K-POP IN THE 2020s: A FIGHT FOR RELEVANCE

Editor’s note: This is a follow-up to an article from last month’s issue. In that article, we explored how the K-drama industry has seen significant dips recently and whether that could impact K-pop. This month, we investigate some ways K-pop can maintain cultural relevance in the years to come.

 

 

 

With BTS out of the global picture for at least another year, some are saying K-pop has passed its peak and is doomed to fade back into obscurity. Of course, there is so much more to K-pop than BTS, and even if it has passed its most popular moment, there are still plenty of ways that K-pop agencies, musicians, and even fans can continue to keep the genre popular. Here are four ways that K-pop can be sure to stay relevant in the years to come.

 

1. Keep putting out great music

 

While rock, EDM, and other genres might have some focus on visual and peripheral material, the main export for these genres is the music. Not so in K-pop. Here, music is important, but it’s supplemented by packaging, dances, visuals, outfits, stickers, posters, personality quizzes, color palettes, lore, and so much more. Every piece plays a part in how someone understands a group and participates in fandom. This is all great, but for K-pop to appeal to the average music listener, the music needs to be good first and foremost.

 

 

“Cupid” by FIFTY FIFTY is a great recent example of what I mean. The song went crazy viral last year. Sure, there was some support from dance trends and a few promotional stunts, but the popularity of the song was largely based on the strength of the music. Plenty of people that don’t listen to K-pop love “Cupid” and listen to it simply because they like how it sounds. I can guarantee that a majority of “Cupid” listeners cannot tell you the history of the group, the colors associated with each member, or even what the member’s names are. They listen to the song because they like the song. There’s nothing wrong with all the other stuff, but the music was accessible to a general audience, and FIFTY FIFTY were rewarded for it.

 

2. Cultivate positive fan experiences for outsiders and newbies

 

It’s no secret; the expectations fans from other genres have will seldom translate to  K-pop. K-pop has cultivated a unique subculture of music fans and expectations that can sometimes be intimidating for newcomers. Part of the reason K-pop fans are seen as hyper-obsessive is because every little bit is, as mentioned previously, a part of the experience. This sort of culture is not at odds with the mainstream, but it can create a perceived barrier to entry that might turn prospective fans away. While many fans might think the best way to spread awareness of their favorite groups is to post about them everywhere and constantly push those names in every conversation, this can be off-putting to those outside the scene. Stans should be careful not to alienate newcomers with gatekeeping or excessive competition as well as letting others interact with and explore the space at their own pace.

 

3. Stay unique

 

 

 

 

[PSY’s “Gangnam Style” was one of the first global K-pop hits, partly because no one had seen anything like it.

One logical trend for many K-pop groups is to branch out and appeal primarily to Western audiences. I’m not opposed to these switch-ups, especially when they produce a great and innovative track or cool collaboration, but so often these songs fall flat and feel like nothing more than an attempt to appeal to a new listener base without understanding what those fans want (looking at you, “Bet You Wanna”). K-pop gained notoriety because of its novelty and unique sound. While it’s perfectly fine for groups to explore new audiences and collaborators, they also shouldn’t be afraid to embrace the quirky and special scene they come from. I think it’s more than possible for K-pop to innovate and push the boundaries without needing to change who they are.

4. Let idols live their lives

 

 

[CAPTION: Rose is one of many idols that have received negative attention for rumors surrounding her dating life.]

 

It’s no secret that idols have some of the most intense demands in the entertainment industry on them. From general time commitments to the pressures of both agencies and fans, there is no shortage of stress for these musicians. While both eager and passionate fan bases and guidelines for conduct are both important to have, some of the more restrictive aspects run the risk of choking out some of the best talent from the scene. For example, look at the dialogue and rules around idols’ dating lives. The fact that many idols are not allowed to date because of contracts or don’t date from fear of judgment from fans could cause some to abandon music. If idols don’t feel they are able to be a part of K-pop and also have a meaningful life, they might decide to leave. And without talented idols to put out music, it will be hard to keep K-pop very relevant to anyone, let alone new fans.