Date post: | 14-Apr-2017 |
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Convergence Digital / KPOP in Korea
Jean-Baptiste SoufronFWPA Avocats / Technikart
It’s a WIP!!!
K$O$
• 2013 : $5 billions from pop culture export
• 2017 : x2
Digital + Content• 1997 : 1st turning point
• Financial Crisis
• Kim Dae-jung, President and Nobel Prize decides that digital and content will be priorities
• IT : electronics, videogames, web
• Samsung moved to digital and phones
• 1999 : launch of Naver
• Content : movies, music, dramas
Hallyu• Without the 97 crisis, there would be no
hallyu
• Strong gov support
• tax incentives for videogames, digital and music
• 2005 : $1 billion investment in pop industry
Becoming a local power
• Survive the decline of J-Pop and Canto-Pop• Japan culture succeeded « by luck » in anime, manga, videogames• Unable to get the japanese market to real maturity, instead relying
on niche demand and getting more and more dependent on Akiba and the otaku market
• Get the Korean culture market to maturity• Digital Business Model :
• Strong on Piracy• Make content available as much as possible• Generate revenues from digital by-products
Becoming a global power
• US-like strategy:
• Lee Soo-Man was a student at USC Northridge
• He witnessed the emergence of MTV
• 2 sources of digital soft power:
• Hollywood-like soft-power
• Silicon Valley-like soft-power
DPOP• Digital-POP? • The rise of Youtube after 2005 had a huge impact
• Easy global reach• The digital dividend works full speed : the more you invest,
the more you benefit… if it works for Hollywood, it works for everyone
• The digital lead is key: • Naver and Samsung are essential to tech independence. • The rise of online videogames is helping share the love.
Who is the biggest star for -18 people in France: Faker or Federer?
The Japan Trap• Does Girl’s Generation really has an impact outside of Asia?
• What about the AKB48 temptation? • How to maintain global reach? There is KPOP, there is Hip-Hop, but what about?
• Who will invest to help achieve global reach? Are we talking about interesting niches benefiting from the elite club effect, or are we talking about Taylor Swift / Selena Gomez / Kim Kardashian mainstream culture art?
• What about the business side?• Is it generational? • Is it as global as the japanese culture movement was?
• Where does it reach? Middle-East, South America? • How to stay relevant without being for long in the EU - still the biggest market in the
world, and in the US - the most powerful market in the world. • The turn over is huge. But how does it help?
from KPOP to GPOP? • Heavy dependance on foreign content and technology
• Youtube
• League of Legends, Starcraft, etc.
• Can it last and stand against Sili-Wood without connecting to other local cultures?
• Other are very active: Nolywood, French Movies, South American TV, British POP, Eurodance, etc.
• Other died before: HK movies, Cinecitta, African Jazz, etc.
• Should there be a Global POP movement?
Next next• Logical move : after Youtube, Netflix could be
the next wave, leading Korean actors and singers to the global stage for long
• Protective moves from abroad: chinese quotas, etc.
• Why not others?