the best marketing decisions in kpop
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- Опубліковано 19 чер 2024
- Hey guys! As we have previously discussed poor marketing decisions in kpop, in today's video I thought it would be nice for us to discuss something a lil more positive with the best (or better) marketing techniques in kpop!
I really hope you enjoy this video! If so, please give it a thumbs up and let me know your thoughts in the comments on this topic.
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Thank you so much for watching, and I'll see you in the next one!
- dearyoongi 💖
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TIME STAMPS:
0:00 Intro
0:50 Number 1
3:36 Number 2
6:04 Number 3
8:22 Number 4
10:45 Number 5
13:51 Number 6
16:53 Number 7
19:52 Outro
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artists referenced in this video:
seventeen,hoshi,stray kids,mingi,im,changkyun,monsta x,blackpink,jls,spice girls,red velvet,exo,bts,bt121,aespa,blackpink,dreamcatcher,mamamoo,boynextdoor,nu'est,nu'est w,kiss of life, - Розваги
Hoshi the secret marketing genius lmao
Not just the tiger bit but also the kimchi loving bit, to the point where he is an ambassador for a kimchi brand. I found that so funny and actually insanely smart
Mingi's "Fix on!" SUGA's whisper "Suga" before his rap verse, and "Seventeen right here" are a few of my faves.
Can’t forget “Joohoney one hunnit”
Also always listening closely for hongjoongs giggle
Hoshi case is hella funny. He wasn’t like this since the beginning. 3 years after debut he started to persuade people that he is tiger, very randomly since he never talked about liking tigers before. And no matter how people reject his idea, he insisted to keep doing it until now everyone thinks about him when tiger is mentioned.
He has always liked tigers that's how his name came "Tiger's gaze" but i think after 2020 he started to affirm it more n that's when he made Horanghae
@@epiish703 Yes but at first the name is CEO idea. The first 3 years Hoshi only pushed his "wangjanim" agenda. Now it is totally forgotten
@@epiish703 it's funny cuz i remember at the beginning all these kpop sites said his stage name actually comes from a japanese word hoshi which means star, and even tho i don't think i remember him ever saying that, pledis must've released this info somewhere??? but when he became obsessed with tigers he started saying his name means tiger's gaze. and actually before his horanghae era he had all these silly inside jokes too like 10:10 or naega hosh but i guess he needed smh crazier lmaoo
it started from 10:10 because of his eyes - going to kwon fire and prince era. Then the tiger gaze - from his stage name - releasing a song titled Horangi, developed it with horanghae. Solidifying it by releasing horangi power.
Somewhere in my mind I believe hoshi just didn’t wanna be called a hamster
Hoshi's tiger agenda is something I actually love about him lmao, it's so recognisable and I do the horanghae everywhere
i see hoshi, i click
Same
Me too..😄
My favorite was that Hoshi had the Tiger song that debuted on Tiger Day of Tiger Year…and got Tiger JK is on it.
hoshi my little marketing genius
Feel like SVT do fall in a lot of these, between the “SVT Right Here”, and S.Coups and Vernon mentioning their name during or before their rap verses; the way Don’t Wanna Cry, Without You, and Clap are connected thru the choreo, Ima referencing several of their past songs thru the choreo, same with their recent song Maestro, along with Woozi using some of their previous song as samples; how they often spoiled their next cb at award shows (Home and Oh My!); their branding as self-produced idols since their debut, the SVT logo, besides Hoshi’s later Horanghae agenda (which started as an inside joke between the members and the fandom after his prince agenda). And I do think that’s part of what has allowed them to remain relevant, and slowly gain popularity throughout the years. There’s a lot more to them, but I think these are some of their main points in the marketing aspect.
My frustration with TXT’s marketing is that they also fall into most of these categories, but BigHit doesn’t know how to use it to their advantage and instead ends up fumbling it up… Like they’ve spoiled their next cb in their songs, award shows, and MVs. They’ve had a consistent concept throughout their albums. Their logo is pretty easily recognizable. Yeonjun doing almost every TT challenge and being recognized for them by even other groups’ fans. They headlined Lollapallooza last year, gaining recognition from locals who weren’t the least familiar with K-Pop. And yet… 🫠 bighit why…
ATEEZ do this all the time and still manage to keep me hooked.
A song spoiler spoiled 2 years before 2022.
Yes! Sector 1 was played at the end of Answer!
