Long Version: Gfriend I think is in a strange position. They have brand value, public recognition, and a strong fanbase. Their main problem is that honestly they haven't expanded or kept up with their counterparts in terms of commercial success, hype and sometimes critical acclaim. However, there hasn't really been other 3rd Gen gg who could compete with them or their counterparts, so no threat. But the 2018-2019 GG has produced very strong competition namely ITZY, Everglow, G-idle, (Izone?, I don't fully count temporary groups). None of them are on the level of TwiceBPMamoRV, but they've made big splashes in a wide variety of areas; commercial, critical, fandoms, youtube, etc etc. Defiantly they're looking to be the future main groups, especially if the 2014 groups disband next year. I don't know how this will affect Gfried's legacy as they only have two more years left but I think they really need a new approach. Source Music tried The Boys route in 2017 with Fingertip and since that underperformed I think SourceMusic decided to play it safe, with imo only Time for the Moonlight being an interesting release. SourceMusic should realize that Gfriend in fact has a brand value and a stable fanbase, then can grow and not just do generic-coffee house pure music. Frankly, all they need are consistent redefining and well-received singles/EPs to secure their position.