Twenty-three teasers too many: Has SM ruined EXO before their debut?

SM Entertainment has no doubt invested more money in EXO’s teasers than in any one of Super Junior’s MVs from the past three years.

With three years having passed since SM Entertainment added a new group to their roster it’s no wonder they’re excited about welcoming EXO to the world. Since the first video teaser was released via YouTube back on December 21, SM has continued a steady stream of member introductions over the past three months. But what has this prolonged teaser period accomplished?

When a small number of EXO’s members performed for the first time via SBS Gayo Daejun I expected them to make their official debut early in the New Year; however the calendar soon hit March and aside from twenty-three video teasers, two ‘prologue singles’ and a heap of photos, not much has progressed. There is still no indication as to when EXO-M and EXO-K are to make their debut. What’s up with that, SM?

The decision to have a select number of EXO feature in a showcase of SM Entertainment’s talent was a smart move on behalf of the company. By placing them alongside members from the likes of Girls’ Generation, TVXQ, Super Junior, and SHINee guaranteed fans’ attention as a stage involving these well-established groups was bound to draw viewers. But months have passed since New Years and we’re yet to see EXO perform as a complete group and the question still remains: when will we?

The build up for EXO’s debut has been so long it’s now bordering on ridiculous. The time—not to mention the money—used in this campaign must be unprecedented for the label. SM Entertainment has no doubt invested more money in EXO’s teasers than in any one of Super Junior’s MVs from the past three years. This slow but steady release of teasers—almost half of which showcasing golden child Kai—has kept fans eager and no doubt anxious to see what this new group will offer. But with more of the same teasers being released every so often it’s hard to believe any fans are truly excited by each new offering. My interest in EXO has severely dropped over the last few months as anything of substance is yet to be delivered. I have to worry if SM has hyped EXO to the point where there is no way they can live up to everyone’s expectations. Seemingly SM Entertainment has set EXO up for an inevitable fail.

It has reached the point in this pre-debut campaigning that I quite literally groan when I see an update on SM Entertainment’s official YouTube channel with yet another EXO teaser. I actually stopped watching them after the first three or four but went back and looked at all twenty-three just to see what I was missing. Evidently, not much. It’s irritating to be inundated with minute-long videos that show nothing aside from members walking around aimlessly or Kai‘s dance skills. SM are obviously very pleased with the talent they have uncovered (or produced) in Kai but a gifted dancer is hardly anything new for the label—Super Junior’s Eunhyuk and SHINee’s Taemin have been amazing fans for years with their skills. So why the obsession with Kai? I honestly have no idea. The only emotion SM Entertainment has instilled in me in regards to Kai is an irrational dislike born from overexposure.

Looking through SM Town’s channel views it’s evident I’m not the only one who simply got over EXO’s teasers. The first batch of videos pulled around one millions views; the more recent struggled to achieve 300k. This decrease in views despite the continued exposure can only spell something bad for EXO: people simply don’t care so much anymore. Instead of exponentially increasing the hype with each additional tid-bit, SM has pushed it to the extreme, so much so fans are starting to back off out of boredom. And I don’t blame them. After the first five or so teasers, the videos started to get bland. Aside from Kai, Lay and Lu Han, who featured in dance solos, and Tao with his martial arts routine, most of the teasers showed the remaining members aimlessly wandering around through nonsensical dramatic situations. The dramatic teasers rank among the worst of the collection as they really showcase nothing about the members aside from their looks, which in this industry is relative pointless. Of course they are going to be good-looking: they are, after all, Korean idols. It seems to me that SM Entertainment themselves became bored with creating exciting showcases for all twelve EXO members and slacked out with the remaining artists. It doesn’t seem fair but it’s not the first time SM has played favourites and I’m sure it won’t be the last.

EXO’s journey to debut took another irritating turn when SM Entertainment decided to release a ‘prologue single’. I’m not exactly sure what a ‘prologue single’ is, but why not just have an actual debut? In any case, EXO has not one but two of these strange little things, which, in the case of What Is Love, is essentially nothing more than long teaser video. The music video for this single is clearly made of the remnants of many of the teasers (or perhaps it’s the other way around) and only highlight Lu Han and Chen, and D.O and Baek Hyun from EXO-M and EXO-K respectively. I’d hardly class this as a single due to the limited number of members representing the group but rather as a serious teaser for who I assume to be the main vocalists. Musically, What Is Love in parts sounds shockingly similar to TVXQ’s Before U Go and I don’t see how EXO, according to SM, are supposed to ‘lead the world music industry’ with an unoriginal sound.

In any case we can only assume second prologue single History is a more accurate depiction of EXO’s overall sound. It finally features EXO-K and EXO-M as two complete units and shows a fully choreographed MV. The song is pretty decent but has me asking—how much higher can they raise the bar? This song is frustratingly catchy with its ‘oh oh oh’ call that it places a hefty amount of pressure on the debut to surpass this. Sure, it’s possible, but all this build up runs the risk of leaving fans underwhelmed. Regardless, the snippets featured in the other teasers (albeit mostly void of vocals) are very much intriguing and I hope their debut establishes this sound further as it would be great to see an idol group with a heavy techno influence. But I guess we won’t know until SM decides to officially release these boys out into the world, whenever that will be.

Unlike the atmosphere surrounding the initial New Year teasers, I am no longer awaiting EXO’s debut with bated breath. In fact, at this point the only thing SM Entertainment can do to surprise me is actually announce a release date. It’s disappointing how much interest I have lost in EXO’s debut as I like a lot of the bands on SM’s current roster and was looking forward to something new. However, this prolonged pre-debut campaign has been so excessive and overhyped it really has been killed for me. Unfortunately I don’t think I’m alone in that regard. I’d like to hope EXO do eventually have a successful debut before a group of fans who endured the mass of teasers and stuck around through all this wank. All I know is if I see one more damn teaser featuring Kai I will hit something.

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