TikTok Transforms K-Pop

TikTok has transformed the Korean music industry from the length and choreography of songs to the way albums are released.

The Chinese app for making and sharing 15-second videos has become a major channel for global youngsters to consume music, so that has become a vital unit to deliver the key melody and mood of any potential hit.

Girl band Le Sserafim manufactured by Hybe, which manages juggernaut Bangtan Boys, also known as BTS, showcased their new album “Antifragile” on TikTok by uploading 15-second edits of their songs early last month.

Perhaps the most famous TikTok phenomenon has been dance challenges for teenagers around the world. Almost all K-pop bands now start dance challenges for their new songs on TikTok to make them go viral even before the official videos are launched.

As of June, TikTok had over 1.72 billion users, and 63 percent of them were teenagers or in their 20s. As testament to that, 175 songs that were popular on TikTok made it into the Billboard Hot 100 chart in 2021.

The app has also changed the type of choreography. Recently, many aspiring stars have been performing cute, easy-to-follow dance routines that fit well on a phone screen and can be copied by TikTok fans.

A staffer at an entertainment agency said, “The more cover dance videos of songs are uploaded on TikTok, the more likely they’ll become a hit. I’ve heard that almost all agencies now have their own team dedicated to TikTok choreography.”