Social Media Marketing: From Rags to Riches - How New Media Has Revolutionized the Music Scene in South Korea
September 12, 2018
In regards to my research topic, I plan on honing in on how (when done correctly) new media can largely launch a "nobody" into absolute stardom—from rags to riches. To elaborate, I will be discussing how many South Korean pop artists (from the musical genre K-pop) have been able to effectively utilize social media marketing in order to create a name for themselves and garner a massive following, something that may not have been able to be done to this capacity with old media. Aside from the positive impact marketing in new media has established in relation to catapulting music artists to the limelight, I also plan on addressing the negative impact that comes hand-in-hand with the subject of noise marketing. With the good comes the bad, and in the case of K-pop, there has been a recent string of accusations against once "nobody" artists who have suddenly surged on music charts and, subsequently, were accused of chart manipulation, effectively tarnishing their reputation in a culture dominated by the public's reception. With that said, I will be addressing numerous artists on both sides of the spectrum as each K-pop act's journey is different in terms of a case-to-case basis, as well as how the road paved by today's artists can affect the K-pop scene in the near future with the evolution of new media tactics and marketing.
K-pop group BTS accepting their award for Top Social Artist at the 2017 Billboard Music Awards,
defeating Justin Bieber who had previously won the said award for six consecutive years.
Image via Billboard.
defeating Justin Bieber who had previously won the said award for six consecutive years.
Image via Billboard.
1 comments
Hi William, I have never heard of K-Pop since last year, but I can say the rise of South Korean music has to be definitely influenced by new media! This is evident in Twitter's trending page and Youtube trending videos which are always heavily dominated by K-Pop.
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