It’s true – knowledge of Korean music for most people in Europe may not extend past PSY’s ‘Gangnam Style’, and I doubt many people consider it serious music to enjoy with headphones whilst staring out of a car window. But during that period of time when it seemed nobody could stop doing that ridiculous dance, there were other Korean artists gearing for international success.
When you do your research, it’s certainly not news that K-pop (South Korean pop) is making an impression on American music fans. For the last decade you may have heard people talking about female artist BoA who landed her first Hollywood acting role in Make Your Move in 2013, or 8-piece (originally 9-piece) girl group Girls’ Generation (pictured below) who appeared on David Letterman in 2012, amongst others.
In recent years, K-pop has garnered so much attention in worldwide music because the groups are such a spectacle. Dance choreography is executed with military precision, with dance practice videos released just days after music videos, in case you were just starting to forget about K-pop and continue with your life. Their choreography clearly receives a lot of love because on YouTube you can find hundreds of independent dance covers and tutorials with thousands of views.
From conception, these groups shape their music and brand with the intention of attracting international attention, with members, or ‘idols’ as they’re known, scouted based not only on talent, but beauty. Sadly, ‘beauty’ as it is perceived in several Asian countries often values skin-whitening and sometimes plastic surgery, with the latter much more accepted in Korea than the West. ‘Western’ styles are preferred, with heavily dyed hair and popular branded clothes, yet they have such a unique take on style compared to many American artists. I couldn’t help but notice some bands rocking bright colours and unconventional clothing which would make me look like a clown if I tried to replicate them.
It’s the boy band pictured above who have made waves in America this week, being the first K-pop artists ever to perform on an American awards show, after an invite to the 2017 AMAs. After bagging a Billboard music award last year for ‘Top Social Artist’, BTS, standing for Bangtan Sonyeondan (or Bulletproof Boy Scouts as their name translates), have been in the international spotlight, to say the least, with their most recent album Love Yourself: Her reaching No.1 on iTunes in 73 countries! What?!
Since arriving in the US on November 14th, the boys have enjoyed traversing the States, appearing on The Late Late Show with James Corden, Jimmy Kimmel Live! and The Ellen Show in preparation for the AMA stage on November 19th.
So what is it about K-pop artists like BTS that have encouraged such a massive fan base to develop in America? How can music, sang predominantly in Korean have any resonance with English-speaking listeners? Rap Monster, the only member of the group fluent in English, can answer that for you: ‘Music is a universal language. I think thanks to the fans always translating our tweets and lyrics and messages, it’s the right time for K-pop.”
In a world dominated by technology, anything is possible. Fan bases can develop almost entirely online, and musical interests expand and develop more quickly than you can imagine. Artists who were thought to be underdogs can rise up and surpass superstars like Justin Bieber and win awards, all thanks to dedicated fans. Anyone in any country can enjoy music that can be instantly translated, and the American music industry will continue to become more and more diverse for this reason.
It’s a great thing that non-American or European artists are beginning to compete more and more with the same artists we seem to hear constantly on TV and radio every day. And I say keep it up!
Edited By Niamh Perry
Sources
https://www.awesomegifs.com/2012/09/24/9-pretty-rad-gangnam-style-gifs/
https://theculturetrip.com/asia/south-korea/articles/the-10-most-popular-kpop-artists-and-groups/
https://www.techinasia.com/kakao-korea-melon-music-streaming-acquisition
https://www.pinterest.co.uk/pin/540291286529160267/
http://www.billboard.com/articles/columns/k-town/8023046/bts-american-music-awards-debut-2017
https://kpopstuff.com/bts-go-go-bandana-fashion/
https://www.youtube.com/watch?v=naaFZYEQt6M&t=204s