2NE1 invited to the 59th Cannes Lions International Festival of Creativity !
"How well do you know K-pop? K-pop (Korean pop) is at the forefront of Korean wave, the global spread of Korean culture.
K-pop is not just a music genre from a far-away country in Asia, but a new potential for global digital contents marketing. Do you want to win the world with digital boom? Then you should look into K-pop more seriously.
In 2011, K-pop put viewership figures at as many as 2.5 billion. It has been featured in global media, including Le Monde and Bloomberg, which praised the phenomenon for taking the world by storm without massive advertising. Hundreds of fans flash mobbed outside the Louvre, calling for an additional k-pop concert in Paris last year.
K-pop fandom is neither attributed to huge marketing spend nor to the interest in Korean culture. It was basically fueled by the power of contents, which gained sympathy from the world’s teenagers. But the single most decisive factor is the digital environment, which enables an explosive and self-generating wealth of contents. This in turn helped spread K-pop storm globally.
Cheil Worldwide had covered digital related-topics at Cannes Lions over the past four years.
This year it has teamed up with 2NE1, a K-pop group enjoying a journey as a global star. They explore the current phenomenon and discuss the global contents strategy, which is the mixture of digital, social and cultural. SJ Kimm, Cheil’s expert in the K-pop craze, and 2NE1, the trend-setting artist, provide a pleasant and in-depth look at the K-pop fever."
sr. Cannes Lions
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