Arama They Didn't

2:09 pm - 09/15/2011

Can J-Pop replicate success of K-Pop?



Though South Korea has developed a reputation for high-quality electronics and competitively-branded cars on a par with their Japanese rivals, the meteoric rise of Korean pop has pushed the East Asian country into the limelight in recent years. Boy bands like Super Junior, FT Island, MBLAQ and B2ST have captured the hearts of millions of girls worldwide. SNSD, Kara, 4minute and other South Korean girl groups have experienced similar levels of success with their male fan bases.

It’s little wonder Korean music and culture “has the potential to become a new economic growth engine by fueling exports and improving the country’s overall image abroad,” according to a report by the Hyundai Research Institute (HRI).

Across the Sea of Japan, the Japanese music industry is struggling to keep its head above the water. The 2010 figures from The Recording Industry Association of Japan indicate declines of 6% (volume) and 5% (value) in Japan’s digital music market compared with the same figures from 2009. Internet downloads also experienced a 1% decline, falling to 10.1 billion yen in total revenue. Total market size fell by 8.3% in 2010. Though it remains the second largest market for music in the world, Japanese pop could certainly use some of the vigor and enthusiasm so closely associated with the meteoric rise of its Korean counterpart.

The J-music industry cannot simply stop at stemming stagnation. With the world’s focus shifting to Asia-Pacific to power worldwide economic growth, Japan is now faced with an opportunity to renew global interest in its cultural exports and begin a cultural phenomenon rivaling that of Hallyu in scale.

Despite the efforts of the Cool Japan initiative established by the Japanese government, Japan’s music industry is failing to achieve penetration rates rivaling those of its South Korean equivalents. But why?

Like Japan’s anime industry (which is also in decline), the Japanese music industry has become so focused on catering to niches, it becomes impossible for anyone outside of the niche market to appreciate the products it creates. That presents a major problem to the industry as a whole. One prime example of such a concern can be seen through AKB48 – a group that has come to dominate airwaves and advertisements across the Land of the Rising Sun. Targeting otakus across Japan since 2005, AKB48 has grown to become very successful in its domestic operations, and has expanded into a media franchise encompassing movies, manga, games, drama and radio.

“So what’s wrong with that?” you may be wondering. “They’re successful, they’re popular and they’re everything a company could want from a girl group. Why should they change their approach?”

The fact of the matter is this: With Japan’s population in chronic decline, the size of its domestic market is bound to shrink – a fact acknowledged and recognized by the RIAJ itself. Groups like AKB48 may work domestically, but their appeal is limited by cultural factors—13-year-old girls jumping around in miniskirts may not necessarily fly with consumers outside of Japan. Catering to broader audiences both domestically and internationally will be key to the revival of the Japanese music industry.

Products, however, do not market themselves. Unlike their Korean pop equivalents, most Japanese labels are allergic to promoting their artists’ work abroad. Some, like Johnny’s Entertainment, have even gone so far as to actively delete every promotional video of new and old releases from YouTube. How can Japanese artists pick up new fans if promotional videos are only available to people who already know about the artist in question?

By contrast, the success of Korean pop internationally can largely be attributed to the aforementioned. Through music with global appeal and a heavy marketing presence worldwide, Korean pop has become a major driving force behind the success of the South Korean economy and has cultivated a positive image of the country abroad. It’s working. Sales of Korean music were up 11% in 2010, with major labels like SM, JYP and YG hitting record highs in total revenue. Girls Generation, a popular South Korean girls’ group, generated an excess of 32 billion yen in total revenue from concerts and album sales in Japan alone. In 50 days.

There’s nothing barring the Japanese music industry from experiencing similar levels of success. It’s about time that Japan gets in on the action.



Source: japantoday

This article is a bit different than the others.  It went into the economic benefits for J-pop to expand internationally.
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rikayla 15th-Sep-2011 09:18 pm (UTC)
I wish someone on Wikipedia would update that header photo. It's so dated and been on that Wikipedia page for so long. (Unless I am wrong and it's accurate to 2010 figures.)
benihime99 16th-Sep-2011 07:26 am (UTC)
I also think that these numbers are not accurate cause recently a french magazine published news saying that France had more K-pop fan than the UK so I'm not sure if all these numbers are right
taylorniw 15th-Sep-2011 09:20 pm (UTC)
But isn't the Y!T deleting mostly because of money and less because they don't want to advertise their groups?
xcherryblossomx 15th-Sep-2011 09:23 pm (UTC)
As far as I know its about copyrights and anti-piracy.

