around the world; Grimes is only the latest, but RuPaul's Drag Race season 8 finalist Kim Chi is also well-known Loona fan.
Loona’s pre-debut following, practically unheard of for a female K-pop act, has not only enabled the group to work with the likes of Grimes, who responded to an Instagram query from the group but also resulted in a partnership with Live Nation. The music itself has also drawn a lot of attention, and Odd Eye Circle’s Mix & Match EP landed at No. 10 on Billboard’s World Albums chart last year, setting the act up as one of the most promising female rookie group's K-pop has seen in some time. All that they need is to actually become a unified Loona and release an album.
All of this is thanks to Blockberry Creative’s farsighted vision to make the group stand out by individualizing the mass, and introducing its members as talented soloists in their own right.
It’s yet to be revealed when Loona will release their first album and finally bring the collective together. But when they do, they’ll have everything any new K-pop could want: a dedicated following, lucrative partnerships, and attention from some of the biggest names in music.
