Joseph Hwang 1. Individualization of Value If I were to be asked to provide a concise definition of art that is grounded in the human senses, I would suggest that the key elements are "look (visual perception)" and "storytelling (narrative)." Any entity must exist in a cognizable form to communicate with other living beings. This form can be described as "appearance," while the narrative provides a temporal dimension, thus giving the entity life. It is only through the medium of life that art can create meaning; through this same medium, the message of that meaning can be conveyed. It was previously stated that the economic value of each musical composition is unique. Similarly, the financial value of the artist who performs and delivers that music is also variable. Since music is an aural phenomenon, it lacks a visual representation. However, the artists who create and perform music possess a visual identity. Each artist possesses a distinctive appearanc
Transcript of an Interview with Mr. Kim Hyung-suk, Composer-producer of the Godfather of K-pop and BTS, at the Sheldonian Theatre, Hosted by Faculty of Music, Oxford University. Part 6
Joseph Hwang
* On July 4, 2024, Mr. Kim Hyung-suk, the godfather of K-pop and one of Korea's leading composers and producers, gave a lecture and interview at an event hosted by the Faculty of Music at Oxford University. Here, I will post a series of interviews based on the Korean summary of Mr. Kim's interview, with some of my commentary.
** I am especially grateful to Ms. Jieun Kiaer, a professor at the Faculty of Asian and Middle Eastern Studies, for arranging and hosting this lecture and interview.
Question #6.
What some of our experts are saying. At the end of the spectrum is the prediction that K-pop is over and that Chinese or Indian pop music will take its place. Is K-pop past its peak and destined for an apocalypse? How does producer Kim Hyung-suk envision the future of K-pop?
Answer #6.
The word most similar to trendy is, paradoxically, tired.
"The funny thing is that the word most similar to trendy is ironically cliché."
However, K-pop is not just a word that applies to a musical genre. I think K-pop represents a new paradigm of how the relationship between artists and fans should be mutually developed in a platformed music market. I consider it a kind of new cultural revolution.
So while there may be some pessimism about the future of K-pop, I don't think it is doomed to a quick demise given its many possibilities. Rather, I have convinced myself that K-pop has the potential to build on its existing successes and make even greater strides, and I'm optimistic about the future of K-pop for the following reasons.
- Embracing cultural diversity and global expansion
K-pop is currently embracing diverse cultures and languages to connect with fans worldwide. I anticipate that K-pop can expand and attract fans worldwide through the activities of groups including multinational members and the production of content in multiple languages. I estimate that unlimited opportunities for K-pop to leap to the next step as a global culture exist.
- Advancement and innovation in a K-content
K-pop is constantly evolving and trying out new musical styles and concepts. Every year, unexpected concepts and content continue to emerge, and there are a lot of truly novel endeavors, not just the obvious imitations and similarities.
For example, we are creating new experiences for our fans by collaborating with content industries such as K-dramas, K-variety shows, and K-movies, not just music. Especially in recent years, I think there has been a lot of globalization not only in the music industry but also in the movie and drama industry, and I conclude that the music industry will continue to be a sustainable business because music is one of the most important elements in these content industries.
- Strengthening Korean-owned platforms
The K-pop industry communicates directly with fans, not only through existing global streaming platforms but also through the platforms created by Koreans. For instance, from “V LIVE” to "Weverse" now. We started with the traditional Instagram and Twitter, but we are utilizing our platforms to make relationships with fans and create communities. By having these platforms, we can provide exclusive content to our fans, and I think we are strengthening our fandom through their participation.
- Global collaboration and global market entry
K-pop is entering various markets by collaborating with the music industry in other countries. In recent years, we have collaborated with musicians from many countries, such as the United States, Europe, and Southeast Asia, and conducted activities aimed at the music markets of each country. This collaboration or localization allows us to expand and deepen our roots by creating localized content that embraces the local culture of these countries.
- Training and talent development
Under K-pop's system, we can discover and develop talent in different countries. We can conduct trainee programs in Korea including abroad, and produce artists who can be active in the music industry in their respective countries. If you examine the current status of the major artist management companies, you can find that they all have systems in place to discover talent globally, I think this is just the beginning, and they have the opportunity to develop further.
K-pop has already gained global influence and has the potential to grow even further by embracing cultural diversity and innovation. We believe it can maintain its constant popularity by trying different approaches in the global market and developing innovative and competitive content.
* Joseph's comment:
The reason why I see a bright and positive future for K-pop is the evolution of fandom generations. Most cultures that start as minor tend to become the exclusive domain of a small group of enthusiasts and then eventually spread to the general public. Even today's major cultures were once minor. Before K-pop became a global hit, K-pop fans outside of Korea were a minority, but as time passed, they became less and less limited to a specific group, class, or generation.
If you go to a K-pop concert abroad, you'll see fans ranging from teenagers to middle-aged adults and even senior citizens. As the teenage K-pop fans grew up and became young adults, they were replaced by new teenagers, who introduced their parents to K-pop, who became middle-aged K-pop fans, and so on.
One of the reasons why the K-pop fan base is growing and diversifying is because K-pop production companies are constantly discovering and debuting K-pop artists. Over time, K-pop artists have become more diverse, creating artists with greater acceptance and a wider range of backgrounds, thus creating idol appeal. It's not just about girl groups, but also about debuting boy groups, which attract a wider range of fans.
Like a well-oiled machine, the K-pop artist discovery system, production system, and distribution system send love to the world, with online communities and social media at the center. It is not just a fad that has lasted for a few years, but it is creating a global effect and reaction and has become established. It is expected that more diverse and innovative K-pop artists will continue to emerge in the future.
How K-Pop's Once-Unstoppable Formula Is Evolving (Bloomberg Originals)
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