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Korea’s strongest company’s (who gave birth to DBSK) Japan Strategy
K-POP special
“Why are Korean artists so powerful now?” S.M Entertainment’s Representative Kim Youngmin’s interview about SNSD
(Note: The following is SNSD’s excerpt)
During the first half of this year, the K-POP boom really started to rise suddenly. Girl groups from every record company started to announce their major debuts one after the other. From within the entertainment industry things like “Popular Girl Group OO from XX record company will debut” were said and you could read various rumors popping up here and there when reading K-POP related magazines.
Among those things like, “It seems we’ll finally be able to meet “the girls” at performances,” were increasingly said. “The girls” meaning SNSD. They’re a 9 member girl group and are considered national “Super Stars” in Korea. Universal Music’s NAYUTAWAVE RECORDS announced their debut for September and before that they will be having a Showcase concert in Tokyo in August. They have excellent singing abilities, model-like bodies, and with their large number they can make the best use choreography.
These girls have been training since they were kids. The people who produce the music and manage them also pushed BoA and DBSK to stardom in Japan, it is Korea’s greatest entertainment production company S.M Entertainment. It is not an exaggeration to say that the history of the idol boom in Korea grew with this company. In the 90s they created the “H.O.T” and “Shinhwa” who were leaders in the boy idol group boom. Other companies then followed their lead and shook it up a bit creating fierce competition. So, SNSD was created with 9 people, a female idol group with so many people had never been created in Korea before, until SNSD’s debut in 2007. By differentiating themselves from “Lip-Syncing Idols” they gained popularity, and other companies also began concentrating on their girl groups immediately. In 2009, The big boom of girls occurred.
In Japan, BoA was brought up to be a platinum artist together with AVEX, and DBSK also became a big hit. And finally SNSD is on their way to Japan. We plan on asking S.M Entertainment (AKA S.M.E)’s Korean Corporate CEO and also the Japan Corporate president Kim Youngmin the marketing secrets of becoming Korea’s star to Asia’s Star.
After entering S.M.E about 12 years ago I have been responsible for planning the strategies for BoA and DBSK’s Japan debuts. And this time it's my pleasure to have a chance to introduce a new group, SNSD, to Japanese people. They’re new in various ways so I thought we had to challenge that, so in August SNSD will have a Premium Showcase Concert at Ariake. Already the limited edition DVD with the tickets inside is currently sold out. But, I’m not surprised. As SNSD is already popular now, it was assumed that a venue of this capacity would be filled.
(Omitted BoA & DBSK part)
And this time our 3rd stars to be made from this company are SNSD and before they even fly out of Korea they will have the best brand power in Asia supporting them. When they go from 9 individuals to 9 as one, they will have overwhelming power. I think it’s the brand of SNSD. This time, A brand that has already been established in Asia is now going to Japan. Well, we hadn’t decided how to commence the landing in Japan yet, but I wanted to make it something large scale, so this time we’re going with a Showcase live.
I am looking into 2 changes that happened in 2010. First, attitudes have changed. Japan’s consumers’ uncomfortableness in regards to other Asian products has faded and they’re naturally starting to accept other products. Second, there has been a change in the environment. The internet is used widely in Japan now. People are able to come across artists’ activities in places like Korea, China, and Southeast Asia and they’re able to keep up with them in almost real-time.
The two overlap, SNSD who debuted in 2007 has been around for a little less than 3 years and are already known throughout Far East Asia due to their brand power. Therefore, we can use a different marketing strategy rather than coming out as a complete rookie.
SNSD New Development
Previously BoA and DBSK learned Japanese and their Japan activities were at least 6 months out of an entire year. First they created their foundation in Japan and after that they were finally able to debut. However, we’re exploring new development methods for SNSD.
However, being able to speak the local language as much as possible is a method we’ve used to promote our past artists. SNSD already includes a member who can speak in proficient Japanese. English can also be spoken because there are 3 members from the United States. There is also a member who is skilled in Chinese.
(Omitted Lee Sooman’s interview on BoA and DBSK’s debut)
Next, Lee Sooman’s reason for debuting SNSD in 2007 even though Korea was going through tough economic times. “Socially, I think that Korea’s idol market was revived by DBSK during a very gloomy time. Well, next my desire was to fill an empty space in society. You could say Japan was going through the same thing, during severe economic times men from their teens to their 30s were feeling low-spirited. In Korea, everyone was requesting an artist that could get them energetic. Therefore, SNSD, with a little bit of a retro sound, was born to heal peoples’ spirits. In Korea, this aim was very successful.
(S.M.E. Rookie & Dance Lesson part was omitted)
10 years ago, at a very early stage in the industry, our company and AVEX cooperated with Japan-Korea activities. We were thankful to AVEX whom was our strongest partner and welcomed us and made us very reassured while coming into Japan’s huge market for the first time. Thanks to them, we were able to have very big results from BoA to DBSK.
And now, the Japanese can go straight to Korea through things like satellite TV. This is also an era of different channels as well as the internet, where they can connect directly with Korea. Hereafter, it will surely be part 2 of Japan-Korea (partnership) and the beginning of new era in Asia. This time we will be partnering with Universal who sent us an offer last year in regards to SNSD’s Japan debut.
Talking about the business direction which our company is going to pursue from now on, first and foremost we want to provide good music. On the other hand, for example, one direction is to give the “SNSD” brand a new value and invent something new. (Note: First good music and second expand business with SNSD's big-name brand/image.) There’s a large possibility that SNSD will collaborate with a business like Korea’s apparel brand “SPAO”. SNSD may also do some Japanese CMs. (Note: A CM is the same as a CF, they’re commercials.) Thus, our company’s frame of business wants to expand from here on out in more than just music.”
As a side note: SNSD will be on the front cover of October’s issue of Nikkei Entertainment Magazine and there will also be an interview!
Translated by: [email protected]
Source: Nikkei Entertainment Magazine & Graphy777 @ Twitter for Graphics
