On 4th of November (KST) at the ceremony of Youtube Awards located in
New York, Girls' Generation surpassed Lady Gaga, Justin Bieber, One Direction to receive Video of the Year, along with Artist of the Year - Eminem. Immediately, the media gave the 9 girls the title "Big Winner".
Although Kpop artists competed on Youtube is not unusual, but Korean
artists beating such an artist like Lady Gaga at a global ceremony like
Youtube Awards and received a trophy is still something that should be
recorded in the history. In addition, the awards aren't designed for
Asian artists but in the main category. The compete period of cultures
is starting now.
▶ Becomes the centre point of music industry
Kpop is not only appearing on few places in the world but collaboration
projects with outside producers is also a perspective that is aiming
for. Showing music composed by international producers helping Korean
artists more rapidly catch the global trend. But the core in this is due
to SM Producers. It's not because of buying an English songs, it's all
due to the way they work and collaborations with SM.
The number
of songs imported to SM, each week from domestic and international are
about 150-200 songs. This is the result of increasing the artists web
inside and outside in pass period. Also, each week, there are tens of
songs composed by artists from Song Writing Campaign Collaboration
Studio. Head of producers of SM Entertainment Lee Sung Soo revealed: "We
rate songs that received through A&R monitoring and edit songs so
it suits the artists more. After receiving the producer (Lee Soo Man)'s
perspective then it will be picked.
"I Got A Boy' this time by
Girls' Generation had gone through processes of levels of SM. The head
of the room Lee revealed: "The outtro part has moved to intro, divided
the songs into parts like puzzles, created a new illustration and has
been various of plans. In this process, we created a new puzzle that
needed for the illustration.
This process took from 3 to 6
months. The head of the room Lee said: "The work started from the idea
of the producers, then continue with A&R and based on the
understanding and deals between the producer and author."
The
choreography is similar. The head of manager Tak Young Joon said: "At
first after deciding on the songs, the group will open a meeting and
determine a suitable concept for the album and then inquire choreography
that somehow expresses the best for that concept."
Network
system is also vital. Around 20 members of the releaser and A&R of
SM will classify all the artists from inside and outside the country,
and through that list has been classified, so we could contact with
them. This process takes lots of effort, from maintaining relationships
through emails, contacting the authors, to through collaboration studio
of SM and inviting them to collaborate.
▶ Hallyu won't have to aim internationally
Despite the fact Girls' Generation is being favorite abroad, SM still
won't move their centre activities outside Korea. There are sometimes
the group has activities at America but mostly it's not for promoting.
This is a strategy "not aiming America". Nowadays, they don't have to
aim abroad like before, this award is a first signal.
Green
light has turned on. Though there has been no official activities at
America but the country that watches MV "I Got A Boy" the most isn't
Korea, it's America. Global popular channels such as Billboard also
updates news about Girls' Generation's comeback.
To be able to
do this, this promoting strategy on social networks is really important.
A representative of the media team said: "Due to lots of people keep
track global channels and social networks so we have to organise someone
responsible for this. Including promoting a MV, we have to focus on
creating best conditions for fans be able to watch HD MV and enjoy
sharing this video".
Everytime there's a new song, SM always
upload HD MV to SMTOWN channel and share it through social networks such
as Twitter. Interviews of artists and promoting album through various
languages (Korean, English, Chinese, Japanese...) also be released,
along with that is sharing videos outside the MV. A representative of
the media room added: "We are currently analysed the social's trend,
global channels are changing, researches always focus on various
global's media not only Youtube and effortlessly finding new trends".
▶ American artists are stars of the world? No way!
The market changes, this leads the concept of the stars also changes.
It has passed the period that artist who be loved in America are stars
of the world. Now this title belongs to the artist who rules the global
market. Can't be neglected that Girls' Generation receives loves from
America but about beating top stars of America like Lady Gaga and Justin
Bieber is something brings the mean that Girls' Generation has stepped
in global market not only America.
This award has attendance
from global social networks, created a new style of market. According to
the new a year-recorded data, votes that the audiences voted are mostly
not divided, which makes the MV in top 10. The strategy of votes and
promotion through home page can see that Girls' Generation beat American
artists. At other categories, Psy also received lots of vote.
A
representative of SM Entertainment said : "Success in the U.S. does not
mean standing on top of the world , but my main goal is to focus the
world's attention to Asia . We are expected to make new successful model
here."
SM Entertain defined: "Only create products with full
of cultures, it's a way Asia becomes the top of the world will open.
This is now actually the time of cultures competition starts."
Source: TC Korea
Translation: totoropie @TheSoneSource
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