How the K-Pop Industry Takes PR and Marketing to Another Level

It was the end of an era for me, Harry Styles had gone solo, Zayn was living a very domestic life in New York City and I honestly can’t remember what the other members were doing but all I knew was that my “fangirl” lifestyle had come to an end. That was until I discovered the wonder that is known as BTS.

 BTS is a worldwide K-Pop sensation consisting of seven members that debuted in 2013 under Bighit Entertainment. The group has been nominated twice for a Grammy and has stormed the American music charts since their American debut at the American Music Awards with their hit single “DNA.”

 Aside from being super talented and being the most likable celebrities I’ve ever come across, BTS is also equipped with an amazing team that knows how to market. If there is an item with a picture of any of the seven slapped onto it, I can guarantee it’s already in my cart.

 So how is public relations in South Korean media different from what we see in our media? These companies know their publics and gather what they want by offering exclusive membership packages once a year. They gather where their publics live, how many people can afford to buy these packages, age range, and so much more while still making a profit. Yes, I have fallen victim, and here's why the packages include merchandise and exclusive photo cards.

 What is a photo card? In 2010, SM Entertainment released Girls Generations’ album “Oh” which included these well sought after pieces of paper. A photocard is an album inclusion that comes with a random member from the group printed on it. Compare them to sports or Pokemon trading cards.

 Companies were quick to realize they could sell anything if they just included photocards. The trading community has become its own small economy, where people price and value the cards based on a number of things. Imagine in 2012 when One Direction was at its peak, fans crowded outside of a Target trading cards that came in the newest album release. That’s what happens in South Korea.

 Sometimes trading doesn’t give the satisfaction of  “pulling” your favorite member in an album you purchased, which leads fans to bulk-buy albums.

 Everything in the K-Pop PR and marketing world screams exclusivity and what's more appealing than having something everyone else wants? Idols barely using social media, random concert dates being dropped in the middle of the night and of course the photocards.

 Bio:

Audry Gomez is currently a senior at California State University, Northridge majoring in Journalism and Public Relations. After graduation Audry plans to work in the music industry as a social media manager or publicist. She has gained experience through managing socials for the media company “Sweety High” and working events as an artist escort at the Billboard Music Awards and American Music Awards.