Gehlee’s Big Idea: Why 5th Gen Collabs?

In a recent interview with The Kraze, Gehlee Dangca of UNIS shared her desire as a 5th generation K-Pop idol: “It would be great if we could collaborate with other girl groups from our generation... I think that would be really fun.”

While many would casually dismiss her idea as fanciful or unrealistic, the Gehlee Tunes Team believes it could be the spark that redefines how K-Pop operates in an era of market saturation and shrinking profits.

As we’ll explore in this post, collaborations like the ones Gehlee envisions could help groups like UNIS break through the noise, unite fandoms, and revitalize an industry grappling with slower growth. From cross-pollinating fanbases to leveraging the viral power of "collab shock", Gehlee’s idea taps into solutions for challenges every K-Pop company is facing.

K-Pop Needs a Team-Up: The Industry at a Crossroads

The K-Pop industry faces a critical juncture: while global interest remains strong, economic and structural challenges demand fresh strategies. Recent data reveals a slowdown, with album exports growing just 0.55% in 2024, and physical sales dropping by 21.3 million copies compared to the previous year. Major agencies like HYBE and SM have reported declining profits, while smaller companies navigate an increasingly crowded market.

Yet this environment also presents an opportunity for innovation—collaborations between 5th gen groups could redefine competitiveness in this new era. By pooling resources and audiences, agencies like F&F Entertainment can create win-win scenarios.

Collaborative projects allow rising groups like UNIS to share production costs, amplify reach across combined fandoms, and experiment with creative concepts that stand out in a saturated market. Rather than competing for the same fans, joint releases or cross-group performances could unlock untapped demographics, turning rivalry into synergy.

For F&F, this approach offers a strategic advantage. While larger companies focus on established acts, fostering collaborations between 5th gen artists positions the agency as a forward-thinking leader in an evolving industry. It’s not about surviving a crisis—it’s about pioneering a model where shared success becomes the standard.

"I'm bored." - You hear this a lot in the K-Pop space...

Fandoms Unite! Why Fans Win When Idols Collaborate

Collaborations between 5th gen idols aren’t just about music—they’re a blueprint for fandom harmony. When artists from different groups unite, their fanbases naturally intersect, creating a ripple effect of discovery.

Fan wars, a persistent issue in K-Pop communities, lose fuel when idols publicly bond. Collaborative projects transform perceived rivals into allies. For 5th gen groups, this dynamic could prevent toxic rivalries before they start, fostering a culture where fans celebrate teamwork over competition.

The benefits extend beyond goodwill. During economic downturns, when fans might limit spending to one group, collaborations allow them to support multiple artists through a single purchase or stream. This efficiency matters: when fandoms combine forces, their collective power can break records.

Learning from Legends: The NangJungSoon Band Effect

The NangJungSoon Band—a temporary project featuring Kwon Eunbi, Choi Yena, AKMU’s Suhyun, and MMTG’s Jaejae—proves collaborations can transcend expectations.

Formed through the YouTube series MMTG, this "hobby-turned-phenomenon" blended seasoned idols (Eunbi, Yena) with unexpected talent (Suhyun on guitar instead of vocals) and viral personalities (Jaejae). Their journey—from struggling to find vocalists to performing in Japan—became a hit mini-series, offering a masterclass in authentic storytelling and cross-industry appeal.

Why It Worked

• Relatable Struggle: The band’s initial challenges (recruiting members, mastering instruments) resonated with viewers, turning practice sessions into underdog narratives.
• Unexpected Pairings: Suhyun’s switch from vocals to guitar and guest appearances (e.g., ILLIT’s Wonhee) kept content fresh, while collaborations with virtual group PLAVE added a metaverse twist.
• Behind-the-Scenes Access: Episodes revealed creative debates, lyric rewrites (like translating Korean songs to Japanese), and candid bonding moments, fostering emotional investment.

Viral Takeaways for 5th Gen

• Embrace Imperfection: The band’s amateur charm (e.g., fumbling chords) humanized idols, contrasting with K-Pop’s polished image. 5th gen groups could replicate this through "raw" collab vlogs.
• Leverage Multi-Platform Storytelling: MMTG’s YouTube series, TikTok snippets, and live streams created a content ecosystem that fed fan engagement.
• Blend Generations: Involving senior idols (Eunbi, Yena) with rookies (Wonhee) and non-idols (Jaejae) expanded reach across demographics—a tactic 5th gen groups could adopt with senior mentors or indie artists.

Key Lesson: The NangJungSoon Band thrived by prioritizing chemistry over perfection. For 5th gen idols, this model suggests collaborations need not be overly polished—fans crave genuine connections and shared creative journeys.

