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‘It’s ended up being nothing to no one’: can K-pop overcome crisis?
news.movim.eu / TheGuardian • 27 March, 2025 • 1 minute
It looked destined to take over the world. But after misfiring albums, a legal drama involving bright hopes NewJeans and with domestic fans getting bored, the South Korean music industry is nervous
Earlier this decade, it seemed as if the long-vaunted South Korean takeover of American pop was finally happening. In summer 2020, BTS’s Dynamite became the first K-pop track to top the US chart, and in 2023, girl group Blackpink became the first K-pop act to headline Coachella . But just two years later, the story looks very different.
Ruby and Alter Ego , recent solo albums by Blackpink members Jennie and Lisa, each debuted at No 7 on the US album chart before dropping out of the Top 10 after one week, and neither album produced a single that peaked higher than No 68. Relative newcomers such as Tomorrow X Together, Ateez and Twice have achieved solid first-week chart positions, thanks to strong physical album sales, before facing precipitous drop-offs. NewJeans – a young, critically acclaimed new K-pop group who looked to be the genre’s strongest hope in the US after Blackpink and BTS – have been bogged down by controversies and legal dramas in South Korea, stopping them from capitalising on the success of their 2023 single Super Shy.
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