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K-POP STRATEGIES WE SHOULD PAY ATTENTION
ENGAGEMENT is the gold word.
In every brand strategy, engagement is one of the main strategies. It goes the same for the music business, and if we talk about engagement in the music it's a MUST to talk about the K-pop engagement strategies.
The amount of content the K-pop industry creates for each group/solo artist is insane. Everyday, fans all around the world receive a content storm with photos, videos, reality shows, vlogs, interviews, variety shows and gossip about their favorite idols.
That's not by chance, the K-pop industry knows exactly what they're doing. According to Schickel, the intimacy illusion established between the celebrity and the public through media is the enchantment power basis, it's the media who gives the impression of the more you know a celebrity, closer you are to theirs and their life.
In the west it is really comum for us to watch artists from far away, when it comes to the east, idols' lives are shown in many reality shows about their daily lives.
Besides that, Korea has an amount of variety shows where idols are involved in and show their archetypes/personalities, which makes them more relatable.
Furthermore, the personal content shared by idols, it's really common. We see autograph sessions and special events like idols given food and presents to the fans to thank them.
One perfect example of content creation is BigHit Entertainment, they upload a lot of BTS content like official videos and fictitious contents related to the group where the fan can connect the dots and create a storyline, which makes fans even more curious and engaged.
Besides that, BTS has content showing behind the scenes, homevideos of the group and other contents that you can see next.
In addition to video and streaming actions, the boy group does punctual actions to engage the audience, like the online project executed at february 2019.
BigHit distributed qr-codes on the internet and real life places, where people could register their experiences about BTS that day.
Another pretty cool action made by BTA was during the "Love Yourself" album release, every physical version of the album had a piece of paper with a random message, putting it together created a story, fans engaged on internet and tried to complete the story, after that, the company published notes with the hole story completed.
That content takes us to the BTS storyline.
This content strategy contributes a lot to the fans' engagement. The boy group has a lot of fictional stories on a fictional world, the story is told in pieces that you can find on albums, music videos, short films, booklets, comic books and even logo designs and other materials from the group.
Another important strategy, used by many small companies, is to upload official music videos from their acts in different channels from large media companies. The greater subscribers numbers of those channels and larger reach give a lot of visibility to smaller groups, they also make contracts with music distributors that help to release new songs in websites like melon and genie (Very popular on the east).
We can't deny that k-pop groups have a larger content number than the western artists these days. Besides songs, the K-pop world has concepts, videos, vlogs, theories, variety shows and interviews that engage fans everyday.
Analysing BTS, even before their debut, the group already had a lot of content on digital platforms like covers songs, dance practices and other videos about the group, even now, through social media, they share a lot of personal contents with fans.
Besides those spontaneous contents, there's exclusive content like before the release of an album or mv, idols used to go to talk shows and variety shows to promote.
Every content is released in order to bring fans closer, create connection and also don't forget about the group, so even during tours and vacations, groups pre-record a lot of content to release according to the group strategy.
Fans don't have time to "forget" about their favorite idols, because the content creation of this industry keeps fans busy talking about the news and spreading their idols' names all around the internet.
But who are those fans and why do they spend all day long on the internet talking about people they don't even know?
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