The Rise of K-pop: How BTS and Black Pink are Taking over the World

The Rise of K-pop: How BTS and Black Pink are Taking over the World

Pop music global reach has drastically changed due to several factors like demography, growing wealth, and the need for semblance with America's culture. However, South Korea has gotten a new face and have become a growing force to reckon with in the world of pop music. Although modern K-pop (Korean pop) emerged in the 1990s, the genre's popularity has skyrocketed in recent years, largely due to the influence of social media and the online platforms that have amplified its stars' reach. Today, K-pop, has been gaining significant popularity in the United States in recent years.

K-pop has now become a $5 billion industry. While English has long dominated the charts, language barriers in music seem to be breaking down. In fact, K-pop's rise has sparked growing interest in the Korean language; according to the Modern Language Association, the number of students studying Korean at U.S. universities increased by nearly 14% between 2013 and 2016, despite a general decline in enrollment for most other languages.

The immense success of PSY's "Gangnam Style" in 2012 is often seen as the start of this trend. Iconic boy group BTS and renowned girl group BLACKPINK are also considered pioneers of the genre. For instance, BTS boasts over 17 million Instagram followers and were reportedly the most tweeted-about celebrities globally in 2018.

BTS

BTS is kpop boy band from BigHit Entertainment. BTS means Bulletproof Boyscoucts in korean but they have recently changes their english name to Beyond the Scene.The group comprises seven members (3 rappers and 4 vocalists) and debuted on June 12th, 2013.

While they are mainly known for their collective success, which includes their various charitable endeavors, each artist has begun to pave their own path and develop their individual fandoms.

"We do make sure that one person doesn't stand out," Jungkook told Miss Vogue in 2018. "But then we are really unique. We all have our style, so I think we all stand out. We each have our own roles and positions in the band and then we work together to make sure we all try hard for the Army."

The Black Pink

South Korean girl group Blackpink became the first Korean group to perform at Coachella (watched by Kendall Jenner and Hailey Baldwin/ Bieber, no less) and also broke the YouTube record for the fastest music video to reach 100 million views.

Not only did their single, Kill This Love, reach the milestone in under three days, it took the record from fellow Korean pop star Psy. Gangnam Style, anyone?

Plus, Blackpink's video reached 56.7 million views in its first 24 hours alone, which meant it also broke the record for the highest number of views in the first day of release - taking the title from one Ms Ariana Grande.

But this record was swiftly broken by the song, Boy With Luv, by - yes, you've guessed it - BTS, which reached 74.6m views in 24 hours last week.

The Reality

While the successes of BTS and BLACKPINK are second to none for the average K-pop group, the notoriety of both groups has paved the way for newer artists to acquire a solid American fanbase. Popular names in the current K-pop scene include Stray Kids, aespa and NewJeans.

The big question is "what makes this music appealing?"

The answer is not far from the variety of music genres within the industry. K-pop truly has something for everyone. NewJeans and Stray Kids, two groups at the forefront of K-pop’s fourth generation, are great examples. NewJeans is characterized by dreamy bedroom pop tracks, playful choreography and Y2K-inspired stage outfits. At the other end of the spectrum, Stray Kids has a heavy EDM and hip-hop influence, with energetic, powerful dances and stage outfits reminiscent of punk fashion.

You cannot also exterminate the fact that K-pop artists, also known as idols, are expected to excel in both dancing and singing, while simultaneously exceeding Korean beauty standards. There are strict limitations placed on idols’ personal lives as well.

Conclusion

Perhaps K-pop is capitalizing on a market otherwise left untapped—a market left behind by massively successful groups like NSYNC, the Backstreet Boys and One Direction. It’s simple: people enjoy the unique dynamic of a team. For many, K-pop is a lifestyle and a way to connect with people by create long-lasting, meaningful bonds. K-pop is on the rise, and the community it builds is evidence that it is here to stay.