How K-pop dances its way to stardom through short-form sensations

How K Pop Dances Its Way To Stardom Through Short Form Sensations

Images captured from K-pop girl group IVE's social media channels show the girl group members, alongside different content creators, filming short-form videos for the group's new single, 'REBEL HEART.' Courtesy of Starship Entertainment

Photos captured from Okay-pop woman group IVE’s social media channels present the woman group members, alongside totally different content material creators, filming short-form movies for the group’s new single, „REBEL HEART.“ Courtesy of Starship Leisure

Okay-pop’s short-form dance craze conquers social media
By Pyo Kyung-min

Even those that aren’t tuned into the most recent on-line tendencies have seemingly come throughout creators dancing to catchy tunes whereas scrolling via social media.

These clips, usually dubbed „challenges,“ have taken the web by storm in recent times, fueled by the explosive recognition of short-form platforms like TikTok, Instagram Reels and YouTube Shorts.

Whereas the phrase historically carries a unique which means, a „problem“ within the on-line world refers to bite-sized movies, sometimes beneath a minute lengthy, the place individuals tackle eye-catching duties or carry out dance strikes to trending songs, hoping to go viral.

In Korea, main the cost on this development are none aside from Okay-pop idols, whose mastery of singing and dancing makes them pure stars within the short-form video enviornment. Their modern, completely timed dance clips — set to the highlights of their songs — have change into practically inescapable for anybody on-line.

Take, for instance, the revival of boy band EXO’s 2013 ballad „The First Snow“ via a problem that swept throughout social media within the winter of 2023. Or think about the recognition of the „Shanghai Romance“ problem, based mostly on the long-lasting trio Orange Caramel’s 2012 hit, which continues to encourage new performances by idols.

Whereas these viral moments haven’t solely engaged followers but in addition introduced new life to older tracks, an leisure business insider advised The Korea Occasions that these movies usually stem from the idols‘ personal initiative. Whereas some could also be company-driven, many are sparked by the idols themselves, drawn to tendencies they come across on-line.

„There absolutely are movies the corporate asks them to make, however extra usually, they create content material as a result of they genuinely get pleasure from it,“ the insider stated on situation of anonymity.

„These days, it is common for idols to identify a development on social media, movie one thing enjoyable with their bandmates after which get it authorised for add by the content material staff.“

Images captured from SEVENTEEN's unit group BSS' social media channels show the trio, alongside different content creators filming short-form videos for the group's February 2023 single, 'Fighting.' Courtesy of Pledis Entertainment

Photos captured from SEVENTEEN’s unit group BSS‘ social media channels present the trio, alongside totally different content material creators filming short-form movies for the group’s February 2023 single, „Preventing.“ Courtesy of Pledis Leisure

Advertising and marketing strikes

The Okay-pop business’s love affair with short-form content material is not nearly tendencies — it is also a strategic transfer to advertise new songs. Each time a Okay-pop observe drops, it is nearly assured to be accompanied by a problem that includes simplified or shortened choreography.

With their capability to succeed in huge audiences at minimal price, short-form movies have cemented themselves as the perfect advertising instrument. In line with reviews, main leisure businesses have even employed devoted groups to supply these challenges.

Pop music critic Kim Do-heon famous within the Korea Artistic Content material Company’s (KOCCA) publication, KOCCA Broadcasting Traits, that the short, attention-grabbing nature of short-form movies aligns completely with Okay-pop’s polished performances.

„For top-tier artists, metrics like views, feedback and likes are important for sustaining their standing,“ Kim wrote. „In the meantime, for mid-tier businesses or indie artists, short-form platforms provide an efficient area to showcase their music. In at present’s Okay-pop scene, leaving social media feeds empty is not an choice.“

gettyimagesbank

gettyimagesbank

Kim additionally highlighted the excessive stakes of this advertising technique.

„Success in short-form content material can yield unexpectedly candy rewards … Artists are actually more and more compelled to take part in meticulously deliberate advertising campaigns tailor-made for these platforms.“

The mixing of short-form movies into Okay-pop’s promotional playbook could be traced again to 2020, when rapper Zico’s „Any Music“ problem took the web by storm. The viral hit featured Zico and fellow artists performing easy, rhythmic strikes to the observe’s hip-hop beat, inspiring numerous followers worldwide to affix in.

The phenomenon additionally reached new heights with Fifty Fifty’s 2023 single „Cupid.“ The observe’s minimal melody and easy choreography sparked a wave of short-form movies, propelling the tune past Korea to international music markets.

In consequence, „Cupid“ achieved a exceptional 16-week run on the Billboard Sizzling 100, peaking at No. 24, a testomony to the synergy between short-form content material and international music tendencies.

Seo Eve performs in the official music video of her viral single, 'Malatanghulu.' Image captured from YouTube

Search engine optimization Eve performs within the official music video of her viral single, „Malatanghulu.“ Picture captured from YouTube

TikTok music?

Okay-pop’s shift towards short-form content material has additionally influenced the musical type of its newest hits. Many singles launched by idol teams now run beneath two minutes, with repetitive and catchy hooks designed to stay in listeners‘ minds.

As an illustration, woman group ILLIT’s 2024 debut observe „Magnetic“ gained vital traction on short-form platforms, because of its addictive refrain and transient 2-minute, 40-second runtime. The group’s follow-up tune, „Tick-Tack,“ from its „I will Like You“ album, adopted an identical components and located equal success.

This development has even given rise to a brand new wave of performers — creators who focus on short-form content material and in addition produce music.

Amongst them is 12-year-old content material creator Search engine optimization Eve, who skyrocketed to fame along with her April 2024 launch, „Malatanghulu.“ The tune’s infectious melody and Search engine optimization’s self-choreographed dance strikes struck a chord with youthful audiences, making her a web based sensation.

Content creator-singer Seo Eve / Courtesy of Pangstar Entertainment

Content material creator-singer Search engine optimization Eve / Courtesy of Pangstar Leisure

In an interview at The Korea Occasions headquarters, Jan. 15, Search engine optimization shared her shock on the overwhelming response to her breakout hit.

„I did not anticipate ‚Malatanghulu‘ to be beloved this a lot,“ she stated. „4 days after releasing it, my recognition exploded, and I could not consider it. My TikTok followers jumped from about 1,000 to 2,000 initially, however then they grew by 20,000 a day, reaching 520,000. It was an unbelievable expertise.“

Search engine optimization capitalized on the success of „Malatanghulu“ by releasing different challenge-friendly tracks, together with „KungKungDda“ in July 2024 and „They By no means Know“ earlier this January.

She believes her music resonates as a result of it connects with youthful listeners on a private degree.

„I believe my songs turned common as a result of youngsters discovered the lyrics enjoyable and relatable,“ she stated. „I additionally made the dances simple to comply with, which most likely helped unfold them.“

Search engine optimization added, „Youngsters as of late love humorous and quirky ideas, and I get pleasure from arising with cute, foolish concepts. In addition they desire watching short-form content material on TikTok or YouTube Shorts — it is fast, enjoyable and excellent for while you’re feeling down. I like that too.“

Whereas the recognition of short-form content material has fueled considerations that Okay-pop’s musical depth could undergo, business specialists say the shift is inevitable.

„Even when present business professionals do not absolutely perceive these tendencies, they should maintain an open thoughts and study,“ popular culture critic Park Music-a advised an area media outlet. „To attach with the subsequent technology of music customers, there isn’t any different alternative.“

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