What defines the 4th Generation?
The fourth generation is characterized by a much stronger use of digital media such as social media channels and the groups also target the global music market very early on. Also, of course, the generation was very much influenced by the Corona Pandemic. Among other things, it led to the development and promotion of online concerts.Below, we’ll explain the different aspects in a bit more detail. As you’ll see, they’re closely linked.
Greater use of digital media
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Of course, previous generations have already used digital media to market their music and get in touch with fans. This refers primarily to the third generation, which was the first to turn to online marketing. But the fourth generation is doing much more online:
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By now, new idol groups open an account on Youtube, Instagram, Twitter and Co even before their debut and upload videos and photos of themselves there. In this way, they often gather followers in advance who cheer them on from the very beginning. Since fans all over the world can easily access this content, K-pop groups are also building an international fan base much faster these days. That’s why it’s now not uncommon for new stars to have even more international fans than Korean ones.Today, idols also regularly use Tiktok or Instagram for dance challenges and many other events. In addition, new platforms like Universe keep popping up, through which fans can even chat with their favorite K-pop idols!General, new groups are expanding their reach much faster than those from previous generations thanks to digital media, achieving major milestones early in their careers.
Global fame
Thanks to the popularity of K-pop worldwide, which we owe largely to the international breakthrough of BTS, among others, the fourth generation is strongly targeting the global music market. Of course, various K-pop stars have tried to gain a foothold for example in the U.S. before and have given concerts outside of Asia, but it’s only been in the last few years that K-pop has really been noticed by the international media.BTS gained attention because they were the first Korean idols to appear on international entertainment shows like “The Late Late Show” or “Good Morning America”. Today, it is almost normal for popular K-pop bands to be invited by such shows. This applies to second- or third-generationbands that have been in the business for a while as well as fourth-generation bands that have just debuted.Even groups that don’t perform in such shows gain international fame much faster nowadays, simply because K-pop in general has a very different status now than it used to have, and millions of K-pop fans worldwide watch videos and look for new songs every day!In addition, Korean entertainments like JYP, SM, YG or HYBE are collaborating more and more with Western record labels, promoting their stars’ careers outside Asia.
The influence of Corona
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The global pandemic of course also hit South Korea and with it the Idols. Suddenly, bands had to perform in front of empty auditoriums and had no opportunity to meet their fans.
New groups that started their careers in 2020 and later even didn’t experience what it was like to be cheered live by fans until months or years after their debut. That’s because it took a long time for the world to get a grip on the Corona pandemic enough to allow spectators back into shows under strict restrictions.Although the K-pop scene was caught off guard by the pandemic and was turned upside down, some have found a way to deal with the situation in the best possible way.In April 2020, for example, SM Entertainment launched the world’s first paid concert streaming service in collaboration with the online platform “Naver”! The streaming service is called Beyond Live and offers fans the chance to see their stars live, even if they can’t be there in person. But Beyond Live is more than just a replacement for traditional concerts, as they feature elements that only online concerts can offer. Among other things, it uses modern technologies like augmented reality to make the events unique. In addition, Beyond Live allows real-time interactions between the idols and the audience in front of the screen.
In August 2020, JYP Entertainment joined the newly formed Beyond Live Corporation and by now other entertainments are also producing their own online concerts. The online concerts continue today, when normal concerts are possible again, because they are much more accessible than events in Korea, especially for international fans.Of course, the Idols and their fans also communicated online much more than before. That’s why in 2021, among other things, the Universe platform was developed, through which fans and Idols can chat with each other.So Corona has been driving technological developments, creating new platforms that we can continue to use in the future.
Finally, we can say that the fourth generation is more competitive than the previous ones. Nowadays, there are so many new bands and solo artists debuting in a year that it’s hard to break through and become successful. Although there are more groups than before that make it to the top of the charts, just as many go under and disband after a short time.
Source: https://t-tees.com
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