Even as someone who has been following the K-Pop scene for years, the industry still holds many secrets from me and even with the music itself, the language will always be a small barrier to my complete understanding. Although my sister will be the one participating in the autoethnographic study, researching deeper into the industry and the music videos has shown me that the ideals and themes are absolutely teeming with Korean culture – even more so than I initially realized.
The final product for my digital artefact will be Prezi which will include not only my sisters experience with K-Pop, but also a breakdown of what are the most important parts of the music and a small case study to give a relevant example. One question that I chose to look at was whether K=Pop is actually Korean. My initial reaction was yes, of course it is. It comes from Korea, the choreography and fashion trends that become popular because of their video clips is not something seen in American music charts, and just the sheer size of some these groups is unheard of in Western culture. But then I delved a bit deeper and found that it is definitely more Westernised than you’d initially believe.
When the latest wave of K-Pop rose in the 1990s, artists began incorporating popular styles of American music like rap and techno house while simultaneously following an American song model. There are quite a few K-Pop songs out there that are essentially covers of popular American tracks although the lyrics are changed to Korean and a memorable choreography is also included. Girls Generation have done this several times and to great success with a track called Run Devil Run which was originally sung by Kesha. Surprisingly, I actually heard Girls Generation cover of the song first since Kesha’s version did not gain much traction on Australian billboard charts and I wasn’t a big enough fan to listen to her full album. It was interesting to learn that this had initially been an American song, but in my mind, with the addition of the music video, Girls Generation definitely changed it to a K-Pop track.
Although the music is influenced to a degree by American music, the K-Pop industry itself is unique to what you would find in the USA and this can be be attributed partly due to the differences in culture. Even in Australia, we grow up with an “every man for themselves” mindset while Korea holds a more collectivist culture which can be reflected through the way the K-Pop industry operates. Being a fan, it has been clear for me from the onset of my interest that solo artists are definitely the exception rather than the rule and many of those who end up moving towards a solo career were often in groups beforehand. However, I didn’t look further into this unique characteristic and, as it turns out, there’s actually quite a few reasons why Korean music companies prefer larger groups.
Even if you haven’t experienced it first hand, many music fans would have had to deal with a cancelled concert due to an artists sickness or even injury. With the large amount of performers that these K-Pop groups have, if a misfortune befalls one of the members the rest of them are still able to continue a concert allowing for more flexibility for the label. Recently JinE, a member of group Oh My Girl! was put on hiatus because she has been suffering from anorexia nervosa and her label felt it was best for her to receive the treatment she required. However, since the life of an idol is kept busy with promotions and performances, the rest of the eight-member girl group will continue with their activities. This example raises questions about beauty standards in Korea and the pressures idols receive to maintain an ideal look, but that is a whole topic within itself.
Apart from the focus on groups, K-Pop artists tend to hold lower agency over their work. When I was approached with this idea, it made me think of record companies and how in the Australian industry, making music independently from any label is seen as a badge of honour. Then, when I thought about the K-Pop groups I followed, I realized that every single one was part of a larger entertainment company. This means that K-Pop songs are heavily regulated and prepackaged which you can see through their pin-point choreographies and the similar fashion they wear in music videos. Although fans will have their bias (favourite member of a group), it is only through variety shows and sometimes live performances where viewers actually get a better glimpse of individual idols personalities.
It was interesting to find that even after years of following the K-Pop industry, my knowledge was still quite limited and, in some ways, I was still an outsider looking in. I was aware of the typical themes found in K-Pop such as the choreography, fashion and those memorable English phrases scattered throughout the songs – after all, this is what drew me to the genre in the first place. However, there will always be things I don’t understand simply because of cultural and language barriers; some of the translations may not be exact in English and there are some cultural references that I would never have heard of before. Luckily, completing this digital artefact will hopefully fill in a few holes of missing information and allow me to continue enjoying K-Pop, just on a more detailed level.