Do you agree that Huge Brand Deals ruined Kpop?

If you think about it properly, Brand Deals, mostly fashion deals, are the main source of evil.

Why? Because back in the day when Idols didn't do any or as much brand deals, you've seen them on Variety Shows, they had a lot of Youtube contents, like Live Streams, Behind videos, weekly shows like SOSHI TV, MAMAMOO TV, Bangtan TV etc, basically your average daily life vlogs. We've seen Idols interact with each other more.

Now, what happened after they signed huge brand deals?

1. No more Variety shows

2. No more interactions

3. No more Youtube content, only Insta or Tiktok dance covers or influencer nonsense

4. No more real personalities, just fake influencers, hence you can't connect with them

5. So the last one is obvious, no more connection between Idols and fans

Why? Because brand deals are huge money, and that's why companies don't have to send their Idols to Variety shows etc. They earn 10 times more with 1 brand deal than a whole Variety show.

Idols always had strict rules, but since these fashion brand deals, it's even worse. They have to keep an image, because if they don't, they will lose these deals.

So, yeah, I think brand deals should be removed from Kpop, especially for rookie Idols, because it's nonsense that teenagers debuting now with massive fashion brands.

Maybe I'm just a boomer as kids say these days.

Do you agree?

It's a private poll, don't worry.😅

Quote from Varenka

TikTokification ruined K-pop more than high-end brand deals.

Tiktokification is basically the end result of brand deals. From being fashion influencer to be SNS influencers. Also, agencies releasing 2 minute long songs as well.

Quote from StanGIDLE

I'm unsure if brand deals affected any of that. I just think companies realized newer generation of fans have shorter attention spans, so they focused more on social media posts. Also, it's much easier to manage TikToks challenges of latest trends and challenges with other idols than sending groups out for varieties.

Honestly, I'm unsure if they're making much with brand deals and it's only certain idols making serious banks. I think there's fatigue about brand deals. and it's more about bragging rights among fans. We have to remember not all deals are made equally.

I mean, it's pretty easy to see. Just look at the year when fashion deals became huge in Kpop. Not long after that, BIG4 Idols were nowhere to be seen on TV.

Also, true, kids these days can't focus for longer than 2 minute, they actually "watching" movies on Tiktok, at least that's what they think.😂 As you said, it's easier for companies, and it's much cheaper too, basically free, and they can earn a lot more.

I mean, sure, not every Idol/company earn the same money from brand deals, but they still earn more than they did with Variety content.

Quote

I think the lack of varieties is why you feel personalities are lacking. It's hard to show personality with tiktok challenges. I guess you do get some content like weverse, fromm, and other chat services.

However, I don't think this has any correlation with brand deals and more so fans aren't seeking lengthy varieties. It seems the big 4 does have content on their YouTube channels, but other groups most likely aren't gaining much from varieties or they don't want them.

The 1st part: Exactly!

The last: The BIG4 is definitely lost interest in varieties because even fans love to see Idols being models rather than real people. Their Idol persona were always fake in most cases (in the BIG4 mostly), but now, they're like actual models "without soul".

I mean, it's enough to read some comments from kids when they saw Hwasa at the airport without make-up and fancy clothes, and a towel were still on her head, because she washed her hair. Kids were shocked, because they're used to Idols looking like models, even at the airport.

So, yeah, I think brand deals has a massive part in what's going on in Kpop these days, and the fact that "The Fun is Gone".

Quote from Varenka

I think high-end brand deals and Tiktokification are separate enough to be mutually exclusive.

I don't agree, because I was a PR manager, not in Kpop obv, but still watched it live how brand deals with SNS influencers changed everything. Like, small time Youtubers became fashion influencers in a blink of an eye, basically. That's why it's a rule on SNS you have to use #ad tags and YT also have a feature for this.

This is how started: normal SNS vloggers or whatever we wanna call them > earning a lot of views and brand deals > people spending more time on SNS than ever > companies realize if they make short videos and songs it's gonna make people use SNS even more, hence the short songs, and that's why Tiktok and I think IG have their own Music platform as well. Not sure about the latter.

Quote from thelightoftruth

How do you add 1 + 1 and come up with mashed potato?

I said everything, read it, and maybe you'll understand. Read my latest comment too.

Quote from Varenka

I don't think IG has one. At least I've not seen it.

I think there are other more influential causes like streaming payouts. Becausr even in the 00s, there were big brand deals internationally but songs were still at normal 3:30+ lengths, so I don't think it's high-end brand deals alone.

Maybe it was just a plan for the future, don't know.

Streaming payouts? Which one, because pretty much every MUSIC streaming pay less than what I earn with my jobs.🤣

What you're saying is true, songs weren't short in the 00s, but people weren't obsessed with social media and streaming either. It's obviously not only brand deals, but it's one of the biggest factor.

Quote from Bottles

Yeah I’m not seeing any connection between the two. Idols have moved their variety content to their own YouTube channels (e.g 2NE1 TV was a M-Net show, but Blackpink TV was on their YouTube), but it’s not because of brand deals it’s more factors such as:

- Equipment needed to create a high-end variety show is much more affordable, i.e DSLR cameras have replaced dedicated video cameras.

- A platform like YouTube has much greater reach.

- A platform like YouTube cuts out the middle man (no need to pay a production company or split revenue with the broadcaster).

And if anything, with the move to YouTube the amount of content has increased not diminished.

