How YouTube Led to the Explosion of K-Pop
by Brian Lee, President of Revelation PR, Advertising & Social Media
YouTube has launched the careers of musical artists such as Justin Bieber and Arnel Pineda (current lead singer of Journey). Now’s it launching an entire genre of music called K-Pop.
I bet more people are familiar with K-Pop–which is pop music from South Korea–than they realize. Just turn on the radio or go online to hear/watch PSY’s “Gangnam Style,” which the New Yorker calls the “Macarena of the moment.”
These videos have high-quality production and dance choreography, which certainly helped them go viral worldwide (the No. 1 rule for viral marketing is to have good content). So far, “Gangnam Style” has more than 600 million views, Girls’ Generation’s “Gee” has 90 million and Super Junior’s “Mr. Simple” has 50 million.
K-Pop’s popularity is an example of the ever-evolving digital landscape. Previously, you typically discovered new music through the radio and/or by watching MTV/VH1. Now, by the time a song hits one of those media, you’re already familiar with the song through YouTube, Spotify or iTunes.
What does this mean for the notoriously greedy record industry? Besides using these new avenues, record executives need to remember it’s okay to give away something for free. Recent sold-out K-Pop concerts in the United States and huge record sales prove this.
And if something is worth sharing, people will share it.