Korean vocalist rises to stardom on YouTube

By Rachel Lee

Korean pop sensation J.Fla, known for covers including Ed Sheeran’s “Shape of You,” has become one of YouTube’s best cover stars, gaining over 5 million subscribers to her channel.

J.Fla, whose Korean name is Kim Jung-hwa, is a songwriter and vocalist from Seoul. She has written songs for people including American-born Japanese artist Ito Yuna.

J.Fla has enjoyed massive growth on social media since April last year, attracting about 1 million extra viewers. She is signed to U.K-based digital-only label Ostereo. It specializes in adapting the traditional record label formula and looking for new entry points using the tools and technologies driving social media channels and user-generated content platforms.

J.Fla uploaded a vlog last month for her subscribers, expressing how thankful she is for their support. She also showed off the gold button from YouTube that acknowledges her channel's popularity.

Billboard picked J.Fla’s recent cover of Camila Cabello’s “Havana” as one of the seven best remixes and covers.

The U.S. chart company described the Korean vocalist as one of YouTube’s best cover stars, and said her “Havana” was “perky, quirky and fun.”

“Her signature coy vocals swing over an electronic beat, which captures the fun of the original with a fun and flirty take,” it said on its website.

The singer-songwriter has made about 190 covers since her first Beyonce “Halo” cover in 2011.

She has also worked on Korean artists’ songs, including Wonder Girls’ “Be My Baby” and Ra.D’s “I’m in Love.” But her work mostly focuses on foreign artists, which has contributed to her worldwide popularity. About 90 percent of the views were from overseas as of February last year.

According to Ostereo, J.Fla ranks 54th in the world on YouTube, having more video views per month than The Weeknd, Kendrick Lamar and Beyonce. She also has charted with tracks in Singapore, Taiwan, Korea and China without officially releasing a single.

J.Fla has had a passion for music since she was young. She has been influenced by acts like ABBA, the Beatles, Corinne Bailey Rae, Jamiroquai, Maroon 5 and Amy Winehouse, Ostereo said.

J.Fla now has 250,000 views a month in the U.S. and recently made national news in Vietnam after her recordings went viral.

She is putting the finishing touches to new material that will be released soon, Ostereo said.