Lisa's Alter Ego is a Marketing Strategy
Unpopular because most are celebrating this album as Lisa's artistic expression and personal creative vision, but it seems to be more like a marketing strategy. I think this Alter Ego concept is just a way for her team to find what clicks with the western audience because Lisa really doesn't have her own "musical style" outside YG's sound.
5 different styles means 5 different ways of finding out what works without having to waste time and money on multiple releases. They're basically doing market research and seeing which tracks and vibes get the most likes and streams. It gives her team flexibility to explore different markets simultaneously.
I think it it could have worked if they were more subtle with the concept and maybe worked to create a story line instead of throwing 5 things out and saying "here's 5 alter egos pick one!" Without a gradual evolution or clear personal story behind them, it makes the whole concept feel inauthentic to me as a listener.
From a sales standpoint tho, it makes sense. 5 different styles that you can sell different merch and albums with? Hell yeah, it's a marketing field day.
I also wonder if she's angling for more acting gigs because this would be a good strategy to show directors versatility. Her team can present this as a "look 5 different people she can play" type of demo reel
This strategy tho feels less authentic in a music context, where fans are always seeking out a sense of the "real person" behind the music.
Thoughts that came to me after finishing a 2 hour long marketing meeting at work.