K-pop is an abbreviation for Korean popular music. Over the past 15 years, K-pop has evolved into a unique and widely recognized music genre, amassing devoted fans worldwide. Moreover, K-pop has transcended music to become one of South Korea’s most recognizable brands, alongside technology giants like Samsung and LG, as well as Korean TV dramas and films. This genre has done more for promoting the Republic of Korea than its relatively successful politicians.
Beginnings
K-pop’s beginnings can be traced back to the 1980s when the South Korean government started to liberalize its culture, opening up to foreign influences. This helped to foster a new generation of musical artists. Although the Korean music scene and film industry were controlled by the government, gradual liberalization allowed access to Western popular culture, especially American pop and hip-hop. After the authoritarian regime of Chun Doo-hwan was overthrown in 1987, even more opportunities arose for the development of Korean music. In the mid-1990s, the male group Seo Taiji and Boys introduced elements of rap, hip-hop, and Western dance music into Korean music. Their innovative style quickly attracted a younger audience, as the band addressed social issues and blended Western and Korean music styles.
K-pop grew increasingly popular, inspiring other groups and performers. Soon, new artists emerged, such as H.O.T., S.E.S., and Baby V.O.X. In the following years, K-pop continued developing its unique style. K-pop groups generally consist of multiple members (five or more), each with clearly defined roles (lead vocalist, rapper, dancer…), adding layers to performances. Each member is carefully selected and trained, often for years before appearing on stage. This selection and training process, known as the “idol system,” involves rigorous physical and vocal training, ensuring top-notch performance quality.
Characteristics
One of the key characteristics that distinguish K-pop from other music genres is its visual component – meticulously planned stage performances, costumes, and high-quality music videos. K-pop aesthetics are based on concepts aligned with the latest trends in fashion and technological innovation. K-pop artists invest considerable effort in choreography and visual appeal, with flawless performances that captivate a broad audience. Besides the visual component, K-pop groups develop complex and unique stories that continue through a series of albums or music videos. For example, BTS successfully told a complex story about growing up, inner struggles, and self-discovery across several albums. These concepts and narratives add a deeper dimension to the songs and albums, allowing fans to connect emotionally with the performers.
PSY at AMAs in 2012
International Popularity
K-pop first gained popularity abroad in China when a Korean radio program began broadcasting in Beijing in 1997. In the early 2000s, K-pop spread through East Asia, especially Japan, Taiwan, and Thailand, with artists like BoA, Rain, TVXQ, and Super Junior. During these years, the South Korean government started investing strategically in its cultural industry, promoting the “Hallyu” or Korean wave, which encompassed not only music but also dramas, movies, and fashion. K-pop concerts began to be held across Asia, with fans in neighboring countries starting to learn Korean and follow cultural trends.
Since the late 2000s, K-pop has become a major South Korean export. Initially, governments were unaware of the substantial benefits K-pop success brought to the country, but this changed significantly during the administrations of President Lee Myung-bak (2008-2013) and President Park Geun-hye (2013-2017). K-pop groups attracted significant global attention throughout the 2010s. The first major breakthrough was rapper PSY and his mega-hit “Gangnam Style” in 2012, which was the first to surpass one billion views on YouTube. “Gangnam Style” became a global phenomenon, opening doors for K-pop to Western media, music awards, and new fans. Soon, other groups like EXO, Girls’ Generation, and BigBang gained popularity outside Asia thanks to YouTube, where millions of viewers could watch their music videos.
The Phenomenal Success of BTS
K-pop began to be considered a distinctive music genre, incorporating aspects of hip-hop, rock, pop ballads, R&B, and electronic music, all with carefully crafted choreography. K-pop groups held concerts in Asia, Europe, and the United States. Korean music received a huge boost from the success of the boy band BTS. Since 2017, BTS has gained enormous popularity in the U.S. and Europe, becoming the first K-pop group to win awards at the Billboard Music Awards and American Music Awards. BTS became known for directly engaging with their fans via social media, creating a strong sense of community among their followers, known as ARMY. BTS broke cultural barriers and achieved international success without changing their language or style, singing almost exclusively in Korean, proving that language is less significant for global success.
BTS members in the White House
The Dominance of BTS and Blackpink
Since 2020, K-pop artists have regularly appeared on Western music charts and won awards at global music events. The girl group Blackpink collaborated with American singers like Selena Gomez and Lady Gaga, while BTS collaborated with Justin Bieber, Halsey, and Nicki Minaj, further solidifying their status in Western markets. Streaming platforms like Spotify and Apple Music started including K-pop in their global playlists, making it more accessible to listeners worldwide. Meanwhile, social media platforms like TikTok have become key for promoting K-pop among younger generations.
K-pop – A Global Cultural Phenomenon
K-pop has surpassed the confines of music to become a global cultural phenomenon. K-pop stars, such as members of BTS and Blackpink, have become not only music stars but also global fashion icons. Their unique style often inspires worldwide fashion trends. Korean street style, visible on the streets of Seoul, particularly in neighborhoods like Hongdae and Gangnam, has become a global synonym for innovation. K-pop stars have become ambassadors of South Korea. For instance, in May 2022, members of BTS visited the White House and met with Joe Biden. Korean performers have created millions of fandoms whose fans develop a highly positive perception of South Korea. Through music, Korean culture spreads, and many fans travel to visit their idols’ country. Many fans are also businesspeople who decide to invest in South Korea. South Korean soft power, enriched with film, television, and technological achievements, truly sets an example worth following.
Author: Matija Šerić
Featured image: 티비텐, via Wikimedia Commons, licenca CC BY 3.0
