[theqoo] K-POP IN CRISS AFTER BTS... MUST OVERCOME BY CULTIVATING MULTINATIONAL IDOLS AND USING AI TECHNOLOGY

It will be hard for another group like BTS to emerge

After BTS halted activities in 2022 due to military service, many K-pop groups have expanded their global recognition. Even excluding BLACKPINK, which rose to global fame around the same time as BTS, groups such as Stray Kids, Tomorrow X Together, ENHYPEN, ATEEZ, aespa, and IVE have risen, along with major rookies like RIIZE and KATSEYE. However, the general consensus in the music industry is that no group yet matches BTS’s level of influence.

Pop music critic Im Hee-yun analyzed, “As the absence of superstars comparable to BTS and BLACKPINK continues, the limitations of the K-pop market, heavily reliant on superstar acts, are becoming increasingly clear.” Fellow critic Im Jin-mo added, “BTS are the Beatles of this era. It won’t be easy for another group like BTS to appear.”

Bang Sihyuk, often called the “father of BTS,” had already raised concerns about a “K-pop crisis” three years ago. At the Kwanhun Forum in March 2023, he stated, “The slowdown in K-pop growth indicators is clear. Since signs of crisis have already begun, we must find alternatives regardless of BTS’s presence.” His proposed solution was to move beyond the “K” in K-pop, expanding it not just as a music genre, but as an integrated production system.

He believes K-pop should be defined as a cultural form encompassing fandom consumption patterns, production and industry systems, and contract structures. For sustained growth, infrastructure must be built to consistently produce global superstars like BTS. The priority was to scale up into entertainment companies capable of competing with major U.S. labels like Universal Music Group, Sony Music Entertainment, and Warner Music Group. This is why HYBE has acquired multiple labels domestically and internationally, established overseas branches in the U.S., Japan, and Latin America, and created localized groups composed of foreign members.

Localized groups expand the global market

HYBE’s Korea, U.S. joint multinational girl group KATSEYE is a representative success story. After gaining popularity in North America, they were even nominated for Best New Artist at the Grammy Awards. HYBE’s Japan-based group &TEAM has achieved significant popularity, holding an Asia tour within just three years of debut.

Global groups have already become a trend in the music industry. SM Entertainment introduced NCT WISH and the UK-localized group Dear Alice, while JYP Entertainment formed multinational boy group NEXZ and Japan-based girl group NiziU through a Japanese survival audition program.

HYBE sees this “multi-home, multi-genre” strategy as the future direction of K-pop, applying its unique production system globally while reflecting local cultures and nurturing local artists. A HYBE representative explained, “The greatest strength of global groups is flexibility. Multinational members who speak various languages create high-quality content without cultural friction, lowering entry barriers and expanding the market.”

Experts agree that the globalization of K-pop groups is a natural progression. Professor Ko Sam-seok of Dongguk University said, “We must broaden the base of K-pop. Forming multinational idol groups is inevitable. Diversifying labels to spread risk and increase chances of success is also an excellent strategy.” Critic Im Hee-yun added that major agencies must strengthen sustainable revenue systems through overseas branches and joint ventures, and further refine localized promotions.

The “Enter-tech era” and the importance of tech convergence

Technological convergence, such as virtual idols powered by AI and AR/VR concerts, cannot be overlooked. The explosive popularity of the virtual group PLAVE has proven this potential, becoming the first virtual artist to achieve million-seller status and building a large fandom. The virtual girl group Isegye Idol is also popular enough to hold solo concerts at the Gocheok Sky Dome. SM Entertainment has introduced its first virtual artist, Naevis.

HYBE, through its AI audio subsidiary Supertone, created the virtual idol group SYNDI8 and supported concert video production for Tomorrow X Together. In a 2023 interview with Billboard, Bang Sihyuk stated, “I have long doubted the idea that only humans will remain creators of music,” declaring AI technology as one of HYBE’s next key strategies.

Professor Ko noted, “Both Korea and the U.S. have already entered the ‘enter-tech’ (entertainment + technology) era,” suggesting the need for planning online and offline events linked to virtual idol groups and developing immersive content. Critic Im Hee-yun added, “AI technology will bring another revolution to the cultural industry. It’s important to quickly adapt to changing patterns of cultural production and consumption and evolve into a platform-based system that can embrace a global audience.”

source: https://m.entertain.naver.com/home/article/005/0001839070

original post: here

1. It's because they're mediaplaying with BTS that the bubble has been bursting 

2. They really make it so obvious they know nothing about idols

3. They have no idea about what idols are 

4. ..??

5. "Bang Sihyuk, often called the “father of BTS,” had already raised concerns about a “K-pop crisis” three years ago. At the Kwanhun Forum in March 2023, he stated, “The slowdown in K-pop growth indicators is clear. Since signs of crisis have already begun, we must find alternatives regardless of BTS’s presence.” His proposed solution was to move beyond the “K” in K-pop, expanding it not just as a music genre, but as an integrated production system."

This part is so f*cking funnyㅋㅋㅋ he said that back in 2023 but now that BTS is coming back in 2026, he's all about playing patriotic and pushing the "K" as much as possible ㅋㅋㅋㅋㅋㅋㅋㅋㅋㅋ

6. It's my first time I disagree this much with an opinion 

7. BoA was the one who started international recognition of K-pop, and the lineage of overseas success continues ceaselessly, so what are you talking about...

8. Multinational groups are the worst

9. It's only a crisis for BTS 

10. He was going on and on about erasing the 'K' but now he's all about Arirang and Gwanghwamun???ㅋㅋㅋㅋㅋㅋㅋㅋㅋ

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