REASONs WHY MANY KPOP AGENCY WANT US MARKET SO BAD
Although BTS appears to have changed the game, K-pop idols weren’t always well-known chart-toppers in the US market.
In 2009, the acclaimed Wonder Girls made its US debut with the English version of its hit song “Nobody” after dominating charts in Korea. The group toured the world with famous American boy band the Jonas Brothers. This market crossover was seemingly smooth, and the members received many promotional offers in the US, but complications with members’ personal lives led to their company scrapping the release of their English album.
In the U.S., pop music idols are primarily thought of as musical artists, said Suk-Young Kim, author of “K-pop Live: Fans, Idols, and Multimedia Performance.”
Under the tutelage of entertainment management companies, South Korean performers transform from “would-be idols” into “versatile, almost vaudevillian” stars, Kim said. They devote years to learning how to act, sing, dance on the level of professional breakdancers, craft a stylized persona, and build an ever-expanding social media following. As moonROK’s Hannah Waitt explained in her thorough breakdown of K-pop history, the nine members of Girls’ Generation trained for a combined 52 years at SM Entertainment, one of the three largest entertainment companies in South Korea.
Then, Korean artist Psy’s “Gangnam Style” went unexpectedly viral worldwide and reached a billion views on YouTube in 2012. While it did introduce foreigners to K-pop and was massively popular, it was short-lived and didn’t result in Psy becoming a successful US artist.
There are kpop idols who has signed into US label, such as Amber, Jay park, eric nam and CL.
South Korea's K-pop industry is one of the examples of modern marketing techniques that other marketers can emulate. Right now, the West knows and follows several K-pop artists, such as
BTS (Bangtan Boys)
Black Pink, EXO
TXT
Twice
Red Velvet
Got7
Among these top Korean music entertainers, the most popular now is BTS. The 7-member Korean boy band has broken record sales in the United States and made it to the U.S. Billboard Charts several times. They won in the U.S. Billboard Music Awards three times and is hailed as the 2018 most influential Korean celebrities by Forbes Korea
The South Korean government's plan to improve and boost their own cultural exports proved quite successful. In 2016 alone, the country earned US$4.7 billion in revenues from K-pop global sales, making the industry one of the major contributors to the growth of the country's economy.
In the 1990s, J-pop or Japanese pop was making headway in the music industry, helping put Asia on the worldwide music map. But J-pop is more hard-edged, emulating the popular bands from the West, but given local flavors. Modern Japanese music has always been about what's new, what's edgy, what's trendy.
Almost at the start of the 2000s, the popularity of J-pop was overshadowed by K-pop. While J-pop is more for rock music bordering on raw and hard-core music, K-pop appealed to different age groups through their synchronized choreography, catchy lyrics and beats, bright and striking costumes and exuberant personalities.
We can say that everything was planned to ensure success. Actually, it is, as it was part of the government's successful execution of a macroeconomic growth theory. The plan focused on the development of technology, human capital and physical capital, all geared to realize the maximum growth of the music industry of South Korea.
The government literally spent millions to develop its music industry, starting with the development of a physical capital, the Chang-dong district. It is a K-pop hub, with recording studios, concert halls, retail stores and restaurants, which were all established to support the growth of K-pop. Next year, the district will house the Seoul Arena, the largest performance hall in South Korea, which contains 20,000 seats.
To improve the human capital, JYP Entertainment, YG Entertainment and SM Entertainment, the country's key recording labels, scouted and developed talents countrywide. Successful individuals were made to undergo rigorous training programs in singing, dancing and acting for several years before they are allowed to debut, either as solo artists, duos, trios or groups. They were coached in public speaking as well.
Last year, the boy band BTS became the first K-pop group to get a No. 1 on the Billboard album chart. They did it again months later with a “repackaged” version of their hit album. And at their sold-out shows, they’re no longer just the opening act.
In recent years, K-pop music video concepts have gotten grander, the dancing sharper, helping K-pop stars distinguish themselves from boy and girl bands familiar to U.S. fans.
South Korean artists are also doing more live tours in the U.S., Suk-Young Kim said. BTS’ latest U.S. tour this year hits major U.S. cities — Los Angeles, Chicago and right outside New York — but there are more concerts in smaller venues and cities too, like Austin, Kim said. This year BLACKPINK will be the first K-pop girl group to perform at the Coachella festival, and they’re not relegated to the fine print on the music festival’s official line-up announcement. Attendance at and festivities around KCON, an annual festival that bills itself as bringing “All Things Hallyu,” or “The Korean Wave,” to an American audience, continue to expand. When KCON first started in 2012 in Los Angeles, attendance was estimated to be around 20,000 people. Since then, KCON events also happen in New York, with attendance in both locations exceeding 147,000 last year.
