July 19, 2024 • 14 mins
Is K-pop even K-pop without the K? A Bloomberg analysis of song lyrics shows that for the first time, almost half of K-pop songs released this year have English lyrics.
On today’s podcast, host Sarah Holder speaks with Bloomberg reporter Sohee Kim about the genre’s identity shift and why industry efforts to grow its global audience might mean fewer Korean band members.
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Episode Transcript
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Speaker 1 (00:03):
Bloomberg Audio Studios, podcasts, radio news. I love K pop
because they are, by far, I would say, the coolest
version of our generation.
Speaker 2 (00:17):
Bloomberg reporter so he Can has been covering Korean pop
or K pop for nearly a decade as a journalist,
but she's been a fan for much longer than that.
Speaker 3 (00:27):
Yeah.
Speaker 2 (00:27):
Literally, I grew up with K pop, so he vividly
remembers her first K pop obsession.
Speaker 1 (00:34):
So it was nineteen ninety seven when a trio girl
band called Ses come out of Nowhere. I first discovered
them from TV and three pretty young teenage girl grooves
were singing and dancing on a song called I'm Your Girl.
(00:58):
The song was mixed them a little bit of a
pop and RMB produced by SM Entertainment, and it completely
blew my mind. So I bought cast tapes up there,
albums and gathered some of my friends practice their dance
routines and performed at school events, and that became my
annual thing.
Speaker 2 (01:15):
Recently, so He started noticing something unusual in the K
pop songs getting released. A lot of their lyrics were
in English, not Korean. So she did what any Bloomberg
journalists would do. She and her colleagues started collecting data.
In this instance, they conducted a very fun sounding survey.
They analyzed every single K pop song released since nineteen
(01:38):
ninety five that included hits like BTS's Butter.
Speaker 1 (01:42):
Small Drag, but like Criminal and.
Speaker 2 (01:46):
Black Pinks Killed This Love and I found out something
pretty surprising.
Speaker 1 (01:55):
So almost half the K pop songs released this year
had the majority and lyrics, and this is the first
time in K pop's history like having a lot of
English the lyrics and English songs.
Speaker 2 (02:07):
So he says that this push into English hasn't been
an accident.
Speaker 1 (02:11):
And having more English lyrics is becoming a new norm
for Korean idol groups because their songs are actively drawing
more audiences not only in the US, but in some
regions in Southeast Asia where a lot of K pop
content like dance challenges become viral on TikTok and YouTube,
and most of them are using English as a main tool.
Speaker 2 (02:33):
But if you take out the Korean, you're left with
a glaring question, what's K pop without the k Today
on the show, after years of meteoric growth, k pop
is at a crossroads. Can the genre grow its international
audience without losing the key components that made it a
(02:53):
global phenomenon in the first place. I'm Sarah Holder and
this is the big take from Bloomberg News so today,
So what does the K pop industry look like? Who
are the key main players that we need to know
before we understand this world?
Speaker 1 (03:12):
So there are so called four big companies SM, High, YG,
and JYP. SM is known as the pioneer of k pop,
which was established three decades ago. High, the agency behind BTS,
is the youngest one, but the biggest in terms of
the market value. And why just the management company behind
(03:33):
Black Pink and JYP is the agency behind Twice and
Straight Kids.
Speaker 3 (03:37):
And what's the size of the K pop industry?
Speaker 1 (03:39):
Like?
Speaker 3 (03:39):
How much money does it make?
Speaker 1 (03:41):
The size of the K pop industry is estimated to
be about like ten billion dollars according to Korea Creative
Content Agency, and the amount of the kpop export was
about one billion dollars last year.
Speaker 2 (03:55):
Exporting K pop has been a pretty good business. Bloomberg
reporters spoke to fans in Los Angeles outside of a
concert for the K pop Fan Rise, who said they
spent thousands of dollars a year on merchandise, concert tickets,
and special events where they could meet members of their
favorite groups.
Speaker 1 (04:13):
Probably a six thousand budget maybe if not more, depending
on how many concerts Ike goes here.
Speaker 2 (04:20):
I mean just think about this trip, like the ticket
light and everything, maybe like.
