Brave Girls lost courage just a few weeks ago, on the verge of breaking up and abandoning the K-POP star’s dream after years of going nowhere.
Next, a pseudonym YouTuber called Viditor saved their career by uploading their edits playing at a South Korean military base.
“Rollin’rollin’rollin’rollin’ / I’m waiting for you / Babe is only you,” they chant when the enthusiastic uniformed conscripts dance and swing the glowing sticks.
It became viral and hit millions of chords nationwide.
In less than a month, the song ranked number one in South Korea, surpassing the Billboard K-pop 100 in the United States four years after it was first released. Its popularity was reinforced by the story of the fight against odds.
The fan-led rise is the opposite of the regular K-pop model, where the band is usually assembled, intensively trained, and launched by a record company. Record company marketing and promotion is essential to success.
“Early this year, we thought it was time to finish it,” lead singer Kim Mignon told AFP.
“The reaction to our songs was always cold and no one seemed to want to see us on stage,” she said in tears.
Brave Girls started as a five-piece ten years ago, but fell primarily into the ears of the hearing impaired. Although renewed as a septet in 2016, reshuffle did not increase its popularity.
Their five singles and two mini-albums were mistakes, not hits, and the departure of the next few years reduced them to four members.
They will play at the military base. This is equivalent to a daytime appearance on the side stage of a Korean music festival.
“All of our members felt an emotional burden. I didn’t have the courage to give up my career or start something new. And when I left the team I thought it would be the end of Brave Girls, so I wanted to keep the team together until the end. “
However, the tour of their mission proved to be to make them.
South Korea requires all healthy people to serve in uniform to defend against the nuclear-armed North. During this time, they were often sent to remote areas, deprived of the joy of modern life.
As a common experience, it’s unity and levellers, and Viditor’s edits-with witty captions such as “Play this song in battle and we’ll definitely win the war” -are in the military. I resonated with the people who saw them.
This clip has been played about 15 million times in less than a month.
“Bidider, you rediscovered Brave Girls,” wrote a poster. “You are the commander of 600,000 Korean soldiers.”
The uploader, who said he wanted to remain anonymous to maintain his privacy, said he was surprised at the reaction.
She has put together hundreds of compilations of tracks from other bands, but has never had a similar impact.
“I thought I could make an interesting video with the cheerful reactions and funny comments of the soldiers,” she said in an email.
“But I’ve never seen this come. I still don’t believe what happened.”
The K-POP phenomenon, represented by BTS’s global success, earns billions of dollars annually in the world’s twelfth largest economy.
A large number of groups, primarily composed of teenagers, are launched each year in the hope of following their footsteps, but most of the actions quickly disappear, leaving little trace in the score of music history.
Exposure on major TV stations has long been a must for aspiring to be a K-POP idol. But cultural commentator Jung Ho-jai said the violent movement of the original “Laurin” video was too dangerous for the network.
They had little choice and had no choice but to make reservations, no matter how far away they were and the low wages. Jung described them as “essentially driven to the third tier of the British football league.”
But when Viditor posted her video, he said: “For some reason, the YouTube algorithm has found potential in clips and has begun to show them to more viewers.
“It has proved how important YouTube has become as a media platform.”
K-POP companies are increasingly turning to social media sites such as YouTube, TikTok, and Facebook to develop a fan base for the band.
Kim Jin-hyung, CEO of Wuzo Entertainment, told AFP:
“In order for idols to survive, they need to target online platforms that meet the demands of their fans.”
But for Brave Girls, it was the amateur posters that made the difference.
“It happened to us very miraculous and unexplained,” said member Lee Yu-na.
Brave Girls Reborn Via YouTube Source link Brave Girls Reborn Via YouTube