All this generate profits, and many business wants that.
In 2009, the acclaimed Wonder Girls made its US debut with the English version of its hit song “Nobody” after dominating charts in Korea. The group toured the world with famous American boy band the Jonas Brothers. This market crossover was seemingly smooth, and the members received many promotional offers in the US, but complications with members’ personal lives led to their company scrapping the release of their English album.
In the U.S., pop music idols are primarily thought of as musical artists, said Suk-Young Kim, author of “K-pop Live: Fans, Idols, and Multimedia Performance.”
Under the tutelage of entertainment management companies, South Korean performers transform from “would-be idols” into “versatile, almost vaudevillian” stars, Kim said. They devote years to learning how to act, sing, dance on the level of professional breakdancers, craft a stylized persona, and build an ever-expanding social media following. As moonROK’s Hannah Waitt explained in her thorough breakdown of K-pop history, the nine members of Girls’ Generation trained for a combined 52 years at SM Entertainment, one of the three largest entertainment companies in South Korea.
Then, Korean artist Psy’s “Gangnam Style” went unexpectedly viral worldwide and reached a billion views on YouTube in 2012. While it did introduce foreigners to K-pop and was massively popular, it was short-lived and didn’t result in Psy becoming a successful US artist.
There are kpop idols who has signed into US label, such as Amber, Jay park, eric nam and CL.
South Korea's K-pop industry is one of the examples of modern marketing techniques that other marketers can emulate. Right now, the West knows and follows several K-pop artists, such as
BTS (Bangtan Boys)
Black Pink, EXO
TXT
Twice
Red Velvet
Got7
Among these top Korean music entertainers, the most popular now is BTS. The 7-member Korean boy band has broken record sales in the United States and made it to the U.S. Billboard Charts several times. They won in the U.S. Billboard Music Awards three times and is hailed as the 2018 most influential Korean celebrities by Forbes Korea
The South Korean government's plan to improve and boost their own cultural exports proved quite successful. In 2016 alone, the country earned US$4.7 billion in revenues from K-pop global sales, making the industry one of the major contributors to the growth of the country's economy.
In the 1990s, J-pop or Japanese pop was making headway in the music industry, helping put Asia on the worldwide music map. But J-pop is more hard-edged, emulating the popular bands from the West, but given local flavors. Modern Japanese music has always been about what's new, what's edgy, what's trendy.
Almost at the start of the 2000s, the popularity of J-pop was overshadowed by K-pop. While J-pop is more for rock music bordering on raw and hard-core music, K-pop appealed to different age groups through their synchronized choreography, catchy lyrics and beats, bright and striking costumes and exuberant personalities.
We can say that everything was planned to ensure success. Actually, it is, as it was part of the government's successful execution of a macroeconomic growth theory. The plan focused on the development of technology, human capital and physical capital, all geared to realize the maximum growth of the music industry of South Korea.
The government literally spent millions to develop its music industry, starting with the development of a physical capital, the Chang-dong district. It is a K-pop hub, with recording studios, concert halls, retail stores and restaurants, which were all established to support the growth of K-pop. Next year, the district will house the Seoul Arena, the largest performance hall in South Korea, which contains 20,000 seats.
To improve the human capital, JYP Entertainment, YG Entertainment and SM Entertainment, the country's key recording labels, scouted and developed talents countrywide. Successful individuals were made to undergo rigorous training programs in singing, dancing and acting for several years before they are allowed to debut, either as solo artists, duos, trios or groups. They were coached in public speaking as well.
Last year, the boy band BTS became the first K-pop group to get a No. 1 on the Billboard album chart. They did it again months later with a “repackaged” version of their hit album. And at their sold-out shows, they’re no longer just the opening act.
In recent years, K-pop music video concepts have gotten grander, the dancing sharper, helping K-pop stars distinguish themselves from boy and girl bands familiar to U.S. fans.
South Korean artists are also doing more live tours in the U.S., Suk-Young Kim said. BTS’ latest U.S. tour this year hits major U.S. cities — Los Angeles, Chicago and right outside New York — but there are more concerts in smaller venues and cities too, like Austin, Kim said. This year BLACKPINK will be the first K-pop girl group to perform at the Coachella festival, and they’re not relegated to the fine print on the music festival’s official line-up announcement. Attendance at and festivities around KCON, an annual festival that bills itself as bringing “All Things Hallyu,” or “The Korean Wave,” to an American audience, continue to expand. When KCON first started in 2012 in Los Angeles, attendance was estimated to be around 20,000 people. Since then, KCON events also happen in New York, with attendance in both locations exceeding 147,000 last year.
All this generate profits, and many business wants that.
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