Speaker 3 (04:25):
Five hundred maybe each just for like today, for me,
I would say maybe about two three thousands.
Speaker 1 (04:35):
And this is not something like unusual for K pop
fans that we'll see a lot of like a K
pop fans who are based in la or lets in America,
we're like friends or who want to travel more to
follow their biggest artists.
Speaker 3 (04:54):
What do fans say about why they love K pop
so much?
Speaker 1 (04:58):
Well, I will say K pop is total package of
modern arts. It's not just about songs, their fashion, computer
graphic designs in their music videos and futuristic style and
the sounds which all comes together. But what makes fans
feel more connected to their stars than K pop groups.
(05:20):
I think it's song's message and the K pop star's
attitude toward fans. K pop artists are trained how to
use social media and how not to disappoint fans who
believe in them, but.
Speaker 2 (05:32):
The global fan base for groups like Rise Bts and
Black Pink are in some ways the exception.
Speaker 1 (05:39):
So he K pop's largest consumer country is still South Korea,
and the fifty million population is shrinking and aging faster
than any places in the world. So the core consumer
group teens to early twenties will be downsizing for the
next decade. And an aging South repopulation isn't the only
(06:01):
recent challenge for the industry. South Korea's decision to allow
a US missile defense system to be installed in the
country has led to tensions with the Chinese government and
that's impacting Chinese fans that prompted some sort of like
boycotts and ban other K pop bands in China. There
was no official statement from China that they are going
(06:25):
to ban K pop industry. Like suddenly, K pop groups
and K pop companies couldn't arrange any events and concerts
in mainland China.
Speaker 2 (06:37):
All of this might have been part of the reason
why sales of physical K pop albums to China have
plummeted this year.
Speaker 1 (06:44):
There are a lot of like hypothetical thesis around that,
but there is no like a certain or clear answer
for that. But first of all, like a Chinese consumers,
they would still want to buy K pop pop albums
for sure, butts there has been a rumor that Chinese
wholesalers has stopped buying or stopped ordering work sales because
(07:08):
of some sort of like measures that Chinese government has made, and.
Speaker 2 (07:12):
That's why today, despite the passionate fans and the billions
in revenue, K pop has arrived at this crossroads.
Speaker 1 (07:20):
Obviously, in order to make a lot of money, K
pop needs to transform their business model to make a
sustainable growth for the next decade and reach out to
a wider fan base. So it's K pop's mission to
reach out to a bigger global market for a survival plan.
Speaker 2 (07:38):
To do that, some of the industry's biggest players are
arguing for a radical transformation.
Speaker 1 (07:44):
So High founder Pamschi Hawk is declaring it's time to
take the K out of K pop.
Speaker 2 (07:51):
Coming up after the break, how K pop is reinventing
itself and why this is causing something of an identity
crisis for the industry. One way for K pop groups
to appeal to a more global audience is to release
(08:11):
songs with more English lyrics, which is something Bloomberg reporter
so He Kim and her colleagues have confirmed is already happening.
Another strategy is for existing big name K pop groups
to team up with some familiar names in the international
pop community.
Speaker 1 (08:26):
For example, BTS. John Kook's latest album was produced by
Scooter Brown and executives and producers in La and Lisa
from Black Pink. She worked with Sony Entertainment's RCA. She
released a new song called the rock Star gelsis a
(08:48):
non adash of rockstarm make your favorite single. She invited
a lot of like a Thai talent and creators and
musicians to get involved in her So it's a multinational
collaboration that can be just call it as a Korean
pop But.
Speaker 2 (09:08):
K pop companies are also launching new groups from scratch
using their tried and true formula for recruiting, molding, and
debuting talent.
Speaker 1 (09:17):
The core process hasn't changed, but there are more auditions worldwide,
language lessons during training period, and tons of digital marketing
to promote the groups globally.
Speaker 2 (09:30):
From the get go, getting these groups concert ready is
time consuming and expensive.
Speaker 1 (09:36):
It typically costs about like three to five million to
create an idol group, but there are some cases that
the costs exceed ten million dollars these days.
