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September 1st, 2011. 7:29pm. DJ Peacemaker:
“I told you I was gonna play it, for the ‘k-pop lovers’, directly from Korea, they are BIG BANG. I keep my word.”
When the radio station HOT 102.5 debuted the song ‘Tonight’ of boy group BIG BANG, many Puertoricans jumped from happiness.
The evidence is a video that was uploaded unto YouTube where “PR Also Loves K-pop” group members recorded their reactions when they heard their favorite group.
It would’ve been nothing out of the ordinary, except for the fact that this catchy song was sung in Korean and in English, and the fact that it was an Asian group.
“Yes, we’re are playing K-pop” confirms Luiz Vélez, Program Director of the radio station, who pleased “numerous” petitions he received from fans through the radio station’s SNS sites.
[The station] first played “Tonight” and then “Blue”, both from BIG BANG.
“‘Tonight’ was a version in English with Korean parts” explains Vélez. [T/N: I’m guessing he meant it had English parts, but the reporter misunderstood]...
“The sound is very similar to the 90’s music, when there were groups such as the Backstreet Boys. They mix styles, the old with the new, they have a lot of dances and many group members.”
Aside from the public’s petitions, they check music websites, and obviously, YouTube.
Kirstie Morales who is part of the group “Puerto Rico Also Loves K-pop”, which keeps gaining followers on SNS sites.
How and where did they find out about K-POP if they don’t know the language and South Korea is not exactly close?
“On the internet, looking for Anime”, answeres Morales in reference to the videos of Japanese animation.
Gathered at the Korean-Mexican establishment Tako, located in Hato Rey, they number the reasons why they have fallen at the feet of K-pop.
“Sometimes I get asked ’but you don’t understand them’ so I say ‘Do you understand Lady Gaga?’. There’s people who sing in English without knowing what they are saying,” points Valerie Enid Salgado, and adds, that they look for the lyrics online and they find version in English and even in Spanish.
Michael Carrasquillo, 17, also started enjoying anime series on the internet and when his aunt began watching Korean TV series on channel 6, he would download the music on the computer.
“I liked it, and I kept looking for information. There’s a lot of diversity, boy groups, girl groups, groups with both girls and boys, they play from heavy rock to ballads, although pop is the only thing playing here. They have an American sound, but it’s totally different in their lyrics, because it’s much more respectful.”
Naomi Rivera, 18, started to be familiar with anime since she was 8 years-old and in 2006, after watching Taiwanese and Japanese series, she stumbled upon one [series] that interested her for the music.
“That’s where I started and I love it”, admits Rivera. “The most famous girl group is Girls Generation, they were even on The David Letterman show. There’s also Super Junior, Beast, who had a concert in Brazil, and 2WY (sic), who where in Chile and Peru. That’s the ‘hallyu wave’, the wave of Korean music around the world”
South Korea’s moment.
Using catchy phases in English, the songs spread in a viral way. The avant-garde image of their icons, with extreme haircuts, colored hair and ultramodern clothing, makes then the ideal spokespeople for advertising campaigns.
“Before, the wave of Asian music, movies, series and fashion was sent and controlled by Japan. Now it’s South Korea’s turn, we generated it.”, summarized Cho Hyo Jin, marketing manager of the channel Tooniverse, about their strategy of promoting their products outside of Asia.
In Puerto Rico, the internet is still making this music accessible which more and more young people keep in their iPods.
“What I like is being able to meet more people through K-POP” says Keishla Quiles, founder of the group “PR Also Loves K-pop” on Facebook, which has more than 1,200 members and have done gatherings in which they meet each other and do talent shows with the music from their favorite groups.
“We have made many friends, we have shared our love for the groups and we have spread K-POP around the island. One radio station is already playing it, now what we want is that they come to Puerto Rico and sing here.” concludes Quiles who is very sure they can do it.
The Jargon
K-pop: Abbreviation of “Korean pop” or “Korean pop music”.
A South Korean wave that groups young bands and solo artists with dance, electropop, hip hop, rock and r&b music. It has become a subculture for the youth with a particular interest in the fashion and the image projected by these groups.
Hallyu Wave: Refers to the growing popularity of K-POP and Doramas (Korean soap operas) around the world. While K-POP has it’s origins in the mid 90’, the term ‘Hallyu’ was coined in 1999. Its importance has been considered by the South Korean government because of its cultural influence and, above all, for its input on their economy. Last year, the ‘Hallyu wave’ brought $3.8 billions to the country’s economy.
Male K-POP Groups
- Super Junior
- Big Bang
- Beast
- SS501
- T-Max
- 2WY (sic)
- Shinee
- 2pm
Female K-POP Groups
- Girls Generation
- Wonder Girls
- Brown Eyed Girls
- 2NE1
- Miss A
- T-ara
Source: EL NUEVO DÍA via BBU
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