Latest news with #IDoMe
Korea Herald
02-04-2025
- Entertainment
- Korea Herald
The K-pop promotion playbook: It's not one-size-fits-all in digital era
Agency resources, group popularity and platform priorities drive subtle but significant differences When K-pop idols release a new song or album, their promotional cycle typically follows a familiar pattern — teaser rollout, showcase, media appearances and interaction with fans through pop-up stores, then concerts and other events. While a digital-first apprach has become central to K-pop promotion, the strategies diverge significantly depending on a group's popularity, agency resources and the platforms priorities. Unlike in the past, when television music shows and in-person fan events dominated, today's K-pop promotions are built around digital momentum. Social media virality, YouTube content and TikTok challenges have become just as critical as the music itself. 'Media platforms evolve with time, and K-pop adapts accordingly,' a music critic Lim Hee-yun said, Tuesday. 'Because the core fanbase of the genre is largely made up of trend-sensitive teenagers, short-form content has become key — even during a creation stage for an idol group. Artists now participate in TikTok challenges or release original contents through their own YouTube channels.' Pre-release content has become an essential marketing strategy in the K-pop industry as a way to build anticipation and to maximize global reach. Rookie girl group KiiiKiii, under mid-sized agency Starship Entertainment, which is behind K-pop girl group IVE, engaged in a series of strategic promotions, including the release of the music video for 'I Do Me' on Feb. 16 — more than a month ahead of their official debut on March 24. Maintaining their unconventional rollout, the group also released the music video for 'Debut Song' on Feb. 23, further raising anticipation. SM Entertainment — one of K-pop's 'Big Four' agencies alongside Hybe, JYP Entertainment and YG Entertainment — introduced its new girl group, Hearts2Heart, during the company's 20th anniversary concert in Seoul in January. The announcement came more than a month ahead of the group's debut with their first single album, "The Chase," which dropped in late February. Larger agencies with greater resources also secure premium offline visibility. Hearts2Heart premiered their debut music video on Shinsegae Department Store's 'Shinsegae Square,' a massive media facade in central Seoul — the kind of support not usually given to artists from smaller agencies given the high cost. The screen, roughly the size of three basketball courts, has quickly become a social media hotspot for K-pop fans after V of BTS promoted his ballad song 'Winter Ahead' in October. 'Newer groups benefit from billboard ads to raise visibility, but it's not something every artist gets to do,' said an official at a major K-pop agency. 'Each promotional strategy varies depending on the artist's popularity and how long they've been in the business.' For top-tier groups and artists from major labels, global campaigns are also common. JYP Entertainment's new boy band KickFlip was selected as one of '8 Rookie K-pop Acts to Watch in 2025' by prior to debut. J-Hope of BTS collaborated with TikTok for an exclusive teaser of his single 'Sweet Dream' and appeared on 'The Tonight Show Starring Jimmy Fallon' for its US premiere. 'In the 2020s, YouTube and TikTok have become central to promotion,' said another agency official. 'In addition, artists with strong global recognition will often promote on international platforms like major TV and radio shows. Larger agencies have the connections to make that possible.' Press showcases and fan events typically follow on the release day. However, these are largely reserved for more established groups or those under major companies. Smaller agencies often forgo them due to cost, while even top companies are reconsidering their impact. Music show appearances still happen post-release, but their significance has shifted. What was once a coveted trophy race has become, for some, a chance to meet fans rather than a measure of success. 'Some idols focus on the international market first,' Lim said. 'K-pop has grown into a large, diversified industry. While local music shows and music charts like Melon remain foundational, promotional strategies are increasingly varied.' YG Entertainment's Baby Monster, despite debuting just last year, is already embarking on a global tour, including stops in New Jersey and Los Angeles. 'Targeting the US right after debut was once unthinkable,' Lim said. 'But with K-pop's global influence, and Baby Monster positioned as Blackpink's sister group, it's now a viable route. Smaller labels, of course, often can't replicate this model.' Pop-up events have also become more common in recent years. JYP Entertainment's girl group, NiziU, is opening a 10-day pop-up event at The Hyundai Department Store in Yeouido, Seoul, to celebrate their new single 'Love Line' from April 1-10. Le Sserafim of Source Music also launched a pop-up store in Seongsu-dong, Seoul, on their comeback day earlier this month, and sold idol-related merchs including clothings and accessories. Lim said pop-ups are less about direct profit and more about symbolic marketing value. 'Releasing a full-length album is rare these days — most releases are digital singles,' he said. 'But if a group releases a full-length album, it feels like a major event for fans. Pop-ups have become the same — a marketing milestone that only the most popular idols reach.'
