Even before releasing a teaser for new songs, K-Pop groups are making comebacks.

Singers who would always release a teaser for a new song and were once secretive about their new songs are now releasing the full songs, albums, and even performing live onstage. It is a 180 degree turn from their previous habit of getting upset at even the smallest leak of a portion of their songs.

f(x) performed their new song, "Rum Pum Pum Pum," on Mnet's "M-Countdown" in a comeback stage on July 25, a whopping four days before the song's official release on July 29. Following that, they performed an additional four comeback stage performances at KBS' 'Music Bank' on July 26, MBC's 'Show! Music Core on July 27, and SBS' 'Inkigayo.' Even Brown Eyed Girls released their new song in a performance onstage on July 28, a mere day before they were set to release the song on July 29. These two groups swept the music charts at number 1, and excitingly battled it out for the top spot. As two groups that have performed their comeback stage performances almost simultaneously, they have captured the attention of many in their battle for the number one spot at noon on July 29.

Similarily, 2NE1 and A Pink have used similar strategies. A Pink performed their comeback stage at Mnet's 'M-Countdown' on July 4, a day before their song release. 2NE1's strategy was even more unexpected. They usually occupy 'all-kill' on the music charts, and despite the expected all-kill, they still released their song at 'Inkigayo' on July 7, a day before their song release. Although the 'Inkigayo' show airing was postponed because of the Asiana Airplane accident, this big shot group's decision to perform the song before its actual release was unusual.

These strategies seem to be used more frequently in boy groups as well. Infinite H and EXO had their comeback stage performances before their song releases and captivated the fan's attention. Among the fans, stage performances before song releases actually raise expectations, and seem to have a positive impact on the album's success.

However, once an album is released, girl groups rise to the number one spot on music charts using this same tactic. For artists that keep their new songs on the down low and in hushed tones before its release, all fans will listen to their new songs and eventually make them all-kill on the charts. The strategy of first performing their songs on the comeback stage before album release is a new and interesting direction. They have confidence that their comeback stage performances will in fact help their album's success.

One official of Brown Eyed Girls said, "If some people see the comeback stage performance and do not think of it as extraordinary, it can have an adverse effect on album sales, but if the group's hard work is shown on stage, then it could increase expectations for the album release the next day."

An official of f(x) has also said, "Listening to the album after seeing it performed on stage could help listeners to recreate the image in their heads. Especially because the group has shown many new things on stage, it could increase hype for the album release on the 29^th." In other words, the comeback performance can naturally raise expectations for the album release.

Depending on the outcome, there will be changes in the strategies of the comeback teams. Especially as an album's new release life span is becoming shorter, instead of setting up a comeback performance after the album release, it is better to have the performance precede the album release. Of course, the expectations of the album release depends on not only the performance, but the song has to be appealing to the listeners as wel. Officials say "It might be difficult for regular song artists, but for the hit singers can draw attention to themselves through this strategy."