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In the run-up to the release of their debut LP The album, South Korean K-pop group BLACKPINK partnered with PUBG Corporation for a PlayerUnknown’s Battleground Mobile crossover event. Generating outright hysteria, the gaming partnership was just the latest in a long line of endorsement deals for the girl group, which was formed by YG Entertainment in 2016. Those deals span a variety of industries, including major endorsements with Kia Motors, Samsung, PepsiCo, adidas, Woori Bank and even the South Korean customs service, Incheon Main Customs.
As of 2020, BLACKPINK has an estimated net worth of $ 32 million. But that estimate can’t fully encompass what members Jennie, Jisoo, Lisa, and Rosé also have going for them, regardless of their roles in the group.
In particular, three of the girls have been chosen by LVMH to serve as ambassadors in the French multinational’s portfolio of luxury brands. Jisoo is serving as an ambassador for Dior Beauty, Lisa represents CELINE as a global ambassador, and Rosé was announced as the global face of Saint Laurent this summer. The group’s leader, Jennie Kim, affectionately nicknamed “Human Chanel” by fans, takes on the duties as an ambassador for the House of Chanel. But how did BLACKPINK become the fashion K-pop group?
Before answering that question, we must first understand how K-pop came to be. The K-pop music industry is part of what is now commonly known as the “Hallyu Wave (Korean Wave),” first coined by the country’s Ministry of Culture and Tourism and born out of the 1997 Asian financial crisis. Despite having grown from a war-torn nation to the 11th largest economy in the world, South Korea was one of the economies hardest hit by the crisis. The country was the beneficiary of a $ 58.4 billion loan from the International Monetary Fund (IMF) as part of the international organization’s program to help stabilize Asian currencies, but the staggering foreign debt as a result of the loan made back off to South Korea. in a nation in crisis.
With the restructuring measures implemented by the IMF as part of the loan agreement, the South Korean economy moved into the entertainment sector to rebuild itself. The Korean dramas, movies, games, animation industries and music in the form of K-pop Hallyu Wave introduced a new concept of transnational popular culture. By the first quarter of 1999, GDP growth in South Korea had risen to 5.4 percent, which together with deflationary pressure on the currency would lead to annual growth of 10.5 percent, eventually allowing to President Kim Dae-jung to declare the crisis for the same reason. year.
The initial cultural flow of K-pop to neighboring countries was first considered a fad. But since then the industry has exploded thanks to entertainment companies that embraced the trend early on, such as SM Entertainment, JYP Entertainment, and YG Entertainment.
Founded in 1996 by the embattled former CEO and member of the first-generation K-pop group Seo Taiji and Boys, Yang Hyun-suk, YG Entertainment in particular became a powerhouse in the local music industry. The group developed the iconic boy band Big Bang and girl group 2NE1, which would lead the continued international push for Hallyu Wave. Informed by the success of its established groups, YG sought to leverage its international notoriety and experience with BLACKPINK to spearhead its contribution to the third-generation stream of K-pop.
BLACKPINK’s Jennie, Jisoo, Lisa, and Rosé have become the fashion world’s choice thanks in large part to global appeal curated by YG Entertainment. Chosen through the company’s notoriously arduous apprenticeship program, the four were noted for their individual talents and personalities, which were further enhanced as a team.
BLACKPINK differs from other K-pop groups in that it has only four members, who also lead the writing process and take an active part in developing their choreography. Most recently, both Jennie and Jisoo participated in the writing of “Lovesick Girls” by The album Jennie also participated in the production of the song. Additionally, YG Entertainment has used an accomplished group of in-house artists and professionals, including TEDDY, Danny Chung, Vince, Bekuh BOOM, R.Tee, and more to create BLACKPINK’s distinctive international sound. The art has been recognized by both fans and global artists such as Lady Gaga, Cardi B, Selena Gomez, Ariana Grande, and David Guetta, who contributed to the group’s debut LP.
BLACKPINK’s stylist Choi Kyung Won helps frame Jennie, Jisoo, Lisa, and Rosé with a trendy lens. Choi, who has worked with the group since their debut, explained their strategy in WWD: “My vision is to create a really different idea with his appearance to be the epitome of women’s fashion in South Korea, to create a new milestone.”
“The group is most loved by people who follow fashion. They’re for a girl who knows… BLACKPINK is more for people who appreciate style, ”she explains. This element of the group’s style is documented by the Instagram accounts, @blackpinksstyle and @blackpinkcloset, which boast 412,000 and 192,000 followers respectively and break down the look of the group’s designer for fans vying to replicate their outfits. Bringing firsthand insight into the selling power of girls, Choi has revealed that brands sponsor girls’ “airport looks” – a unique occasion K-pop stars are photographed by paparazzi, now they are eager to work with them. ”
Finally, unlike other K-pop groups, Jennie, Jisoo, Lisa, and Rosé also run their own Instagram accounts, which serve as gateways for fans to connect with artists who primarily speak English. Together, the BLACKPINK members have 132 million followers across the platform, representing their international reach.
Fashion brands have found ways to use this to their advantage; More recently, Jennie’s Instagram was used a lot in promoting her collaboration “Jentle Home” with the South Korean eyewear name, Gentle Monster.
As the increasing prevalence of social media has helped change the notion of the interaction between global and local pop cultures, Instagram has provided a platform for BLACKPINK members to expand beyond Asia, the largest cultural market for Korean cultural industries. They have managed to find footholds in North America, Western Europe, and Latin America, regions that now actively embrace Korean popular culture.
With the fall of his debut LP The album accompanied by the Netflix documentary Light up the sky, which arrives on October 14, BLACKPINK’s future only looks brighter. As Dior, CELINE, Saint Laurent, and Chanel continue to tap into the international appeal of Jennie, Jisoo, Lisa, and Rosé, we can expect to see them appear in more campaigns, fashion week events, and even carry out collaborations. But just as BLACKPINK has made its first foray into the gaming world with PUBG mobileIncreasingly unexpected sectors will seek the group to help generate global impact.
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