TWICE Tops 4 Charts Including Billboard 200
JYP's Global Strategy Gains Attention
Effective Global Strategies with Republic Records, Live Nation, and More
Girl group ‘TWICE’ has reached the top of the Billboard charts, drawing attention to their agency JYP Entertainment’s global strategy. The success of a group in their 10th year since debut targeting Billboard, rather than a rookie, is seen as increasing the possibility of overseas expansion for artists already established in Korea.
According to the Billboard official website chart announcement on the 8th, TWICE topped the Billboard main chart ‘Billboard 200’ dated the 9th with their new mini album ‘With YOU-th’. They also ranked first on four Billboard charts including ‘Top Album Sales’, ‘Top Current Album Sales’, and ‘World Albums’. Additionally, with their 13th mini album and title track ‘ONE SPARK’, they ranked 2nd on ‘Artist 100’, 3rd on ‘Vinyl Albums’, and 3rd on ‘World Digital Song Sales’, appearing on a total of 15 categories on the latest Billboard charts. This marks the first time in TWICE’s career, now in their 10th year since debut, that they have conquered the top spot.
Industry insiders are focusing on the fact that the number one winner this time is a long-lasting idol group in their 10th year since debut. Most idol groups operate under a 7-year exclusive contract according to the standard contract created by the Fair Trade Commission. It is difficult for all members of a group to renew their contracts after 7 years, leading to the industry term ‘the 7-year curse’. TWICE, with 9 members including 4 foreign members, was expected by many not to overcome this 7-year barrier, but JYP succeeded in renewing contracts with all members in 2020, laying the foundation for their current achievements.
It is analyzed that JYP’s strategy was effective due to the recent industry trend called ‘backward spillover’. Backward spillover refers to the phenomenon where when a particular singer’s album or song becomes a big hit, listeners go back to find and listen to previously released songs. This mainly applies overseas, where K-pop culture is gaining interest and fandoms are developing, rather than domestically where fandoms are already mature. An industry insider said, "TWICE has a well-established reference through many years of album releases, which seems to have given them an advantage in expanding their fandom compared to rookie groups."
JYP’s global collaboration strategy also played a role. Previously, in 2022, JYP established its North American local subsidiary JYP USA and formed a strategic partnership with Republic Records, a label under Universal Music Group in the US. Republic Records, founded by brothers Monte and Avery Lipman, has maintained the number one spot on Billboard’s label rankings for years, holding a dominant position. Global stars such as Taylor Swift, Ariana Grande, The Weeknd, Drake, Post Malone, John Legend, and Lil Wayne are part of the label, boasting numerous awards and achievements. JYP and Republic Records have expanded and developed their cooperation worldwide in distribution, marketing, promotion, and business development for all JYP artists, centered in the US.
The long-term global strategic partnership with concert promoter Live Nation also had a significant impact. Live Nation sold over 140 million concert tickets worldwide in more than 45 regions by last year. TWICE held sold-out concerts at SoFi Stadium in Los Angeles in June last year and MetLife Stadium in New York in July, becoming the first K-pop girl group to headline at North American NFL and professional baseball stadiums.
JYP plans to continue expanding TWICE’s activities. A company official said, "They are currently conducting their fifth world tour ‘READY TO BE’ with 49 shows in 27 regions worldwide," adding, "Following the concert at Allegiant Stadium in Las Vegas, USA on the 16th, they will hold solo concerts at Yanmar Stadium Nagai in Osaka and Nissan Stadium in Kanagawa, Japan in July."
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