How K-Pop’s Fifth Generation Could Change The Game

of ZeroBaseOne in July came the arrival of K-pop’s so-called fifth generation. Or did it? It depends on who you ask.

In the ultra-competitive world of modern fandom, it’s largely fans who help dictate the arrival of new generations, according to assistant professor Areum Jeong, an educator of Korean pop culture at Arizona State University. Shifts in fan culture often contribute to the definition of new generations as each era brings about changes in how fans engage with their favorite groups.

The second generation of K-pop roughly spanned from the mid-2000s to the early 2010s and marked a significant evolution and transformation of the K-pop industry. During this era, K-pop experienced a surge in popularity both domestically and internationally as companies began targeting international fans by incorporating non-Korean members into groups.

In turn, while the first generation idol groups burned bright and fast — some of its biggest names, like H.O.T., only lasted several years — the second generation introduced ways for fans to become more engaged and for agencies to wield more power. As Jeong says, “The second gen is when idol groups as we know them today were born.”

The third generation also introduced a new era of audition programs on television, thanks to the success of Mnet’sseries which launched maga-popular acts like I.O.I. and Wanna One and blasted idols like Kang Daniel and Jeon Somi into the stratosphere of K-pop culture. On these shows, the emotional stakes are high for both contestants and viewers, who champion their favorite hopefuls all season by voting in real time and campaigning on social media.

“Usually, fans would only watch idols go live [on social media] or idol content, but now fans watch other fans,” she explains. “They have this sense of community with other fans.” Parasocial bonds can also form among fans. “There are also famous fans or known fans who have their own YouTube channels or social media following.”

Source: Entertainment Trends (entertainmenttrends.net)

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