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The Korean Phenomenon:

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Carrie Mo

on 16 October 2014

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Transcript of The Korean Phenomenon:

The Korean Phenomenon:
An Analysis of Korean Pop Music and Its Impact
Research Agenda
Conclusion
Research Methods
Research Objectives
Department of Business Administration
Shih Chien University

Carrie Mo Anne Meinecke

Research Objectives
Literature Review
Research Methods
Research Results
Conclusion

Research Motivation
Research Purpose
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?
Research Framework
Research Method
Research Method
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)
Why K-pop?
K-pop Milestones
The Sound
ISOLATION
LACK OF INSPIRATION
SOCIAL RESTRICTIONS LIFTED
NEW
INSPIRATION
SEO TAIJI AND
BOYS
The Business
Marketing "bands as brands"
What younger generations appeal to

Casting

Shaping bands into idols before debut
IT WORKS

Extending business into international markets as well as other entertainment sectors
LEE SOOMAN
"News media and trade magazines have recognized the
rise of Korean popular culture in Asia
by dubbing it the
'Korean Wave'
" - Shim, D (2011)
Hallyu Wave
Created SM Entertainment: "The Company that Created K-pop" -Salmon, A. (2012)
Research Results
International Profile
Stylistic Image

International Exposure
Musical
Mainly online subscription music or radio apps






Language
Parents want their kids to learn English or other foreign languages
Foreigner's curiosity into music and culture encourages them to learn Korean

Personal
Pop music and dramas represent local culture, albeit a more simplified and exaggerated
Foreigners drawn to Korea especially since record companies target international artists
Social Media
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
International collaborations
Globalization
Multi-targeting through different portfolios or subunits
Different skills, such as dancing or singing
Non-Korean members
Emerging Korean music with intercultural elements
Language training
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
Fanclubs
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)

Secondary sources:
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.
Multi-targeting Examples
BEST VOCALS
TTS
BEST DANCER
UNIQUE UNIT
Taeyeon
Tiffany
Seohyun
AMERICAN
MEMBER
Hyoyeon
TREND SETTERS
HAIR COUTURE PROVIDES COMMERCIAL PRODUCTS FOR EACH GG MEMBER TO WEAR AND DEVELOP
FANS FOLLOW THEIR IDOLS' TRENDS ON SOCIAL MEDIA AND FASHION BLOGS
Gee
Number of new subscriptions to
SM TOWN channel
Full transcript