It’s the golden question that all the labels want to answer. How to tap the biggest market available to music artists.
My take on it is pretty simple. It’s not possible… currently. And the reason why it isn’t possible is because of a fundamental difference in the music markets of Korea and the US.
In Korea, what breeds success in mainstream artists is completely different than what is needed in the States. In Korea, you need to be an all around entertainer. Just being able to sing well won’t cut it. You have to look good, you have to dance well, you have to sing or rap, you have to have a ton of stamina, and for your variety show reputation’s sake, you have to be funny. In the States, all of those are good things, but what it really takes to succeed is raw talent coupled with charisma and a whole lot of luck.
The United States of America make up a pretty big ass country. There are tons and tons of very very talented people that will never be recognized as artists. In the band scene, you have to create a lot of hype and have the monetary assets to persevere through that initial unknown stage. As a solo singer, you have to either win American Idol (which in itself still doesn’t give you much) or know people and get signed to a big label. Take a look at how many people dominate the AT40. It’s a mix of names you’ve heard of for the past 3 years and one hit wonders who you know will never show up again. In Korea the ones who dominate the charts are well established artists with big fanbases, and that constitutes most of the idol groups. Recently, there’s been a move towards solo artists becoming more popular thanks to the hit show, I’m a Singer, but I digress.
So while these differences provide a huge obstacle, companies still throw their artists at the wall hoping that one will break through, and for the most part, the artists who have tried to debut have done so so… until one thing or another stops them dead in their tracks. With the Wonder Girls it was sheer inactivity (more to come on this in a later editorial) while with Se7en it was YG being greedy.
Strategically, I think that to succeed in America, the style of music has to fit. You have to remember that America is no longer used to groups, at all. The era of the 80s and 90s are long gone. To get your music played and to get it popular in America, one of two things must happen. Either you turn your music into grinding club music that’ll get played at nightclubs, or you get your songs on the radio, a lot. Here in America, when you turn on the popular station, every 10 songs, there will be a repeat, guaranteed. Both Se7en and the Wonder Girls went with option two, Se7en going with MTV and a music video getting an “established” artist in Lil’Kim to feature for him while the Wonder Girls got a huge break by opening for the Jonas Brothers.
In short, in my opinion, K-pop should remain in Korea where it can continue to spread its influence. Maybe one day America will be ready for the full Hallyu wave, but until then we have SM Town and Hollywood Bowl to look forward to every year here in the States.
