LE SSERAFIM, ILLIT, and KATSEYE's "ICONIC BY MISTAKE" (Photo courtesy of BELIFT LAB, SOURCE MUSIC, HYBE x Geffen Records)

HYBE

In the entertainment industry, women are often pitted against each other, with the media creating fake rivalries and comparisons. It is further fueled by protective fans who see it as a competition and become cheerleaders for their favorite group. When new girl groups debut, especially from the same company, they are often compared to their seniors, no matter how different they are. It’s been proven that many companies have profited from artists' feuds and fan wars, amplifying the narratives to draw even more attention. Artists have been trying to dispel those falsehoods by appearing in shared dance challenges here and there and by showcasing their friendships on social media, but there has never been anything official and uplifting for all parties involved.

Until now.

LE SSERAFIM, ILLIT, and KATSEYE, three popular music groups from the HYBE family, recently released a collaborative track, “ICONIC BY MISTAKE.” Rather than just releasing a song and being done with it, the three teams created a music video, ran promotions, and made time in their busy schedules to perform the track on the popular South Korean music show M Countdown. This marks the very first time girl groups in the K-pop space released a song together (without forming into a supergroup or special project).

The catchy alternative pop track, produced by Sean Cook, Mckay Stevens, and dyvahh, calls out the “haters” who have become obsessed with hating on them. It is because of this obsession, ignited by constant backlash, hate comments, and negative posts, that groups were propelled into fame and, therefore, became icons. Fans have been responding well to the collaboration, as it hit multiple global charts on release day, including Spotify’s daily charts in 43 countries/regions, where it ranked No. 26 in the U.S.

Like many women in the industry, each group has dealt with unfair criticism, racism, double standards, and inaccurate comparisons. It’s why their music video, which has been #1 on YouTube’s Music Trending Chart with over 27 million views in less than a week since its release, addresses all of it and more – calling out the haters and showcasing how unified they are, but are vastly different from one another. Rather than ignoring or deflecting the negative toxicity, the groups face it head-on, letting them know they’re just going to keep being “iconic.”

Directed by Cody Critcheloe, the video begins with LE SSERAFIM – members Kim Chaewon, Sakura, Huh Yunjin, Kazuha, and Hong Eunchae – being chased by the authorities (who represent those who police the internet), and when what sounds like a bullet hitting the glass is heard, the song begins with “shots fired.” Yunjin is then shown driving erratically, narrowly avoiding ILLIT – members Wonhee, Minju, Yunah, and Iroha (Moka was on a temporary break at the time), and crashing. Sakura, Eunchae, and Yunjin hover over what the audience can presume is a body, with Hong Eunchae taking a paparazzi-style photo, reflecting the media’s capture of their most vulnerable moments.

Kim Chaewon and Kazuha are seen singing on tombstones, telling the world that their careers are still thriving despite the hate and threats directed at them. After Sakura is seen digging a grave, she rejoins the group. Without any warning, Hong Eunchae, the youngest (maknae) of LE SSERAFIM, pushes the eldest member, Sakura, into an empty grave, which transitions to ILLIT’s segment – highlighting how the media and haters compare them to the newer groups.

As ILLIT is introduced later in the video, they are portrayed as rowdy children who cause trouble for the older authorities, reflecting how older media and critics often depict new groups as chaotic and immature. It then cuts to a dental scene, which could reference the hate they’ve received for their teeth in the past, and the use of helium adds commentary on their youthful vocals and aesthetics. Even their lyrics seem to address it, “Never off duty (duty) / Taking a beating (beating) / I keep on cheesing (cheesing) / Looks so deceiving (deceiving) / Act like you knew me (know me) / flapping your lips (foaming) / I just keep going / too beautiful to be broken.” They’re telling the world how little they care about what’s being said, and the haters’ words have no meaning.

As Wonhee gets a golden tooth out of her mouth and has her photo taken, it cuts to KATSEYE – members Sophia, Daniela, Lara, Megan, and Yoonchae (Manon is currently on hiatus) -- with Daniela sporting the “ICONIC” grills. They are dancing under a bedazzled sign: “Cleanliness is next to Godliness.” The original proverb dates back to the 18th century, to an English cleric, John Wesley, and was later referenced in the 1994 music video “Miss World” by Hole, a grunge-era song about self-image, loathing, and the expectations to remain “pure and angelic.” As Megan is “thanking” everyone for her crown, despite actually saying “fuck you,” she is sabotaged by a police officer/critic, who sends the word “GOD” crashing onto her.

Daniela then sings her lines, “I’m just trying to stay me / Dance a little crazy / But now I am iconic for how much you fucking hate me,” as she’s received backlash for her dancing style and facial expressions. As the authorities watch all three groups on their screens, the officers grow frustrated by how unbothered the girls are. LE SSERAFIM, ILLIT, and KATSEYE are just living their best lives.

As KATSEYE’s sole Korean member, Yoonchae pops up next to Lara, and Lara pulls Yoonchae’s golden-tooth necklace from her neck, breaking the connection between Yoonchae and the “K-pop identity" people have long associated with her and KATSEYE.

KATSEYE are then shown fighting a storm in the middle of a cornfield (as their lyrics were once deemed “corny” by trolls). The storm represents the chaotic hate they’ve received, only pausing when Lara calls out the naysayers: “Your digital footprint is looking so insane.”

The three groups reunite at the end, perform together as a united front, and end with sharing marshmallows by the campfire. But, of course, the “police” will keep trying to attack them. Even after the video was released, critics questioned why each group had their own moments when they should have been seen together throughout the music video, since the song does feature the groups singing together. But, no matter how they promote or create content, criticism and comparisons will always follow, which is why the song and music video were a great reflection of who they are as the HYBE family and as individuals.

The girls attacking each other in the music video reflect how the media and audiences view them, and LE SSERAFIM, ILLIT, and KATSEYE have had enough. All three groups have faced similar scrutiny as female artists, and each deserved their moment to clap back and show what makes them also stand out as individuals. Even the fashion choices between the three groups contrasted. Choreographers Toff Williamson, Kirsten Dodgen, and Zacc Milne really understood each group’s dance styles, which were so different from one another. The final empowering dance sequences revealed their distinct performance directions and identities. Even if you’re unaware of the members of each group, you can tell where they belong.

This wasn’t just a collaboration to show how close they are or ‘girl power’ to those who oppose them, it was also to celebrate what makes them very different and stand out as their own group.

LE SSERAFIM, ILLIT, and KATSEYE are letting the world know: We each have our own colors, concepts, sounds, and styles, but we still share a bond that outside forces can’t break.

LE SSERAFIM, ILLIT, and KATSEYE’s “ICONIC BY MISTAKE” is available now on all streaming platforms.​