Korea Herald
24-03-2025
- Entertainment
- Korea Herald
KiiiKiii enters K-pop with goal to be outlier
Five-memeber girl group sets sights on one of K-pop's most coveted rookie honors KiiiKiii, Starship Entertainment's first new girl group in four years since Ive, officially entered the K-pop scene Monday with the release of their debut EP, 'Uncut Gem,' aiming to break away from traditional idol molds. 'Rather than trying to fit into certain standards, we value showing our natural selves,' said member Haeum during the group's debut showcase held in Seoul. 'We believe our uniqueness is our greatest strength,' added Sui, while Jiyu shared that though the group stands out for their individuality, they "truly shine when we come together as one team.' The five-member group drew significant attention with the prerelease of their single 'I Do Me' on Feb. 24, which entered Melon's Hot 100 chart at No. 13 and peaked at No. 4 on the platform's Top 100. The track's music video also topped YouTube's trending video chart for two consecutive days following its release on Feb. 16. 'Time has flown since the release of 'I Do Me.' It's been a joyful and exciting experience to perform and show ourselves on music programs,' member Esol said. 'Thanks to the support we've received, we're growing little by little. We'll keep working hard to show even better performances.' 'Uncut Gem' includes six tracks: title song 'I Do Me,' 'Debut Song,' 'Groundwork,' 'There They Go,' 'BTG (Been That Girl),' and 'One Off.' The album blends various genres such as hip-hop, retro synth pop and EDM, with lyrics that reflect the group's identity and ambition. 'The title 'Uncut Gem' refers to an unpolished stone. It represents our raw, unfiltered identity as we set out into the world with our own set of questions,' Jiyu said. 'The title track amplifies our confident charm. It expresses a girl's determination to trust her own instincts and live confidently. The lyrics deliver a powerful message of youthful self-assurance,' Esol added. Having debuted as part of the latest wave of girl groups — often referred to as the fifth generation — KiiiKiii is naturally positioned alongside other rookies such as SM Entertainment's Hearts2Hearts, who debuted on Feb 24. While the comparison is inevitable, Esol expressed a sense of camaraderie rather than competition. 'Just being able to promote at the same time is an honor. Rather than seeing them as rivals, I think we'll inspire each other and grow together,' she said. KiiiKiii also said they received words of encouragement from their label-mate, Ive. Jiyu, who trained with members of Ive, said, 'I used to train with them, and I shared a vocal coach with Liz. She encouraged me and cheered me on, which meant a lot. I'd like to take this opportunity to thank her again.' Looking ahead, KiiiKiii has their eyes on one of the most coveted rookie honors in K-pop. 'At the end of the year, I'd love for us to win Rookie of the Year,' Jiyu said. 'You can only win it once, and it would mean the world to us.'
