準備好了嗎?K-pop浪潮已真正打進美國

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  • 準備好了嗎?K-pop浪潮已真正打進美國

      201905/0714:51

    ◎就在短短幾年前,K-pop浪潮似乎不太可能真正打進美國,許多人都曾嘗試但大多數失敗了。隨著男孩團體BTS崛起,他們不但兩度拿下Billboard專輯榜冠軍,也帶動另外6位藝人/團體進入排行榜,讓這一切都發生了變化,將K-pop帶入了美國主流。

    ◎雖然不太會在廣播中聽到很多K-Pop歌曲,對於該音樂類型的粉絲而言這並不重要,因為社群媒體一直是K-Pop藝人的首選方式,藉由其他類型藝人只能夢想得到的熟練和熱情來增強他們的影響力。根據Billboard的報導,「Spotify的報告顯示,自2015年以來,收聽K-pop的比例每年增長約65%;而僅在2017年至2018年間,Apple Music在美國的K-pop年增長率為86%。去年Pandora音樂的K-Pop女團電台的收聽年增長率為182%,而其K-Pop男團電台則增長了90%。」Nielsen Music也表示過去3年裡K-pop音樂的消費量增加了一倍以上。

    ◎是什麼推動了K-Pop打進美國聽眾的優勢?業內人士表示有兩個因素。首先是與西方藝人的合作,BTS和Chainsmokers一起合作〈Best of Me〉,和Steve Aoki合作 〈Mic Drop(Remix)〉 ,導致Blackpink和Dua Lipa合作了〈Kiss and Make Up〉,儘管後者沒有以單曲發行,但仍在2018年闖入Hot 100排行榜。另一個要歸功於在美國電視台上的曝光,BTS出現在2017和2018年的Billboard音樂獎、2017年的全美音樂獎和2019年的葛萊美獎頒獎典禮上,這些獎項讓他們可以把音樂介紹給還不認識他們的觀眾。

    ◎有一件事是肯定的,我們不再只生活在本地的音樂世界中,因為來自全球各地的歌手都可以隨時讓美國的消費者聽到。在過去可能還沒有足夠的突破點,而現在美國的聽眾已經聽得到任何地方都可以聽到的東西,他們還想要更多。

    詳細全文:

    Just a few short years ago, it seemed unlikely that the K-pop wave would ever truly break on the US, with multiple attempts to break into the market falling short. This all changed with the rise of BTS, bringing K-pop into the American mainstream, and while you still won't here much K-pop on US radio, it seems it's here to stay.

    Guest post by Bobby Owsinski of Music 3.0

    A few years ago it seemed inconceivable that Korean Pop music, known as K-Pop, would ever break in the U.S. Many had tried but most seemed to fizzle, but that all changed this year with boy band BTS having not one but two Billboard 200 #1 albums in the last year, and 6 other acts reached the charts as well.

    You won't find much K-Pop on the radio though, as airplay has been hard to come by. That doesn't matter much to the genre's fans, as social media has been the artist's preferred way of growing their influence with a sophistication and fervor that acts from other genres could only dream about.

    According to Billboard, "Spotify reports that K-pop's share of listening has grown about 65 percent annually since 2015, and Apple Music had year-over-year growth of 86 percent in the United States between 2017 and 2018 alone. Last year, Pandora Music's K-Pop Girl Groups station grew over 182 percent in year-to-year listens, while its K-Pop Boy Bands station rose by 90 percent." Nielsen Music also states that the music has more that doubled in consumption over the last 3 years.

    So what pushed K-Pop over the edge with American audiences? There were two factors involved, according to industry insiders.

    The first was collaborations with Western artists. BTS doing "Best of Me, with The Chainsmokers, and with Steve Aoki on "Mic Drop (Remix)" led to Blackpink and Dua Lipa's "Kiss and Make Up," which broke into the Hot 100 in 2018 despite not being promoted as a single.

    Another is visibility thanks to American television. BTS appeared at the 2017 and 2018 Billboard Music Awards, the 2017 American Music Awards, and the 2019 Grammy Awards, which exposed the music to an audience that might have been unaware of it.

    One thing's for sure, we no longer live in a local music world, as acts from all over the planet are readily available for U.S. consumption. Where in the past that might not have been enough to break through, American audiences have heard what's available elsewhere and they want more.

     

    Hypebot

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