8:17 am - 12/14/2012

Is There a Change in Album Promotions in K-Pop?


There’s no need to promote on television shows to be successful with a new song?
It looks like there’s a shift in marketing strategy trend these days. Lately, new albums and songs are able to be “hits” without the need of musicians promoting on television. “After a new song is released, focus on television promotions” tactic is becoming irrelevant. Musicians like Big Bang, Busker Busker and PSY have swept records this past year, and not to mention Lee Seung Gi who recently came out with his album and is currently topping the charts, have barely made special appearances on television.

So, what’s the reason why singers are not promoting themselves on television? The first reason is that real-time online music charts are easier to see what’s really popular among the public while on the other hand, music programs are garnering less audience viewers than before.


And if they are to promote on television, they will appear on a couple “national variety shows.” Lee Seung Gi appeared on “Running Man” and he was able to beat PSY’s 11 week record at “Music Bank.” Their promotion tactic is starting to look like actors who appear on a couple variety shows to help promote their dramas and movies.

Pop culture columnist Kang Tae Gyu shared, “As music programs become less influential, finding another effective way to promote their artists became the latest homework for music agencies. They are currently using YouTube and online music sites as platforms to market their artists.

A music industry official commented, “However, many rookies still want to appear on music programs and it’s still difficult for them to get on. However, popular artists, and especially those who are musicians before entertainers, don’t really need to focus on appearing on television to do well.
tiddlywinks103 14th-Dec-2012 07:44 am (UTC)
itsjeswee 14th-Dec-2012 07:47 am (UTC)
JYJ doesn't need music programs to make great music
ixion124 14th-Dec-2012 07:55 am (UTC)
yeah hasn't JYJ been doing this for a while
hellicoptajuuce 14th-Dec-2012 08:17 am (UTC)
well when you have over 4 music shows per week i think it's a little overkill. the entire industy is over saturated like cray, the way they promote their bands is very boring and predictable-
*video teaser
*music show debut
*possible variety show appearance
*possible acting gig
etc etc etc

tbh i think Korea needs talk shows like David Letterman or better yet, Chatty Man it would be awesome to see idols just chillin' and being themselves instead of stiff, boring and answering the same questions over and over again

nyokou 14th-Dec-2012 08:23 am (UTC)
Well, they kinda do

Doesn't Yoo Hee Yeol's Sketchbook count? ^^ I just watched Ailee's latest appearance there and it was pretty funny and cool to learn a bit more about her.
the_erotomanic 14th-Dec-2012 08:50 am (UTC)
i typed up a response that is just as long as this article, but decided not to post it. lol!

anyway, this article could've been better researched (and better-written). bottomline is, appearing on tv helps artists promote their song/album. how often they need to do it would've been a better quesstion to ask, i thnk.
in_noctem 14th-Dec-2012 08:56 am (UTC)
“However, many rookies still want to appear on music programs and it’s still difficult for them to get on. However, popular artists, and especially those who are musicians before entertainers, don’t really need to focus on appearing on television to do well.”

Well I didn't need a ~music industry official~ to tell me that.
sandra_hall 14th-Dec-2012 12:27 pm (UTC)
supplanter 14th-Dec-2012 02:04 pm (UTC)
Marginally-related thoughts I've been incubating:

Ppl act like BuskerBusker and Lee Hi are actually nugus. But they're hardly random newcomers who magically made it big. They were already popular via SuperstarK3, having gained tonnes of fans and exposure through TV, before their debut. That's as much of a sure bet as you can get.

Seasoned groups should do themselves the favor of avoiding the full round of music shows. It could save them from shitty lives, or exhaustion+shitty lives. XD
fallingstarryuu 14th-Dec-2012 02:41 pm (UTC)
the thing is, it's only possible if you're a huge name or already had previous popularity from other shows (kpop star contestants, etc.) or come from a big company that can mediaplay you like no tomorrow.
palebluedot09 14th-Dec-2012 06:57 pm (UTC)
Yep. This only works if you can kill the digital charts. Most idol groups need that music show for their promo
asnindie 14th-Dec-2012 03:12 pm (UTC)
I don't think this counts though. Big Bang are huge, Busker Busker came off a popular reality show and Seung gi is one of the most popular celebs in Korea. What the article should say is music shows aren't the only exposure a musician needs, infact you can get lost among all those rookies and other singers. You need better outlets, like film and tv to get your name out there, Juniel for instance wouldn't have become a success without Illa Illa playing on A Gentleman's Dignity. Heck 10 CM sold like crazy off a CF alone.

Edited at 2012-12-14 03:53 pm (UTC)
anconeous 14th-Dec-2012 04:00 pm (UTC)
THIS. The artists used in the article don't need the music show exposure to get themselves a hit song. Lee Seunggi is freaking Lee Seunggi. Anything he does turns to gold.
mjspice 14th-Dec-2012 04:07 pm (UTC)
Wow that's so different from Japan where celebs have to constantly appear on shows to promote themselves. :S
ashiva 14th-Dec-2012 04:51 pm (UTC)
Honestly I won't ever understand why SNSD does all the music shows as they would still sell the same amount whetever they appear in one or all the shows.
miwa201 14th-Dec-2012 05:04 pm (UTC)
mte. When TTS promoted Twinkle they went to all the music shows, even Show Champion that's not that watched. I think SM should just send them to Inkigayo and Music Bank.
chibiyunie 14th-Dec-2012 06:44 pm (UTC)
I enjoy seeing my idols performs on music shows ~
hipployta 14th-Dec-2012 06:51 pm (UTC)
This article is kind of ignoring the reality of Seung Gi, Big Bang and Psy being long term music scene celebrities and Busker Busker coming from a huge reality show program.

This is kind of a useless article.

It could argue the number of appearances on music shows as a whole are overkill and that there are other promotion methods but unless you are big completely skipping the promotion cycle doesn't work. Big Bang didn't promote their repackage but DID promote at least once a week on the actual comeback album. Psy did the same and Seungi Gi is promoting now.

Edited at 2012-12-14 06:53 pm (UTC)
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