Korea Herald
03-03-2025
- Entertainment
- Korea Herald
KiiKii gains early edge over Hearts2Hearts in rookie battle
Starship girl group enters Melon Top 100, while new SM act misses chart Starship Entertainment girl group KiiKii is gaining momentum in its predebut competition against SM Entertainment's Hearts2Hearts, showing a stronger performance in music charts and brand reputation rankings. Meanwhile, Hearts2Hearts has drawn more views for its debut song 'The Chase,' largely due to SM's global influence and its built-in fan base abroad. Both groups are highly anticipated as they mark the first girl groups from their respective agencies in years -- KiiKii being Starship's first since Ive debuted four years ago and Hearts2Hearts SM Entertainment's first since aespa debuted five years ago. Given that Ive and aespa are two of the leading fourth-generation girl groups, their successors are expected to compete fiercely to lead K-pop's next-generation. Despite not yet officially debuting, KiiKii's prerelease track 'I Do Me,' unveiled Feb. 24, made an impressive debut at No. 13 on Melon's Hot 100 chart. The next day it also stood at No. 70 on the Melon Top 100. In contrast, Hearts2Hearts' debut 'The Chase,' also released Feb. 24, failed to enter Melon's Top 100, but landed at No. 27 on the Hot 100 on Feb. 25. As South Korea's largest music streaming service, Melon's Top 100 chart ranks songs based on streaming and downloads, reflecting usage data from the prior 24 hours and the last hour, leading to rapid fluctuations. Meanwhile, the Hot 100 chart, based on cumulative data from the past 30 days, is more stable and resembles the ranking system of Billboard's Hot 100. On YouTube's trending video rankings, 'I Do Me' ranked No. 3 on Feb. 25, just ahead of 'The Chase' at No. 4. However, in total views for the music videos of their new songs, 'I Do Me' had recorded over 6.7 million views, while 'The Chase' stood at more than 10.3 million, as of Monday. Industry insiders attribute Hearts2Hearts' stronger YouTube performance to SM Entertainment's global reach and the group's diverse lineup, which includes Carmen from Indonesia and Canadian Korean member Stella, drawing significant international interest. In brand reputation rankings, KiiKii came out on top. According to the Korea Corporate Reputation Research Institute, Monday, KiiKii ranked No. 1 in its rookie idol group brand reputation rankings for March 2025, followed by Hearts2Hearts in second and BabyMonster in third. BoyNextDoor and TOZ ranked fourth and fifth, respectively. Brand reputation rankings are determined by analyzing consumer engagement, media coverage, communication and community interactions based on big data. The research institute focused on rookie groups that debuted after 2023. Koo Chang-hwan, head of the research institute, noted KiiKii's rapid rise in recognition. 'In the rookie idol group brand reputation rankings for March, KiiKii ranked No. 1. The brand's big data showed a 28.11 percent increase compared to the 12,197,575 data points collected in February,' Koo said. 'In link analysis of KiiKii, the terms 'debut,' 'free-spirited' and 'hip' ranked highly, while a keyword analysis highlighted 'I Do Me,' 'debut song' and 'Gen Z vibe,'' he added. However, music critic Lim Hee-yun cautioned it is still too early to determine which group has the upper hand in the long run. 'It's rare for a girl group to become an immediate success with just their debut song. Even Girls' Generation, f(x) and Red Velvet gained attention but didn't see explosive success right away,' Lim said Monday. 'Most groups release a couple of singles or mini albums before one of their songs takes off. Aespa's 'Black Mamba' didn't make a huge impact initially either.' He also pointed out that the current music market is highly competitive, with major artists like G-Dragon and Blackpink members releasing new music, along with unexpected viral hits such as Hwang Garam's chart resurgence. 'With such strong competition, it will be difficult for rookie girl groups to hit No. 1 instantly,' Lim added. "We'll need to observe their progress over time."
Korea Herald
24-02-2025
- Entertainment
- Korea Herald
Rookie group KiiKii to drop predebut song
One of the most anticipated K-pop rookies of 2025, KiiKii, is set to digitally release its predebut track today. The rookie group will release "I Do Me," a track from its upcoming debut album "Uncut Gem," on various online music streaming platforms at 6 p.m. Consisting five members, KiiKii is Starship Entertainment's first new group in nearly four years since Ive. The song highlights KiiKii's bold and confident charm, expressing a young girl's determination to trust her instincts and live fearlessly. It is a pop-dance track that blends dreamy synthesizer sounds with disco-style drums and a rhythmic melody. The "I Do Me" music video, filmed in New Zealand, was released on Feb. 16. KiiKii's official debut is scheduled for March 24 with the release of its EP, "Uncut Gem."
