“Korean Pop (K-Pop) culture”;
Korean pop culture is spreading not only within Korea but also slowly into the whole world. K-pop originally targeted the Korean music market, but now it has gained popularity all over the world. Social media and streaming have helped K-pop reach larger audiences. K-pop uses more than just music to create an audience—it also uses choreography. People have always listened to English language music, but now are willing to listen to other international music even if they do not understand the lyrics. K-pop is not just music for Koreans anymore. The use of streaming services by K-pop industry sells music successfully. It has become a global phenomenon.
The strong support of social media and streaming help K-pop to be known all over the world. One of the most used streaming services, YouTube has developed a new app and it is significant that it chose a Korean rap song for the launch ad. YouTube ads can be annoying to some or most people yet the latest YouTube ads for their own YouTube Red music app chose to use a Korean rap song for the ad. According the Huffington Post, “Google Inc’s YouTube said 1 billion unique users were now visiting the video-sharing website every month, or nearly one out of every two people on the Internet.” With the huge amount of viewers all over the world, YouTube chose a Korean rap song as one of the five songs they are using for their latest ads. Yet why does not YouTube choose a Chinese song or Japanese song or any other language but Korean for their ads along with four other English songs that were used in the ads? What is so interesting that they chose Eung Freestyle? This song was being searched a lot after the ads released and caught people to pay attention to the K-pop industry. It is a proof that the global community is interested in K-pop.
K-pop uses more than just music to create an audience – it also uses choreography. Continuing the concept with K-pop as a global phenomenon, YouTube indeed plays an important role to help K-pop being spread. One of the significant essences, the choreography of the song attracts people to get to know about K-pop. People do not only songs covers but also choreography covers and release in different streaming resources such as YouTube. In the article ‘Korean vs American Music Industry – The Fundamental Differences’ from KPOPOUTOFTHEBOX, “English songs are songs on its own that tell a story, whereas Korean songs are often an accompaniment to the dance routines that are the selling point of Korean music.” Some people learn the song from first watch its choreography. Art is a language. Music can be in different language that people might not understand but learning a dance does not require one to understand the song yet some people find the song catchy and fall in love with the K-pop music culture. As one of the most famous K-pop star, PSY was known for his song Gangnam Style with 467 million views on YouTube and propelled the song onto American radio. (Gaylord) His song has a simple melody yet it was the choreography that made him well known. A lot of people over the world learnt the dance without really knowing what the song is about but the line “Oppa Gangnam style”. K-pop has become more popular by creating a multi-sensory experience that involves movement and sound.
In order to gain success in music industry, being famous is certainly not enough. The use of streaming services by K-pop industry sells music successfully. Market in Korea motivates labels the target international audiences and big economies. Statistics prove the way Korean labels make money is different from other countries and effective in order to make a certain amount of profit. “In South Korea, the market works differently. Subscription-based services, which allow the listener to rent music, are extremely popular… Such services have helped to drive overall music sales to 430 billion won in 2011.” (The Economist) It also prevents illegal music downloading because the market knows how to take a balance so that people can enjoy K-pop while the companies are making profit. This is also a result of companies trying to make money not only within Korea but also trying to open up the gate to the world.
Due to the its well known in music awards and the fact of having huge number of fans, K-Pop is making a huge impact in the world. Billboard wrote about one of the biggest Music Awards, Mnet Asian Music Awards, also as known as MAMA and performances from K-pop artists. (Herman) K-pop is not only music for Koreans, but also a culture for everyone to adopt and enjoy. MAMA hosted in Hong Kong even though it is a Korean music award. Also MAMA had Timbaland and Wiz Khalifa to perform, which is a sign of the blend of American music and K-Pop. Another example would be BTS (also as known as Bangtan Boys). It is a 7 people boy band by Big Hit Entertainment formed since 2013. “In 2015, BTS embarked on two U.S. tours, selling out both despite having released just one full-length album.” (Benjamin) Within two years with only one full-length album with no English songs in their album, BTS has fame not only in Korea but also over the world such as the US. Once again, the international status of K-pop is established and confirmed.
As expressed, K-Pop has become famous worldwide over the past couple of years. Concerts are being packed even outside of Korea, K-Pop companies are making money in the industry, K-Pop videos (whether original music videos or covers) are making tons of hits on YouTube and making headlines. K-Pop is becoming a big trend in the music industry and more people listen to them and enjoy them.