BLACKPINK Case Study - Audience & Industry

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Case study: BLACKPINK's 'How You Like That' MV

A U D I E N C E

Entertainment pleasures: the video offers a lot of entertainment, includes vibrant bright colors, dance routine, fancy outfits, fast changing frames and beautiful girls

Target audience: Women from minority background (asians in particular) seeking for empowerment in the media. 

Can also target male audience due to voyeurism with the costumes. The members of Blackpink are shown wearing revealing and tight clothes, bringing the attention of male audience. Close up shots of the member's face can be considered as male gaze according to Laura Mulvey.

However this MV also subverts the male gaze theory as the Blackpink members are a vital part of the MV, they're seen as singer and dancers, more than just an object.

Representation: The music video includes representations of powerful Asian females. Each members are shown with different personalities and styles, they're all a major role in the music video (subverts from the Male Gaze theory). The Blackpink members showed off strong and powerful expression while singing their part of the song.

Genre conventions of pop music: Lipsync, bright colours and choreography. However also includes the other genre conventions such as hip hop and trap (hybrid genre) to reach a wider audience.

I N D U S T R Y

YG entertainment has subsidiary companies in other areas and is horizontally and vertically integrated. They're able to produce, distribute and market music. Their subsidiary companies allows them to produce merchandise and earn more revenue to reduce risk. 

YG has a variety of conglomerate companies (Tencent, NAVER) as their investors to give them the budget to produce K-Pop groups and their music.

YG promotes their K-Pop groups through music shows, live streaming (VLIVE), reality show, teaser videos, posters, etc.

The music industry is globalized so YG tries to appeal global audiences to increase revenue. They do this by sending their K-Pop groups to American TV show (Blackpink on Jimmy Kimmel), include english lyrics on their songs, recruit K-Pop idols from different countries, add subtitles to their contents and market them through social media to global audiences. They also worked together with American artists such as Lady Gaga and Selena Gomez which is considered as cross media convergences and synergy.


sources: 

https://www.youtube.com/watch?v=icPXzCqvVd0

https://www.youtube.com/watch?v=9iWOO3Kexp4


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