▲ This photo, provided by JYP Entertainment, shows boy band StrayKids. (PHOTO NOT FOR SALE) (Yonhap) 

 

 

 

SEOUL, Aug. 29 (Yonhap) -- Competition on who will be the leading '4th generation' of K-pop idols to follow the 3rd generation such as BTS, BLACKPINK and EXO, who have taken over the global market, is growing hotter than ever.

There have been groups introducing themselves as the representative of the 4th generation but there also have been controversies over whether the new era of the idol scene has really opened up. The 3rd generation idols recognized by the world as global stars are still dominating the market and there still has not appeared an irreplaceable 4th generation's 'top idol.'

However, as recent groups have been making an explosive growth and visible accomplishments, the competition to take over the lead of the new generation has become clearer.

 

▲ This photo, provided by Cre.ker Entertainment, shows boy group The Boyz. (PHOTO NOT FOR SALE) (Yonhap)

 

◇ ‘Jump’ in music sales,hits on music markets… visible accomplishments of the 4th generation.

The music scene usually refers to H.O.T and Sechs Kies in the end of the 1990s for the 1st generation, TVXQ, Big Bang and Girls’ Generation who started to spread Hallyu to the Asian countries in the mid and end of the 2000s for the 2nd generation.

The 3rd generation idols under the lead of BTS, debuted in 2013, BLACKPINK, EXO and Twice have widened their range of fandom to a global extent including the North America.

The 4th generation refers to the rookie groups in their 3~4th anniversary of debut.

Among boy groups, the representative ones are so-called dubbd “ZZZ” (Stray Kids The Boyz ATEEZ) who have shown remarkable performances in Mnet contest program “Kingdom: Legendary War” (Kingdom) this year. The groups have recently attracted interest of K-pop fans showing astounding growth in fandoms.

The winner of the program, Stray Kidz, have gained attention with their strong and impressive music through their self-produced songs for the group’s 1st regular and repackage album in 2020.

The group may soon become a million-seller having recorded 93,000 pre-orders for their 2nd regular “NOEASY” released on the 23rd of August. The figure is three times larger than that of their previous album. The title song “Thunderous” has hit 1st place on iTunes Song Chart in 52 foreign countries.

The Boyz, winner of “Road To Kingdom” which was a prelude to “Kingdom” and who made it to the semifinals of “Kingdom,” is also showing a sharp rise in their speed of growth

Following their more-than-4-times increase in the first-week sales of their 5th mini-album “Chase,” which was released after the group’s appearance in “Road to Kingdom,” their 6th mini-album “THRILL-ING” dropped in August has recorded 52,000 sales which is 2.5 times larger than the last record.

 

 

 

▲ This photo, provided by SM Entertainment, shows girl group Aespa. (PHOTO NOT FOR SALE) (Yonhap) 

Girl groups of the 4th generation has showed their presence releasing consecutive hit songs.

Aespa who debuted in November 2020 has raised their value higher ranking 2nd place on “Gaon Charts” with their popular song “Next Level.”

ITZY is gradually gaining popularity with their music from the debut song “DALLA DALLA,” “ICY,” “Wannabe,” and to recent “Mafia in the Morning.”

 

▲ This photo, provided by Space Oddity, shows an increase in the speed of expansion oversees of the 4th-generation idols. (PHOTO NOT FOR SALE) (Yonhap)
◇ ‘Global Idol’ from the beginning…communicate online

One of the biggest distinguishable features of the 4th generation from the 3rd is that they have expanded their stages to a global scale thanks to the former idols’ contribution to the K-pop’s globalization.

From the start of their debut or even before their debut, the new generation’s idols get responses from K-pop fans overseas and they aim for global fame from the start.

Boy band TXT (Tomorrow X Together), who are marking impressive results on Billboard comparable to that of the 3rd generations, have showcased in 6 U.S. cities in 2 months since debut.

“4th generation idols start off not only with attention from the East-Asia but from other regions especially America and Europe as well,” said Lee Gyu-tag Associate Professor of George Mason University-Korea.

“They are truly global groups in definition as they kick off globally.”

Also, they actively use online platforms such as social media to communicate with their foreign fans. The new generation provide contents online to their fans all over the world free of time limitations. It can be said that they have technically gone beyond borders.

“K-pop Radar,” a fandom date service, announced, that idols of the 4th generation have uploaded 7 posts a day in average, according to their research about Twitter usage of 69 K-pop teams with over 30,000 followers.

It is 6-times and twice larger figure compared to that of the 2nd (1.2 posts) and 3rd (3.5 posts) generations respectively.

Also, the 4th generation idols posted their first Twitter 116 days before debut in average.

Compared to the 3rd generations who have uploaded their first post after 132 days after debut in average, the new generation have stepped into using social media faster than the previous idols.

The online platforms play the role of keeping the groups’ connections with their fans as they are banned from world tours or fan amid the COVID-19 pandemic.

“Under the harsh condition in which the 4th generation cannot hold a decent offline event, they ‘unintentionally’ and cleverly acquired communication skills through intact environments,” said an official of the music scene.

The new generation can also be classified as gen Z as their average ages range from birth of mid and end of 90s to early and mid 2000s. The generation who are used to mobile and online environments and expressing their thoughts honestly have become contents-producers.

The characteristics of gen Z show up in the music produced by idols of the 4th generation.

“4th generations tend to clearly reflect the singer’s voices, styles and their stories in their music more than the previous idols,” said Professor Lee.

(END)

 

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