[K-Kcontents Future]⑤ 'K-pop' as a Genre... NewJeans and Ive Pass the Baton One After Another

Expanded Interest in K-pop Overall "Many Latecomers"
4th Generation Including NewJeans Gains Attention Upon Debut
Establishing New Identity by Breaking Away from Specific Images
Driving Force Expanding Interaction with Fans

"Being a small to mid-sized idol without connections was our second name / Getting cut from broadcasts was nothing unusual / Filling in for someone else's spot was our dream / Some say we can't make it because our company is small." These are lyrics from "Bada," released by BTS in 2017. They directly confronted prejudice and oppression. Their opponents were fandoms of major entertainment companies. From their debut until 2016, they were subjected to malicious attacks along with the ridicule of being "small to mid-sized idols."

BTS had no strong background to overcome difficulties. They did not receive media benefits either. Only their multinational fandom "ARMY," who communicated closely through social networking services (SNS), stood by their side. The turning point in their close relationship was the 2014 K-pop festival "KCON" held in Los Angeles, USA. Kim Young-dae, a music critic and author of "BTS: The Review," interpreted, "It was actually the K-pop fans in the American market, where prejudice was less, and the local media who recognized their potential first," adding, "Although the absolute numbers were not large, the meaning contained was symbolic."

ARMY actively engaged thanks to the development of digital culture. They connected via SNS to collaborate, unite, and consume. They prepared conditions to enter the Billboard charts through pre-orders before album releases. After release, they requested related songs to be played on domestic radio stations by contacting the staff. They provided detailed information and occasionally launched gift campaigns. Professor Hong Seok-kyung of Seoul National University's Department of Communication and Information analyzed this in his book "BTS on the Road": "From the outside, the relationship between fans and stars may seem full of childish and meaningless words and gestures, but fandom is a relationship without selfishness between a group that trusts each other based on shared affection and the star. Nothing is stronger than a relationship without selfishness."

[Image source=Yonhap News]

K-pop groups active during the same period are classified as 3rd generation idols. Their overseas achievements were re-imported into Korea, creating synergy. Bang Si-hyuk, chairman of HYBE, explained in his 2017 MAMA keynote speech, "In recent years, social media has emerged and online platforms have diversified, shaking the axis of the music industry violently," adding, "BTS is a good example of how SNS changed the flow of traditional media." He said, "K-pop has the potential to rise as a new mainstream culture based on strong fandoms." As predicted, the activity scope of 3rd generation idols, led by BTS, shifted internationally. It is not only about music production or world tours. From member composition before debut to music style, they consider overseas markets. There are even cases where groups are formed overseas from the start.

Thanks to their versatile activities, K-pop entered the mainstream in North America. The American Music Awards, one of the three major US music awards, established a "K-pop Artist" category. Although there were suspicions about excluding K-pop from the main awards, it is evaluated that the increased popularity and status were bigger reasons. Joo Sung-ho, head of the US Business Center at the Korea Creative Content Agency, said, "The popularity of BTS, BLACKPINK, Stray Kids, and others is very high, and there are many successors to take over the baton," adding, "If they all focus on localization, the chances of success look high." He continued, "No fandom has yet surpassed ARMY, but interest in K-pop itself has increased evenly. Now, people like the genre itself more than specific groups. This is a very positive trend for the entire Korean music industry."

[Image source=Yonhap News]

This change is also attracting attention domestically. Kim Hong-gi, CEO of Space Oddity, predicted, "This year's keywords for the music industry are Next K-pop and fandom 3.0, where fans take center stage." Next K-pop is a new concept where K-pop itself is consumed as a genre. It means that overseas expansion has become much easier than before. In fact, 4th generation idols, the successors, receive global attention right from their debut. The fandom formation period has shortened from over five years to one or two years. Notable beneficiaries include NewJeans, LE SSERAFIM, TOMORROW X TOGETHER, IVE, and NMIXX.

Many of them are female groups. They show fluidity that is not confined to specific images. In the case of NewJeans, they subtly deviate from familiar perspectives aimed at teenage girls. They fall outside categories like "pure," "sexy," or "girl crush." They sometimes make sensitive and delicate expressions, then suddenly run around cheerfully as if nothing happened. Occasionally, they express hidden desires with provocative faces. They reveal multifaceted personalities without a special worldview or character. Other female groups are not much different. They break free from the obsession with overt images targeting male audiences and show ambivalent characteristics. They are role models that peers want to emulate, not just eye candy for men.

Establishing a new identity becomes a driving force to expand the scope of communication with fans. This year, it is expected to satisfy the desires and demands of women in their teens and twenties, leading to external expansion. It may also broaden the landscape by driving changes in 3rd generation idols. At the center is fandom, which is transforming contemporary cultural phenomena. The K-pop business is no longer maintained solely around idols. Media, entertainment, and fans depend on, compete with, and develop alongside each other. Large entertainment companies like HYBE and SM Entertainment are expanding their bargaining power through platform operations. They also collect and reflect data related to fans. It is an excellent condition to create another successful model.