Win-win
According to the Korea Herald, the collaboration between K-pop idols and global pop stars has developed into a relationship that benefits both parties in unprecedented ways.
Previously, collaborations were primarily seen as a strategy for K-pop artists to break into the Western market, especially the American market.
But this partnership now allows world music icons to tap into the power of the K-pop fandom.
K-pop fans, known for their concerted streaming and promotional efforts, have become a valuable asset for global stars looking to amplify their music's reach, drive social media trends and boost album sales.
“K-pop stars may not always be on par with global music icons in terms of popularity or production sophistication, but their explosive influence and purchasing power are undeniable,” says pop music critic Kim Do Heon.
Collaborating with a Kpop star can attract immediate attention and create strong viral momentum in a short period of time."
Blackpink, with over 95 million subscribers, currently holds the title of the world's most-subscribed artist channel on YouTube. Meanwhile, BTS's channel, "BANGTANTV", boasts over 79 million subscribers, making it the most-subscribed male artist channel globally.
Conversely, for K-pop stars, collaborating with Western artists gives them access to mainstream audiences and genres like R&B and hip-hop, allowing them to showcase the versatility of K-pop and appeal to a wider international audience.
Looking at the success of Rose and Bruno Mars
Rose's recent collaboration with Bruno Mars on the single "APT." is a prime example. Bruno Mars' loyal fan base combined with Rose's social media influence is creating unprecedented traction.
“K-pop still functions as a subculture in markets like the US and Europe, where the reach of K-pop listeners is still relatively limited. In order to reach mainstream audiences in these regions, partnerships with popular local artists are essential,” said music critic Lim Hee Yun.
Bruno Mars is the second-most-listened-to artist on Spotify, with 119.3 million monthly listeners, behind only The Weeknd (119.7 million). When “APT.” came out, Bruno’s hundreds of millions of regular listeners were a huge advantage for Rose.
Even those unfamiliar with Rose will see “APT.” promoted alongside other Bruno Mars tracks, giving Rose’s music a chance to reach new listeners.
But the large and enthusiastic fandom of Blink (Blackpink fans) also benefits Bruno.
Not only did Rose set a record as the first K-pop artist to top the Apple Music global chart, but Bruno Mars also set a new record - "APT." was his biggest streaming day ever, with 14,596,132 streams on Spotify globally.
“APT.” has now surpassed Bruno Mars and Lady Gaga’s own hit “Die With A Smile” on Spotify globally and Spotify US.
Teaming up with the 15-time Grammy winner, Rose showcased a musical style never seen before.
Similarly, recent collaborations have been well received, including Lisa with Rosalia on “New Woman”, Seventeen with DJ Khaled on “Love, Money, Fame”, the remix of Megan Thee Stallion’s “Mamushi” with Twice…
“K-pop stars attract large social media followings, but importantly, their fans actively stream and share music content.
In contrast, Western pop stars do not always have high engagement rates, despite their large followings.
Even pop stars unfamiliar with K-pop now see the strategic value in collaborating with K-pop artists because the music industry is driven by data,” said critic Lim.
