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In South Korea, Korean celebrities often work with South Korean commercial and advertisement industries. Companies are quoted as saying that they use Korean idols to change their brands' image to a young, fresh one and promote their goods to a younger, wider, and global audience. This page focuses specifically on Korean idols in domestic and foreign advertisements. The items or goods that Korean idols advertise are not limited and can include shopping malls, school uniforms, health insurance, cars, and water filtration devices. They can also appear in commercials that promote common goods such as driving safety, environmental health, and safe cell phone use.
Including the cost of travel, costumes, staffs, special effects, and many other factors, most K-pop music videos have high costs; T-ara's song "Lovey-Dovey" and B.A.P's "One Shot" are said to have cost about 1 million dollars each. [1] To support these costly videos, product placements frequently appear in idol groups' music videos. Most common product placement in idols' music videos tends to food, clothing, cell phones, headphones, beauty care, and drinks. Idols emphasize their product placements by using them, playing with the, or holding the items close to their faces. Examples include "Level headphones" in Exo's "Call Me Baby", "Baskin-Robbins ice cream" in Red Velvet's "Ice Cream Cake", "Mr Pizza's pizza" in SNSD's "Lion Heart", and countless more. [2] [3]
Addictive melodies and tunes are common marketing techniques used in commercials. In some commercials, idols sing a short song dedicated to the product they are selling, such as SHINee's short commercial song that emphasized characteristics of a Korean snack called "bbushuh bbushuh". Sometimes, idols alter their songs or trending songs to advertise a good. More uncommon but not rare, there are some instances when idol groups develop whole, new songs or music videos solely to advertise goods. For example, a girl group, Apink, and a boy group, B.A.P., collaborated to create a song and a music video called "Skoolooks" that advertised Skoolooks' new uniform for girls and boys. Another example is SNSD's song and music video, "Cooky"."Cooky" was also the name of an LG smartphone, and in the music video, the members can be seen dancing and playing with the "Cooky" smartphones as they sing "Cooky, cooky". These commercial music videos have the same characteristics of standard K-pop music video with its addictive hook and 3–4 minutes time length.
In other cases, idols use concepts or themes, which they had incorporated into their music videos, in commercials. For example, the idol group, Exo, used a superpower concept, where each member had a special superpower, in their music video "Mama". And in a KFC commercial, each of the group members used a superpower concept, which they had in their music video, to promote the flavors and characteristics of KFC's new menu, hot chicken mala. [4] [3]
Korean idols not only advertise domestic products, they often advertise global or international products. For example, in SNSD's music video, "Party", members can be seen playing with a toy figure of an airplane with a "Thai Air" logo. [2] In other commercials, groups Got7 appear in TV commercials in Thailand or groups like Twice appear in Japanese TV commercials for mobile. Continuing on, in various countries, there are Pop-up stores that sell fan-goods, such as Twice-themed cafe in Japan and BTS-themed cafe in Pakistan. These international pop-up stores are examples of idols being used as marketing tools to sell goods overseas. [5] In addition, online shopping websites such as Amazon and other websites help distribute goods, advertised by Korean idols, to international fans. Korean online shopping websites help this distribution by including multiple language functions (such as English, Chinese, and Japanese) and allowing foreign-language speakers to navigate their websites easily. These websites often specifically target international fans by providing coupons or incentives for international shoppers from specific countries (Examples of this include providing free shipping from certain countries). [6]
In Korea, posters promoting debuting idols or popular idols can be found on buses and posters in movie theaters. On several occasions, idol groups' fans often use their own money to promote their favorite group or group members. For example, on an idol group's anniversary or a member's birthday, posters advertising them or a single idol can be seen in many Korean subways. [7] In Times Square at New York, idols had appeared in Times Square advertisements as international fans attempted to celebrate a group's anniversary or a member's upcoming birthday. [8]
Some fans criticize product placements in music videos as being too shameful, obvious, and commercializing. Other fans had raised concerns about potential corruption or sexual coercion that are recurrently involved in sponsorship and advertisement deals. [9] Thus, rumors often circulate when an idol appears in many advertisements or accumulates popularity too quickly. There are organization and clubs in Korea that are dedicated to matching rookie or unpopular celebrities to rich, powerful sponsors. Sponsors can potentially give advertisement deals, money, and goods in exchange for sexual services.
