K-pop: Individual Cognition Theory

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 appearance and biography. 

K-pop is predominantly a genre of music performed by groups. One group member assumes a specific role in the performance, singing and dancing in conjunction with the other members to create a unified presentation. The collaborative expression of multiple artists has become the defining characteristic of K-pop. Although it would be optimal if all group members were equally admired and appreciated by fans, this is not a realistic expectation. There is a diversity of preferences among fans concerning each member.

Before the emergence of K-pop idol groups, rock bands were a prominent musical phenomenon. Even within the context of rock bands existed a hierarchy of positions, with some being more visible than others. The most sought-after position was the vocalist who led the band's performance. In the event of internal discord within the band, some artists would opt to pursue a solo career, with the vocalist most likely to depart. The general public has historically preferred the vocalist at the microphone, among the entire band. This phenomenon was designated "Individual Cognition Theory" in my 2004 Korean publication, Music Business. 

These observations collectively indicate that even when listening to the same song, individuals exhibit varying preferences, and that the public's attention to the artists within a group is not uniform. In this context, attention can be considered an asset, and thus, the more attention a member receives than others, the greater their economic value. 

In the context of K-pop idol groups, an artist of the group who emanates more aesthetically attractive physical characteristics tends to garner greater attention from their fans. This phenomenon, whereby physical appearance is prioritized in the recognition system, is an inevitable consequence of the fact that, as long as living beings exist in time and space, they must represent their existence in some way. Value is generated on an individualization and differentiation basis, rather than in a unified standardization.

2. The Uniqueness of K-Pop Idol Contracts

A group can be defined as a collection of individuals. The formation of K-pop idol groups commences with the recruitment of individual members. Notably, their contracts are exclusive. The objective of the agreement between the management company and the artist is to delegate the artist's activities to the management company. The contract stipulates that the artist will engage in activities as an individual artist and as part of a group. The management company is entitled to determine whether the artist will perform as an individual artist or as part of a group. This implies that in the event of an artist's departure from a group, the exclusive artist contract will not be automatically terminated, and the artist will remain under the management company's control. Furthermore, if an artist is part of a group, the management company possesses the rights to cause for the artist as group activities and a solo career concurrently. 

K-pop idol contracts are distinctive in they possess the legal capacity to bind individual and group activities. It is not straightforward for the individual member to leave a group, even if they have gained greater fame than the other members through group activities. In a K-pop idol group, the more popular artist is typically required to undertake greater artistic activities than their less prominent colleagues. Furthermore, in some cases, they may be obliged to share the profits derived from their endeavors with the other members. Such circumstances may result in a deficiency in collaborative efforts. In addition to pursuing a music career, some members of the group transition to acting, a decision that allows the management company to leverage Individual Cognition Theory to their benefit. Artists who become more recognizable than other group members typically transition to solo activities following the conclusion of their exclusive contract with the management company. The only viable strategy for leveraging the public attention garnered through group activities is to cancel or terminate the agreement.

3. Storytelling

Individual artists who have gained public attention and recognition for their appearance will have their life stories revealed throughout their work, as will the circumstances that have led to their becoming well-known. This is the process by which a particular appearance becomes the basis of a narrative. Incorporating storytelling elements into a visual presentation can enhance its ability to capture and retain an audience's attention. The artist's persona is tailored to align with the public's expectations. 

Should the storytelling process reveal a particularly disadvantaged upbringing, the public will express a greater degree of favor and interest in the artist. The incorporation of a sympathetic or extraordinary event into the artist's narrative serves to enhance its strength. However, if the narrative is anti-social, such as one involving bullying or drug experiences, it can have a profoundly negative impact on an artist's career. The capacity of narratives to influence and shape social perceptions is a formidable force. 

Stories reinforce the “Individual Cognition Theory” of artists.

4. Origin of Creation: Individual

The genesis of original creation can be attributed to the individual. The formation of a group can be considered a collection of individual members. The articulation of an idea is inherently personal and individualistic. Upon expression, an idea is disseminated to numerous individuals, undergoing modifications and developments in the distribution. Regardless of the aesthetic appeal of a tree, it remains a seed.

The "Individual Cognition Theory" is an inescapable factor in human appeal. The question of origins is fundamental to the creative process and ultimately, the individual is responsible for initiating this process. Individuality is scarce resources, and the public is drawn to an artist's personality. An engaging personality captures the public's attention, and the capacity to maintain focused attention is transformed into the artist's professional assets. This process is the most unusual and specialized property of any method of economic activity that mankind has ever discovered.