Speaker 2 (09:45):
So he got to meet one of Korea's most promising
next generation K pop groups last month at SM Entertainment's
headquarters in Seoul. The band is called Rise. They're the
ones those fans in la were lining up to see.
Speaker 1 (10:00):
Is the latest idol group created by a SAM Entertainment.
Their music was based on the house music produced by
creatives based in US and Europe, and they also got
trained by Western hip hop choreographers for new songs, so
that resonates more with general audiences. But at the same time,
they kept the core value of K pops such as
(10:22):
empowering messages, emotional sounds, and phantom communications, so they look
very fresh but something very familiar to K pop fans.
Speaker 2 (10:33):
Meanwhile, Hibe, the label behind BTS, is trying something even
more experimental with an all girl K pop group called
kats Eye. They released their first single called Debut on
YouTube and on the group's website a little over three
weeks ago.
Speaker 1 (10:50):
I don't need know on two trin I'll set oh
just how to make a scene, just me mass.
Speaker 3 (10:57):
As you can hear.
Speaker 2 (10:58):
Their lyrics are in English, but that's not the only
thing that's different about the group.
Speaker 1 (11:03):
So among the members, there's just only one Korean member
and their main stage is not Soul or South Korea.
Their main stage is now US and Hollywood.
Speaker 2 (11:14):
In La Katsi's debut video has already been viewed over
three point seven million times. Even with those numbers, so
he says that doesn't necessarily mean the group is going
to take the world by storm.
Speaker 1 (11:28):
It's early to say whether they will be successful, but
definitely it's a very new thing for the K pop
industry because it's a total collaboration with the US record
label to create a idol.
Speaker 2 (11:42):
Group but with only one Korean member, mostly English lyrics,
and an American home base. I asked, so he what
makes Kat's Eye k pop at all? It's the question
that's at the heart of this new.
Speaker 3 (11:54):
Era for K pop.
Speaker 1 (11:56):
Yeah, it's a billion pellar question. Denying we're abandoning k
or Koreans could be risky if the new groups failed
to appeal to both of K pop fans and general
music audiences. But if any new projects find a magical
way to keep the value of K pop and make
(12:20):
a global appeal, I'm pretty sure they will revirite the
pop history.
Speaker 3 (12:26):
For the fans.
Speaker 2 (12:26):
Bloomberg spoke to outside of that Rise concert in La
the embrace of English lyrics and K pop got a mixed.
Speaker 3 (12:33):
Review vibe It's giving me. It is kind of head
or miss.
Speaker 1 (12:37):
I do somewhat like all the create K pop English songs.
I just don't heard it for anyone, just because that's
where they rooted, that's where the culture is, that's where
they should be.
Speaker 3 (12:47):
I like to be honest, sing the words out.
Speaker 1 (12:49):
But it doesn't matter like what language is, as long
as it has like a message to the meaning.
Speaker 2 (12:54):
I like, I don't know.
Speaker 3 (12:59):
The music really think they're easier for me.
Speaker 2 (13:05):
So he says it's too early to tell if K
pop's new strategy will lead to the next BTS, but
the industry is setting its sites even higher.
Speaker 1 (13:16):
Attempting like Coachella is not enough for them at all,
So they want to go stadiums for like the size
of Beyonce and Taylor Shift and Coldplay. Their dream now
is to perform at the super Bowl.
Speaker 2 (13:32):
Hot Time show A black pink BTS super Bowl show
could be dynamite. That's it for this episode of The
Big Take from Bloomberg News.
Speaker 3 (13:48):
I'm Sarah Holder.
Speaker 2 (13:49):
This episode was produced by Thomas Lou and Alex Uguia,
who also mixed this episode. It was edited by Stacy
Vnnick Smith. It was fact checked by Naomi and Thomas Lou.
There was additional reporting by Jin Wu and Jeremy Lynn.
Our senior producers are Naomi Shaven and Kim Gettelson. Our
senior editor is Elizabeth Ponso. Nicole beamsterbor is our executive producer.