A television advertisement is a span of television programming produced and paid for by an organization. It conveys a message promoting, and aiming to market, a product, service or idea. Advertisers and marketers may refer to television commercials as TVCs.
"Selling out", or "sold out" in the past tense, is a common expression for the compromising of a person's integrity, morality, authenticity, or principles by forgoing the long-term benefits of the collective or group in exchange for personal gain, such as money or power. In terms of music or art, selling out is associated with attempts to tailor material to a mainstream or commercial audience. For example, a musician who alters their material to encompass a wider audience, and in turn generates greater revenue, may be labeled by fans who pre-date the change as a "sellout". "Sellout" also refers to someone who gives up, or disregards someone or something for some other thing or person.
K-pop, short for Korean popular music, is a form of popular music originating in South Korea as part of South Korean culture. It includes styles and genres from around the world, such as pop, hip hop, R&B, rock, jazz, gospel, reggae, electronic dance, folk, country, disco, and classical on top of its traditional Korean music roots. The term "K-pop" became popular in the 2000s, especially in the international context. The Korean term for domestic pop music is gayo, which is still widely used within South Korea. While "K-pop" can refer to all popular music or pop music from South Korea, it is colloquially often used in a narrower sense for any Korean music and artists associated with the entertainment and idol industry in the country, regardless of the genre.
Music in advertising refers to music integrated into mass electronic media advertisements to enhance its success. Music in advertising affects the way viewers perceive the brand by different means and on different levels, and "can significantly affect the emotional response to television commercials." It also affects the musicians whose music is featured in advertisements.
Groove Over Dose, known by the acronym g.o.d, is a South Korean boy band formed by SidusHQ. Debuting in 1999, the group became one of the most popular boy bands of the early 2000s in South Korea. The members had gone on to solo careers in the entertainment industry after indefinitely discontinuing group activity in 2005 following the departure of a member. However, they regrouped as a quintet and made a comeback in July 2014. Although the group is largely known for their "story telling" lyrical style and signature blend of R&B and rap, their repertoire features a diverse array of genres ranging from hip hop to funk.
"Into The New World" is the debut single by South Korean girl group Girls' Generation. It was composed by Kenzie and written by Kim Jeong-bae. It was released on August 3, 2007, by SM Entertainment and distributed by Genie Music, and on August 6 as a physical copy. It was later included on Girls' Generation's debut album (2007).
Secret (Korean: 시크릿) was a South Korean K-pop girl group formed by TS Entertainment in 2009. The group originally debuted with four members: Jun Hyo-seong, Jung Ha-na, Song Ji-eun and Han Sun-hwa. They released their debut single I Want You Back October 2009. Secret's debut single did not meet great success and it was not until the following year that the group saw a rise in popularity. In 2010, Secret released two singles Magic and Madonna which earned much attention with both singles peaking at No. 2 and No. 1 respectively on the Gaon Digital Chart. With the success of "Magic" and "Madonna", the group received the "Newcomer Award" at the 25th Golden Disk Awards.
An idol refers to a type of celebrity working in the field of K-pop in fandom culture in South Korea, either as a member of a group or as a solo act. K-pop idols are characterized by the highly manufactured star system that they are produced by and debuted under, as well as their tendency to represent a hybridized convergence of visuals, music, fashion, and dance. They usually work for a mainstream entertainment agency and have undergone extensive training in dance, vocals, and foreign language. Idols maintain a carefully curated public image and social media presence, and dedicate significant time and resources to building relationships with fans through concerts and meetups.
Cultural technology is a system used by South Korean talent agencies to promote K-pop culture throughout the world as part of the Korean Wave. The system was developed by Lee Soo-man, founder of talent agency and record company SM Entertainment.
