Serenyty’s talking about KPop? This is Hallyu Disco level nonsense!
But seriously, Kpop. I write about Japanese music, but it’s hard to argue that KPop is becoming a bigger force in the US than JPop. Even though AKB48 is what makes it in Wreck-It Ralph, Perfume have shown up multiple places, and Kyary Pamyu Pamyu got a viral hit with Pon Pon Pon, 2NE1 is being produced by will.i.am of the Black Eyed Peas, Girls’ Generation is performing on American TV, and Psy has kind of the biggest video ever with Gangnam Style. KPop is getting kind of big, where Jpop is still a niche interest in the US.
This past week, Girls Generation had another American success. This was the first ever YouTube Music Awards, and Girls’ Generation won the award for Video of the Year, even with competition like Justin Bieber, Lady Gaga and Miley Cyrus.
I have to say, seeing Tiffany on the same stage as Comedian/Musician Reggie Watts is kind of the weirdest thing, as a side note.
But anyways, Girls’ Generation took home this honor for their video for ‘I Got a Boy,’ and won this from fan activity on the YouTube videos. And really, KPop is great at one thing, and that’s fan activity. As Tao Jones of the Wall Street Journal put it, “These awards measure one thing, and one thing only — the obsessive, insatiable, all-consuming devotion of the musicians’ fan bases.
And in that aspect, K-Pop fans stand head, shoulders and starry eyes above the milling crowd as the most dedicated congregation of idol-worshippers in the pop culture universe — bar none.” And while I don’t know if I’d necessarily agree with that completely; idol wota might give KPop idol fans a run for their money, KPop fans are nothing if not enthusiastic and dedicated, as marked by this win.
Personally, while I like this video, I don’t think it’s Girls’ Generation’s best song or video. Nevertheless, this post isn’t about the actual content, it’s about what this means for KPop and Asian pop music as a whole in regards to the American music industry. Will this win change anything?
Probably not. “A peak of more than 220,000 people were concurrently live-streaming the event.” This wasn’t very well watched, and I’m sure that GG’s unusual win will blow over soon.
Still, it’s one of the many ways that Kpop has kind of flirted with the idea of becoming A Thing in the US market, and never quite really making it. Why is this the case?
1. Racism. It’s a bit of an uncomfortable subject, but I still see a good deal of racism coming from reactions to GG. Sure, it’s mostly upset fans whose favorite artist didn’t win, but it’s still present.
2. Groups who don’t speak English have it tougher. Quick, name a popular music group/artist in the US that isn’t a native English speaker OR a native Spanish speaker. I know I can’t think of much. Even though two members of Girls’ Generation were born in the US and speak fluent English, it still seems daunting for a lot of people to listen to music they don’t understand, never mind that Girls’ Generation would probably put out stuff in English, like they did with The Boys.
3. Attention is divided between countries. Girls’ Generation is really big in South Korea, Japan, and they’re on the verge in the US. For nine girls, they’re getting spread a bit thin, promoting in all three countries. I honestly have trouble thinking that a group could promote a bit in the US, disappear for a while, and expect to come back. No KPop (or Jpop artist, for that matter) really seems to fully commit to promoting themselves in the US, which I think is their biggest issue.
Ultimately, what does an Asian pop group really need to succeed in the US? A really catchy song that gets on the radio, without gimmicks. PSY may have hit it big with Gangnam Style, but the impression most people have is from the music video. Even if they think the song is catchy or good, and it got some radio time, it still feels like it’s more of a novelty than anything. Even when he started putting up followup songs, people are always going to remember him as that guy who did Gangnam Style. But even one song could turn it around for a KPop group, if they could really promote it fully (not just selling their CD in tween clothing stores).
And honestly, I think as soon as the US opens up to KPop, that might be the chance for a JPop group to try and do the same thing. While I almost exclusively follow JPop, I’d argue that most music fans wouldn’t necessarily go “oh, this is Japanese not Korean, I can’t touch this.” But once the US starts accepting music from places like South Korea, music from Japan could be an option.
What do you think? Do you think that this YouTube Music Award win could mean big things for Girls’ Generation? Do you think Girls’ Generation has a chance in the US? Does any Asian pop act? Leave a comment below and you could be a part of next week’s Your Thoughts post!
I don’t know – they have a better chance than the four who have really made the (half-assed, let’s be honest) attempt to break out on US soil: Wonder Girls, Utada, BoA, and that one guy who was in KAT-TUN a long time ago. Jin? I don’t know. I’m not a boy band type.
In all three cases there was little to no promotion, little to no radio airplay, and the sheer fact that they were *gasp* ASIAN with *gasp* ACCENTS made it difficult for casual listeners to get into it.
Honestly I think the group with the best chance is 2ne1 – three out of four members speak fluent, accentless english, their music style is one that is really popular here anyway, and they’re trendsetters in fashion circles already. The will.i.am connection doesn’t hurt either.
That said, I think you’re right: ANY effort coming out of any other place, whether it’s European, Asian, African, South American, whatever, has to be concentrated in the US for at least a year. And it has to be a massive effort – the resources of whatever agency have to be concentrated on that for the entire promotional period. It won’t work otherwise. Whoever it is has to become a household name, has to be familiar to the average tween, teen, early twenty-something american person, or else it’ll remain a niche thing. And there has to be fairly regular releases even after the intense promotional period, or people will get bored with the lack of new stuff. Americans, as a whole, are really impatient.
Anyway that’s my long diatribe about potential Asian success in America – it’s a subject I’ve thought about often. Mostly because I want to see the groups I like live without having to fly my ass to Japan.