Display More

I literally mentioned Youtube contents as well as a platform for Variety contents. Do you see any content from Idols (BIG4 groups) these days? Like, when was the last time when Blackpink or any other big group had a video on their channel other than a music video or a short bts?

"- A platform like YouTube cuts out the middle man (no need to pay a production company or split revenue with the broadcaster)."

This is not true, btw! You have to split the money with Youtube!

Quote from StanGIDLE

I think you have to know where to look because there are some groups outside of the big 4 making variety content on their own. Take tripleS for example, they have their own variety series that lets you get to know the idols. I guess with them they're a bit different because it does influence people spending money on objets (NFTs). However, they still produce a lot of content for fans and they've sent some members to do varieties. I just think you have to know where to look because groups are still producing content for their YouTube channels.

I think there was market research done to view if it's worth the risk, and for most groups it most likely wasn't It's cheap to make TikTok challenge. I'm just unsure how effective TikTok challenges are because many have fatigue over them.

My main complaint with the TikTokfication of kpop is why don't we have idols doing dance and song covers anymore? I feel that's an effective way to get some visibility. It will help build individual brands which would most likely benefit if things don't go well. I know Swan from Purple Kiss has some covers and appeared on singing shows. I think her getting herself out there should help her land on her foot when Purple Kiss disband. I just think companies need to find better ways for visibility because TikTok challenges aren't it.

This is why what I'm saying is true!

Outside BIG4, groups still have to appear on Variety shows and do REAL Youtube content, because there's no way a smaller group can go viral on SNS.

I also miss the dance covers too, not to mention the old-school dance practice vids or the recording behind videos.

Quote from thelightoftruth

I was feeling lazy but I'll bite.

The brand deal thing may have some influence, but it's just as likely to be coincidental, and there are plenty of other reasons to consider;

- kpop hasn't been ruined, it's thriving, you just don't like it as much. maybe coz of the groups, maybe coz of the music or whatever. Idols haven't lost their personality, they just aren't to your liking or perhaps you've aged out of it, or you don't get gen z or whatever the current gens are called.

My comment is not about what music I like, I disliked and even hated so many Kpop songs even the first 2 generation.

My whole thread is only about why Kpop is bland these days and what's the reason for that. One of the main reason is brand deals.

Quote

- variety shows/tv just isn't a thing anymore, people across the globe consume on demand content = no budget for variety

There are so many Korean variety show still, even on streaming, I can't even count, so... Even some Idols had their own, like the "Hwasa Show" on TVN for example. There are multiple others, I'm just too lazy to name all of it.

Quote

- youtube, there is plenty, more than ever tbh - in fact YT shows have replaced variety, and most groups pump out so much content than earlier gen groups, via YT or other socials. As an easy example looking at some channels, Aespa has 1.4k YT vids and RV has 729. With more member and twice the active years. MMM 1.2k vids, Lesserafim 2.3k vids.

Maybe I should've said BIG4 groups. If you compare their older contents with the new ones, you can see the difference. There's not much variety in the new ones. MVs, some short, behind vids, and almost movie quality level dance practice videos.

Quote

- no interactions or personality - more likely due to cancel culture or the prevalence of soc media, and the ease and lack of consequence for hate and shade posts. Idols/companies would be hyper focused on not doing anything wrong. Lots of interactions still happen, but it's on short form content like tik tok rather than tv and it's heavily curated and controlled.

Cancel culture was a thing in 2nd gen as well, but yes, it's much worse now. But brand deals still have an impact on this, because they won't give you a contract if you don't match their style and if you have the tiniest controversy they will cancel your contract. Hence, Idols have to stick to one image.

Quote

- connection between idols and fans, no idea what you are talking about here - I think this is just you not liking any of the newer groups. fan signs and calls still happen, bubble, more concerts in more places happen now which means better accessibility for fans. These brand deals also function as opportunities for idols to meet fans at fashion week and pop up stores.

I like a LOT of newgen groups. The reason I can't connect with them is mainly because I'm much older than them, but I can still see what content they're making, how they connect with their fans.

Back in the day, you've seen a LOT of close interaction between Idols and fans. Sure, there are fanmeets and fan calls, but it doesn't feel as personal as 10 years ago. Also, most of the time when you see a mainstream Idol at a fashion show or any event tbh, there's not much connecting is happening. I mean, you can see them, but that's all, basically.

I remember when some "BLINKS" in Europe screamed at Jennie for not smiling or talking to them, or what the hell was that. To be fair, those idiots didn't deserve better treatment anyway.

Quote from DaisyTheGenuine

"was kpop better when idols weren't getting paid"

Yes it was, and some are still didn't get paid, so it must fun for them too.

Quote from Varenka

From the top of my head, Babymonster has many recent episodr of BAEMON HOUSE. Le Sserafim does too if Baemon isn't big enough.

Babymon is BIG3, but they're kinda under the radar in terms of popularity. Don't know much about LSF's content, but if you say they have regular episodes, I will believe you.

So, even if they do variety content on their channel, that's only 2 groups. I remember in 2nd gen and early 3rd gen I couldn't keep up with the content, because there were so many. Not only on TV, but on YT as well.

Some 3rd gen Idol still making their YT shows, like Solar, Moonbyul's new "Star's Gate", I think one of the Oh My Girl member also have her own show. Apink's Bomi also had one, and some others.