Recently, soloist IU teased her new single titled “Love Wins,” featuring BTS‘s V.
IU (left) and V (right)
Fans of the artists were excited for this collaboration. Yet, some netizens also had issues with its title. “Love Wins” is a phrase that is commonly and strongly associated with the LGBTQIA+ community.
Google search result.
A portion of the public criticized the title of IU’s pre-release single, claiming it was “queerbaiting.” According to Wikipedia, “Queerbaiting is a marketing technique for fiction and entertainment in which creators hint at, but do not depict, same-sex romance or other LGBTQ+ representation.”
아이유 러브 윈즈는 걍 귀여움과 다정이 세상을 구할거에요 정도의 가벼운 겉모습만 차용하고 싶었던건데 늘 그렇듯 그의 지난 마케팅 역사들을 보면 그 의도가 너무 투명해서 아쉽고 실망스러운거
— 파라티 (@para_ti_1) January 16, 2024
IU wants to pretend that “Love Wins” is about how cuteness and being friendly will save the world, using a light-hearted disguise. But as you can observe from her past marketing strategies, just as how she always is, her intentions are too transparent. It’s a pity and it’s disappointing.
— Para_ti_1
On the other hand, IU’s fans defended the singer, claiming “Love wins” is a slogan she has used throughout her career. IU also wouldn’t be the first artist to use this phrase for their song’s title. Country singer Carrie Underwood famously released “Love Wins” in 2018.
| theqoo
Still, IU has responded to the criticism and has now changed the title of her new song.
IU’s company, EDAM Entertainment, released a statement via social media, announcing that IU’s song is now named “Love wins all.” The company explained that they “respect and support everyone who loves in their various ways,” hoping to communicate a message of love over hatred.
Since then, new versions of the promotional imagery, including the poster, have been released with the new title.
IU ‘Love wins all’ Main Poster
IU Pre-Release Single ‘Love wins all’
➫ 2024.01.24 6PM (KST)#아이유 #IU#Love_wins_all pic.twitter.com/ldc3rkyBAB
— 아이유(IU) (@_IUofficial) January 19, 2024
IU ‘Love wins all’ MV Leaflet
IU Pre-Release Single ‘Love wins all’
➫ 2024.01.24 6PM (KST)#아이유 #IU#Love_wins_all pic.twitter.com/3aNyWL2XXH
— 아이유(IU) (@_IUofficial) January 19, 2024
IU ‘Love wins all’ Track Intro by IU
IU Pre-Release Single ‘Love wins all’
➫ 2024.01.24 6PM (KST)#아이유 #IU#Love_wins_all pic.twitter.com/Bk246R4cN4
— 아이유(IU) (@_IUofficial) January 19, 2024
IU’s pre-release single “Love wins all” is still scheduled for January 24 at 6 PM KST.
