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K-Pop's Paradox: Why BTS Fans Aren’t K-Pop Fans
K-Pop is in a unique situation. The genre “feels” like it’s everywhere. BTS, Blackpink, Stray Kids, and KPop **Demon Hunters have topped Billboard and Netflix charts. But recent data shows that roughly 2% of global streams are from K-Pop, and the genre is and trending down.
We are joined by Will Page, former Chief Economist at Spotify and author of Pivot. He released a new report on Music Business Worldwide in collaboration with Jeongbeom ‘JB’ Kim, Chief Data Officer at the Korean-based KreatorsNetwork.
We discussed how K-Pop’s demand is centralized at the top, why even a phenomenon like KPop Demon Hunters didn't lift the rest of the genre, and what Western labels keep getting wrong when they try to copy the model. We dive deep into Korea's "export or die" culture, and what other sports may teach music about reaching new audiences.
CHAPTERS
04:47 The Status of K-Pop
08:28 The Impact of BTS' Hiatus
17:02 The Limitations of Superfan Monetization
24:38 "Export or Die" Model
29:44 Inflation's Impact on Music
31:28 Lessons from Formula 1
SPONSORS
Chartmetric: Listen in for our Stat of the Week
Symphonic: Distribute your music to one of the largest networks in the industry. Symphonic delivers your music to over 200 digital service providers ensuring that you’re monetizing every stream and use of your music on Spotify, TikTok, YouTube, and more
TRAPITAL
Where technology shapes culture. New episodes and memos every week. Sign up here for free.
View all episodes
By Dan Runcie
4.9
167167 ratings
K-Pop is in a unique situation. The genre “feels” like it’s everywhere. BTS, Blackpink, Stray Kids, and KPop **Demon Hunters have topped Billboard and Netflix charts. But recent data shows that roughly 2% of global streams are from K-Pop, and the genre is and trending down.
We are joined by Will Page, former Chief Economist at Spotify and author of Pivot. He released a new report on Music Business Worldwide in collaboration with Jeongbeom ‘JB’ Kim, Chief Data Officer at the Korean-based KreatorsNetwork.
We discussed how K-Pop’s demand is centralized at the top, why even a phenomenon like KPop Demon Hunters didn't lift the rest of the genre, and what Western labels keep getting wrong when they try to copy the model. We dive deep into Korea's "export or die" culture, and what other sports may teach music about reaching new audiences.
CHAPTERS
04:47 The Status of K-Pop
08:28 The Impact of BTS' Hiatus
17:02 The Limitations of Superfan Monetization
24:38 "Export or Die" Model
29:44 Inflation's Impact on Music
31:28 Lessons from Formula 1
SPONSORS
Chartmetric: Listen in for our Stat of the Week
Symphonic: Distribute your music to one of the largest networks in the industry. Symphonic delivers your music to over 200 digital service providers ensuring that you’re monetizing every stream and use of your music on Spotify, TikTok, YouTube, and more
TRAPITAL
Where technology shapes culture. New episodes and memos every week. Sign up here for free.
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