"We love our fans, that's enough for us. Any faction of the entertainment world is bound to have its secrets; sometimes these are dark yet open … “K-pop marketing focuses on building a community of superfans and turning them into advocates and influencers for the artist,” he says.
It's not easy to follow a diet, but [I suppose] it's not impossible either.". It's difficult for K-pop singers to break their contracts. Just as how K-pop is now recognised as a music genre on its own, it is important to keep the international music industry diversified, to ensure a continued development of the global music scene. Komeil Soheili/Insider. Jo Soo-jung/Newsis via AP.
They’re really trying to reach a foreign audience.”. K-pop star Sulli, who died in October 2019. 49-50 Eagle Wharf Rd, London, N1 7ED, K-pop is the genre that ate the world whole.
Herman says that K-pop fans do, for the large part, understand that they are not actual friends of their favourite artists, but she believes there is “a thinning of the barrier between the artist and the fan because these artists are engaging”. From a young age, these bright and peppy performers essentially enter an uncaring, exploitative entertainment harem in the K-pop industry. Managers were even known to film their idols' sexual activities and use the footage against them. She claimed her career was nearly ruined by the incident and took years off before returning to the music scene.
We speak to those within the K-pop world to better understand how it works and what everyone else can learn from the pop trail it has blazed.
“In South Korea, music videos are not only essential but also epic marketing tools,” says Bernie Cho. In fact, it's the only method in which the "music geniuses" behind the small handful of Korean music labels can think of to market their talent.
If you continue browsing we consider you accept the use of cookies. Any faction of the entertainment world is bound to have its secrets; sometimes these are dark yet open secrets overlooked because of convenience or greed. I have heard that they have group chats among the translators to determine what is going to be on at any given time to make sure nobody misses anything. This may seem, on the face of it, like a rather reductive way in which to interact with an artist’s music, but the results are frequently rather profound. She thought he was bluffing until he put the video on the internet.
A little-spoken aspect of the industry, however, is how hard it is to be — and stay — a star.
Some people have turned it into almost being an East-meets-West explainer: ‘Well, that means this, this is a pun, this is a socio-political in-joke that maybe you are not picking up from a translation…’”, On the whole, the K-pop industry is fairly relaxed about fan content. Clearly, then, there remain important differences between the music industry in South Korea and the music industry in the West, even if some of the classic K-pop marketing tricks have already started to be adopted globally, notably the practice of collaborating with a local artist to extend your reach. “People call it the K-pop rabbit hole,” says Herman. “People want to know what other people are thinking and so reactions give them insight,” says Herman. An unwritten rule in K-pop is that idols must also give up on having a love life if they want to be successful. Not much gets lost in translation because whatever you might not understand lyrically gets interpreted visually.”, Herman explains that BTS, for example, are always “doing live streams, making videos that show behind the scenes” and even producing their own video clips. This one-stop-shop approach – with many management companies also owning stakes in local DSPs, as SM Entertainment does with Flo – enables South Korean music companies to “move, drive, and pivot quicker than separate companies would be able to”, Cho adds, which helps to explain why the traditional major labels are not as dominant in many of the major Asian music markets as they are elsewhere. It's a testament to the pressures of maintaining the intense beauty standards of the K-pop industry: idols must look and stay beautiful, young, and in good physical shape.
"Before I made a name [for myself], I couldn't meet my family or friends," Way told Insider. Building stories around artists is nothing new for the Western music industry. According to the International Federation of the Phonographic Industry, K-pop is "shifting from 'potential' to 'power player'" in the global music industry. Tamar Herman, a K-pop columnist for Billboard, says that South Korean artists don’t face as big a stigma around the idea of music as a career as many Western acts. Subscriber Last year, a news anchor made headlines for refusing to wear contact lenses and false lashes, and opting to present with her glasses on instead. “BTS’s fandom has really perfected it. We are happy as long as we are doing what we love.". One famous K-pop diet, known as the "Paper Cup Diet," involves eating nine paper cups — the size of the ones you'd find by water coolers — worth of whole grains, fruits, and vegetables every day.
