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| yna@yna.co.kr 2024-06-05 09:37:54
SEOUL, June 5 (Yonhap) -- In a K-pop market traditionally dominated by intricate and powerful performances, this year has seen a surge in attention towards groups excelling in live performances.
According to music market analysis firm Luminate, the group ATEEZ saw a significant increase in global streaming numbers following their impressive performance at the Coachella Valley Music and Arts Festival earlier this year. From April 12-18, ATEEZ's streaming volume increased by 35.8% compared to the period from March 29 to April 4.
ATEEZ made history on April 12 as the first K-pop boy group to perform at Coachella, showcasing their talents with tracks such as "HALA HALA," "Guerrilla," "Madman," and "BOUNCY." Luminate, known for supplying data to the U.S. Billboard charts, also reported a 43.7% increase in streaming for the Korean band The Rose during the same period, following their acclaimed performance at Coachella.
Rising groups often benefit even more from showcasing their live abilities. For newcomers, positive word-of-mouth about their live performances can significantly boost their reputation. YG Entertainment’s new girl group BABYMONSTER, initially lacking media exposure, saw their debut track "SHEESH" climb into the top 10 of music charts following buzz generated by their powerful live performances on TV music programs and YouTube.
A YG representative highlighted the group's strategy, stating, "Recognizing the band's live performance abilities on music programs and amplifying them through a band version played a crucial role. BABYMONSTER is actively promoting to gain more stage experience and connect with fans in person."
Similarly, the rookie girl group KISS OF LIFE, which debuted in July last year, has been making a mark with their strong live performances of tracks like "Shhh," "Bad News," "Nobody Knows," and "Midas Touch." Their college festival performances have garnered praise, with comments on YouTube videos noting their impressive skills and energetic stages.
Hong Tae-hwa, CEO of S2 Entertainment, which manages KISS OF LIFE, emphasized their commitment to live performance from the start, noting, "We have always emphasized live performance since their debut. These talented members naturally stand out, and we believe showcasing live performances, even if not perfect, has its advantages."
Other rookie groups like Youngposse, and established K-pop stars such as aespa and NMIXX, have also generated online buzz with live performances at university festivals. Aespa’s Winter mentioned their rigorous training, performing with just a handheld mic and no background track, which has garnered admiration for their live abilities.
An incident involving NMIXX at a recent university festival, where the backing track cut out during their performance of "DICE," only for the group to continue singing live, received widespread praise. However, it was later revealed to be a pre-planned arrangement with the organizers, highlighting the importance of live performance skills as a promotional point.
Experts suggest this trend may be a reaction to instances where idol groups have struggled with live performances during encores on music programs. They argue that producers should consider an artist’s abilities and vocal tone when selecting songs, rather than solely focusing on potential hits.
Popular music critic Kim Do-heon noted, "Good vocals allow for a wider range of expressions within a group, expanding the scope of their performance and genre." He added, "Recent reactions in the K-pop market show a preference for powerful vocal performances, perhaps as a counter to less impressive stages. This is not just about the members' skills but also about choosing and arranging songs that suit the group."
This shift towards valuing live performance highlights the evolving dynamics in the K-pop industry, where genuine talent and strong live abilities are increasingly being recognized and rewarded.
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