(14:10):
Sage Bauman is Bloomberg's head of podcasts. If you liked
this episode, make sure to subscribe and review The Big
Take wherever you listen to podcasts. It helps people find
the show. Thank you so much for listening. We'll be
back on Monday.
Bloomberg Audio Studios, podcasts, radio news. I love K pop
because they are, by far, I would say, the coolest
version of our generation.
Speaker 2 (00:17):
Bloomberg reporter so he Can has been covering Korean pop
or K pop for nearly a decade as a journalist,
but she's been a fan for much longer than that.
Speaker 3 (00:27):
Yeah.
Speaker 2 (00:27):
Literally, I grew up with K pop, so he vividly
remembers her first K pop obsession.
Speaker 1 (00:34):
So it was nineteen ninety seven when a trio girl
band called Ses come out of Nowhere. I first discovered
them from TV and three pretty young teenage girl grooves
were singing and dancing on a song called I'm Your Girl.
(00:58):
The song was mixed them a little bit of a
pop and RMB produced by SM Entertainment, and it completely
blew my mind. So I bought cast tapes up there,
albums and gathered some of my friends practice their dance
routines and performed at school events, and that became my
annual thing.
Speaker 2 (01:15):
Recently, so He started noticing something unusual in the K
pop songs getting released. A lot of their lyrics were
in English, not Korean. So she did what any Bloomberg
journalists would do. She and her colleagues started collecting data.
In this instance, they conducted a very fun sounding survey.
They analyzed every single K pop song released since nineteen
(01:38):
ninety five that included hits like BTS's Butter.
Speaker 1 (01:42):
Small Drag, but like Criminal and.
Speaker 2 (01:46):
Black Pinks Killed This Love and I found out something
pretty surprising.
Speaker 1 (01:55):
So almost half the K pop songs released this year
had the majority and lyrics, and this is the first
time in K pop's history like having a lot of
English the lyrics and English songs.
Speaker 2 (02:07):
So he says that this push into English hasn't been
an accident.
Speaker 1 (02:11):
And having more English lyrics is becoming a new norm
for Korean idol groups because their songs are actively drawing
more audiences not only in the US, but in some
regions in Southeast Asia where a lot of K pop
content like dance challenges become viral on TikTok and YouTube,
and most of them are using English as a main tool.
Speaker 2 (02:33):
But if you take out the Korean, you're left with
a glaring question, what's K pop without the k Today
on the show, after years of meteoric growth, k pop
is at a crossroads. Can the genre grow its international
audience without losing the key components that made it a
(02:53):
global phenomenon in the first place. I'm Sarah Holder and
this is the big take from Bloomberg News so today,
So what does the K pop industry look like? Who
are the key main players that we need to know
before we understand this world?
Speaker 1 (03:12):
So there are so called four big companies SM, High, YG,
and JYP. SM is known as the pioneer of k pop,
which was established three decades ago. High, the agency behind BTS,
is the youngest one, but the biggest in terms of
the market value. And why just the management company behind
(03:33):
Black Pink and JYP is the agency behind Twice and
Straight Kids.
Speaker 3 (03:37):
And what's the size of the K pop industry?
Speaker 1 (03:39):
Like?
Speaker 3 (03:39):
How much money does it make?
Speaker 1 (03:41):
The size of the K pop industry is estimated to
be about like ten billion dollars according to Korea Creative
Content Agency, and the amount of the kpop export was
about one billion dollars last year.
Speaker 2 (03:55):
Exporting K pop has been a pretty good business. Bloomberg
reporters spoke to fans in Los Angeles outside of a
concert for the K pop Fan Rise, who said they
spent thousands of dollars a year on merchandise, concert tickets,
and special events where they could meet members of their
favorite groups.
Speaker 1 (04:13):
Probably a six thousand budget maybe if not more, depending
on how many concerts Ike goes here.
Speaker 2 (04:20):
I mean just think about this trip, like the ticket
light and everything, maybe like.
Speaker 3 (04:25):
Five hundred maybe each just for like today, for me,
I would say maybe about two three thousands.
