The Americanization of KPop
Korean pop has come a long way since the release of the global hit “Gangnam Style.” While KPop undeniably has Western roots, the genre still has its unique flavor and style, separating it from traditional pop. However, the current music produced by this genre is more American than ever, from industry giants like releasing titles sung in English with BTS’s “Butter,” “Permission to Dance,” and “Dynamite” to increasing collaboration with American artists with Rose and Bruno Mars’s “APT,” to companies debuting members who are fluent in English.
One key reason for pursuing a Western approach is that music sung in the lingua franca generates more revenue. After BTS’s breakout in the Western market in 2017, it didn’t take long for HYBE(formerly Big Hit Entertainment) and companies to catch on to the fact that targeting the West would be highly beneficial to the success and longevity of KPop. BTS has since focused more on appealing to its global audience, releasing more English titles and collaborations, resulting in numerous accolades, chart-topping hits, and a level of fame non-American music artists can only dream of. However, this tonal shift has made their previously experimental style bland and caused them to lose some of their underground appeal. BTS’s successful integration into the Billboard charts has created a ripple effect on KPop. The current sign of success is measured by whether or not a group is topping the Billboard Hot 100 and receiving Grammy nominations. Newer groups like ITZY, NewJeans, Aespa, and TXT all consider modern trends when releasing their music. It’s safe to say that the future of KPop is American.
From a business standpoint, the Americanization of KPop is a clever workaround for strengthening an artist’s stand in the music industry, which needs to be more saturated. However, the issue lies in the westernization of music, which took away the initial appeal of KPop and delivered something fresh and wholly novel to its fanbase. The dilemma between commercial success and artistic integrity is at the heart of this issue. Should KPop continue its quest for fame and revenue or return to its experimental roots, even if it means sacrificing some of its commercial appeal? This is a question that KPop fans and industry analysts must grapple with as they consider the future direction of the genre.
