October 5, 2022


Business&Finance Specialists

The 5 Pillars of K-Pop Advertising Tactics –

8 min read

Identified for its substantial-production price and multi-genre composition, the Korean new music field has rapidly ascended to global recognition. Etched in our intellect is the industry’s means to develop immersive encounters that cleverly integrate the ideal of new music, technological innovation and style, to entertain hundreds of thousands.

When it’s attention-grabbing how the industry never falls quick of content, the procedure of curation to the dissemination of reported articles is considerably additional interesting. With the dynamism of social media in play, the multi-billion dollar industry has grasped the potency of material generation and social media internet marketing enabling K-pop artists to attain much larger masses with pretty much no promoting spends in position. It is a no-brainer why new music marketing and advertising specialists are revisiting the Korean songs advertising and marketing model (in particular K-pop) as a scenario examine to push their figures. 

The crux of any advertising strategy rests on a few pillars—pre-start, start, and sustenance phases. Even though the first two phases cater to acquiring your product or service out in the market place (in this circumstance a new single or album launch), the latter caters to the longevity of your advertising and marketing attempts making sure the relevance of your merchandise does not faze out. 

Here are five popular advertising and marketing approaches executed by labels to promote an artist’s comeback:

Produce a buzzworthy instant

Artist: BTS

When the group isn’t making record or breaking documents, pop titans BTS are oiling their gears to mobilize their following internet marketing maverick. In a basic K-pop setting, most teams (which includes BTS) typically release both teaser images or videos hinting in the direction of their approaching release. These assets give followers an aesthetic and sonic sense of the unreleased keep track of, brimming enjoyment and intrigue at the same time. 

In a strategic transfer to announce BTS’ Summer 2021 comeback, the septet released an animation-driven reside stream on YouTube. With practically nothing but a timer set to 60 minutes, sounds from a fast paced kitchen and a cube of butter melting with every single 2nd passing by, the are living stream caught supporters by shock, straight away launching a discourse online around what the stream could entail.

https://www.youtube.com/look at?v=NLcim9EPx6c

Whilst a lot of positioned their bets on a collaborative task with the quick-food stuff chain McDonald’s, a number of experienced decoded the information already—it was in truth a dwell stream making up to the announcement of the group’s second, all-English solitary “Butter.” 

Maintaining the audience’s attention for the size of a reside stream is hard, allow by itself one with a 60-minute timer and no potent audio-visible relationship. But trying to keep the BTS ARMY’s electronic dominance in intellect, this is the only group that has the electricity to start an audacious advertising move of this scale.

The innovational pre-start exertion resulted in 800,000 persons tuning in to enjoy the video—which now features a watch count of in excess of 18 million. Twitter before long caught the bug with the throughout the world tendencies dominated by terms associated to the live stream and BTS, one particular of them remaining ‘What’s melting’—a phrase that grew to become 1 of the foremost marketing hashtags for the marketing campaign.

Aim on hyper-localized written content

Artists: Stray Little ones and NCT 127

Generating a thunderous comeback with their 2nd comprehensive-size album No Easy, South Korean powerhouse Stray Young ones have been producing waves with their uniquely crafted seem. 

Reflecting on the group’s knack for all matters witty, Stray Youngsters announced their comeback by a facet-splitting cinematic trailer. The group extracted a number of references exceptional to their personalities, vocation and used them in the trailer.

Upon its release, the trailer (which positions Stray Little ones as a group of saviors on a mission to defeat the ‘Sound Monster’) established social media web sites ablaze. Numerous followers were being brief to place the references and hidden jokes, sharing their observations on Twitter. Right here, the hyper-localized content birthed several discourses with fans re-seeing the trailer and sharing their learnings on social media. It produced a powerful perception of group, strengthening their romantic relationship with the group. 


From Felix checking his pulse to Changbin creating a fuss when celestial-like new music cued in as soon as the digital camera focuses on Hyunjin, the trailer was a gold mine for enthusiasts. It was virtually as if the team despatched their followers on an Easter egg hunt, and in return, they took in excess of social media, increasing the chatter all over the concealed clues in the trailer and, of class, their impending album launch.

Similarly, NCT 127 developed a excitement around their third LP Sticker through the release of a sitcom-influenced movie titled NCIT Home. NCT arguably has an indigenous material system, primarily on YouTube, in which the team periodically uploads video clips under groups ranging from wide variety, sitcoms, information, audio and more. In the circumstance of NCIT Dwelling, the team unlocked a Wonderwall for NCTzens (admirers of the group), loaded with canon plot lines.

https://www.youtube.com/check out?v=BRlXovH9Avc

From Taeyong’s (NCT’s chief) adore for all items dried sweet potato, Jungwoo continually snacking to Mark’s Spider-Man mystery, NCT Dwelling succeeded at making intrigue and anticipation about the album with out offering away too much. Jaehyun, Johnny and Mark’s skit, in specific, was the emphasize of the episode with the entire segment improvised on the location. 

