The 2024 MTV EMAs have officially taken place. As MTV’s major annual awards show in the European market, the EMAs attract substantial attention from music fans. This year, LE SSERAFIM was the only K-pop representative, performing at the EMAs. This was another chance for HYBE’s girl group to expand their reach on an international awards stage, yet the response wasn’t as positive as hoped.
Bringing a performance of Lightning Chasing – Crazy to the EMAs, LE SSERAFIM’s stage was a highly impressive production, featuring a large team of dancers, intricate choreography, and a 360-degree stage design that highlighted their performance abilities.
With a focus on dance, the group elevated the difficulty with brand-new choreography, and Japanese member Kazuha stole the spotlight with challenging ballet-inspired moves. However, in their intense focus on dance, LE SSERAFIM resorted to lip-syncing.
After LE SSERAFIM’s EMA performance was shared across platforms, K-pop fans noted that the group didn’t sing live, with up to 90% of the performance appearing to be lip-synced. The audio sounded overly smooth, and the members’ expressions seemed exaggeratedly polished, indicating they were likely using playback. Although Crazy isn’t particularly difficult to sing, LE SSERAFIM’s repeated use of backing tracks and lip-syncing, even at a major awards show, led to criticism.
Prior to LE SSERAFIM, BLACKPINK’s Lisa faced harsh international media criticism, labeled the “Queen of Lip-Sync” for relying heavily on playback at major stages such as the 2024 VMAs, Global Citizen Festival, and the Victoria’s Secret Show. Now with LE SSERAFIM under fire, Korean netizens feel embarrassed. Since Coachella, LE SSERAFIM has faced accusations of a “talent crisis,” becoming known as “K-pop’s most hated girl group” and even called a national embarrassment. Yet, nearly a year later, LE SSERAFIM has yet to address these issues.
In the controversy surrounding LE SSERAFIM, the primary responsibility falls on their parent company HYBE and direct management company Source Music. Recently, HYBE’s internal documents were leaked to the public, revealing the company’s implicit acknowledgment that LE SSERAFIM lip-syncs due to their live performance abilities being inadequate for award show stages.
Rather than focusing on improving their artists’ skills, HYBE has reportedly analyzed the weaknesses of rival groups to employ “dirty media tactics” as a means to counteract crises.
LE SSERAFIM has been provided with top-tier resources in K-pop, performing on major stages despite only debuting two years ago. However, their actual skill level has only declined. Compared to their debut, LE SSERAFIM’s vocal abilities have worsened, leaving audiences frustrated with HYBE’s ongoing focus on image and achievements over genuine talent improvement.
