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The Korean Phenomenon:
Transcript of The Korean Phenomenon:
An Analysis of Korean Pop Music and Its Impact
Department of Business Administration
Shih Chien University
Carrie Mo Anne Meinecke
What is special about Korean record companies’ marketing strategies that brings such immense popularity to its idol bands and artists?
How does the international exposure that Korean entertainment provides impact its local citizens and culture?
Type of Interview: Informal conversational interview
Interviewee: Hyunwoo Sun
Founder and CEO of TalktomeinKorean.com with over 2.5 million subscribers seeking knowledge on Korean language and culture, making it the largest community for Korean learners around the world
Host of Korea's national TV/radio station for education, EBS (Educational Broadcasting Station)
LACK OF INSPIRATION
SOCIAL RESTRICTIONS LIFTED
SEO TAIJI AND
Marketing "bands as brands"
What younger generations appeal to
Shaping bands into idols before debut
Extending business into international markets as well as other entertainment sectors
"News media and trade magazines have recognized the
rise of Korean popular culture in Asia
by dubbing it the
" - Shim, D (2011)
Created SM Entertainment: "The Company that Created K-pop" -Salmon, A. (2012)
Mainly online subscription music or radio apps
Parents want their kids to learn English or other foreign languages
Foreigner's curiosity into music and culture encourages them to learn Korean
Pop music and dramas represent local culture, albeit a more simplified and exaggerated
Foreigners drawn to Korea especially since record companies target international artists
Internet as significant factor for Hallyu wave
Entered Japanese market through promotion on YouTube
Companies have their own English Youtube channel
Social Network as a platform for trans cultural circulation
SME allows filming at concerts
Band acts as "Face of K-Pop"
Best representation of girl groups
No scandals such as drugs, DUI, arresting
"Culture Technology" in three steps:
Exportation of cultural products
Multi-targeting through different portfolios or subunits
Different skills, such as dancing or singing
Emerging Korean music with intercultural elements
Foreign composers, choreographers
Locals have not realized how big the impact of Hallyu Wave is
Large presence of K-Pop compared to Non-Korean music
Into The New World
Run Devil Run
I Got A Boy
Wide range of images to target different groups
Push artists through voting, for such as the YouTube Awards
Partnership with Hair Couture
Hair Couture Distribution Business Planning, 2013
Research Hypothesis - 1
Research Hypothesis - 2
Primary sources: statements from SM Entertainment and marketing personnel
(Limited due to language and private characteristic of the entertainment business)
Allkpop, Soompi - most trafficked K-pop news site in English for international readers with over 4 and 7 million readers a month, respectively
Business journals looking to Kpop as a successful business module.
HAIR COUTURE PROVIDES COMMERCIAL PRODUCTS FOR EACH GG MEMBER TO WEAR AND DEVELOP
FANS FOLLOW THEIR IDOLS' TRENDS ON SOCIAL MEDIA AND FASHION BLOGS
Number of new subscriptions to
SM TOWN channel