Surround Sound

By Duniya Jan

Recent years have marked a significant increase in the popularity of South Korean media, with South Korean music being emblematic of this rise. The refreshing sounds offered by many groups such as Stray Kids and Le Sserafim, as well as the magnetism of the idols themselves, have carved a name for South Korea in the global music industry. In 2023, four out of the top-ten best selling music artists were from South Korea, once again including Stray Kids, alongside fan-favourite Seventeen, and rising stars, Tomorrow x Together. 

Despite the rise in fame, only recently have international fans been seeing their favourite Korean acts on their own soil. Whilst it is common for groups to announce ‘world tours’, they often cover Japan and America at best, with groups rarely touring other south-east Asian countries, let alone Europe. Even harder to find are groups who have visited Africa for concerts, with ATEEZ being the only notable name to host a concert in the continent. Companies often quote logistic and financial reasons for the limited scope of their tours, normally choosing to focus on ‘guaranteed’ fanbases in familiar nations. However, 2024 has marked a shift in touring habits, with many groups including Itzy, Tomorrow x Together, and P1Harmony, finally making their European debuts in sizable venues. Most recently, Stray Kids lit up Tottenham Hotspur Stadium with two sold-out shows, a feat even pop-queen Beyonce was able to achieve at the same venue. 

It is true that KPOP concerts are fundamentally different to shows held by other artists. I myself had the pleasure of attending Stray Kids’ London concert and was, quite simply, mesmerised by the performance. Beside obvious factors, such as the complex choreographies and a brilliant range in setlist, other elements such as the stage set-ups, solo stages for backup dancers, and so called ‘talking segments’ completely immersed fans in the experience. Various songs were accompanied by a change in staging and even outfits, with hit title track ‘Giant’ even involving a large inflatable giant being propped up behind the members as they sang. Fireworks and flames were almost ever-present during the performance, rounding off an unforgettable night for all attendees. 

This is not to say that Western concerts, or music by extension, has lost its appeal. With the rise of solo stars such as Sabrina Carpenter and Chappel Roan, pop-music is experiencing yet another renaissance globally. However, whether down to fear or simply a lack of interest, mainstream Western media simply does not cover KPOP in the same way as they do with their own artists. Even if BTS alone are occasionally mentioned, the interest seems to be derived from their collaboration with popular artist Coldplay. Despite Stray Kids’ sellout show, there has been little to no mention of them outside music magazines, with mainstream media notably excluding the group when discussing shows at Tottenham Hotspur. Hit girl group Blackpink are due to perform at Wembley in August yet, once again, there has been little mention of this, despite the popularity of member Rosé collaboration song ‘Apt’ with Bruno Mars.  

Even if supposedly ‘peaking’, both KPOP and other aspects of Korean media remain dominant forces in Western markets. With a notable decline in the popular girl and boy bands such as the likes of One Direction and Fifth Harmony, Korean music has filled a much sought after void in music, and it is likely that they will continue to do so. With the highly anticipated comeback of BTS amongst many other incoming tours such as Enhyphen’s ‘Walk the Line’ world tour, it is safe to say South Korea remains comfortable in the music industry. Regardless of the narrative, KPOP is certainly here to stay.