Abstract
The purpose of this article is to suggest new trends in the idol market and the direction of next-generation K-pop promotion strategies by studying ‘NewJeans’, which has presented a new paradigm for idol promotion strategies in the age of new media. As a research method, based on the theoretical background of existing idol promotion strategies, we will draw out the differences from other groups in the promotion strategy of ‘NewJeans’ through a comparative analysis using statistical data, music charts, and press releases. First, the management philosophy of Min Hee-jin, the CEO of ‘NewJeans’, based on Hegel's dialectic, has set a new trend in the idol market. Second, the active utilization of IP led to effective publicity. Third, through the utilization of the newtro concept, the product was consumed by a wider age group than the main consumption age group of the existing idol industry. This study has practical implications in that it provides a direction for successful promotion cases utilizing new media, and research on new genres that are leading trends in the current generation should be continued based on this study.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
