The success of these people in the mainstream pop music industry is not a syndrome that occurred in the K-pop Korean Wave boom, so it is regarded as a pioneering character's "single".
However, the music industry is keenly aware of the fact that BTS has intensely evoked K-pop, which has been on the edge of many Top Model. If latecomers who make a significant record of their influence as catalysts arise, K-pop is expected to take a certain stake in the home of Pop.
PSY performance and other backgrounds ..."The core is differentiated music grammar."
"The United States of America market was the last frontier for K-pop artists," the British daily Guardian said on the 11th (local time) while analyzing BTS performance. "BIGBANG, Exo, and Two Aniwon CEL are small successes and are the Top Model markets several times."
The actual pop market has been steadily stepping on the Internet since the end of the 2000s with a certain amount of performances by the second generation K-pop groups. Among them, SM Entertainment is a joint performance of singers from United States of America Los Angeles in 2010 and Paris in France in 2011 SM Town Love Live! 'BIGBANG became the first world tour to confirm the opening of K-pop in 2012 by opening the first world tour in North America and Europe.
Despite meaningful attempts, these singers did not dig into the pop center, but in 2012, PSY threw a shock wave by creating a YouTube sensation with 'Gangnam Style'. As the interest of the world YouTube users in 'Gangnam Style' was concentrated, PSY made a 'forced entry' into the global pop market by writing the second place for 7 consecutive weeks in Billboard 'Hot 100'.
This syndrome is 'different' from the success of BTS, which has stepped on the top of the Billboard after phased growth, in that the revolution caused by YouTube has a 'igniting' aspect of comic B-class content at a moment. PSY is the result of the phenomenon caused by the paradigm of the media environment, and BTS is the result of the personality.
Of course, BTS has also been resilient to YouTube SNS, but new media has already been activated by the majority of K-pop groups, so the decisive difference between fandom and fandom is music and message.
"The BTS is a K-pop framework, but the music grammar that melts values in the message is different from the existing K-pop." In the 1990s, messages such as Seo Taiji and children, who were enthusiastic about the X generation, disappeared for a long time, and the BTS expanded the support of global fans by digging into the millennial generation with realistic stories. " "I'm not sure."
"I feel the changed gaze of the pop market" ..k pop industry needs to change
The encouraging thing is that BTS has a more substantial impact than PSY in that it is an Idol group. Several agencies with Idol groups have tipped off that United States of America promoters have made meaningful suggestions since BTS.
"If you look at the proposal, you feel the changed gaze after BTS," said a director of an agency belonging to the popular Idol group. "It seems to be because of the stereotype that only English songs are possible in the mainstream pop market. Of course, it seems necessary to have fluent English skills like RM for smooth communication. "
Another overseas marketing team leader said, "Now, BTS is the mainstream, and K-pop genre is not the mainstream." If various Top Model accumulate in the United States of America market, K-pop will become a leap forward. "
In fact, some groups show momentum.
NCT 127, which debuted in the United States of America market on the first regular album on the 12th, was actively promoted by appearing on major broadcasts and attending the 'American Music Awards' red carpet.
Monster X, which has grown into two world tours ahead of them, was invited to perform in six cities on the "Jingle Ball" tour, the United States of America's largest year-end radio show featuring top pop stars for the first time in the K-pop group. At the request of local fans, the representative song "Jealousy" was released on United States of America radio "Most Requested Love Live! 'Was ranked 19th in the top 30 songs requested for the week.
"K-pop, which has a considerable status in Asia, has not received high praise in the pop market, and there was only a small number of fans, but the awareness has been widened due to BTS activities." "This will not be connected to the other whole, but at least it has become an opportunity to be interested in K-pop. "He said.
Billboard's Tamar Herman K-pop columnist predicted that K-pop, known as "Korean Wave," would have tides and ebbs but would not disappear in a Billboard interview released on YouTube.
However, it is pointed out that the K-pop industry should also make changes in order for the BTS effect to be revealed. The agencies poured out groups that sing songs that are strange to Daedong visuals and performances, creating a preconceived idea of the West called 'dolls taken from factories'. This is also one of the reasons why BTS fandom Ami does not want to put them in the K-pop category.
"If K-pop does not grow qualitatively, it is a moment to lose competitiveness like J-pop and fall," said Billboard Silvio Piero Long.
"It's not the performance of the character yet, the mainstream of the K-pop genre"...Top Model should accumulate to make a leap