K-Pop has evolved significantly over the years, and one of the most noticeable trends today is the growing emphasis on idols writing their own music. While this might seem like a given in Western music, it wasn’t always the norm in K-Pop. Traditionally, idols were primarily performers, singing and dancing to songs composed by professional producers. However, in recent years, more and more idols have taken an active role in songwriting and production, a shift that has changed the landscape of the industry.
LE SSERAFIM has been making waves in the K-pop industry since their debut, and it’s clear they’re setting their sights on the global stage. With their unique sound, powerful performances, and undeniable charisma, the group has all the right ingredients to captivate Western audiences. But what exactly makes them stand out? Let’s take a closer look.
K-pop isn’t just about dazzling performances and addictive tunes—it’s also big business! The financial side of the industry is just as dynamic as the music, and entertainment stocks play a huge role in shaping its future. Ever wondered how companies like HYBE, SM, JYP, and YG are doing financially? Well, grab a seat, because we’re diving into their stock trends. Let’s go!
Published February 20, 2025
Understanding SM and HYBE’s Different Marketing Approaches
One of the most interesting things about K-pop marketing is how different companies approach it. A common observation is that HYBE takes a more “decent” approach to marketing—meaning, they don’t actively invest in playlisting, heavy online ads, or other promotional strategies that some other companies, like SM Entertainment and JYP, are willing to do. These strategies, such as paying for playlisting on Spotify or running ads to boost YouTube views, are completely legal.
But HYBE tends to rely more on organic fan-driven promotions rather than aggressive advertising. This gives SM Entertainment groups an advantage because their exposure is significantly higher right from the start.
aespa vs. ILLIT: Can Promotion Beat Organic Growth in K-Pop?
A great example of how different marketing strategies impact success is the recent release of aespa and ILLIT on the same day.
On October 21, 2024, both groups dropped new mini albums, sparking debate over their marketing strategies. aespa, backed by SM’s aggressive promotions, gained instant exposure, while ILLIT relied on HYBE’s organic, fan-driven approach.
Aespa’s song took off immediately, benefiting from a well-oiled promotional machine and an already established fanbase. But ILLIT’s success is more gradual, similar to what happened with NewJeans when they first debuted. In the long run, ILLIT’s performance will depend on whether the general public in Korea holds onto their song.
This also brings up an interesting question: when it comes to K-pop success, what matters more—music or visuals? Some speculate that it takes around $80K to chart on Melon, Korea’s biggest music streaming service. If true, it really makes you appreciate the artists who achieve success without heavy financial backing.
2024: A Huge Year for K-pop
The year 2024 has been a great one for K-pop and the entertainment industry in general. We’ve seen a resurgence of early 2000s pop influences in K-pop, and more idols are charting globally, transitioning from being just K-pop stars to international artists. But beyond just making it onto the charts, what really matters is staying there.
There’s a huge streaming market in countries like Thailand and India, where companies can pay for streams to boost rankings
Source: GWI - Music Streaming in APAC
This raises the question: is success in today’s music industry about reaching the charts, or about longevity? The real challenge now is sustaining popularity over time.
At the end of the day, marketing strategies play a huge role in shaping an idol group’s success. While SM Entertainment invests heavily in promotion to create immediate impact, HYBE relies on organic growth through fan-driven efforts. Both approaches have their strengths, and ultimately, success depends on how well the music resonates with the public.
One thing’s for sure—2024 has been an exciting year for K-pop, and there’s still so much more to look forward to!
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REWIND
MTV’s Video Music Awards (VMAs) have long been considered a major event in the music industry, but over the years, their credibility has been questioned. Why? Because the selection process often prioritizes popularity, controversy, and engagement over true artistry.
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Did you catch the Grammy announcements this year? If not, no worries—you didn’t miss much. The same cycle of winners, the same predictable patterns. It’s almost as if the awards have been running on autopilot for decades. Every year, especially among K-pop fans, the same question arises: Why do we keep expecting the Grammys to recognize non-American or non-English-speaking artists? After all, isn’t it an American award? It’s a fair point. Think of the Mnet Asian Music Awards (MAMA)—do they typically hand out trophies to foreign acts? Not really. So why do international artists even dream of winning a Grammy?
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When it comes to K-pop, every successful group has a distinct concept. While some fans argue that newer girl groups are starting to look too similar, the reality is that great K-pop branding requires meticulous planning. So, how do entertainment companies decide on a group’s identity, and what makes one group different from another?