If I'm correct they teased/referenced I'm The One not only at the end of Thanxx but in a Jongho solo scene in Say My Name! Pretty cool
@Shrekteez you're absolutely right. The end of Inception sounds like a static part of Guerilla but I might be wrong. Ateez always leaves us lore junkies with clues.
@@aSUGAaddiction yes. And then Fireworks after the Thanxx music video.
This time around they have given us snippets but in a very mind boggling way. Like I can't even tell if this comeback is going to give boy next door or RnB! 😭
@sashastephans I'm going to enjoy the ride. ATEEZ are my 2nd ult group and they haven't disappointed me yet
I'm obsessed with rapper, producer, and group tags in songs, they're so awesome
Not ATEEZ literally ticking all of these marketing boxes since their debut: consistent concept and story that gets impact fully built upon every comeback, consistent album cover design, album names grouped and named for different eras, a generally recognisable sound to all of their songs, teasing snippets of future releases at the end of mvs, mingi’s iconic ‘fix on’ and hongjoong’s giggle before a rap verse (and mingi now having a pseudo-logo saying ‘fix on’ that he’ll often have painted on his face or body), them performing at a big overseas festival, the list could go on. Needless to say, they didn’t become one of the leading 4th gen groups despite being from a small company for nothing.
im the proudest Atiny
Yes! And participating in Kingdom as well!
honestly hoshi and his tiger agenda genuinely is one of the best marketing in history. i remember when taehyung from bts changed his representative animal from a tiger to a bear and all the discourse around that. there was this one tweet asking about who owns which animal, and i specifically remember someone (i believe an army) quote tweeting something along the lines of even though they loved tiger tae, hoshi owns the tiger and they will accept bear tae. without a doubt, bts is the most known kpop group in the world, and the fact that hoshi was able to surpass tae's influence when it came to tigers and who really owns that is honestly incredible and also hilarious. ironically, constantly seeing his tiger agenda on my timeline is one of the reasons i really started getting into seventeen, too. anyway, i am 100% here for hoshi's tiger and minghao's anti horang-hoshi agendas. definitely one of my favorite dynamics.
15:48 Absolutely!!! People make fun of him for it, but I always saw it from the beginning as just complete branding genius! Not to mention, really endearing, and such a good way to create a really strong bond/tie with his fans!
❤️🐯❤️
horanghaaaeeee 😎
horanghae for life🧡🧡
Love seeing the Horanghae tiger tribe show up! 😘
🐅🐅🐅🐅🐅
I don't think it's marketing poly. But something that turned into.
Ironically he got Spider but not Tiger as a song. 😂
@@Vor567tez I definitely wouldn't consider it a marketing "ploy," but he himself is very aware of how important brand recognition, and branding yourself, is for an artist's popularity and longevity in this business. He has even touched on it in past interviews, and has been showing it off well since the beginning, most notably with "10:10", and even his whole 왕자님 campaign, during his "prince/royal" concept era.
Now don't get me wrong, I one million % believe his love for tigers is very real, and he is all about that tiger life! 🥰 And actually, in my opinion, the best and most successful long-term branding efforts usually come from a genuine & authentic place.
Also, he already has 3 tiger themed songs....
🐅 Tiger, featuring Tiger JK (no joke, and completely unironically, one of my top 10 favorite ever songs & choreography!)
🐅 Horangi Power (one of the cutest things ever performed on stage!!! For reals.)
🐅 HORANGHAE (this was more just for fun, but went viral, and has become a big part of his individual fandom's theme songs & bgm that they always use)
13:25 I LOVE seeing baby atinys realizing Ateez spoil their new songs months in advance, because yes, they plan everything YEARS before releasing. Just a few examples I can think of right now:
Answer was released in January 2020, but
1) they recorded in Wave/Illusion era hair (summer 2019),
2) they spoiled it in the outro of their previous album in October 2020 and
3) instrumental at the end of mv turned out to be Sector 1, a bside released in July 2022
Fireworks was released in March 2021, but
1) Hongjoong accidentally leaked it in a vlog in March 2020
2) the instrumental was spoiled at the end of Thanxx mv in August 2020
3) Seonghwa spoiled Mingi's rap on a live in August 2020 (again lmao)
4) at the end of mv we heard intrumental that turned out to be The Real, released for Kingdom in May 2021
Speaking about The Real, Teezers have been referencing lyrics all throughout 2020 lmao
Deja Vu was released in September 2021 and at the end you can hear the intrumental of Turbulence released in December 2021
Guerrilla was released in July 2022 and at the end they spoiled bridge of Halazia released in December 2022
And yes, obviously the ending of Bouncy + Crazy Form haha
Edit: Just realized the screen shot at 13:31 woopsie
I am so excited to be spoiled with Golden hour era
Sort of related, but to add on to the fact that they prepare stuff for the future KQ entertainment and ateez confirmed in a press conference for The World ep.fin: Will promotions that the album has been in the works since the Treasure series. The last Treasure series album was released in 2020, 4 years ago.
