K-Netizens Divided on The Marketing Strategy For (G)I-DLE’s “Wife”

Most recently, K-pop girl group (G)I-DLE pre-released the single “Wife” and raised expectations for the new album. However, the lyrics received criticism from K-Netizens and were later deemed unfit for broadcast. CUBE Entertainment changed some of the song lyrics to be deemed appropriate for public broadcast.

Recently, an online community board discussed whether or not this was the proper marketing strategy for the album. The highlight medley and track list for the album showed only seven songs without the song “Wife.”

(G)IDLE’s comeback content | @G_I_DLE/X (G)IDLE’s comeback content | @G_I_DLE/X

In the video, when clicking on the trash can icon, the song “Wife” appears, but when pressed, an error occurs.

(G)IDLE’s comeback content | @G_I_DLE/X (G)IDLE’s comeback content | @G_I_DLE/X

Netizens were divided on the marketing strategy used for the album.

Netizen comments | Instiz Netizen comments | Instiz

• “Are they trying to troll us by using suggestive lyrics?
• “So is ‘Wife’ going to be taken down?”
• “They should know when something is too much.”
• “Oh this is a fresh take.”
• “The song was deemed inappropriate for broadcast.”
• “Wow..so excited for the title song.”
• “So does that mean that receiving the “unfit for broadcast” decision was all part of noise marketing?”
• “Wow the title concept is crazy. It already sounds good.”

Turns out, the actual title track is “Super Lady” and will release on January 29 at 6 PM KST!