Speaker 1 (04:35):
And this is not something like unusual for K pop
fans that we'll see a lot of like a K
pop fans who are based in la or lets in America,
we're like friends or who want to travel more to
follow their biggest artists.
Speaker 3 (04:54):
What do fans say about why they love K pop
so much?
Speaker 1 (04:58):
Well, I will say K pop is total package of
modern arts. It's not just about songs, their fashion, computer
graphic designs in their music videos and futuristic style and
the sounds which all comes together. But what makes fans
feel more connected to their stars than K pop groups.
(05:20):
I think it's song's message and the K pop star's
attitude toward fans. K pop artists are trained how to
use social media and how not to disappoint fans who
believe in them, but.
Speaker 2 (05:32):
The global fan base for groups like Rise Bts and
Black Pink are in some ways the exception.
Speaker 1 (05:39):
So he K pop's largest consumer country is still South Korea,
and the fifty million population is shrinking and aging faster
than any places in the world. So the core consumer
group teens to early twenties will be downsizing for the
next decade. And an aging South repopulation isn't the only
(06:01):
recent challenge for the industry. South Korea's decision to allow
a US missile defense system to be installed in the
country has led to tensions with the Chinese government and
that's impacting Chinese fans that prompted some sort of like
boycotts and ban other K pop bands in China. There
was no official statement from China that they are going
(06:25):
to ban K pop industry. Like suddenly, K pop groups
and K pop companies couldn't arrange any events and concerts
in mainland China.
Speaker 2 (06:37):
All of this might have been part of the reason
why sales of physical K pop albums to China have
plummeted this year.
Speaker 1 (06:44):
There are a lot of like hypothetical thesis around that,
but there is no like a certain or clear answer
for that. But first of all, like a Chinese consumers,
they would still want to buy K pop pop albums
for sure, butts there has been a rumor that Chinese
wholesalers has stopped buying or stopped ordering work sales because
(07:08):
of some sort of like measures that Chinese government has made, and.
Speaker 2 (07:12):
That's why today, despite the passionate fans and the billions
in revenue, K pop has arrived at this crossroads.
Speaker 1 (07:20):
Obviously, in order to make a lot of money, K
pop needs to transform their business model to make a
sustainable growth for the next decade and reach out to
a wider fan base. So it's K pop's mission to
reach out to a bigger global market for a survival plan.
Speaker 2 (07:38):
To do that, some of the industry's biggest players are
arguing for a radical transformation.
Speaker 1 (07:44):
So High founder Pamschi Hawk is declaring it's time to
take the K out of K pop.
Speaker 2 (07:51):
Coming up after the break, how K pop is reinventing
itself and why this is causing something of an identity
crisis for the industry. One way for K pop groups
to appeal to a more global audience is to release
(08:11):
songs with more English lyrics, which is something Bloomberg reporter
so He Kim and her colleagues have confirmed is already happening.
Another strategy is for existing big name K pop groups
to team up with some familiar names in the international
pop community.
Speaker 1 (08:26):
For example, BTS. John Kook's latest album was produced by
Scooter Brown and executives and producers in La and Lisa
from Black Pink. She worked with Sony Entertainment's RCA. She
released a new song called the rock Star gelsis a
(08:48):
non adash of rockstarm make your favorite single. She invited
a lot of like a Thai talent and creators and
musicians to get involved in her So it's a multinational
collaboration that can be just call it as a Korean
pop But.
Speaker 2 (09:08):
K pop companies are also launching new groups from scratch
using their tried and true formula for recruiting, molding, and
debuting talent.
Speaker 1 (09:17):
The core process hasn't changed, but there are more auditions worldwide,
language lessons during training period, and tons of digital marketing
to promote the groups globally.
Speaker 2 (09:30):
From the get go, getting these groups concert ready is
time consuming and expensive.
Speaker 1 (09:36):
It typically costs about like three to five million to
create an idol group, but there are some cases that
the costs exceed ten million dollars these days.
Speaker 2 (09:45):
So he got to meet one of Korea's most promising
next generation K pop groups last month at SM Entertainment's
headquarters in Seoul. The band is called Rise. They're the
ones those fans in la were lining up to see.