@@Shrekteez ikr?? It's insane. Like, actually insane. It really shows that they do plan ahead (almost) every move. Love your username btw
@@detergenthwachae 🤭
Also Dreamy Day's instrumental was spoiled in Hongjoong's brother's vlog way before their last comeback
IVE ALWAYS HATED THE PEOPLE WHO SAY “first!!” BUT I FEEL SO SPECIAL RIGHT NOWWW. I get it
🎶You make me feel special~🎶
My favourite unique group slogans/ characteristics are Blackpink's "bp in your area", BTS's use of Purple colour and "Borahae/ Purple you" and last but not the least, JYPapi whispering "JYP" in songs
ateez teasing their next releases is so on brand. Cause they're a-tease 😂. they've been doing that since their treasure era (answer mv) but they added ending scenes and clip from future mvs during the beginning of fever era (inception mv)
ATEEZ basically own kpop marketing now. No one else comes close.
I feel like the only one that come close is hoshi with how consistent he is but haven't seen/heard of any other group like them with this😭
I totally feel the same for number 5! Another thing is for ateez’s MOVEMENT album, in the opening song 'propaganda' it says “lies, control, rules. Numb, hatred emptiness” and then in the first song of the outlaw album for the song 'This world' They say the line again in the post chorus! I think that is so cool! Because I listened to the OUTLAW album when it came out, then around december last year I decided to finally listen to the other songs on the movement album (I had only heard guerrilla and cyber punk) That I’d been putting off for so long. So while I was listening to propaganda I was like “wait a damn, I feel like I’ve heard this before” and then I found out that it was in This World! And it also turns out that one of the b sides from their WILL album, Dreamy Day, had its instrumental playing in the back of one of Bumjoongs (Hongjoongs big brother) vlogs 6 months before it’s release! I really hope more groups do this because it is so fun to see how no one noticed and how we’ve been played 😂
This sort of happened with Eve, Psyche, and the Bluebeard’s Wife with it sampling The Hydra
Hoshi is my bias n honestly I think i started liking hoshi seeing how passionate he is about tigers it's really cute n unique😍
I definitely heard the jason derulo when you pulled up that image at 1:07 🤣🤣🤣🤣🤣
We ALL did... 😂
Oh gosh I never realized that Stray Kids exited through that 'BACK DOOR' lmao!! that is wildly insane and cool!!
That moment when your favorite group has done almost all of these, yet it seems like they are less popular every comeback 😭
Which group
I wanna know too
@@itsgusco Purple Kiss
in relation to number 3, i love love love the consistency of shinees solo debuts. the packaging together is gorgeous and the names too are great, ace, base, face, voice and chase
everytime a kpop festival is announcing theit line up; they add a pirate flag and everyone knows its Ateez; feel like that type of consistency on brand recognition from KQ is quite admirable; and Hong always wearing his captain bandana really sells it for me :')
Hoshi horanghe😂
The whole referencing later comebacks one is literally one of the reasons why Ateez is so high in my personal BG rankings. Like, after Fireworks, idk if I would've tuned in again (Loved the song, but I was just a casual listener at the time), but then when I heard that tiny snippet of their next title track in the post-credit scene thing... I was hooked. And then I ended up listening to some B-sides, and then their next comeback, and on and on. They do it with almost every title track and it just makes the songs even better when you can go "OMG! We're hearing the full song from the end of ___". Genius idea. Props to whoever in their company decided to do it in the first place.
Thank you for putting out a positive video. We desperately need it in ktube!! I will have to politely disagree with the 'sending idols to survival shows'. Most fans see that as a sign of 'they're disbanding soon, they're done for' which results to fans not purchasing any further in most cases. Especially queendom has a huge disbandment curse that is widely known. Sadness :(
Really enjoyed this one. Agree so hard on how delightful both callbacks to previous works and spoilers for future comebacks are. I remember catching aespa calling back to multiple previous title tracks in the lyrics of "Drama" on my first listen and being giddy with delight at the cohesiveness of it all.
