K-pop game changers

By Kwak Yeon-soo

K-pop, which refers to all forms of Korean-made songs based on diverse music genres such as pop, R&B, rap, and hip-hop, had remained an obscure local music genre circulated only in Korea until 2000.

It began to take off in the early 2000s as some artists, such as female vocalist BoA and boy band TVXQ, gained popularity in Japan. They are the first Korean musicians who were popular outside the country.

Since then, K-pop has made remarkable progress over the past two decades to broaden its cultural territory all across Asia. Now it has become a global phenomenon, particularly after Psy's global success as his “Gangnam Style” music video went viral all across the world and boy band BTS pushed K-pop territory into the U.S. mainstream market.

Recently SM Entertainment, one of Korea's big three entertainment companies, opened SM Town Museum in southern Seoul. The museum showcases their music acts that have made a mark in K-pop history. The opening of the K-pop museum offers an opportunity to trace the footsteps of the game changers who lifted K-pop to the global stage in such a relatively short period.

The latest K-pop legend is the boy group BTS. The seven-member boy band is set to release its third full-length album “Love Yourself: Tear” on May 18. On May 20, the K-pop act will perform at the Billboard Music Awards at the MGM Grand Hotel and Casino in Las Vegas. BTS' returning performance for its upcoming album will be showcased on May 24 on Mnet.

The captivating charms of K-pop is said to be catchy songs with powerful choreography, but it is actually their musical content and close interaction with fans that move global audiences, according to an official of the entertainment company.

On the occasion of the K-pop museum, it will be meaningful to take a close look at how K-pop has evolved over the past three decades. Here's a list of K-pop game changers.

Seo Taiji & Boys / Korea Times file

Seo Taiji & Boys (1992)

They are the early group who planted the seeds for K-pop music in Korea. For the group's phenomenal success among teenagers, lead rapper Seo Taiji has been called the “cultural president of Korea.” Seo Taiji & Boys was a cultural icon of Korea that ruled the music industry here in the 1990s with their numerous hit songs, such as “Nan Arayo” (I Know) and “Come Back Home.” Not only had the group's music, which included elements of heavy metal, hard rock and hip-hop, but also its fashion became a sensation. After Seo Taiji & Boys' success, the Korean music industry started to target the younger generation and entertainment agencies started to nurture young musicians.

H.O.T / Korea Times file

H.O.T (1996)

An acronym for High five Of Teenagers, H.O.T is the first idol group that was intentionally crafted to appeal to audiences. Debuting in 1996, the five-member boy group rose quickly to stardom, attracting fans ― mostly teenagers ― until it disbanded in 2001. H.O.T's solo concert held in Beijing in 2000 was the point when the term “Korean wave” started to be used conventionally. An audience of approximately 12,000, with Chinese teenagers accounting for about 90 percent, attended the show. In the early 2000s, a subculture “fandom,” in which groups of fans obsess over their idols, was formed.

BoA / Korea Times file

BoA (2002)

A consciously nurtured musician who debuted at the early age of 13, BoA is considered the forerunner of the new generation of idols who popularized K-pop in Japan and elsewhere. In 2002, BoA's debut Japanese album “Listen to My Heart” ranked No.1 on the Oricon Charts and stayed there for 91 consecutive weeks. BoA also performed in Japan during the FIFA World Cup 2002, which was co-hosted by Korea and Japan, to bridge the two countries. The concept of nationality shifted as BoA found success through entering Japanese market.

Big Bang / Korea Times file

Big Bang (2007)

While K-pop is tarnished for producing highly manufactured bubblegum groups, Big Bang took a new direction by highlighting the individual charms of each member. Their breakout hit “Lies” released in 2007 incorporates electronic music with rap, R&B and pop. The group experimented with a variety of musical styles to create their own. The members' ability to produce their own music and individuality inspired future K-pop acts.

Girls' Generation / Korea Times file

Girls' Generation (2011)

Girls' Generation reached nationwide stardom with the hit song “Gee” in 2009, but gained global recognition in 2011 when they arrived in Paris for SM Town Live Tour. Frenzied French fans who couldn't get tickets for the sold-out performances picketed and urged SM Entertainment to arrange an additional concert. This was featured in many local newspapers (Le Monde published an article titled “Korean Wave Strikes Europe”), hinting that K-pop has a “considerable cultural influence” in Europe.

TVXQ / Korea Times file

TVXQ (2012)

The originally five-member boy band TVXQ became the first Korean idol to hold an exclusive concert at five domes in Japan. TVXQ was the fourth foreign group to perform at all five domes, following Bon Jovi, the Eagles, and Billy Joel. A year later TVXQ became the first foreign group to perform in Nissan Stadium in Yokohama. A Nissan Stadium performance is considered even more prestigious than a dome performance, and the stadium is a dream venue where only the top singers of Japan can perform. This proved the high popularity and influence TVXQ has in Japan. Three of its members ― Jaejoong, Yoochun and Junsu ― left the group in 2009.

Psy / Korea Times file

Psy (2012)

Psy was and still is considered outside mainstream K-pop. But his “Gangnam Style” gained worldwide recognition in 2012 and will forever be remembered as the first-ever YouTube video to reach 1 billion views. His “horse dance” hit the globe along with the song. “Gangnam Style” appeared in romantic comedy film “Bridget Jones's Baby” and musical comedy drama “Glee.” Furthermore, Psy teamed up with MC Hammer to perform at the closing of American Music Awards (AMA) and danced with Madonna and Britney Spears on stage, captivating international fans.

EXO / Korea Times file

EXO (2013)

EXO sold over 1 million copies of their first full-length album, “XOXO.” This record came 12 years after Kim Gun-mo's seventh album and g.o.d's fourth album surpassed sales of 1 million copies in 2001. EXO is an international group that initially included four Chinese members to target audiences in China. Although three of them ― Kris, LuHan, and Tao ― left the group due to a conflict with the agency, they have played a key role in making EXO one of the most popular groups among Chinese teenagers. Furthermore, the group split into subgroups, EXO-K and EXO-M, to focus on the Korean and Chinese music markets.

BTS / Korea Times file

BTS (2017)

BTS proved K-pop could become a universal megatrend. Winning the “top social artist” at Billboard music awards and performing on AMA, BTS went viral on social media and across the Americas and Europe. The fact that all members have a hand in music, lyrics and production allows the group to expose more of their personalities in their music. BTS' narratives create an interactive experience for fans on social media.