The strings of success
K-pop is characterized by a culture of "perfection". Physical appearance, dancing, singing, music videos - everything has to be dreamy. It's not for nothing that k-pop artists are known as "Idols". A slim figure, smooth skin and tinted lips are the perfect package for both male and female artists. Groups generally comprise from 2 to 13 members. They will each adopt a very specific role in which they excel more than the other members. There will be the vocal leader, the rapper, the dancer, the "pretty face"... And every fan will be able to choose his bias, in other words his favorite, from among the many members. K-pop is a perfectly tuned balance.
As well as singing, the performers dance, and notably well. This is one of the hallmarks of k-pop: catchy, repetitive, perfectly synchronized movements. These movements don't have to be extremely complex. The "common man" must be able to reproduce the choreography easily. In Korea and elsewhere, this often leads to k-pop-themed flash mobs. As we have seen, k-pop is also largely visual. Video clips are extremely well produced. These days, they're considered the best in the business. The industry is dominated by three major groups, the Big 3: SM Entertainment, JYP Entertainment and YG Entertainment. Each has its own image and production line. One is based on physical beauty, while the other emphasizes vocal qualities... So we have cute bands, sexy bands, bad boys and so on. This specific identity attributed to each band from the outset is also reflected in their outfits. They are declined for each member of the group and will adapt to the themes of the songs, one after the other. It's a well-oiled machine. And k-pop is one of the few universes where you can see blue or yellow hair and not get angry about it.
A not so bright glory
If Koreans want to be part of this industry, they have to start out as " trainees " and undergo quasi-military training. This includes training in singing, dancing and foreign languages, as well as ensuring that they have a very slim body by following draconian diets. Unfortunately, this preparation does not guarantee 100% success in the music business. Once they've been signed, the colts continue to train and are obliged to respect certain rules, such as not being in a relationship (so as not to upset the fans), not drinking or smoking (to maintain that perfect, healthy image), having an exemplary attitude, having surgery to erase any unfortunate little flaws that may remain... And above all, paying back the sums spent on their training. The inherent result of this situation is that in the early stages of their official careers, idols receive no salary at all. For those not lucky enough to break through, they find themselves up to their necks in debt. K-pop artists are also at risk from " sasaeng " fans. These are nothing more or less than obsessive fans whose sole aim in life is to be close to their idol. This translates into excessive behavior such as tailing, invasion of privacy, harassment and sometimes worse. Extremely well-informed and organized, it's very hard, even for companies, to combat these extreme fans.
The premises
There's a long way to go in Korean music to get to k-pop as we know it today. Trot, one of the earliest forms of k-pop, first appeared in the 1920s and 1930s. This style blends Korean musical influences such as pansori with those of Japan, which occupies the country, and also with those of the United States, imported by Christian missionaries.
From the 1950s onwards, American troops were on Korean soil, and new musical styles such as rock and soul were introduced. The Kim Sisters are a perfect example of Korean music embracing American musical culture.
The first pop wave arrived in the 1980s, with the emergence of many ballads. Note after note we arrive in the 1990s, when the first real k-pop group, Seo Taiji and Boys, appeared on a TV talent show. Ironically, the show's judges hated their performance, which was a mix of hip-hop and new jack. This was followed by groups such as H.O.T and the girl band S.E.S. At the time, k-pop was little-known in Europe. It wasn't until the arrival of the Internet that it gradually began to spread worldwide. Having started out in Asian countries and then spread to other continents over the years, Korean music has now conquered the entire planet. Even if a minority of the population is already immersed in the genre, it wasn't until 2012 that k-pop made its landmark appearance in France with the famous Gangnam Style and its horse dance, as we all know it. Since then, many groups, old and new, have continued to be adored and emulated in Europe and the United States. Here's a small selection of the most famous: Girls' Generation, Big Bang, Exo, SHINee, Black Pink, TWICE, Ikon... and a myriad of others.
The BTS case
If you don't live in a cave, you've certainly heard of this band, which is, it's fair to say, breaking all records. In 2023, BTS is the most popular group in South Korean history, with over 40 million albums sold. Often compared to the Beatles (that's saying a lot!), the 7 members of BTS have an "Army" (their fans), with whom they spark fascination and hysteria. But why them rather than any other band? K-pop can be criticized for being too commercial, emotionless and insincere. The genre's detractors will go so far as to say that k-pop is nothing but a "money factory", serving up the same soup to the public time and time again. And it's on this very point that BTS (방탄소년단, "bangtan so nyeondan") have managed to come out on top. Their little company, Big Hit Entertainment, is more flexible in its approach to them, and the rules are less drastic. Above all, BTS are able to write their own lyrics, which obviously lends their songs much more authenticity. Of course, the themes they tackle echo what their fans experience and feel on a daily basis (depression, a difficult school system, feminism...): jackpot! And their fans are never left out. BTS regularly express their sincere gratitude, both on stage and on social networks. What's even more appealing about this band is their commitment, supported by Big Hit, to UNICEF. A substantial sum of money from the proceeds of the Love Myself campaign has been donated to the organization.
