Marketing K-pop

Marketing K-pop

            Glocalization involves choosing a marketing structure that considers both the local and global considerations for creating awareness of a particular global product. Korean music has been getting significant attention from global listeners who have necessitated the marketing of music outside the domestic market. Glocalization of K-pop music has the advantage in that the music is not faced with the risk of losing its local dominance at the expense of global recognition. K-pop is the advancement of Hallyu music, which has been at the verge of extinction due to the effects of modernization. However, K-pop has enjoyed broad support due to its friendly nature unlike other music genres, which are built based on arrogance and forced following. The fact that Korea is a middle economy country helps K-pop music to spread overseas easily without arousing unnecessary and hostile sentiments that are met by genres from developed countries. The coinage of globalization and localization is a strategy that has the capability of giving the genre an advantage over other genres in its spread whereas contra-flow involves selling the culture of a region to the outside world.

K-pop is currently advancing globally with interest developing from different parts of the world. The popularity of K-pop has been significant in Asia with Singapore being at the center of the development of the genre (Ju, 2017). The spread of K-pop is associated with the Korean culture, which is based on humility and a brilliant selection of foods that features in most of the music. Unlike many nationalist states, Korea is not arrogant in its relationships with less developed countries, which gives Korean products an advantage over other products in international markets. Also, Korea is a middle-economy, a factor that saves its products from receiving hostile sentiments.

The success of any product in the international market has to consider the impact of globalization and localization, commonly referred to as glocalization. The marketing strategy should first consider achieving the standards set by the local market since it forms a crucial foundation for the success needed in the international market. A product that is not accepted in the domestic market will face challenges penetrating the international market. The strategy should take into consideration the tastes and preferences of the local community and the changes that the local community would wish to see in the product. K-pop music should win the hearts of the local Korean community before advancing to the international market (Tuyala, 2015). After meeting all the needs of the local community, the standards that are fit for the international market should be considered. The standards for K-pop music should be rated in comparison to music genres that have already established global recognition. Some measures that can be considered include the reduction of severity of government intervention on local music. Excessive government interventions limit music producers from fully exploiting their talents, and could adversely disadvantage to the K-pop culture. International competition always requires that a product rises above the local regulations but operate under international regulations.

The spread of K-pop music can use the benefit of the advancement of the Korean media to the international market. The contra-flow of K-pop can use media for marketing the culture of Korea to the outside world. The fact that Korea has a rich culture that meets the moral standards of various societies in the world means that K-pop enjoys added advantages when it comes to spreading the Korean culture to the world. The interest of the international community on the culture of Koreans should be used to the benefit of K-pop music. Several societies in the world have appreciated the consumption of Korean culture. One of the most appreciated aspects of the K-pop culture is the structured organization of the romantic dramas that have drawn international attention. Individuals who have expressed their interest in Korean romance have based their arguments on the heroes and heroines in the dramas. The heroes and heroines have been said to be charming in their roles and that they are useful in achieving satisfaction for the target audience. The contra-flow of K-pop can use the advantage posed by the exponential growth of the internet that has led to a more natural spread of information. The Internet is used across the world by a significant number of people, and thus a product that is marketed through the internet has a higher probability of succeeding. The use of the internet and social media can work effectively to meet the needs of both music producers and international followers.

In sum, K-pop should rely on glocalization to ensure that its spread to the world considers the needs of both the local and international consumers. Glocalization of K-pop music has the advantage in that the music is not faced with the risk of losing its domestic dominance at the expense of global recognition. The spread of K-pop music can be efficient if glocalization and contra-flow are employed with consideration being given on both the local and international markets.