Kpop Case Study

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1. Improved K-pop Show Contents Since the globalization of K-pop, the demand for Korean popular music contents has been diversified throughout Asia. To meet the needs of fans wanting to see K-pop stars directly before them, Korean production companies, broadcasting companies and non-profit foundations increased overseas performances and prepared for alternative channels such as internet live-streams. But they could neither satisfy fans in quantity nor in quality. K-pop fans in Asia did not enjoy the luxury of experiencing K-pop contents as a whole since most of the concerts were one-off events, concentrated on a few artists. The definition of a total K-pop experience is as follows. “K-pop that is introduced in many different languages…show more content…
According to the uses and gratification theory, active users voluntarily find and choose what they want. In the case of foreign fans, this webpage would gratify their desire because they can easily find idol singers’ video clips they want. Also it provides high quality services – clear pictures and full-time length– at an inexpensive price. Therefore audiences have sufficient motivation to choose this website for their platform. In the case of media companies, they do not have to invest much money for establishing and managing this streaming service business because marginal costs near zero when uploading video contents which are already produced. Also it can act as a core means of promotion and attract K-pop fans worldwide, generating further sales for media…show more content…
Since K-pop culture has prospered based on a few idol groups that the big companies have supported, it lacks genre diversity. Although there have been top-down governmental efforts, such as holding K-pop festivals, they are not sufficient to establish a sustainable K-pop culture. We have provided two alternatives to promote a sustainable K-pop ecosystem. First, we will increase show contents, such as international concerts, to suit the demands of international consumers as well as to promote K-pop culture. Second, we will use the “windowing” strategy and create an online streaming service where fans from abroad can easily have access to the exact contents they are seeking for (i.e. videos of concerts of idol stars). The two alternatives that we have provided target consumers of K-pop worldwide, instead of limiting the layer of consumers to Koreans. Some may argue that it is unnecessary for companies and even the government to step in, to suit and benefit foreigners. However, K-pop has a strong competitive edge which enables it to compete worldwide, and benefiting foreign consumers will ultimately benefit domestic companies and the image of Korea itself. Permeation of K-pop culture and ultimately Korean culture into other nations can positively influence the minds of foreigners and strengthen the leverage and power of South Korea as a whole. Looking forward to such returns, we should make efforts to establish a sustainable

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