Kpop- Love It, Hate It But You Can't Ignore It!

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Wackadoodle
Apr 17, 2019   •  45 views

Even if you do not identify as a part of the colossal fandom Kpop has attracted within the country, over the past decade, you cannot deny being cognizant about its global reach and a musical empire it has set on creating. Kpop refers to the music genre from South Korea encompassing music styles like hip-hop, rock, R&B, rap, EDM. An article published by TheEconomic times states “India to be the last South Asian country to experience the Korean wave” as quoted by Kim-Pyoung, Director of India’s Korean Cultural Centre. ‘Hallyu’ is a Chinese term referred to the massive wave of the Korean culture, hit world wide.

Kpop groups like BTS, EXO, GOT7, Shinee, Girls Generation have drawn fandom at a humongous level. In 2016 Vh1 India started with a new segment ‘Kpopped’ on Saturdays, streaming popular BTS songs. A similar move was followed by 9XO.

The north eastern states of the country, especially Manipur, paved the way for the ingress of the Korean entertainment industry in India. While the Revolutionary People’s Front took over the region, imposing a ban on all the sources on entertainment ( Indian daily soaps, TV channels), South Korean sources of entertainment made their way into people’s life. Kpop had entered India but what struck as a giant wave, spreading the Kpop frenzy all over was PSY’’s ‘Gangnam Style’ in 2012.

Along the Korean pop music; Korean drama, movies, beauty regimes, cosmetics and cuisines have been great influence globally. They have managed to form a sub culture within the country. Craze for Korean movies, drama and especially beauty products does not lag behind. Korean Skin care regimes, face masks and products have been a hit in the Indian market. ‘Innisfree’ a South Korean brand has seen a tremendous growth since its launch. Upto fourteen offline stores have been launched in various citites. More than 500 South Korean beauty products at Nykaa, one of India’s major shopping store for cosmetics, make for almost 30% of the revenue.

South Korea seizes a considerable portion of the market, worldwide. They are well aware of the culture associated with their target audience and strategize to launch their products in a manner to hit the maximum number of audience.

The first official Kpop contest in India was held in Jawahar Lal Nehru Stadium at delhi. It marked the presence of only 337 people (37 contestants and 300 spectators). While the latest Kpop contest held in 2018, it was the seventh edition with thousands of spectators and contestants as a testimony to the increasing love for the Kpop. The auditions were initially held online, proceeding to a regional level (held at various cities) and followed by a grand finale at the capital.

But what makes kpop any different from the other music videos or what goes behind making kpop so hit a culture?

Addictive music, immaculate dance routines performed by the trained artists, exceptional song writing is one facet which appeases the most to the youth.

At the age of 10-12, children are auditioned through talent hunts organised by music studios. The selected students are made to attend special schools. They are trained for the glitz and glam of the future they would soon be a part of. Singing and dancing sessions are fixed and rehearsed. Lessons to a moral and professional behaviour are imparted which can be quite gruelling. Exotic setting/location, charming faces, immaculate choreography, might be appealing to the masses but what what goes behind is all aimed at churning out numbers as a business. Teenagers and arstists face a lot of exploitation in the industrty. There have been complaints regarding the mistreatment and the rigorous contracts, artists are subjected to.

Although Kpop has not been a novelty in the country now, it is yet to weave an atmosphere of frenzy down south. However, the pace of accelerating events indicate an unprecedented boom for the Kpop industry in the country.

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