The All(h)ours group promoted BTS: new “idols” were named K-pop
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The teenage genre is becoming more and more popular
One of the most interesting youth pop cultures in the world – South Korean K-pop – started the year with a loud premiere. Finally, the seven-member group All(h)ours appeared. Fans of Asian boy bands have been waiting for it for more than a year. This turned out to be very opportune, because the industry lost its flagship group, BTS, and had a hard time coping with the loss of singer Moonbin, who unexpectedly died in April. Now they have new idols, which is what Asians call their pop stars. We, as Euro-Asians, say it more simply: idols.
K-pop fans were depressed, the rest of the idols from the group BTS were drafted into the army. The guys left to serve as a whole squad, seven of them, and now they periodically send photos on social networks in military uniform. So the industry was left without its most legendary pop group for a year and a half. Their return is announced only for 2025.
Meanwhile, the camouflage-clad 26-year-old Jungkook of BTS released his debut solo album Golden at the end of last year. Against the backdrop of the entire team going on military leave, this disc was a stunning success. On the first day of sales, more than two million copies of the record were sold out.
BTS’s military leave also freed up space for other artists. Auditions for various pop projects are going on non-stop in South Korea. Wear groups work from two to 17 people. The industry periodically experiences scandals due to the serious illness of one of the starlets, whose body could not withstand heavy physical activity and a large number of performances and filming. The Asian Dream Factory has developed a reliable mechanism for producing its pop idols that are winning young hearts around the world.
On the one hand, this is explained by the popularity of anime and tearful youth dramas (this is how the word “drama”, which is familiar in the West, is pronounced in Asia), which replaced Brazilian soap operas; on the other hand, boy and girl bands are no longer so popular in Europe and America , they are out of fashion, according to pop producers, and the emphasis is on solo performers. But, as practice shows, interest in dancing and singing groups is only growing.
The new year of K-pop began with a new debut; in five days, the video for Gotcha by All(h)ours received more than 22 million views and several thousand supportive comments in different languages of the world. Including Russian. The appearance of the group was prepared in advance; back in 2021, the first reports about it began to appear. The creators of the group intrigued and fueled the interest of K-pop fans on social networks.
A month ago, a video with humorous scenes from school was posted on the group’s channel, in which all seven members of the group were introduced to the public in turn. Next came a big story about how it was all filmed: boys posing, sitting at desks in the classroom and standing at the blackboard, huddled on the stands of the school stadium, collecting garbage in the yard. This was followed by a couple of video sketches from walks and typical Asian artists’ actions of communicating with people and photo sessions in large shopping centers, a teaser for a video clip and, finally, the first video. A couple of days after the video, a performance video was posted, which entirely shows only the group dance of the group members – a separate art in South Korean pop. Next is a whole mini-album. Such a promotion scheme is typical for any debut in Asia; the appearance of a new artist is carefully prepared, and interest in him is fueled.
The first clip contains all your favorite stamps. Firstly, from the very beginning there is a huge dancing crowd of bandits. K-pop videos in general are very reminiscent of common Bollywood clichés, in which the entire crowd in the square sings and dances along with the main character. Secondly, cars crashing and exploding and car chases on freeways and glass shards flying in all directions. Thirdly, carefully selected clothes are of particular importance – always super stylish and fashionable.
Little is known about the group members: they are all 17–18 years old, high school age, only their leader Konho is 20. In South Korea, schoolchildren study until they are 19 years old, so although he is not far behind his colleagues, he looks like a “pioneer leader” . Apparently, they had all already tried or worked in modeling or as extras in dramas – a typical path for South Korean artists. All the boys dance simply incredibly (especially for our artists), each of them is able to perform at least a triple pirouette – a ballet rotation around its own axis. They master the elements of many modern dance styles and are able to combine them into a common dance. In interviews, artists often say that they strive to achieve perfection in the art of dance. The performing vocal technique, as a rule, is also at its best: if it is recitative, then at the level of beatboxing, if singing, then at the level of, if not opera, then operetta. It is not surprising that the performances created by South Korean directors are popular in Japan, China, and many other countries. There really is something to listen to and see.
Among the most interesting new products from the powerful industry this month: Stray Kids returning from school scandal with “Megaverse”, The Boys with “Watch It”, TVXQ! with “Rebel”, Ateez with the video “IT’s You”.
Newspaper headline:
Invasion of new pop idols
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