FILIPINOS ARE GREAT SINGERS BUT WE NEED MORE TRAINING AND BETTER MARKETING STRATEGIES
During the late 90s, I held the position of A&R Manager at Sony Music Philippines. During that time, I had the opportunity to visit Sony Music Japan to delve into Japan's pop culture, primarily focusing on J-pop (Japanese Pop), before K-pop became popular. One intriguing discovery I made was the rise of Marlene de le Peña, a Filipina artist, who emerged as the first Japanese pop superstar. Although initially intended to be marketed as an idol, she insisted on pursuing her passion for singing jazz songs. Interestingly, despite the context, she chose to perform all her songs in English instead of Japanese, adding a touch of irony to her musical journey.
I became interested in how young Japanese artists were trained and later compared it to how K-pop artists were trained as well. Both J-pop (Japanese pop) and K-pop (Korean pop) industries are known for their rigorous training programs for aspiring artists. While the specifics can vary depending on the agency and individual circumstances, here is a general overview of the training process.
J-pop Training:
1. Auditions: Aspiring J-pop artists typically audition for talent agencies. These auditions can be open to the public or exclusive to agency recruits.
2. Trainee Period: If selected, the aspiring artists become trainees under the agency. The trainee period can range from a few months to several years.
3. Vocal Training: Trainees receive vocal lessons to develop their singing skills. They learn techniques, control, and range improvement.
4. Dance Training: Trainees undergo intense dance training to master choreography and performance skills. They learn various dance styles, including contemporary, hip-hop, and pop.
5. Language Training: If necessary, trainees may receive language training, particularly in English, as it is often used in J-pop songs or international promotions.
6. Acting and Hosting Lessons: Some agencies also provide acting and hosting lessons to enhance trainees' versatility and ability to appear in variety shows or dramas.
7. Music Theory and Instrument Training: Trainees may receive lessons in music theory and learn to play musical instruments, such as piano or guitar, to broaden their musical understanding.
8. Physical Fitness and Diet Management: Trainees are expected to maintain physical fitness and manage their diet to meet the industry's beauty standards.
9. Etiquette and Media Training: Trainees learn about proper etiquette, interview skills, and media training to handle interviews, public appearances, and fan interactions.
10. Audition/Debut Selection: Throughout the trainee period, trainees participate in periodic evaluations and auditions. Those who meet the agency's standards and are deemed ready for debut may be selected to form a group or debut as solo artists.
K-pop Training:
1. Auditions: Aspiring K-pop artists audition for talent agencies through various channels, including public auditions, online submissions, or scouting.
2. Trainee Period: Selected trainees become part of the agency's training system. The trainee period in K-pop is generally longer and more intensive than in J-pop, often spanning several years.
3. Singing and Dancing Training: Trainees receive extensive training in singing and dancing. They undergo vocal lessons, where they learn techniques, harmonization, and control. Dance training focuses on learning synchronized choreography, stage presence, and performance skills.
4. Language Training: K-pop trainees often receive language training to communicate effectively, as many K-pop groups promote their music internationally. English and other languages are commonly taught.
5. Acting and Hosting Lessons: Trainees may receive acting and hosting lessons to prepare for potential opportunities in dramas, variety shows, or MC roles.
6. Rap and Songwriting Training: Some trainees are trained in rap and songwriting skills to contribute to their group's music or pursue solo careers.
7. Visual and Styling Training: Trainees receive guidance on styling, makeup, fashion, and image management to create a marketable visual appeal.
8. Media and Fan Interaction Training: Trainees learn how to handle media interviews, fan interactions, and social media presence to cultivate a positive public image.
9. Physical Fitness and Diet Management: Similar to J-pop, K-pop trainees are expected to maintain physical fitness and manage their diet to meet the industry's beauty standards and maintain their health throughout their training and professional careers.
While K-pop and J-pop both have global followings, it is true that K-pop has gained more widespread popularity on the international scene compared to J-pop. There are several factors that may contribute to this phenomenon:
1. Marketing and Promotion: K-pop agencies have been known for their meticulous marketing strategies and promotion techniques. They invest heavily in producing high-quality music videos, choreography, and visually appealing performances. K-pop agencies also actively engage with fans through social media platforms, creating a strong sense of community and fan interaction. This marketing approach has helped K-pop gain traction globally and attract a diverse fan base.
2. Language: K-pop often incorporates English phrases or words into its songs, making it more accessible to international audiences. While J-pop occasionally includes English lyrics, the majority of J-pop songs are primarily sung in Japanese, which can be a barrier for non-Japanese speakers.
3. Globalization Efforts: K-pop agencies have made deliberate efforts to expand into the international market. They actively recruit non-Korean members in their groups to cater to different cultural backgrounds and increase global appeal. Additionally, agencies organize world tours, participate in international music festivals, collaborate with international artists, and release English versions of songs to reach a broader audience.
4. Online Presence: K-pop has effectively utilized online platforms such as YouTube, Twitter, and Instagram to connect with fans worldwide. K-pop music videos often garner millions, and sometimes billions, of views, leading to increased exposure and popularity. K-pop fandoms have also demonstrated their dedication by engaging in streaming parties and trending hashtags, further amplifying the visibility of K-pop artists.
5. Cultural Factors: Korean entertainment companies have been proactive in exporting Korean culture as a whole, including K-pop. The Korean Wave, or "Hallyu," has gained momentum through the export of Korean dramas, movies, fashion, beauty, and food. This integrated approach has contributed to the overall popularity of K-pop and increased interest in Korean culture.
It's important to note that these factors are not exhaustive, and the popularity of music genres can vary in different regions and among different audiences. J-pop still maintains a dedicated fan base and has its own unique appeal, particularly in Japan and other Asian countries.
