Social Media and the Effects on the Success in Hallyu, Seen through T-araSocialist scholars, Oh Ingyu and Park Gilsung, argue that the success of Hallyu significant correlates with the increasing use of social media. Due to the social media impact on Hallyu, business models have also been adjusted to maximize profits–now following a business-to-business (B2B) model (2012: 372).
YouTube has become an essential tool for K-pop: keeping current fans updated and also introducing new K-pop viewers (Ibid., 366). T-ara and their producers, MBK Entertainment, both use YouTube to upload comeback teasers, full music videos, and sometimes live performances–all of which are at zero cost for both the company, who utilizes YouTube as their “promotional and distributional” tool, and for users who benefit from free music content (Ibid., 123). In addition, T-ara members consistently use Weibo as a communication medium with their Chinese fans. Oh and Park found that many international fans were not first exposed to K-Pop through YouTube, but rather through Chinese and Japanese hubs (Ibid., 376). Platforms with the same advanced features as YouTube, such as ability to share content and features for active participation, also have the ability to work as a “facilitator of K-pop dissemination” (Ibid.) Therefore, in addition to YouTube, T-ara’s activity on Weibo is a smart marketing tactic, in which can help maintain their relevance as K-pop idols in the Chinese markets (Ibid., 372). Since the increase of social media usage from both parties, the producers and consumers, businesses have adopted a new business supply chain to a B2B model (Ibid., 377). A new business supply chain results a shift in sources of income. T-ara participates in this new business supply chain by buying virtual space from Google, and in return earn revenue through advertisements and royalties. One example is YouTube channel, St.319 Entertainment, whose dance cover of T-ara's “Lovey Dovey” has been viewed 8.4 million times, in which the users must pay for royalties. In conclusion, the shift in business supply chain because of increased social media usage and consumer demands, is seen through T-ara’s practice of the B2B model through their use of social media mediums such as YouTube and Weibo. |
AuthorHan
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Reference
ArcadianDragon. “[HD/HQ Music Video] T-Ara - Bo Peep Bo Peep.” YouTube video, 3:50. Posted December, 9 2009.
www.youtube.com/watch?v=9403-9CptH8.
Oh, Ingyu, and Gilsung Park. “From B2C to B2B: Selling Korean Pop Music in the Age of New Social Media.” The Korea Observer 43, no.
3 (2012): 365-397.
St. 319 Entertainment. “Lovey Dovey - T-Ara (티아라) Dance Cover by St.319 from Vietnam.” YouTube video, 7:35. Posted April 2, 2012.
www.youtube.com/watch-?v=9EuaA-IkYmvs.
www.youtube.com/watch?v=9403-9CptH8.
Oh, Ingyu, and Gilsung Park. “From B2C to B2B: Selling Korean Pop Music in the Age of New Social Media.” The Korea Observer 43, no.
3 (2012): 365-397.
St. 319 Entertainment. “Lovey Dovey - T-Ara (티아라) Dance Cover by St.319 from Vietnam.” YouTube video, 7:35. Posted April 2, 2012.
www.youtube.com/watch-?v=9EuaA-IkYmvs.