Saturday, January 9, 2016

TWICE 트와이스, reverse driving and how K-pop chart works

i.

TWICE's debut song "Like Ooh Ahh" climbed back up on the charts [1,2] and got to do another round of promotions on music shows. How excited I am when I heard that!



After three weeks of promotion, it seemed that Like Ooh Ahh would fall off the charts. But for some reason, the song climbed back up to 9th place 75 days after releaase. It occupied 10th place twice, on November 10 and then December 26. On January 9 the song is now 1st place contender for SBS Inkigayo.

This is a phenomenon called reverse driving. It happened to EXID one year ago and now it's happening to TWICE. Artists can be called back mandatorily by music programs for climbing back up the charts.

Thanks to ONCEs, TWICE had reverse driving through conventional means. That's also because of a 'vacuum' left on music charts. EXID's case was a more extreme case: months after they finished promoting their track, they shot back all due to a viral fancam.

Now we should treat TWICE 트와이스 for a first place on music shows shall we?

ii.

How the music chart shows of South Korea work is shrouded in mystery to most fans.

The K-pop and music industry is a saturated and competitive field. Artists consists of more than just idols. There are many types of singers competing for the limited space available on music program.

How limited are spaces available on music programs? There are six major music chart programs - SBS-MTV The Show, KBS Music Bank, MBC Show Champion, MBC Music Core, Mnet M! Countdown, SBS Inkigayo. Each show airs for around 1 and a half hour weekly and has space for 20 songs. Each artist promotes for 1 month except for special stages.

The space available for music programs is scarce and choosing which artist to promote is a fundamental problem that must be answered by TV stations.

In the age of Web 2.0, the decision to promote artists is partially democratized. The distribution company (like 1theK, CJE&M, KT Music) uploads the MV on Youtube and music streaming sites. The song is immediately logged onto the music charts, though the information is not shown to the public. When a song reaches a certain popularity, consideration can be made for artists to promote on music chart shows.






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