SHINee again showed their fangs after successfully bringing the fifth trophy for 'Hard' on the weekly music program as well as their second win at the Show Champion. On Wednesday July 12, 2023, SHINee managed to excel from TREASURE T5 'Move', BOL4 ft. Ha Hyunsang 'Someday', WEi 'Overdrive', and ZiA 'Because You Don't Love Me' , having previously been in the Top 5.
Winning twice in a row at the Show Champion made Onew, Key, Minho, and Taemin successful in demonstrating their existence that is timeless in their early teens. Even according to Koreaboo, SHINee is the only male idol group to win on the weekly music show in 3 consecutive decades. Namely in the era, 2000s, 2010s, and 2020s.
They are also SM Entertainment artists with the most wins on weekly music shows as well as winning the double crown title on the Show Champion. Meanwhile, 'Hard' is SHINee's eighth full album which also marks their 15th anniversary. This album contains 10 songs containing various genres and stories related to life.
On the other hand, this album is special because SHINee admits that working on 'Hard' is indeed difficult. They had trouble finding a good song for the title track so the comeback schedule had to be pushed back a lot. The Shawols (SHINee's fandom) also celebrate the success of 'Hard' through social media.
"Even though there are only three promotions, 2 members are sick but we have worked hard to win," netizens wrote. "We have to repay SHINee's hard work with hard work too, Wol. We can do it!" another said. "This trophy is also for Onew, who, although he didn't participate in the promotion, also worked hard for this album," added another netizen.
"Congratulations, SHINee. You deserve to win because the song is really good. Contum, make up, lyrics, music, dance, concept, everything is perfect. You are iconic," added another. "Even non Shawols also praise them a lot because 'Hard' is really that good. Congratulations, SHINee," commented another netizen.
Meanwhile, the second generation group has concluded its promotion period on the weekly music show for 2 weeks on June 9, 2023. At the end of the promotion period, Key had the opportunity to become a special MC on Inkigayo and 'Hard' also earned its fourth win. Congratulations, SHINee!
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