How Korea mints its pop stars.
From the cover of The Birth of Korean Cool.
Korean pop’s star-making process has suffered slings and arrows from the Western press—some allege that it amounts to modern-day slavery. It’s true that K-pop labels recruit budding stars and bind them to contracts that can last as long as thirteen years. But Korea had no other way of building a pop industry. It had to create it from the ground up.
Most famous rock bands formed independently, without the help of a producer or record label. This was never going to happen in Korea. Kids didn’t have the time to jam with friends. They were studying—all the time—or helping with the family business. Organically formed bands could experiment with new sounds or improvise or goof off, but Koreans had no such luxury. In the unforgiving Confucian culture, a young person who screws up has a hard time getting back on track. Until recently, when K-pop proved profitable, no Korean would have staked his future on music.
Lee Moon-won, a culture critic, said, “Koreans spend the same effort on everything, whether it’s college entrance exams or an office job. Korea stands for hard work.” Accordingly, a conventional K-pop contract lasts seven to thirteen years; half that time is spent training the stars. Shin Hyung-kwan, the general manager of MNET, Korea’s version of MTV, explained, “It takes time to see who has hidden talents. It’s one thing to pick some person and say you’re going to make them a star, but you have to see if they get along with each other and in society at large. If you are not careful, the whole thing can be spoiled. Westerners do not understand. The performers could get into an accident, some kind of trouble.” Read More