How successful are they? To their credit, 7 albums, 1 soundtrack, 8 EPs, 2 singles and a top spot on the Billboard Hot 100, 2 concerts in France including one at the Stade de France (tickets sold out in minutes), a speech at the UN in which they encouraged young people the world over to accept and love themselves.... This really is the first time a South Korean band has managed to rise so high on the international scene. Fun fact: BTS has its own TV show, movie and even video game. But, much to the excitement of their fans, on June 14, 2022, the group announced a planned break in their activities to allow members to complete their 18 months of compulsory military service in South Korea, with a reunion scheduled for 2025.
The lexicon of k-pop
As in any universe in its own right, k-pop has its own very specific vocabulary. The list is long, but here are a few of the most common terms:
Aegyo aegyo: little mimics, very childlike, quite cute.
Bias the person you like best in a group is your "bias". Ultimate bias" is the favorite of all biases.
Comeback a new song that introduces a band's return to the stage.
Debut it's easy to understand that this refers to a band's official musical debut.
Fandom this term encompasses a band's entire fan community.
Lightstick lightstick: a small, stylized lamp representative of a band. They often light up concert halls.
Maknae maknae: the name given to the youngest member of a band.
Rookie name given to a band just starting out in its career.
Trainee trainee: a person in training looking to join a band.
Export, economy and merchandising
Between 1998 and 2003, the government took the decision to treat k-pop as a potential export item, in the same way as a Samsung telephone, for example. One of the ways to make this export efficient was to adapt to the world. Often, one or two members of a group will be of a different origin, often Japanese or Chinese. The aim is to reach out to other Asian countries, and above all to be able to perform songs in a language other than Korean. For countries outside Asia, the recipe is simple: include English, the international language, in the lyrics. K-pop succeeds in doing what the global music industry has struggled to achieve in recent years: selling physical products. Each album is a little work of art, with a boxed set, photo booklet and all kinds of goodies. What's more, there will be several versions of the same album. Loyal and devoted fans will be looking to buy everything. Merchandising doesn't stop there, and derivative products continue to proliferate: stationery, T-shirts, dolls and even emojis are a big hit on the market. What's more, the reverence for idols is used in fields other than music. Their impeccable image will often be connected to other universes, in particular that of k-beauty. Many will become cosmetics muses, once again boosting the Korean economy. It's obvious to a fan that it's better to buy a particular cream or lipstick if the star recommends it. The silhouettes and faces of these artists are often seen on Korean shopping streets and beauty store fronts, and are used to the hilt. K-pop is big business in Korea and elsewhere. In 2022, according to the KOCCA report, the Korean music industry recorded year-on-year growth of 31.7%, while music export revenues rose by 26.2%. In addition, average monthly spending on K-pop content rose from around $7.50 to $11 per person in 2020, with the highest monthly spending coming from the United Arab Emirates, amounting to $36 per month. In 2022, the group BTS emerged as the best-selling K-pop artist in South Korea, accounting for 12.4% of total album sales (34 million), followed by Stray Kids, SEVENTEEN and NCT DREAM. However, K-pop's influence on the South Korean economy goes beyond these direct economic effects, extending to other industries, such as tourism, and contributing to the country's overall growth!
K-pop during a trip to Korea
In Korea, there are several places dedicated to k-pop that delight the curious as well as the most fervent of fans. One of these is SM Town. Located in Seoul, this is a cultural complex linked to the SM Entertainment company. Here, you can discover the company's history and, above all, get up close and personal with its artists. You can even experience a hologram concert. If you're on Jeju Island, you can visit the Play K-pop Museum, which immerses you in this world of glory and lights. With many interactive activities, you'll feel like an Idol for a few minutes. Back in Seoul, take a stroll through Gangnam, the capital's chicest district, and you might just bump into one or two of the hottest artists. The Music Korea store is the perfect place to buy your favorite albums and goodies.
Small discography
If you're totally unfamiliar with the music genre of k-pop, here are a few tracks to familiarize yourself with. Because shopping streets all over Korea are awash with k-pop. Happy listening!
"Wind Flower" by Mamamoo
"If You" by Big Bang
"Dinosaur" by AKMU
"I loved You" by Day6
"Love Scenario" by IKON
"Sorry" by The Rose
"Boombayah" by Black Pink
"Blood Sweat & Tears" by BTS
"Next Level" by Aespa
"(G)I-DLE "Tomboy
"LE SSERAFIM "Antifragile
"Supershy" by NewJeans