Japanese labels should make an effort to offer more Y!T exclusive materials that could help them promote their groups.
(no subject) - Anonymous - Expand
brucelynn 15th-Sep-2011 09:25 pm (UTC)
It is really not as big as people make it out to be.
(no subject) - Anonymous - Expand
remee_chan 15th-Sep-2011 09:22 pm (UTC)
32 billion yen ? around 310m$ !! in just 50 days! WHAAAAAAAT O____O
dorkiilove 15th-Sep-2011 09:24 pm (UTC)
probaly because they do like 50 concerts and appearances a day
heroismine 15th-Sep-2011 09:26 pm (UTC)
I think it was never their intention to globalize in the first place. They just started to open doors, (at least for JE its like that)
xdeepriver 15th-Sep-2011 09:26 pm (UTC)
LOL. You wish. The Korean slut fad is about to implode any second. You blind if you cant see that.
dorkiilove 15th-Sep-2011 09:30 pm (UTC)
Korean slut fad




stay bitter and pressed
yuki_yang 15th-Sep-2011 09:28 pm (UTC)
Honestly, JPOP..KPOP...neither are as big as netizen think it is.
The only thing that's big is their egos.
iheartgame 15th-Sep-2011 09:53 pm (UTC)
THIS
ethereal_limbo 15th-Sep-2011 09:29 pm (UTC)
japan's music market is big because it's unique. this article is wrong.
yamiprincess 15th-Sep-2011 09:58 pm (UTC)
THIS
asaphira_sachi 15th-Sep-2011 09:30 pm (UTC)
While I agree in a way expanding internationally might benefit them (because there are plenty of oversea fans who'd be willing to support them), I still hope they won't change their sound or appeal.
kanu_x 15th-Sep-2011 09:34 pm (UTC)
+1
brucelynn 15th-Sep-2011 09:30 pm (UTC)
Can J-Pop replicate success of K-Pop?

It doesn't need to :/
isinuyasha 15th-Sep-2011 09:37 pm (UTC)
It could help the country economically though especially after the nuclear crisis and the problem of many foreigners fleeing and low tourism rate. One more appeal for foreigners could help them...I'm not saying only a change in the entertainment industry would solve the problem but it could be a right step...and they wouldn't even have to do it as drastically as S.korea does.
(no subject) - Anonymous
czarny 17th-Sep-2011 12:30 am (UTC)
lol why? It's gigantic and the population is twice that of the UK and more affluent.
(no subject) - Anonymous - Expand
puckyducky 15th-Sep-2011 09:34 pm (UTC)
I don't really get what the header image is saying. Is it popularity? How much the music business makes? Or what? o.O;;
xkimchi_ninja 15th-Sep-2011 09:41 pm (UTC)
I think it's the total sales (money wise, not units sold)
citrine047 15th-Sep-2011 09:40 pm (UTC)
Some, like Johnny’s Entertainment, have even gone so far as to actively delete every promotional video of new and old releases from YouTube. How can Japanese artists pick up new fans if promotional videos are only available to people who already know about the artist in question?


amen to this.
xkimchi_ninja 15th-Sep-2011 09:42 pm (UTC)
I would have never known about JE if it weren't for youtube. I remember first watching Arashi videos there and branching out :/
(no subject) - Anonymous - Expand
xkimchi_ninja 15th-Sep-2011 09:48 pm (UTC)
From what I have seen, the Japanese music market is profitable enough on its own so that it doesn't have to branch out. Compare this to Korea, where the market is so small it's a financial necessity to expand. A Korean group, even if they flop in Japan, will still make more there in a week than they would in Korea in an entire year.
very_pinku 15th-Sep-2011 09:46 pm (UTC)
Well I wish JE allows a channel to post their music videos and such.
It would help current fans to extend the materials to the newer fans and so forth.
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