“Today, many international acts approach K-pop artists for collaboration as they increasingly view this as an effective way of global marketing.”, And yet Jeon believes that it is premature to say that the global music industry is copying K-pop marketing. That “if anything” is important. “The fully integrated, full-stack business model in South Korea – where artist management companies also wear record label and talent agency hats – works extremely well in Latin America and parts of Western Europe,” Cho says. If you've watched any K-pop videos, you probably thought the bright and shiny Korean pop star lifestyle portrayed a perfect world of bubblegum, rainbows, beauty, and whimsy. as memes] and share them with other fans, which results in multiple consumption of the same content,” Jeon says, citing cover videos and fan-made music videos as examples. Fans will ask questions, compliment them or send them memes – and they engage with them. “There’s no concern that a K-pop group is too produced, that it’s too commercialised. That is when an artist will say ‘I am here to chat’ and will respond to different fans. In business terms, musical exports were worth $578m to South Korea in 2019, while BTS recently broke the record for the highest-earning online concert, banking upwards of $18m in ticket sales for their Bang Bang Con: The Live Show. Earlier this year BTS was allowed an "extended period of rest and relaxation" — in the words of the wildly successful group's record label — during which band members got to visit museums, go to concerts by other groups, and go fishing, Billboard reported. “There was very little English language content coming from these South Korean companies.
", "We agreed not to have a girl in our lives, so we can focus more on our mission," he added. "Our teacher wanted us to get used to the sandbags, so without it our dances would look lighter [in the performance].". "Since they kept telling us not to, that made us want to eat more. In many ways, this “powerful rapport” already exists between K-pop fans and their musical idols.
Great Guys at the Korea Drama Festival in Jinju, South Korea, in October 2019. An ad in South Korea for cosmetic surgery. Another hugely important way in which K-pop fans help out their idols is by translating and transcribing videos and other content, thereby helping artists to expand into foreign markets. Some artists generally are engaging and some artists do timed engagement each day – so you have a look into the window of their career.”. However, what's going on in the K-pop industry isn't hidden: Children who grew up in the industry as manufactured pop products have exposed the mental and physical abuse they suffered through their careers. This, the theory goes, means more devoted fans, which means more income for the group and record label. In 2020, BTS and Blackpink are, arguably, the biggest boy band and biggest girl group on the planet and K-pop is the number one image associated with South Korea, according to the recent Overseas Korean Wave Survey. Insider spoke to members of Great Guys, an up-and-coming boyband consisting of nine men in their 20s, after their performance at the Korea Drama Festival in Jinju in early October.
"Gym, studio, bedroom — that's my life circle," said Ho Ryeong, one of the band members.
Members of Korean idol groups have little freedom over their personal lives. Shin Cho, senior international marketing manager and head of K-pop and J-pop at Warner Music, also emphasises the importance of storytelling. Less than three weeks ago, South Korean police announced that 25-year-old K-pop star Sulli was found dead in her home.
Acts like BTS, Blackpink, Twice and TVXQ are not just some of the biggest acts within the genre – they are some of the biggest acts in the world. Many agencies force idols to undergo surgery - sometimes multiple times - to achieve a "perfect" look and uphold their aspirational aesthetic. Of course, social media is important for almost any musical act in the 20th century; but South Korean bands have, on the whole, managed to parlay this into a very structured and effective platform for fan communication. She spoke openly about her mental health: in 2014, she put her career on hold after suffering physical and mental exhaustion. Korean laws allow agencies with "touring artists" to work their "employees" as much as they want, even if it means keeping them from sleeping, as in the case of 2AM idol Jo Kwon. Actors were under multiyear and multifilm contracts; they dealt with abuse, stringent rules, and relative ownership at the hands of the studios. Most stars do not openly discuss their plastic surgery, in part to maintain their idol image, but their physical changes are usually apparent, especially around their eyes, lips, and noses.
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