Speaker 1 (10:00):
Is the latest idol group created by a SAM Entertainment.
Their music was based on the house music produced by
creatives based in US and Europe, and they also got
trained by Western hip hop choreographers for new songs, so
that resonates more with general audiences. But at the same time,
they kept the core value of K pops such as
(10:22):
empowering messages, emotional sounds, and phantom communications, so they look
very fresh but something very familiar to K pop fans.
Speaker 2 (10:33):
Meanwhile, Hibe, the label behind BTS, is trying something even
more experimental with an all girl K pop group called
kats Eye. They released their first single called Debut on
YouTube and on the group's website a little over three
weeks ago.
Speaker 1 (10:50):
I don't need know on two trin I'll set oh
just how to make a scene, just me mass.
Speaker 3 (10:57):
As you can hear.
Speaker 2 (10:58):
Their lyrics are in English, but that's not the only
thing that's different about the group.
Speaker 1 (11:03):
So among the members, there's just only one Korean member
and their main stage is not Soul or South Korea.
Their main stage is now US and Hollywood.
Speaker 2 (11:14):
In La Katsi's debut video has already been viewed over
three point seven million times. Even with those numbers, so
he says that doesn't necessarily mean the group is going
to take the world by storm.
Speaker 1 (11:28):
It's early to say whether they will be successful, but
definitely it's a very new thing for the K pop
industry because it's a total collaboration with the US record
label to create a idol.
Speaker 2 (11:42):
Group but with only one Korean member, mostly English lyrics,
and an American home base. I asked, so he what
makes Kat's Eye k pop at all? It's the question
that's at the heart of this new.
Speaker 3 (11:54):
Era for K pop.
Speaker 1 (11:56):
Yeah, it's a billion pellar question. Denying we're abandoning k
or Koreans could be risky if the new groups failed
to appeal to both of K pop fans and general
music audiences. But if any new projects find a magical
way to keep the value of K pop and make
(12:20):
a global appeal, I'm pretty sure they will revirite the
pop history.
Speaker 3 (12:26):
For the fans.
Speaker 2 (12:26):
Bloomberg spoke to outside of that Rise concert in La
the embrace of English lyrics and K pop got a mixed.
Speaker 3 (12:33):
Review vibe It's giving me. It is kind of head
or miss.
Speaker 1 (12:37):
I do somewhat like all the create K pop English songs.
I just don't heard it for anyone, just because that's
where they rooted, that's where the culture is, that's where
they should be.
Speaker 3 (12:47):
I like to be honest, sing the words out.
Speaker 1 (12:49):
But it doesn't matter like what language is, as long
as it has like a message to the meaning.
Speaker 2 (12:54):
I like, I don't know.
Speaker 3 (12:59):
The music really think they're easier for me.
Speaker 2 (13:05):
So he says it's too early to tell if K
pop's new strategy will lead to the next BTS, but
the industry is setting its sites even higher.
Speaker 1 (13:16):
Attempting like Coachella is not enough for them at all,
So they want to go stadiums for like the size
of Beyonce and Taylor Shift and Coldplay. Their dream now
is to perform at the super Bowl.
Speaker 2 (13:32):
Hot Time show A black pink BTS super Bowl show
could be dynamite. That's it for this episode of The
Big Take from Bloomberg News.
Speaker 3 (13:48):
I'm Sarah Holder.
Speaker 2 (13:49):
This episode was produced by Thomas Lou and Alex Uguia,
who also mixed this episode. It was edited by Stacy
Vnnick Smith. It was fact checked by Naomi and Thomas Lou.
There was additional reporting by Jin Wu and Jeremy Lynn.
Our senior producers are Naomi Shaven and Kim Gettelson. Our
senior editor is Elizabeth Ponso. Nicole beamsterbor is our executive producer.
(14:10):
Sage Bauman is Bloomberg's head of podcasts. If you liked
this episode, make sure to subscribe and review The Big
Take wherever you listen to podcasts. It helps people find
the show. Thank you so much for listening. We'll be
back on Monday.
Hosts And Creators
Sarah Holder
Saleha Mohsin
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