Sunmi's new song "Full Moon" music video is in the spotlight for its sexuality. Is JYP Entertainment in trouble?

Sunmi's "Full Moon" music video was released on the 17th.

The music video starts off with a vampire concept, which is quite unlike the traditional girl group concept nowadays, and gives off a spooky atmosphere as Sunmi the vampire bites a man's neck in the beginning of the video. However, after this, Sunmi joined the other female singers in going down the sexy route.

In the music video, Sunmi dances under the full moon in what could pass as just her undergarments, a short feather dress. She showcases very sexy dance moves wearing skimpy clothing. She shakes her bottom very suggestively, and even goes as far as to sit on the sofa and cover her crotch as she opens her legs very widely.

However, many are showing a lukewarm response to Sunmi's concept. There have already been numerous provocative girl group dance performances this year that expose skin and are suggestive. For girl groups that are trying to get their names out there, 'sexy' might be a great choice of concept, but this isn't the case for Sunmi.

Sunmi was already well known as a member of Wonder Girls with her cute image. She made a solo comeback with a sexy concept and received great interest from fans, even if a percentage commented that she looked awkward and unfitting in the sexy role.

So fans were expecting a different transformation from her previous album image, but Sunmi has chosen an even more explicit sexy concept. She used her long legs to highlight her figure, and shook her bottom in her choreography, which is not very different from last year's concept.

JYP Entertainment is in trouble. Although they are ranked as part of the Big 3 along with SM Entertainment and YG Entertainment, 2PM and miss A was unable to get a great response. Even Suzy, who used to make headlines, has been quiet since last year's end of the year awards ceremonies. Not only that, Wonder Girls has virtually ceased their activities ever since Sun got married and had a baby.

Even their new rookie boy group GOT7 didn't get as hot of a response as they expected. Matters got worse when the members were diagnosed with the swine flu, and they had to put a temporary halt to their activities. That's why Sunmi's comeback was vital to the company. But her chosen concept of provocative sexy diva was unsatisfactory to the public who wanted to see something different.

Even if exposure can make girl groups stand out, in the long run its effect is limited. Reflecting this, "Full Moon" wasn't able to take the number 1 spots on music charts such as MelOn and Mnet, even on the day of its release.

Also to note is the fact that the 3 main broadcasting companies are coming down stricter on girl groups and their sexy code controversies. Will Sunmi be able to appear on broadcast television with the same costume attire and choreography as in her music video? We'll have to wait and see how Sunmi will appear onstage, and what changes there will be to her dance, if any.