As the media world faces an uncertain future, what can artists do to market themselves?
Plus a at look into how some artists have crafted their stories during press tours
Let’s face it. It’s a tough time to work in media.
Over the past couple of weeks, major layoffs hit a number of newsrooms across the United States from Condé Nast, TIME, Los Angeles Times, Forbes and the New York Daily News. Here in Canada, the media outlook doesn’t look great either. Bell announced it would cut 4,800 jobs last week, selling 45 radio stations and cutting multiple newscasts in the process. It’s a blow to many of my media colleagues and friends, but it also has implications on how we deliver information to the masses.
Given all this, newsrooms are now facing less real estate to accept ideas and pitches overall. And for musical artists who want coverage on their new songs, it will be much harder to compete for the media’s attention.
Compared to the North American market, K-pop is an industry that travels at a breakneck speed. Groups are known to make multiple comebacks a year, releasing single albums (a project that contains 1 to 3 tracks) and mini-albums (a CD with six tracks) as opposed to full length studio albums. Then add in the fact that there is a new band or act debuting every month. With a market so saturated, how can these groups stand out?
I’ve often found that the key to selling an artist to a publication comes from having a unique angle, and what is being offered that’s different from all the other acts out there. Frequent comebacks are undoubtedly great for fans, who are often looking for a steady stream of content to keep up with their faves. But for journalists and editors who aren’t as clued in to the world of K-pop, it becomes harder to answer the question of “What’s special or unique here?”
So this week, I’d like to break down some recent examples of K-pop artists (or K-pop adjacent) who have sold their story well to mainstream publications. But also, how their music led to interesting discussions online from fans and music blogs alike.
NewJeans
NewJeans is the rare example of a group that’s stirred intrigue through releasing mini-albums and singles. That’s because the band’s debut was a complete mystery to begin with. NewJeans’s debut single ‘Attention’ was put out into the world as a surprise, without any prior promotion or information about the member line-up. The move was incredibly risky, but it sure paid off. ‘Attention’ was an almost instant viral success, with many loving the group’s girl-next-door image and nostalgic Y2K style. Having no previous marketing campaign beforehand also helped listeners focus more on the music itself. And rolling out music videos for its consecutive songs ‘Hype Boy’, ‘Cookie’ and ‘Hurt’ further added to people’s curiosity.
The thing I love about NewJeans is the group is how they also take me back to what I wanted to be like in the early 2000s as a pre-teen girl. With fashion campaigns with Nike and Levi’s to adorable bunny merch at LINE FRIENDS, this group makes me want to spend the money I didn’t have when I was younger. Sure, it’s all capitalism at the end of the day. But when there’s a cute fluffy bunny pillow calling my name, sometimes I just gotta have it. And that’s exactly why selling the Y2K tween/teen fantasy has been key to NewJeans’s massive success.
Jung Kook
Anything involving a member of the biggest K-pop group in the world will always have a high chance of selling. But what made BTS’s Jung Kook particularly fascinating was his goal to hit the global music market and become the next King of Pop.
Shedding away the wholesome maknae (or younger brother) vibes, Jung Kook turned his image into a sexy grown man with piercings and tattoos. He sings about sex and flirting with girls. He shows off his abs in see-through shirts! And despite it not being his first language, he took on the challenge of singing every single song on his album in English. Jung Kook’s album GOLDEN was met with divisiveness, with some fans not really buying his new image and sound. But his concept sold, and multiple stories written about him focused on Jung Kook’s new solo direction.
I’d also like to mention that Jung Kook notably released remixes with Usher and Justin Timberlake (probably the Kings of Pop of the 2000s). He gave us millennials something to feel nostalgic about, further adding to the hype.
XG
While a Japanese group, XG is an example of how the K-pop industry is evolving into the global music market. Coming from a small label based in South Korea, the girl group quickly set themselves apart by dubbing their style of music as “X-pop” — a neo-genre that combines elements of K-pop, J-pop and mainstream R&B and hip hop. While XG’s fame may seem to have come out of nowhere, the group’s early days started on social media. They enticed people through teasers on TikTok and YouTube, releasing rap and vocal covers of Rob Stone’s ‘Chill Bill’ and Justin Bieber’s ‘Peaches.’ Then rapper Cocona went viral on TikTok for impressively and flawlessly rapping in English, Japanese and Korean, garnering millions of views.
These performances are exactly what gave people a taste of XG — setting themselves up for the release of the band’s original music. The group’s 2023 singles ‘Shooting Star’ and ‘Left Right’ had people in a chokehold — further catapulting their popularity. Now the group have announced they’re preparing for a tour. I’m sure tickets are going to sell like hotcakes.
Balming Tiger
I recently read a great piece in the New York Times by Jin Yu Young, which asked the question “If It Isn’t Perfect, Is It Still K-Pop?” The story featured the musical collective Balming Tiger, who I have written about on this newsletter before. And in it, the members of the band challenged the idea that K-pop can be more than just polished, perfectly synchronized performances. K-pop is any music that comes out of South Korea, according to Omega Sapien. “Everything in that realm is K-pop,” he said.
What the article eventually became was more than just a profile on Balming Tiger, but covered wider themes within the South Korean music industry. “It’s our imperfections that actually make us more attractive,” said Balming Tiger vocalist Sogumm. “I want people to see us and think ‘K-pop is cool,’ not just in the frame of being pretty and handsome, but being something that appeals to a diverse audience.”
Something that makes Balming Tiger unique to me is the group’s relatability, and their somewhat rebellious and out-of-box approach to music. They don’t strive for perfection. They write songs relevant to youth today and their struggles. And while the music may not resonate with everyone, the group is just adding a new layer to what we know as K-pop.
Blackpink’s Lisa cast in HBO’s The White Lotus
Lisa from Blackpink will join the next season of The White Lotus, which is set in Thailand. She becomes the second member of the K-pop group to be cast in an HBO series.
The series will be set in Thailand, and shot in Ko Samui, the province of Phuket and the city of Bangkok. Lisa becomes the second member of the K-pop group to be cast in an HBO series. Jennie had a role in the 2023 series The Idol.
In other Blackpink news, Rosé announced she is working on solo music on Feb. 11. She previewed a new solo song titled ‘vampirehollie’ on Instagram.
“I know I’ve been away for a minute, but I’ve been working really hard on some things that I’m really excited about,” she wrote on Instagram.
“I cannot wait for you all to hear everything.”
What I’m listening to: Max - ‘Stupid in Love’ (featuring HUH YUNJIN of LE SSERAFIM)
One of the kings of love songs is back. And Max is bringing Huh Yunjin from LE SSERAFIM along with him. This song just gives me the stupidest biggest smile on my face. It’s so sappy and sweet. But Valentine’s Day just passed and it’s really perfect for the occasion.
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