Plus Magazine

| Written by Park soojin (Editor for the music webzine IZM)

The landscape of K-pop today is constantly growing. In an era where hundreds of songs are released daily, K-pop artists are intensely focused on crafting unique concepts to make a memorable impact. Reflecting on the past, girl groups like FIN.K.L and S.E.S. enchanted audiences with fairy-like personas in the 1990s and early 2000s. Simultaneously, boy bands such as H.O.T. and Sechs Kies captured the hearts of teens with their candy pop tunes. Modern idols, however, are taking a different route, engaging fans with well-developed and specific themes and universes. This strategic approach is their creative response to thrive in the fiercely competitive and saturated K-pop industry.

Idol groups started to distinctly define their concepts and universes around the 2010s. Before this era, TVXQ!, known as ‘Rising Gods of the East,’ uniquely branded each member with a four-letter stage name. Concurrently, their rival group SS501 highlighted their group's solidarity and significance through their name, symbolizing ‘Super Star Five (5) Forever(0) as One (1)’. While these groups primarily focused on their names for narrative, EXO, debuting in 2012, took a leap forward. They crafted a storyline of 'emerging stars from an unknown world', each member characterized by a unique superpower. These superpowers weren't just thematic; they were a core part of EXO's music videos and stage performances, ingeniously weaving the concept into an integral aspect of their musical experience, deeply engaging their fans.

BTS's distinctive breakthrough is rooted in their conceptual approach. Initially debuting as a hip-hop group, their ascent to international fame was largely driven by the ‘HYYH (花樣年華, The Most Beautiful Moment in Life)’ series, which began with a school-themed trilogy and evolved into a narrative about youth. During the 2010s, as K-pop solidified its global presence, new media platforms like YouTube transformed how music was consumed, emphasizing the importance of concepts, universes, and storytelling. This became a crucial strategy for K-pop to connect with wider audiences. Numerous other idol groups, such as Red Velvet, Dreamcatcher, LOONA, aespa, and TripleS, have also forged their unique identities by crafting diverse and compelling stories.

A new wave is currently making its presence felt in the K-pop industry. Emerging idol groups are carving out a niche by embracing genres previously unexplored in mainstream K-pop. These groups are distinguishing themselves by incorporating these unique genres into their musical identity. For instance, Xdinary Heroes stands out with their authentic performances in hard-hitting metal and structured hard rock, while YOUNG POSSE delves into the hip-hop drill genre with a focus on rap. Additionally, Stray Kids have recently integrated the unrestrained and dynamic sound of rock in their latest album [樂-STAR]. Similarly, ZEROBASEONE with their song ‘Crush’ and Raon with ‘♡Like Like♡’ are bringing a fresh vibe to the scene with their hybrid trap sounds, resonating with the trends of contemporary club sound.

In the history of K-pop music, there have been times when artists gained recognition by tapping into lesser-known or kitschy styles. Take, for instance, ORANGE CARAMEL, known for their catchy, hook-laden songs imbued with a quirky, B-grade charm. CRAYON POP also made a mark in 2013 with their unique ‘Bar Bar Bar’ dance in South Korea. Artists like Hyungdon & Daejun, and UV, found success with their clever lyrics and unconventional performances. However, in the realm of K-pop, where groups as opposed to sub-units typically need to quickly and effectively capture a wide audience's attention, it's been less common to see a group's core identity centered around niche genres. While K-pop often includes elements of dance, occasionally blending in rock, synthesizers, or more recently Jersey club sounds, fully embracing a minor genre as the main theme is not as prevalent.

In recent times, a striking aspect of K-pop groups is their adoption of lesser-known genres as key elements, while still preserving the traditional idol group approach of crafting unique concepts and narratives. Xdinary Heroes, for instance, operates within a storyline where the six members come together to form a band in a virtual space for online jamming, known as ♭form (platform). They creatively named their debut EP [Hello, world!] after a popular phrase in programming languages. In their third mini-album [Deadlock], they delve into their inner conflict between the roles of music ‘heroes’ and ‘villains’. Following this, their release [Livelock] reflects on the continuous loop of errors, instability, and the journey of growth.

Xdinary Heroes distinguish themselves with their live performances using actual instruments, setting them apart from other bands. While there have been idol bands like FTISLAND, CNBLUE, and DAY6 who perform live, Xdinary Heroes doesn't quite fit the same mold. The previous bands often created pop-influenced melodies with Korean sensibilities, typically centered around love or heartbreak. In contrast, Xdinary Heroes brings a more intense, powerful sound to the table, echoing the style of American rock bands such as Guns N’ Roses, particularly with their emphatic guitar riffs. Their latest album [Livelock] does venture into modern rock with ‘PLUTO’ and pop-punk with ‘AGAIN? AGAIN!,’ yet the essence of Xdinary Heroes is firmly rooted in hard rock, as prominently showcased in their lead track ‘Break the Brake’.

Similarly, the girl group YOUNG POSSE, with their recent release of the EP [MACARONI CHEESE (EP)], has made a significant impact. While they may not have as systematic a universe as Xdinary Heroes, they derive their name from the Latin word ‘POSSE,’ meaning ‘can do,’ signifying ‘a group of young people united with a purpose’. They are pioneering the drill genre in their rap, a style that no other girl group has shown before. Their music is, in essence, pure hip-hop. The detailed descriptions for each track in the album, written by the members as if conversing through text, and the distinctive ‘grrrr’ sounds in ‘POSSE UP!’ are unique elements, previously unseen in the world of idol music, particularly among girl groups.

In addition, throughout their EP, YOUNG POSSE actively incorporates this hip-hop theme in all their tracks while seamlessly blending in the core messages of agency and confidence, characteristic of 4th generation idols, thus delivering a familiar yet distinctive message. In their title track ‘MACARONI CHEESE,’ they project an image of embracing life freely, preferring to indulge in macaroni and cheese and sodas over dieting. In ‘OTB,’ they sing about the potential of achieving what one desires over a toned-down sound. By embracing genres like rap, drill, and hip-hop, which are relatively unexplored by other idol groups, they are capturing the hearts of K-pop fans with their lyrics that reflect contemporary trends.

K-pop groups, aiming for a bolder impact and differentiating themselves from their peers, are set to continue making their mark. The evolution in the genre has moved from focusing on names and personas to embracing broader concepts like the Universe and even delving into metaverse collaborations. Now, the trend is shifting towards embracing less mainstream yet more intense genres, such as hard rock, metal, and drill. This blend with idol music brings a fresh and distinctive twist to the K-pop scene. As K-pop music broadens its scope, these idol groups present a mix of familiar and novel sounds, creating music that's easily captivating. It's akin to the allure of spicier flavors, which, though not for everyone, have a unique appeal.

※ Manuscripts from outside writers may not reflect the editorial direction of this magazine.