photo. Hong Jang Hyun for Variety (

 „You can call me artist. You can call me idol (…)” everyone who likes K-POP knows this popular BTS song „IDOL”. Is the K-POP singer and dancer a true artist or only an idol? This question you might ask yourself especially when you don't live in South Korea and when you don’t understand specific culture of Asia.

People from music industry in Europe might think this way. They will see only music production in K-POP without understanding this phenomenon. Why K-POP is so popular? Why the most popular K-POP artists like BTS or Blackpink has such loyal fanbase?

I asked Shin Cho Head of K-Pop & J-Pop, Sr. Marketing Manager at Warner Music Asia & Korea about K-POP phenomenon and creation of image of K-POP artists.  

What is your opinion? I know it can be difficult to answer. Are the K-POP groups products or artists? Some people in the music industry argue that K-POP is not a real music because there are no "live" instruments and musicians.

They are artists first before commercialized as a business. They might be in a different shape of form as what western cultures define artists e.g.  singer-songwriters, lyricists, live performers, but K-pop artists show off their arts in singing, rapping, choreographing, song-writing, producing, and/or more. I don't think it's easy to judge which ones are more considered "arts" than the others.

Do you think that Korean music companies have other ways to creative artists’ image than in other countries? In my opinion they put more emphasis on acting, body language, microexpresions and psychology of appearance. Maybe it depends on culture?

"Visuals" have been one of the important elements in K-Pop and itself has become an another form of art. K-Pop / Korean companies make sure that high quality of visuals are brought to the audience, thus make it more attractive and attachable. It is also a form of respect to the fans and audience, when stepping onto the stage or being in front of a camera.

What is the key in BTS global success? What's your opinion?

I would say the importance of the 'basics' and the 'fans'. Each of the members of the group went through tough training processes before debuting as BTS, which makes them being capable of performing the 'basics' of the K-Pop i.e. dancing, creating choreography, rapping, and singing. They might not be the best rappers, singers, and dancers, but their standards are very high compare to for example non-K-Pop artists. These talents naturally attract fans, who ends up being dedicated supporters, and the artists and fans together make what is now BTS.

 Alina Stasiak

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PR Manager oraz specjalista w zakresie budowania wizerunku i marki osobistej. Wieloletnie doświadczenie zdobywała w mediach, agencjach reklamowych oraz firmach korporacyjnych. Pracuje z muzykami, artystami, ekspertami i osobami publicznymi oraz markami firm. Doświadczenie zawodowe zdobywała podczas wieloletniej pracy w mediach, agencjach reklamowych oraz firmach korporacyjnych. Właściciel Agencji IMAGE TEAM, która współpracuje z osobami publicznymi i artystami w zakresie managementu artystycznego, produkcji festiwali i koncertów, eventów oraz marketingu i PR w nowych mediach. Trener biznesu i coach marki osobistej. Prowadzi szkolenia i warsztaty w zakresie budowania marki osobistej, kreowania wizerunku, komunikacji, public relations i etykiety w biznesie. Członek Polskiego Stowarzyszenia Public Relations. Autorka książki „Droga do gwiazd. Jak budować wizerunek i markę osobistą?” oraz artykułów specjalistycznych w “Marketing&Biznes, “Forum Logopedy”, “KoBBieciarnia Beauty&the Business”.


Copyright. Alina Stasiak 2014-2017. All Rights Reserved.

Wszelkie materiały zamieszczone w niniejszym serwisie chronione są przepisami ustawy z dnia 4 lutego 1994 r. o prawie autorskim i prawach pokrewnych oraz ustawy z dnia 27 lipca 2001 r. o ochronie baz danych.

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