The ... Chapter, Minisodes, Album covers + logo + logo change clip, apartment 404, yj tt challenge king, loser = lover + lovesong etc
i personally love txt’s chapters and minisodes, they’re so neat and satisfying
6:11 this is one of the reasons I love collecting P1harmony albums so much! The albums in the disharmony and harmony series match their respective series in style but with their own cover design and color. They look great together on a shelf especially if you have them all so you can create the full rainbow. The designer in me loves it sm!
I also like when groups have a uniform concept or look to their albums. I love that Weeekly had their school themed albums and Dreamcatcher having a connecting theme especially on their more recent releases.
boynextdoors japanese albums going to be ‘AND’ 😭😭😭
Also acting debuts! I literally got into kpop because of Cha Eunwoo in True Beauty
Horanghae agenda 😅❤❤ uri hamster
i swear i love ur videos on marketing in kpop soooo much, i truly enjoy it🥹🫶🫶
Love your marketing/branding related videos within the music/kpop industry! Also crossing my fingers more kpop artists will tour your country in the future!!
Hahahahahaha Horanghae campaign
I’m shocked you mentioned common album names and designs and didn’t mention ATEEZ or TXT 😅
I personally also like what skz did with their albums for a while, like mixing words together (noeasy=noisy, maxident, oddinary….) made me exited what they’d come up with next
I love the way Billlie does albums. They have a “real life” side with “the Billage of perception”s and a wackier & dreamlike side with “the collective soul and unconscious.” It’s like that for lore-related reasons, but it thematically ties into the sound of their albums. Their singles during Sheon & SuA’s hiatus also have distinct sounds based on the titles, with “side-B: echoes of a memoir unseen” being high-energy releases and “the Billlie’s odditorium” having slower pop ballads. This also distinguished that these singles were secondary to their work as a full group to acknowledge that they were waiting for their members.
They have long titles, but if TXT can get away with it, I think they can, too.
Their art direction and album designs are also unique and feel different from what any other 4th gen gg does.
SHE'S BACK
Deja vu is a top tier song. It would have been criminal for it to have gone unnoticed
Yeah in Lemonade by NCT 127, in Mark's rap he mentions Sobancha(Firetruck), Regular, Cherry Bomb, and Kick it and I thought that was so cool.
15:22 thanks for crossing out kris lmfao
NU’EST not only gained new fans, but “Face,” “Hello,” and “Love Paint” also entered the Korean charts after P101. That’s how huge they were after the show. All of their subsequent title tracks proceeded chart (including the NU'EST W ones) and all (except NU'EST W’s debut song and NU'EST’s disbandment song) won at music shows.
I LOVE Pentagon Yuto's low "yuto-da" before his rap parts!
thannk you for mentioning boy next door i loved that you mentioned them #boynextdoor #onedoor
Love love loved this video :DD Just earned a new subscriber. Also, I watched your K-Pop 2023 Top 100 video as well, and all I've got to say is you are me and I am you.
The teasing comeback strategy is so exciting. I remember in the end of Lucy Haze MV the sound completely changed and showed a creepy closet door and 11.11 hinting the fall winter comeback a few months later
bts are notorious for teasing their next projects in comebacks
also you got thissssss wishing you the best of luck on your exams!!!
Thank you so much! 🥺💖💖
Hoshi has always been a branding genius because even before Horanghae/Tiger, he had a solid 10:10 / Prince agenda as well which is consistent if you rewatch old content and tour videos. He is able to hold both brandings as long as he wants to. It's amazing.
regard to 3 point - stray kids! firstly they have "I am.." series, the "cle" series I think it's interesting and helps to remember albums name bc usually I don't remember this at all
Ateez albums names for example very hard for me to remember bc they sound quite similar but not exactly the same I usually refer to the specific era by tt
hoshi took tigers and made it his whole personality 😭😭 i can never not think about hoshi whenever tigers are mentioned
Callbacks, taglines, motifs etc. are so much fun. It also makes it feel like more care & attention is going into the work. I'm usually pretty neutral on the Tiktok challenges but when Kai, San, and Seonghwa did Rover, I was just unreasonably happy🤩
The representative colour thing reminds me of nct's representative colour and as well as bts'. Everytime my friends and I see neon green, we're like yoooo, we're in NCITY lollllllll. And BTS and the purple agenda; we've got borahae, boraland, I've even seen people say that they're purple blooded lol
Oh heeey you are back :)
With the referencing past songs in lyrics, I always remember NCT’s Lemonade where they mention “Regular” and “Sticker.”