BTS, also known as the Bangtan Boys, is a South Korean boy band formed in 2010. The band consists of Jin, Suga, J-Hope, RM, Jimin, V, and Jungkook, who co-write or co-produce much of their material. Originally a hip hop group, they expanded their musical style to incorporate a wide range of genres, while their lyrics have focused on subjects including mental health, the troubles of school-age youth and coming of age, loss, the journey towards self-love, individualism, and the consequences of fame and recognition. Their discography and adjacent work has also referenced literature, philosophy and psychology, and includes an alternate universe storyline.
Miracles in December is the second extended play by South Korean–Chinese boy band Exo. It was released by SM Entertainment on December 9, 2013. Presented as a special winter album, Miracles in December is a follow-up to the group's first studio album XOXO, which was released in June 2013. Like all of the group's music, the EP has Korean and Chinese versions. The EP is also the group's second release as well as first EP to be promoted extensively being as a combined group. Its singles were "Miracles in December" and "Christmas Day".
2 Cool 4 Skool is the debut single album released by South Korean boy band BTS on June 12, 2013, through Big Hit Entertainment and distributed by Loen. The album was supported by the singles "No More Dream" and "We Are Bulletproof Pt.2". Commercially, it peaked at number five on the Gaon Album Chart in South Korea, and at number ten on Billboard's World Albums Chart in the United States. The album has sold over 430,000 copies as of January 2022.
"I" is the debut single by South Korean singer Kim Tae-yeon featuring Verbal Jint, taken from Taeyeon's debut EP of the same name. The song lyrics was written by Taeyeon herself, Mafly, and Verbal Jint, while the music was composed and arranged by Myah Marie Langston, Bennett Armstrong, Justin T. Armstrong, Cosmopolitan Douglas, David Quinones, Jon Asher, and Ryan S. Jhun. It was released digitally on October 7, 2015, in conjunction with the release of the EP, and was released on Korean Broadcasting System's "K-Pop Connection" radio on October 9.
In South Korea, fandom culture has largely formed around K-pop idols and Korean dramas. These fandoms support a large market for official and unofficial fandom memorabilia. Fandoms in South Korea are politically viewed as a mainstream culture and not as a subculture.
V Live, sometimes referred to as V App, was a South Korean live video streaming service that allowed celebrities based in the country to broadcast live videos such as live chat sessions with fans, performances, reality shows and award shows on the internet. The service was available for streaming via web browsers on Windows, macOS, and Linux, as well as apps on iOS and Android devices. The company was launched by Naver Corporation in late August 2015, and transferred to Weverse Company on March 2, 2022. It was shut down after merging with Weverse on December 31, 2022.
"Idol" is a song recorded by South Korean boy band BTS. It was released on August 24, 2018, by Big Hit Entertainment as the lead single from the band's third compilation album Love Yourself: Answer (2018). An alternative version of the song featuring Nicki Minaj was included as a bonus track on the digital version of the album. The single debuted at number 11 on the Billboard Hot 100, and the two versions combined sold 43,000 downloads in their first week of sale in the US. It is certified platinum by the RIAA.
Sexualization and sexual exploitation in K-pop refers to elements of sexualization and sexual exploitation in K-pop, which was once seen as a conservative music industry. This is in part due to 21st century globalization, with Korean entertainment and record label companies intending to market their idols abroad.
"Dionysus" is a song by South Korean boy band BTS. It was released digitally on April 12, 2019, as part of the extended play Map of the Soul: Persona.
South Korean boy band BTS was formed in 2010 and debuted in 2013. The septet has had a significant cultural impact both in Korea and internationally, and is considered one of the leading figures of the Hallyu wave in the 21st century. The commercial influence of BTS upon the Korean economy, along with their philanthropic and other commercial ventures, has received extensive attention in the press and in financial markets.
NewJeans is a South Korean girl group formed by ADOR. The group is composed of five members: Minji, Hanni, Danielle, Haerin and Hyein. NewJeans rose to prominence upon their debut in 2022 with their girl next door image and "easy listening" pop and R&B songs inspired by the music of the 1990s.