KISS OF LIFE went, almost overnight, from being the “queen of the summer” to the center of a heated debate. But a year later, the numbers reveal a reality more complex than the headlines suggested—and it’s worth taking a closer look.

The scandal

In April 2025, a “hip-hop-themed” anniversary livestream organized for Julie, one of the group’s members—featuring gold chains, African braids, and exaggerated mannerisms—quickly sparked accusations of cultural appropriation and racial stereotyping.

The backlash was immediate: in less than 48 hours, the group lost approximately 78,000 followers on Instagram and saw a sharp decline in followers on TikTok and X. S2 Entertainment issued two apology statements, which, however, did not fully satisfy fans, and several dedicated fan accounts were permanently deleted.

The real follower numbers

A year later, the situation is less dire than the initial panic had suggested. The KISS OF LIFE Instagram account has gone from 3.7 million to 3.02 million followers—a real and lasting loss, but a gradual one, spread out over twelve months rather than a single collapse.

Today, the account stands at 3.02 million followers, with an engagement rate deemed “excellent” by industry observers. The damage was indeed real, but it was not a downward spiral.

What the data actually shows

Here’s what most “a scandal ruined their career” stories fail to mention: the streaming numbers for *KISS OF LIFE* were already on the decline well before April 2025.

The number of streams on Spotify during the week of release plummeted by 66% between “Midas Touch” (7.12 million, April 2024) and “Igloo” (2.44 million, October 2024)—six months before the controversy even broke. Their first track released after the scandal, “Who Is She” (2.85 million), actually outperformed “Igloo.”

Was it really the scandal?

The honest answer is: partly, but not entirely. KISS OF LIFE was already losing momentum after reaching its peak in 2024—a common trend among many bands following a year of meteoric success—when the controversy erupted.

The scandal led to a real and lasting loss of trust and followers, particularly among international fans. But to view this as the sole explanation for their trajectory is to oversimplify what the data actually shows.

Is this a cautionary tale about responsibility, or an example of how quickly online rumors can take precedence over facts?

Let us know what you think in the comments—and stay tuned as KISS OF LIFE continues its journey into the “SWEAT” era.