It’s 2022.
BTS have been confirmed as nominees for “Best Pop Duo/Group Performance” at the Grammy Awards. Blackpink are riding off the success of the solo debuts of members Lisa and Rosé, after completing their first shows in the UK in 2019.
There’s no denying that K-pop is taking over the West.
The Hallyu wave refers to the spread of Korean culture; think 2012’s viral sensation “Gangnam Style” by PSY, or the hit K-drama Squid Game, produced by Netflix last year. Fandom culture has contributed to the increase of Korean media awareness across the world. Open Twitter and you’ll see the effects of “K-stans” on social media, with topics such as girl group Aespa trending daily.
Several musicians we love have collaborated with K-pop acts – a partnership with BTS inspired the second lead single from pop-rock legends Coldplay’s ninth album, “Music of the Spheres” in 2021.
Music is not just music when it comes to K-pop; it’s a way for artists to engage with fans both nationally and abroad, with popular variety shows such as After School Club, and international fansigns (meet and greets crossed with book signings, and about a thousand screaming fans).
It’s a factor in a listener’s identity; who they listen to, who they don’t, even the favourite hairstyles of group members over the years. It’s not just a pastime; it’s a lifestyle.
So, what does the rise of the Hallyu wave mean for music as we know it? It means change is in order.
Artists, management and creative teams alike will need to jump through hoops to accommodate fans like their Eastern counterparts. After all, if the Hallyu wave has taught us anything, it's that musicians are nothing without listeners.
What are your opinions on the Hallyu wave? Be sure to leave a comment, or feel free to post in the “Your Thoughts” page of our “Let’s Talk” forum. Happy listening!
Listen to the latest K-pop releases here (Source - #NewMusic Top Charts via YouTube):
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