Do you ever find yourself spazzing over BTS’ Boy with Luv, or EXO’s Love Shot? Maybe, Blackpink has never left your area ever since Kill This Love was released. Or, are you too excited for TWICE’s comeback this June you can’t stop checking their social media accounts?
Confirmed. You are one of the estimated 99 million K-pop fans worldwide.
The booming K-pop industry is no accident. It is a result of empowered digital marketing strategies, carefully planned to create true hybrid novelty. These strategies had built bridges and reached countless audiences all over the world, creating massive success for Korea’s music industry.
Let’s take a look at how they did it.
Establishing Social Media Presence
The K-pop industry knew who and where to find their right audience. That’s why they established a strong social media presence.
The young generation likes the feeling of being involved and updated on the people they admire. And well, social media is the easiest way to follow your favorite artist and know their whereabouts. This is the reason why BTS’ irresistible tweets make millions of engagements from their fandom called Army. Blackpink having at least 37.3 million followers on its Instagram account, while Twice has 17.9 million.
This practical delivery of up-to-date announcements and engaging content will continue to develop and create a stronger sense of connection among the K-pop community. After all, social media has become a marketable platform for brand and artist promotion.
Trans-media Marketing
Stories are more than just the fusion of words and phrases, it’s an unknown waiting to be discovered. It is where trans-media marketing takes the spotlight, as it focuses on multiplatform storytelling. It could be through an album, music video, game, short films, and anything digital.
Perhaps, you already bumped into BTS’ Wings album. An overarching theme and storyline were developed, whereas pieces of narratives are distributed to each member. Jungkook, Jimin, Jin, Taehyung, Suga, J-hope, and RM individually appeared in the music videos included in their album.
This sort of series of music videos caused people to think deeper about the connection and the message within the songs. Strategically, BTS made them unconsciously get attached to it. Like a mystery waiting to be solved. And this had dramatically increased viewership and fan club membership.
The skyrocketing K-pop industry continues to develop exceptional marketing strategies to promote their artists along with their artistry, personalities, and values. Adapting to what their audience calls for.