As the group received criticism from fans and other critics over the clothing and music they chose, what was supposed to be a celebratory moment for member Julie quickly became a public relations nightmare.
The live stream, meant to celebrate Julie's special day, saw members of Kiss of Life dressed up in late 2000s Hip-Hop style spun gold chains, baggy clothing, Bantu knots, and cornrows. The group danced to one of 50 Cent's iconic hits, "In da Club," which marked a moment in Hip-Hop culture. But the vibe of the broadcast soon went from celebration to controversy, as viewers criticized the group for indulging in stereotypes that many felt were disrespectful to Black culture.
Accusations of blackfishing, the act of non-Black people embracing aesthetics that are more commonly affiliated with Black culture to earn attention or financially prosper from it, flew around social media like wildfire. Those included the group's use of cornrows, Bantu knots, and gold jewelry, which many said crossed a line into cultural appropriation. Critics were concerned that this aesthetic and template look was just a way for this group to take the well-worn styles mentioned without any sense of the culture behind them.
As the backlash mounted, Kiss of Life's social media following suffered a serious incursion. The group bled over 200,000 followers in a matter of days, a sharp drop that indicated just how much the incident had struck a chord with their fanbase. Fans started demanding accountability, wondering if the group's actions stemmed from ignorance or deliberate appropriation.
Kiss of Life's label, S2 Entertainment, was quick to react and issued a public apology on behalf of the group. In its statement, the company noted the pain caused by the livestream and said it "was disappointed" with the group's disregard for Black culture. "We recognize that our actions caused pain and were incorrect," the statement said, "and we are committed to learning from this experience and making sure that it doesn't happen again."
Kiss of Life also posted personal messages on social media to address the controversy. Julie, the birthday girl, apologized emotionally, writing that she was deeply sorry for any hurt their behavior may have caused. "We did not mean to offend anyone, but it is now clear how what we did was hurtful," Julie wrote. "We vow to educate ourselves and be more mindful going forward."
The apology did little to reduce anger from many who said the group was simply reacting to public pressure and not providing a real understanding of the issues. While some fans thought it was not enough and too late, others were less than impressed with what the group needed to do to atone.
Still, the chorus of criticism has spurred a larger conversation in the K-pop industry about cultural sensitivity, as many noted that this isn't the first time a K-pop group has come under fire for perceived cultural appropriation. Time will tell if this incident will lead to lasting change within the industry; however, for Kiss of Life, it is a firm reminder that cultural awareness is crucial now more than ever.
0 Comments