There are only a few K-pop groups that have the ability to say they’ve been there since the beginning. 2NE1 was not one of them, but they did usher in the second generation, and lay the groundwork for BTS and the rest of the third wave we’re all currently riding. Among them were groups like Girls’ Generation (SNSD), BigBang, Super Junior, Kara, 2PM, Wonder Girls, Brown Eyed Girls… There were a lot of amazing groups in that generation, many of them only now brought up on the break-up, scandal, or contract-ending news cycle beats, but 2NE1 was one of the best. They were YG’s answer to SM’s hyper-cute and feminine Girls’ Generation: they were there to sell a street-savvy, hip-hop, “ugly” image in a country where there was no historical precedent for genuine hip-hop. In this way, even though they were marketed as “real,” they sold a fantasy world just as much as SNSD did. And they did it so well.
Unlike many of the interchangeable members of K-pop groups, each member of 2NE1 was given a distinct personality: a hook that could appeal to many different audience members across the spectrum, but especially any one looking to be a bit more bad-ass than they were in real life, which is pretty much everyone. While this did initially reduce the women down to types, it never took over any more than any performer’s carefully-crafted image. Perhaps we loved them all the more for this image they presented, and the way their odd-shaped pieces just seemed to fit together so well. There was Bom Park, the classy, quiet siren of song. There was Minzy, the youngest and the one with the sickest dance moves. There was Dara, the bubbly effervescent hype-girl that exuded light like a bonfire. And then there was CL, the undisputed center to which all spotlights gravitated, the one you knew would claw her way out of a box-shaped girl group to do what she was meant to do: take over the world.
The group released a number of hit singles beginning exactly ten years ago, starting with the tepid “Fire,” through the blazing “Nal Ddara Haebwayo (Try to Follow Me),” all the way to the inferno that was “Naega Jae jal Naga (I Am the Best).” That last one is the one that gained traction overseas years after its initial popularity had already propelled it to iconic status in its home country. One night, I sat in a movie theater and heard it play over an advertisement, bemused and surprised but also thinking, Yes, of course.
It was around this time, that I began predicting 2NE1 would be the K-pop group to make it huge (so I guess blame me because I am notorious for getting it wrong, every single time). English-language publications began to pick at the “Hallyu wave,” publishing think pieces about and decrying the idol “factory” system. Pitchfork published their first K-pop feature, To Anyone: The Rise of Korean Wave, by James Brooks, featuring screen shots from “Naega Jae jal Naga (I Am the Best),” where he says, “the group grabs you by the throat and demands [your attention]. Firing AK-47s at the camera, smashing their own records with baseball bats, and brandishing a WWE Championship Belt, 2NE1’s four members each exude the manic, larger-than-life charisma of peak-efficiency Nicki Minaj.” Many writers were still falling back on the compare-it-to-a-well-known-Western-figure/phenomenon, (especially Beatlemania, if you can, please) to give those new to the scene a foothold, but it was enough to get people talking. Now that Pitchfork was a bandwagon-jumper themselves, it was merely seconds before they upped their coverage with companion K-pop editorials and adjacent East-Asian music coverage.
Unfortunately, this seemed to be the sole purpose of 2NE1, and once they completed their mission of grabbing attention, and the novelty of “Naega Jae jal Naga (I Am the Best)” finally expired well past its due date, they fell rapidly off the radar. YG Entertainment fumbled at this point, denying the girls any worthy follow-up, while other agencies began preparing for international domination. Instead, they continued to focus on the Japanese market, releasing petty-good songs like “SCREAM” and “Crush.” Their last really great song was 2012’s “I Love You.” It was also at this time that members began to leverage popularity by releasing solo material.
In predicted fashion, CL’s was the most hotly-anticipated. Her debut single was “Nappeun Gijibae (The Baddest Female),” (known for the infamous line “Not bad meaning bad, but bad meaning good, you know?”) and it was spectacularly fine, with a typically overwhelming music video that was at turns breathtaking, ironic, fun, and problematic. It was classic YG, but it lacked a strong hook. That was okay, though, because it did the important work of getting her noticed by some important names overseas, namely Scooter Braun (you’ve probably heard a lot about him this week – he’s the reason Taylor Swift is floating rumors about re-recording her entire back catalog and can’t perform her old material at the AMAs now). We all held our breath; this was it. It was only a matter of time before an Asian artist became an international household name in music, and as CL bode her time making minor appearances on tracks from Skrillez, et al., hopes and spirits were high. She had paid her dues in 2NE1 and spent years in a musical limbo that seemed to prevent her from releasing anything of worth, but if anyone was going to crossover successfully, it would be her. She seemed to have the support and pull from the industry, not to mention the quadruple threats of voice, beauty, stage presence, and the kind of fearless energy you just can’t teach.
But her big debut, “Hello Bitches” hit with all the force of a flat tire, leaving fans bewildered and bummed out. To be blunt, it was kind of a mess. The track lacked any real substance, relying instead on a video with the superstar power of CL’s performance and heavy inclusion of Parris Goebel’s choreography and crew, who were riding off the high of Justin Bieber’s “Sorry” video. CL was astounding in the video, a kinetic energy who sold every second of those insane three minutes, but naturally the song, an in media res mix of an extreme personality, bereft of a proper introduction or context, for its target audience, did not chart well and was largely forgotten as soon as one month later when year-end lists starting coming out. Looking back, this song isn’t as bad as I remember, and I can see the magic struggling underneath it, but it hasn’t had any longevity, and I know critics who will argue that CL’s best solo was still “Menbung” off of CRUSH. That seemed to be her one big chance, and the label having set all their chips on one square, gave up. The big lackluster follow-up, “Lifted,” though it set a record for a female Asian artist, only made it as high as 94 on the Billboard Hot 100. No one can argue that was a great song.
CL was pushed onto increasingly C-level collabs as low as the My Little Pony franchise before it started to become clear that there were other, more lucrative K-pop stars to begin investing in, namely, boy bands. YG themselves started over again with 2NE1-clones BLACKPINK, who carried the torch all the way to Time Magazine and other decent Western coverage. CL got the ultimate consolation prize when she performed at the 2018 Winter Olympics closing ceremony at Pyeongchang with EXO, a fitting, but sad, farewell to a female performer with more solo potential than 95% of current girl-group members (it doesn’t help that the performance itself was…not great). Furthermore, there was no where to return: like many of their second-generation peers, 2NE1 began losing members, became plagued by scandal, and officially disbanded in 2016. CL was stuck signed to a company that suddenly stopped supporting her work and gave her no opportunities for growth.
The news everyone expected dropped on November 8, 2019, a decade after 2NE1’s debut: CL was no longer with YG Entertainment. What once would have been horrifying news resounding with a sudden, disturbing crash, has fallen in a deserted forest, being mostly met with ambivalence and shrugs from the fans of this third-wave of K-pop for whom CL barely registers. This is the unfortunate and natural result of a pop machine that is ever-moving, filling and re-fitting trainees into the cog of dance practice, vocal lessons, and media handling, of huge sums of money being spent, being invested, being blown, being dried up. Of the next young shiny thing coming down the stairs after you, willing to kick harder and sing louder. Of the only thing separating you from them being the unpredictable sliver of luck inherent in timing, places, and connections. Quite frankly, CL deserved better. It was a drawn-out, bitter end to a decade of passionate effort, relentless work, and enormous talent. Quintessentially, it’s the story of K-pop, and it’s coming for them all, one by one.