Watch their journey here: [https://www.youtube.com/playlist?list=PLkThElh7vLrVD8PxZVyWq9phiGq5ztf5T]

Digital Power Moves: Going Viral with Collab Content

Collaborations between 5th gen idols aren’t just creative experiments—they’re algorithmic goldmines for platforms like TikTok and YouTube Shorts. Here’s how strategic pairings can hack virality:

TikTok/Reels: The "Collab Shock" Formula

• Unexpected Pairings: For example, mixing UNIS members with former Universe Ticket contestants taps into TikTok’s preference for novel combinations.
• Hashtag Cross-Pollination: Hybrid tags like (#5thGenCollab) paired with group-specific tags (#UNIS) create dual trending pathways.
• Comment-Driven Engagement: Collaborative videos naturally spark debates like “Who owned this challenge?”—a key metric for platform algorithms.

YouTube Shorts: Retention Hacks

• Member Switch Transitions: Clips that swap idols mid-dance capitalize on YouTube’s preference for dynamic pacing. Internal tests show these transitions retain viewers 19% longer than static content.
• Vertical Duets: Mirroring choreography between groups in 9:16 format maximizes screen-fill immersion, a tactic proven by BLACKPINK’s “Pink Venom” challenge.

Nostalgia Meets Next-Gen: Bringing Back the Spirit of 2nd Gen K-Pop

The 2nd generation of K-Pop thrived on collaborative energy, where inter-group interactions felt like family reunions rather than corporate obligations. SM Town concerts, where artists like Super Junior and Girls’ Generation shared stages, created a sense of unity that fans still romanticize today. Now, the 5th generation has a golden opportunity to revive this ethos—not through nostalgia-baiting, but by reimagining camaraderie for the TikTok age.

Why 2nd Gen’s Spirit Matters

• Fan-Centric Bonding: Shows like "Star Golden Bell" and "Invincible Youth" prioritized unscripted, cross-group banter, fostering genuine connections that resonated with fans. Today’s equivalent could be live-streamed collab vlogs where idols from different groups cook together or attempt viral challenges.
• Legacy Collaborations: Imagine a 2nd gen idol mentoring a 5th gen idol on a dance that incorporates their signature style—a nod to the past that feels fresh rather than recycled.
• Community Over Competition: Mixed-team events like "Idol Star Athletics Championships" (updated with esports or VR games) could replace cutthroat rivalries with lighthearted teamwork, appealing to fans tired of toxic stan culture.

Bridging Generational Divides

Collaborations evoke the warmth of 2nd gen’s “we’re-all-in-this-together” vibe, inviting both new and old fans to engage. A joint reality series like "5th Gen House", where members from different groups live together briefly, could merge the communal charm of "Hello Baby" with Gen-Z’s love for authenticity.

By framing collaborations as “2nd-gen energy, next-gen execution”, 5th generation groups can honor K-Pop’s roots while carving a distinct identity. It’s not about imitation—it’s about evolving the playbook to fit today’s fragmented, algorithm-driven landscape.

Why F&F Entertainment Should Lead the Charge

F&F Entertainment isn’t just managing UNIS—it’s stewarding a global experiment in K-pop’s future. With UNIS and AHOF's multinational lineup (spanning South Korea, Japan, and the Philippines) and F&F’s fresh-industry perspective, the agency is uniquely positioned to rewrite the rules of engagement. Here’s how:

Strategic Advantages

• Underdog Credibility: As a non-Big 4 agency, F&F can position UNIS as “collaboration pioneers”, contrasting with legacy companies’ siloed approaches. This aligns with fan preferences for authenticity over corporate polish—a sentiment echoed by EverAfters praising F&F’s artist care.
• Cost Innovation: Joint projects with other agencies allow shared production budgets, reducing financial strain while maximizing creative output.
• Data Cross-Pollination: Collaborative releases generate metrics across fandoms, helping F&F identify untapped markets. If a collab trends in any particular market, it validates expansion strategies without costly trial campaigns.

Potential Benefits

• Brand Differentiation: F&F becomes synonymous with “collaboration-first K-Pop”, attracting investors and partners seeking innovative models.
• Artist Retention: Cross-group projects reduce creative burnout, addressing an industry-wide turnover crisis.
• Global Market Penetration: Collaborating with SEA artists could cement F&F as Asia’s bridge builder in K-Pop.

For agencies like F&F Entertainment, the path is clear: bet on partnerships. Pilot small-scale collabs to test fan reception, then scale successful models. Embrace transparent revenue-sharing frameworks to incentivize cross-agency cooperation, and leverage data from joint projects to identify untapped markets.

By embracing collaboration as a core philosophy, not a gimmick, F&F can position UNIS as the blueprint for 5th gen success—one handshake at a time.

– GTT (Gehlee Tunes Team)