With so many huge labels in the K-pop world, success often hinges on whether or not a group debuts through a wealthier label. A few groups have become popular without relying on affluence. Coming from the small company Source Music, GFRIEND didn’t have the luxury of an extravagant budget or a well-known label, yrt they still soared into fame through their popular School Trilogy songs, beautiful concepts and lyrics, and resilience.
Debuting on January 15, 2015, GFRIEND introduced themselves to the world with their EP Season of Glass. The 6-member girl group consisted of Sowon, Yerin, Eunha, Yuju, SinB, and Umji. Their year of debut and the following one saw GFRIEND at the peak of their popularity, winning several female rookie awards and gathering a large fandom (named Buddy).
Although GFRIEND originated from a small label, they relied on good storytelling and fortitude to win the day. In their humble beginnings, the group’s small budget was evident in the music videos for “Glass Bead” and “Me Gustas Tu.” These MVs incorporate strong storytelling and impactful lyrics, with a schoolgirl narrative unfolding and ending with the last song of the trilogy, “Rough.” Although all three songs were popular, “Rough” became the group’s most popular song, winning a lot of fandom attention.
One line from their debut song "Glass Bead" particularly encapsulates GFRIEND’s meaningful lyrics: “I may look like a glass bead, but I will never break that easily.” This line reflects the group's “powerful innocence” concept and the MV balances upbeat, summery vibes with melancholic, sentimental undertones.
GFRIEND debuted during a highly competitive era in K-pop, racing against a new generation. They faced a lot of criticism and online abuse as they gained popularity. They received global attention when a fan filmed the group performing "Me Gustas Tu.” Despite a slippery stage and falling several times, the members maintained professionalism, making the video go viral.
GFRIEND achieved popularity without the flashiest clothes or the most elaborate sets. The group disbanded on May 22, 2021 after their contracts with Source Music concluded. In 2022, members Eunha, SinB, and Umji created the group Viviz under BPM Entertainment. Despite no longer being together, GFRIEND’s story is a great example to other groups debuting under small labels.