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Successful social marketing translates into profits for K-pop acts

Successful social marketing translates into profits for K-pop acts

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Published by: Crowdsourcing.org on Aug 24, 2012
Copyright:Attribution Non-commercial


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8/24/12 www.koreaherald.com/pop/NewsPrint.jsp?newsMLId=20120824000925#www.koreaherald.com/pop/NewsPrint.jsp?newsMLId=20120824000925#
Successful social marketing translatesinto profits for K-pop acts
2012-08-24 20:43
Amateur but powerful social media users boost global buzz over Korean Wave
The local social media market in Korea is relatively closed off from the outside world,making it difficult for non-Korean Internet or mobile users to search for anything related to K-pop in the English language.Using local social media services ― such as Cyworld, the Korean version of Facebook, or Me2day, the Korean version of Twitter ― it is almost impossible to search for Englishcontent on K-pop or hallyu.However, as Korean artists recently started to move away from local SNS to more open andglobal SNS such YouTube, Twitter and Facebook, the Korean Wave shifted gear “from fad tophenomena,” said an industry expert.“The Internet became synonymous with going international. ‘Popularity’ of a music artist isno longer measured purely by sales figures or airplay rotations but also views, tweets, andlike,” said Bernie Cho, president of DFSB Kollective, a creative content group that alsodistributes K-pop digitally to iTunes.Girl group 2NE1’s Facebook page with more than 29 million likes (Facebook)
8/24/12 www.koreaherald.com/pop/NewsPrint.jsp?newsMLId=20120824000925#www.koreaherald.com/pop/NewsPrint.jsp?newsMLId=20120824000925#
S.M. Entertainment’s official YouTube channel with more than 500 million video views (YouTube“K-pop’s success on social media is now translating online busyness into offline businessopportunities for Korean idol acts on tours and indie acts at festivals.”If a K-pop music video attracts more than 1 million views, for example, it will generate “ameaningful revenue” big enough to dole out profits to members of a K-pop group, Cho said.However, he declined to comment on what percentage the entertainment agency or K-popacts get from YouTube ads out of the total sales overseas. An example in turning online fever into offline tours is 16-year-old guitarist Jung Sung-ha,whose YouTube videos have garnered more than 521 million views as of Wednesday.Jung’s yearly schedule is already full with world tours, local city tours and collaborationswith K-pop groups under YG Entertainment. Among major entertainment agencies, S.M. Entertainment was the first to build a strategicpartnership with YouTube and join the most-visited video site channel under the name S.M.Town in August 2006. YG Entertainment followed suit in January 2008, and JYPEntertainment, in December 2008.The three major entertainment agencies continued to open other social media channelsincluding Facebook pages, interacting with fans around the world on a real-time basis.Before the agencies unveil their K-pop artists’ music video or digitized music files online,they release teaser videos and photos on social media platforms so that the anticipation of the fans for upcoming K-pop music can be maximized.“Several years ago when we first created our official channel on YouTube, we thought K-popmusic videos would easily resonate with global fans if they had quality content. And in

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