My favorite managing technique is Artists mentioning their name. For example: StayC Girls its going down, Kiss of life mentioning their solo songs in the bridge of Midas Touch, Blackpink in your area, and Baby Imma Monster.
on number 1 my favorites are stayc girls its going down and shinee is back, and for number 3 i love how shinee' solo debut albums have the same design, want to collect those so bad
0:58 i actually really like that besides the marketing stuff and all that, some people find it corny but i love it lol
Straykids spoiling their recent comeback songs 3 - 4 yrs ago 😂 …. And the fact that we all have listened to it in chan’s room ❤🔥
LESGOOOO MY BOYS ATEEEZ
I remember searching tiger in Pinterest and then i seriously got hoshi's pics in display
The marketing team behind ateez and ateez themselves shares the same braincell when it comes to marketing, I love it.
My favorite is aespa’s debut being teased in NCT’s Make a Wish
I miss nu'est so much :( I wish they didn't disband, they were a group I was expecting to be around for a long time.
Whoa also hyuna. A’wesome, A+, A talk. hyunA lol
12:55 sza does the same thing where she plays her next song release in the end of the mv
question and it's totally okay if you don't want to answer but do you have a marketing degree because I am business student( Majoring in HR) and you remind me of some of the marketing students I took the marketing course with
My favorite “rappers saying their name before a verse” is “Yutoda”
The only people who watch kpop groups perform in other countries are the orginal fans they don't gain any new unless it's at an event with people their like coachella
I think about the album sale opinion i defer as i am from mexico who literally if im not wrong we were the second country with a lot of sales and only untill now kpop groups have began to tour here and not all of them, we get hyped up with and more dates for them to be in the us 😢
most of these tactics dont do much for bringing in the new fans. the kingdom 👑 does all of this btw.
Number one got me missing OT6 ASTRO since Rocky's signature is either he put "R O C K Y" spelling into his rap part or make us the fans yell it as the fanchant
BOYNEXTDOOR MENTIONED I CHEERED
Hoshi = Horanghae / Tiger 🐯❤
Tiger = Hoshi
BTS know how to use social media to promote themself, when they cannot go to variety show on TV. They done massively on social media when no kpop companies understand the impact of social media at that time. Now many company followed them to use social media massively.
I honestly don’t know what’s the beef between hybe and australia.. I just wanna see svt live in aus 😢 they’ve only came to aus during their very first world tour, I wonder if that tour had done soooo badly that pledis never wants to come to aus again 🥲
Oh he said fix on
The second one isn't very true people ditch after survival shows their is so many examples
Horanghaeee
0:04 what is that song😭
3 switching concepts alienates fans from previous comebacks superlady didn't do well compared to other gidle comebacks in my opinion
Hoshi 😂😂😂
LIke others have said, Borahae is one of those universally known Kpop marketing things that have remained positive AFAIK. Even if folks don't know its origins, it's been my experience with locals that they do know purple is BTS' color.
One thing I found a little odd in your section about companies sending their idols to festivals was the omission of other Kpop artists who have performed/will perform at US Lollapalooza: IVE (this year), TXT (one last year's headliners), and Hobi (who headlined two years ago.) In the latter's case, I think it was one of the most impactful and overwhelmingly positive marketing instances I've seen in a long, long time.
Not only did a lot of non-ARMYs became fans of him (and maybe even the group), but it was a financial success as well. IMO, it would've been a perfect example of what happens when Kpop artists perform at global festivals.
P.S.: there was also last year's Global Citizen concert having both Stray Kids and Jungkook too!
My minor complaint aside, I did appreciate the overall positive tone of this video. Marketing is what marketing is, but it's neat to see good things about it too.
I have to disagree with you on the "artists mentioning their previous song titles". Personally, I find it usually is done in a really clunky way that breaks up the flow and disrupts my enjoyment of the song by bringing my experience out of "the moment". Most of the time I feel it's usually just executed in a really awkward and bad way that doesn't have much to do with the rest of the song (yes including Midas Touch but excluding aespa's Drama which i felt was tasteful and on-theme)
edit: After reading through the comments i can see that I am in the minority here lol
Oh! but point 5 is great, always makes me go back and rewatch the previous MV
First one isn't a good marketing tactic it's only something fans would know
A lot of these where filler because no one actually thinks about these and I'd argue they account nothing to these groups success temporary at most