Give the Viewers the Steering Wheel

Artist: Moon Byul of MAMAMOO

One particular of the things that helps make K-pop powerful is the meticulous roll-out programs that we see in action just before the launch of an EP or LP. For prolonged-time period fans of the style, comeback schedules aren’t unheard of. In simple fact, the marketing and advertising system is very important to give fans a sense of what the months (or in numerous cases a thirty day period) prior to the comeback will seem like, stirring in just the correct total of anticipation.

Announcing the schedule ahead of any new releases also permits online communities to strategize and mobilize themselves, planning for the comeback. Promotional trailers along with ‘comeback goals’ (quantifiable streaming and view counts) are circulated with accounts also thoroughly educating each individual other on streaming cleanliness. 

A basic comeback schedules consist of intriguing trailers, notion photographs amongst other marketing elements that enable populate online chatter all-around the launch. The finest way to make intrigue all around any release is by producing a diligently curated trail of treats—a marketing strategy the K-pop marketplace carries on to champion. 


In MAMAMOOs Moon Byul’s circumstance, the rapper, singer and songwriter divided her initiatives into two sections: Pre-release section (which promoted her pre-release singles “G999” and “Shutdown”), and the final phase which centered on marketing her EP 6equence. Though the pre-launch phase oscillated in between solitary addresses and principle photographs, the latter saw the artist use an array of belongings to establish anticipation.

From the visual teaser, emphasize medley (snippets of tracks stitched jointly) to teaser and temper samplers, the roll-out strategy for 6equence was in fact a marketing deal with. Amongst all the internet marketing assets curated, the mood samplers took the crown. The impactful 2-second clips established the precedent for tracks on the EP, letting the audience to immerse on their own in the sonic transcripts just about every clip possessed. 

Emphasis on Group Engagement

Artist: BTS

Arranged by enthusiast accounts, streaming events are electronic gatherings that aim on boosting an artist’s streams and are a staple of fandom society. Generally held on leading streaming platforms this sort of as Spotify, Apple Songs or YouTube, streaming get-togethers assist elevate the artist’s place on charts, while concurrently escalating its possible to access new listeners.

In excess of the yrs, streaming events have established to be an influential tactic to bridge the gap among an artist and their objectives. Spearheaded by lovers by itself, crunching astronomical stream counts all over a particular launch also leaves home for acquired media prospects. With little or no PR-force, breaking streaming information counts as an appealing story angle, letting press counts all over a solitary or album release to double. 

Assessing the added benefits of streaming events, HYBE Corp (BTS’ label) and Columbia Data seized the opportunity that lies inside of streaming get-togethers by dedicating 7 times to exceptional “Butter” worldwide streaming events. 

Image: Courtesy of Columbia New music/HYBE Corp.

With a microsite in position, the world wide streaming occasion expected fans to link to their desired streaming place (Spotify or Apple Audio). As soon as connected, thousands of enthusiasts would cruise by a curated playlist of well-liked BTS title tracks, with “Butter” being the recurring track. 

Having neighborhood engagement ( the ethos of K-pop promoting) a notch increased, the web site also permitted genuine-time communication between fans, creating a holistic fandom encounter, in particular in the course of a time when most ended up cooped in their households thanks to the pandemic restrictions. 

Create an Unforgettable Unboxing Knowledge

Artist: DPR Ian 

When actual physical album sales are a pain point for numerous artists, South Korean artists look to have an upper hand in this class. The major argument continues to be the relevance of physical albums—why spend in albums when the tracks are available for free of charge on streaming web-sites?

When this appears to be to be a rational argument, bodily albums go further than their auditory purpose. For quite a few, albums are a collectible goldmine but for K-pop supporters, albums are an knowledge. 

Loaded with mini Easter eggs, a common K-pop album will come with stickers, photograph playing cards, image albums, posters and far more. Giving much more than just the audio disc, the addition of collectible goods creates a one of a kind unboxing working experience, which to a large extent can enable increase actual physical album profits.

Final year, singer-songwriter and producer DPR Ian feel to have hit the bull’s eye in the sphere of packaging. DPR Ian’s album Temper Swings In This Buy (MITO) arrives with a warmth-sensitive film layered on best. Supporters can both run a flame above the go over to expose the white-hued album go over or run a damp fabric around it to retain its intensive black go over. Compared with standard K-pop albums, DPR Ian’s may possibly not be loaded with picture cards, but the imaginative inputs that went into the album assure an equally enthralling unboxing expertise.

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