As the United States' music market opens up to K-pop, groups like BLACKPINK, BTS and NCT 127 are shifting the way they're promoting new music to try and make the biggest impacts in multiple regions.
EP at the end of May. The next day, they performed their new, yet-to-be-released single “Superhuman” on ABC's The groundbreaking move emphasized the boy band’s focus on the U.S. market and highlighted the globally-focused slogan of the NCT brand, a collective of stars and groups managed by K-pop company SM Entertainment: “To the world, we are NCT.” It was also an unprecedented moment, a K-pop group premiering a song on U.S. television without any warning or prior release.
In comparison to the typical fervor kept around music leaking ahead of an album’s drop date, NCT 127’s approach to the promotion ofis a refreshing change, and gives fans of the act, known as NCTzens, in North America an unexpected privilege to hear songs ahead of their formal release. In the meantime, the group is able to build buzz around their tour and the upcoming release ofthrough numerous media appearances and interviews as they tour the U.S.
Whether NCT 127 premiering and promoting their new single and album in North America ahead of its release will pay off and help the act gain momentum has yet to be seen. It’s a bold move, and risks alienating fans of the group who may feel it’s unfair to share music in one region before others. But it shows the act’s dedication to breaking into the U.S at a time when the American market is opening up to more and more Korean acts, and international music in general, than ever before.
In the past, K-pop stars struggled to gain traction in multiple regions simultaneously. But as the Stateside scene, and just generally Western music markets, continues to open up to K-pop and international acts, more and more artists will have to reorient their release promotions to focusing on diverse regions. The recent releases by BLACKPINK, BTS and NCT 127 have given each act an opportunity to pursue their own path amid a changing industry dynamic.
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